Raley's Awarded for Alcohol Presentation
The family-owned chain of 121 supermarkets in Northern California and Nevada has been named the magazine’s 2016 Retailer of the Year. Raley’s was lauded for improvements in its wine, beer and spirits department that began in 2013. These involved expanding the wine selection across a range of price points and hiring “wine stewards” to answer questions and make suggestions.
Raley’s now has more than 30 stewards who have passed the level 2 exam of the Wine & Spirits Education Trust (WSET). Many of these wine stewards host a weekly educational tasting centered around a wine region or varietal, offering customers exposure to new regions, varieties and brands. Other improvements include the installation of temperature-controlled Borgon cases for high-end selections and the creation of wine and beer bars in several stores.
“We are curating a relationship with customers by offering an even more extensive selection of wine,” said Keith Knopf, Raley’s chief operating officer. “The wine department will continue to be a meaningful and significant part of how we serve our customers and differentiate ourselves from the competition.”