Wine Rack

May 27, 2005 09:00 ET

Wine Rack uncorks an unpretentious market strategy

Wine Matchmaker System takes the intimidation factor out of wine selection Attention: Assignment Editor, Business/Financial Editor, Food/Beverage Editor, Lifestyle Editor MISSISSAUGA, ONTARIO--(CCNMatthews - May 27, 2005) - Wine Rack, the largest independent retailer of wine in Ontario, is introducing an approachable attitude and contemporary look to its 164 stores across the province.

The centre of the new market position is "your neighbourhood vineyard," emphasizing a casual atmosphere and unpretentious style that offer customers quality wines and service. The Wine Rack market strategy includes the introduction of an easy-to-use wine classification system, refreshed in-store design and new logo.

The Wine Matchmaker System allows customers to choose their wine according to their personal taste, occasion and menu, using categories, expressed as symbols, based on wine weight or "mouth feel". These symbols and charts are used throughout the store and are informative - for both the novice wine purchaser and connoisseur. In keeping with the new positioning, this system takes the intimidation factor out of wine and food pairing, and emphasizes enjoying wine as a part of everyday life.

"The Wine Matchmaking System is embedded into the new Wine Rack experience, making this a unique approach to marketing wine within the retail industry," said Ron Pasternak, General Manager, Wine Rack. "From the new colour pallet to the wine and product displays, and use of the easy-to-understand wine pairing system - this initiative incorporates every aspect of the consumer experience."

The new logo, which was selected to show at the prestigious 2004 Design at Work exhibit at the Design Exchange, features crisp graphics and lettering set against a regal purple background, reflecting the new contemporary style of Wine Rack. With an updated colour scheme, signage and customer friendly product displays, the refreshed interior design creates a casual, inviting atmosphere. The first location to implement this renewal is Toronto's Church & Wellesley flagship store, which is celebrating with several in-store events this weekend.

"Wine Rack will be a part of the neighbourhood, offering a great selection of Ontario wines and knowledgeable, approachable staff that will answer questions and lend a hand - all in a convenient local setting," added Pasternak.

About Wine Rack
Wine Rack is the largest independent retailer of wine in Ontario, with more than 160 neighborhood shops. Wine Rack was established to showcase the skill of the grape growers of the Niagara region and selected brands include Inniskillin, Ancient Coast, Jackson-Triggs, and Sawmill Creek.


For more information:
Joe Romagnolo
416-462-0199 x22

Contact Information

  • Joe Romagnolo
    Primary Phone: 416-462-0199 ext. 22
    Secondary Phone: 416-705-1723