Introduction: The Return to In-Store Wine Shopping

Even though online wine sales grew during the pandemic, more and more people are going back to physical stores. In 2023, online wine sales actually dropped by 6%. Why?

People enjoy the experience of shopping in person—tasting, touching, and talking to staff. It’s about more than just buying wine. It’s about the full experience.

1. People Like to See and Taste the Wine First

Smelling, Tasting, and Reading Labels

In stores, shoppers can pick up the bottle, read the label closely, and sometimes even taste the wine. This helps them feel more confident in their choice, especially when trying something new.

Expert Staff Help You Choose

Most wine shops have friendly, trained staff. They listen to what you like and suggest bottles you might enjoy. This personal advice is hard to find online.

2. In-Store Browsing Leads to Fun Discoveries

Stores are full of surprises. You might spot a new wine on display or find a special edition bottle you didn’t know existed. Browsing online with filters is helpful, but it doesn’t offer the same sense of discovery.

3. Instant Pickup and Convenience

No Waiting for Delivery

When you buy in a store, you take the wine home right away. No waiting days for delivery or tracking packages. This is perfect for last-minute dinner parties or gifts.

Shop for Wine and Groceries Together

Many people pick up wine while doing their regular shopping. It saves time and effort to get everything in one trip instead of placing a separate online order.

4. No Shipping Fees or Delivery Issues

Avoid Extra Charges

High shipping fees make people abandon their online carts. In stores, what you see is what you pay. No surprise costs at checkout.

Skip the Age Verification Hassle

Online orders often require adult signatures and ID checks at delivery, which can cause delays. In stores, showing your ID at the counter is quick and easy.

5. Safer, Quality-Controlled Products

No Risk of Breakage or Heat Damage

Wine bottles are fragile and sensitive to temperature. Shipping can lead to broken or spoiled bottles. In stores, wines stay safe in climate-controlled shelves.

You Can Trust the Storage Conditions

Seeing the wine in-store gives people peace of mind. They know the wine has been stored properly and hasn’t been damaged in shipping.

6. Better Prices and Special Deals

Some Wines Are Cheaper In-Store

Studies show that for wines under $40, in-store prices are often better than online—even when including shipping. People feel they’re getting more value in person.

Sales, Rewards, and Free Extras

Stores offer tasting events, loyalty cards, and free items like wine glasses or pamphlets. These small bonuses make the shopping experience feel more rewarding.

7. It’s a Fun, Social Experience

Shopping with Friends

Wine shopping can be a group activity. Friends talk about what they like, explore new bottles, and even go to tastings together. This is something online shopping can’t match.

Events and Tastings Build Community

Stores often host events where customers meet winemakers, learn about wine, and enjoy tastings. These experiences create stronger connections with the brand and keep customers coming back.

8. ROPO Behavior: Research Online, Buy in Person

Many people still research wine online first—reading reviews, watching videos, and comparing prices. But when it comes time to buy, they go to the store. This is called “ROPO”—Research Online, Purchase Offline.

This means wineries should still invest in good online content, even if customers buy in-store.