New World of Wine Stores

Navigating a wine store can be as difficult as trying to walk against traffic in Times Square. Aisle after aisle of labels that might as well be written hieroglyphic codes and cramped little spaces, which are almost begging you to knock a bottle off the shelf, is enough to drive you to drink (hmmm…coincidence or marketing strategy?). Well, times they are a changing - Discovery Wines, a unique and innovative wine store in Alphabet City, is setting out to change the face, or should we say interface, of wine stores.

The second you walk into Discovery Wines you are aware that this isn’t your typical wine shop. The bright modern space feels welcoming and airy – baby stroller and dog friendly – but what really separates Discovery Wines from any other place we have been are the touch screen panels around the store. These touch screens are like having your own personal sommelier guide you through the place. They give out information on wine based on the way we drink wine – a crazy concept. Let’s say you are cooking a chicken dish and are looking for a wine to pair it with – the amazing touch screen has an answer. Or suppose your are feeling a little crazy and are looking for an exciting red wine from Turkey for under $10 – the amazing touch scene has 4 options. Or the best feature yet, let’s just say the green label with the cute little ducks catches your eye, just walk it over to the amazing touch screen to scan and it will tell you what it tastes like, what foods to pair it with and even about the 16 brothers that picked the grapes off of the south side of the hill.

Ellisa Cooper, one of the owners of Discovery Wines, says “their mission is to fix what’s wrong with wine stores today.” Some of the ways they have achieved this is through bright open spaces, offering lesser-known affordable wines (70% of the wines are $20 or less) and of course through those amazing screens. And all the time you save from not aimlessly wondering around the store can be spent at their wine bar, where they offer daily tastings.

We are certainly entering into a new era in the world of wine. It is no longer some esoteric, unapproachable subject. It’s fun, accessible and relaxed. The world of wine is getting a much overdue facelift– and we think it looks pretty amazing.

Discovery Wines, 10 Avenue A between Houston and 2nd Street, (212) 674-7833

Contact the author of this article or email tips@gothamist.com with further questions, comments or tips.

By Tamara Lover in Food on August 1, 2005 10:28 AM

Comments [rss]

Dave Thom

Although many complain about the fact that it is a government-owned store with a monopoly license, the LCBO of Ontario does a fantastic job of making wine accessible. Their flagship stores look like Restoration Hardware and make buying anything remotely linked to alcohol (gifts, etc.) fun and easy.

Lady X

wine is for winos. R U a fancy wino???

xoxoxoox

Daniel

Ideally this would be the beginning of the end of those mammoth wine shops that make you feel like a tiny idiot searching for a bottle of wine that you couldn't possibly appreciate properly. I've noticed the trend toward accessibility at Crush Wine Co on 57th St where, although there are no friendly touch screens to be your guide, the environment is cool and calm, and you can try six different bottles of wine in their tasting room whenever you walk into the store, which gives you just enough alcohol to remember why we really drink wine in the first place.

Jean

I am definitely going to check this store out...I am always shock that New York doesn't have more friendly and easy to navigate wine stores like Nicolas in France.