Ripe from the Vine

Over the past few decades, wine has become an integral part of American dining and entertaining habits. Imported French and Italian wines have been joined by the great vineyards of California to serve our domestic market. As a matter of fact, a recent report states that wine is now produced in every one of the contiguous 48 states: North Dakota was the last to join the grape-crushing brigade.

The culture of merlots, cabernet sauvignons, chardonnays, Rieslings, and other varieties has become so popular that vine and grape motifs are quickly becoming one of the hottest trends in decorative accessories, whether the consumers buying them are wine drinkers or not. A wide variety of merchandise — from coasters to glasses, bottle holders, and stoppers — features prominent vineyard designs.

The growth of home entertaining has been a boon to wine consumption.

"The current trend is a phenomenon of home entertaining and nesting," says David Lieberstein, president of Wine Things Unlimited in Sonoma, California, who has been in the wine accessories business for more than 20 years. According to Lieberstein, the current national mood is perfect for marketing to oenophiles. "People are not traveling as much. Baby boomers are 'upscaling' their homes and entertaining at home more often. Wine is just getting stronger and stronger," he says.

Glenda Ray, vice president of marketing at CBK Ltd., Union City, Tennessee, agrees. She cites Americans' resurgent appreciation of friends and family as a big factor in the growing appeal of the wine motif.

"People are learning more about wine culture. And like the island motif, there's an association with wine that's very relaxing. The wine motif makes people think of Provence, Tuscany, and Sonoma. There's something informal about it that appeals to people of all stripes," adds Andrea Sadek, vice president of Charles Sadek Import Company, New York.

"The perception of wine country is relaxation," agrees Carrie Spencer, marketing director of Pacific Rim in Seattle. "It's identified with casual entertaining, and that theme is stronger than ever. People are comfortable staying put and investing money in their own homes."

And there's already a wide variety of products out there to offer your customers. Indoor decorative accessories include items such as wine holders, boxes, corkscrews, wine stoppers, and a whole range of tabletop. In addition, large outdoor garden pieces help tie the vineyard to traditional lines of garden decor. But whether its indoor, outdoor, or indoor/outdoor, just about anything wine-related is hot right now. "We've had wine accessories for at least six years, but in the last year it has really taken off," said CBK's Glenda Ray.

With consumers looking for new products for entertaining, showcasing the combination of style and usefulness of wine-related merchandise is an ideal way to lure shoppers into your store. "Consumers are looking for unique pieces with a function," says Carrie Spencer. "It's not just the motif, but also how useful the product is," agrees Sadek.

Wine accessories are also unique for their versatility. For instance, Ray suggests that wine holders can also be used to hold towels or magazines. "If you demonstrate to customers that a wine holder has many potential uses, it becomes even more valuable," she says.

While certain flowers are associated with specific seasons, the wine motif is not seasonal. Vines and grapes can be showcased in your store year-round, according to Sadek, who says that the grape motif "seems to bridge the seasons." "And customers see that, too," she notes.

"Wine has no season. That's why it's such a wonderful gift. Just the same, an accessory with a wine motif makes a great addition to the home any time of year," adds Glenda Ray.

And if your customers are searching for gifts, wine-related items offer an ideal answer. "They are great hostess gifts," says Carrie Spencer. "Particularly in the fourth quarter, around the holidays, when entertaining and impulse purchases are at their height. Put a bottle of wine in a caddie and you've got a perfect gift."

Because of its versatility, the wine motif makes for great — and easy — displays. David Lieberstein recommends having a wine-related section in your store and merchandising the product through creative displays. "You can make a powerful statement with a table display," he says. "Organize grape-themed product with empty wine bottles and imitation grapes and vines from a floral supply store. The displays will create a great ambience for selling wine-related merchandise."

Carrie Spencer of Pacific Rim agrees, adding that retailers should try to romance product in vignettes. "Display props such as vines or faux grapes, and use gourmet, if you can, with the [wine-related] merchandise to emphasize a whole lifestyle look." She also recommends using larger garden pieces in displays. Pacific Rim offers an extensive collection of outdoor garden pieces, including arches and gates that are great to use in store displays.

However, it shouldn't take much to sell wine-related product. It's a style that has grown beyond a trend. And with the wide range of vine-related product available, you can help customers bring a little bit of the garden look to every room in the house.