WineEmotion provides a 21st century wine solution for a 170 year old Wine Merchant

Monday - 7 July 2014

WineEmotion’s Wine Dispensing & Preservation System Plays a Critical Role in New Wine Shop for Established Shrewsbury Wine Merchant

WineEmotion UK is pleased to announce the first UK installation of the WineEmotion wine dispensing system at A Taste of Tanners, the new high street shop at Tanners Wine Merchants’ headquarters in Shrewsbury. Tanners were established in 1872 and is currently run by James Tanner, managing director, the fourth generation of the family to work for the company. Tanners employs over 100 people across five branches located in Shropshire, Herefordshire and North Wales.

Located next door to Tanners iconic Tudor building on the busy Wyle Cop, A Taste of Tanners, as the name suggests, offers a smaller selection of the wines that can be found in the larger existing Cellar Shop located at the rear of the building.

Wine Dispensing & Preservation system

Fine wine is the reason for the dispenser.  “The WineEmotion unit gives us the chance to offer more expensive wines than we would normally have on tasting,” says Robert Boutflower, Private Sales Director.  “We’ll use it to offer, say, Chablis Premier Cru rather than Chablis, and first growth Claret rather than petit château.  It’s important to get people to taste these wines.  Especially with a name like A Taste of Tanners!”

At any given time, the WineEmotion system at A Taste of Tanners features 8 different wines available in 25ml tastes or 125ml and 175ml measures by the glass. The dual temperature dispenser enables browsing customers to taste and discover both white and red wines perfectly suited to their palate, which they can then enjoy in the recently refurbished shop area, even tasting al fresco on the newly decked out area at the rear of the shop.

Once they had decided to try a wine dispenser, Tanners researched the options carefully, even asking customers for their opinions.  “The precise temperature controls and very accurate measures are both important – the one to protect the wine, the other to protect our margins,” says Robert.  “However, what really set the WineEmotion apart is the independent gas supply for each bottle.  That was critical for what we wanted in terms of quality for our customers.  It was a deciding factor.  It makes it the best on the market.”

Another critical factor was the look of the machine.  Robert and his team have planned the interior design of A Taste of Tanners painstakingly, with the dispenser sitting inside the shop’s original brick oven.  “It looks very smart, the designer features look great, fitting in well with our style.  The unit’s LED lights give it a real edge.”

Wine Emotion Wine Dispener

WineEmotion’s advanced software, WineIDEA, is integrated with Tanners’ Quattro+4 machine.  This allows customers to use the Tanners pre-paid wine card to help themselves to a sample, simply by inserting the card into the machine and selecting their choice.  WineIDEA can monitor tasting trends and also enhance customer relations, as it maintains detailed user account profiles.  These give staff access to the individual customer’s tasting history, helping enhance wine recommendations.

“A Taste of Tanners will offer a restricted selection of the 1200-odd wines available in our Cellar Shop and help us enhance our customer service, as well as encouraging new customers.” says Robert. “The wine dispenser plays a key role and WineEmotion UK have been very good to deal with, they were here throughout and have been back to help sort out any teething problems.  They deliver great service.”

Although Tanners is one of the UK’s truly historic wine merchants, they also keep up with modern trends.  WineEmotion is new in the UK but despite the age gap, it seems both companies thrive on the same principles: good traditional service and a continual drive to improve the products and services they feel so passionately about.

Contact us today to find out how WineEmotion can help your business increase wine profits.

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