Beringer launches sampling strips

Beringer Vineyards in California is pioneering a try before you buy scheme where consumers can sample three of its wines in supermarkets via “taste strips”.

Containing the flavours found in Beringer Chardonnay, Cabernet Sauvignon and White Zinfandel, the strips will be available at shelf-mounted self-service “taste stations” at Kroger grocery stores across 20 states.

Brand owner Treasury Wine Estates chose to offer taste strips of the trio as they are the Napa Valley estate’s best-selling wines across its range.

The sealed packets contain a plastic strip coated with nonalcoholic flavouring matching that of each of the three wines.

“We’re proud of the research that has gone into what we know will be a category-changing addition,” said Tammy Ackerman, senior brand manager for Beringer.

“This is the type of innovation you would expect from a brand like Beringer, which is growing at 6% thus outpacing the category and our competitors,” she added.

The taste strips come after a year of research into how to better connect with consumers faced with a wall of wine and an inability to make a purchasing decision.

A survey conducted by TWE found that 94% of women running households choose products from samples rather than advertising. Treasury hopes to add the stations to more supermarkets this year.

Last month, Mark Beringer was appointed chief winemaker of Beringer, the winery founded by his great-great-grandfather in 1876.

Starting the role on 20 April, Beringer replaces the estate’s current chief winemaker Laurie Hook.