Sherman Mohr

But what is so interesting about all this is it all depends on the store and the experience people want to have.

There are certain stores in Texas where there are little wine psalms for us to run the wine department in the grocery stores.

No amateurs.

And then there are other stores that basically have a beverage director that's responsible for placement of everything from soda to tea to water to wine.

And there's no specialization there.

So we see it all up and down the map.

And when we're dealing with stores that really want their wine offerings, you know, really high level, really high end, we're sampling...

bottles on occasion that are retailing at a grocery store for $50 to $80 to $90 a bottle.

And you think about the cost of that sampling and the expertise that's needed to try to move those bottles.

Those are the challenges.

When you're selling that approachable $12 to $15 bottle of wine at a store, those are almost impulse buys.

And if somebody were going to buy a white that night and you sample the white that you got and they like it, they'll give it a flyer.

It's a different decision tree when you're selling an $80 bottle of wine.

What you're doing is really you're laying evidence to the fact that when you go to that restaurant, you're there for an experience.

You're not there just because the filet is great.

You're there because it's an entirety of the experience.

When I go to Hall's Shop House, we'll do a little name dropping.

When I go to Hall's in Charleston, there's a Manhattan that I'm going to get there.

And

If I don't have that Manhattan, my experience is just not the same.