Given the range of choices available for alcoholic beverages, the decision process can be overwhelming for consumers. In 2010, Bottle Jockey set out to address this challenge, making wine, beer and liquor approachable to everyone.
“The basic concept behind Bottle Jockey is that we go out of our way to diminish the uncertainty that many people face when deciding on a bottle of wine, beer or liquor. Our staff is engaged with each and every one of our customers,” explains Innes, general manager of Bottle Jockey. "Rather than customers having to sift through masses of products themselves, we get to know them and walk them around the shop to help them find that perfect bottle.”
The experienced Bottle Jockey team has distilled their selection of wines down to 250 optimal wines. They have tasted their way through thousands, and have chosen the wines they feel are the best value for the money.
“At Bottle Jockey we want to make the wine buying process as straightforward and easy as possible,” says Innes, “with that in mind, we have organized our store layout and website with your palate in mind. Our wine sections are based on the varietal rather than region. For example, we have selections categorized by crisp and dry as well as aromatic and off-dry.”
Bottle Jockey also offers a ‘try before you buy’ approach while still adhering to the government restrictions of three 10mL tasters per customer, per day. “The best way to know what you want in a wine is to taste a varietal. We have an in-store enomatic machine, which keeps eight bottles of wine fresh for anywhere between two weeks and a month depending on the grape varietals. This allows us to offer tastings every day,” says Innes. “We keep the varietals of four reds and four white very diverse, so when customers come in, they can try three different wines per day.”
