A few years ago I was looking to buy or start a new businesses. Two things happened at the same time. First I found Best Cellars on Lexington Avenue in NYC. Second I started to look hard at buying a successful wine retailer in New Zealand.

Instead of going into the wine business, I bought into Ralston360. I will admit that I had a bit of “what if?” But, I’m over it.

I’ve been thinking lately about Best Cellars and how it is one of the most refreshing ideas I have seen in retailing in years. Best Cellars has managed to do something very special. They have created a very smart and differentiated retail experience in the Über-same world of wine retailing. Rather than go down the standard routes of displaying Robert Parker and Wine Enthusiast hang tags, wine tastings to build customer loyalty, wine newsletters, specialization in one kind of varietal or region, etc. Best Cellars offers a completely unique wine buying experience.

To put it simply, Best Cellars demystifies wines.

Best Cellars only stocks about one hundred wines, wines are grouped by taste and are presented in simply designed racks with the types of taste experiences clearly marked. Wines are categorized by style using words, icons and colors and not the usual wall of wines ranked by country of origin. The taste labeling includes fizzy, fresh, soft, luscious, smooth, big and sweet. The attitude is helpful without the B.S., intimidation and confusion that even experienced wine buyers live with when entering a wine shop.

My point… even in the parity driven world of wine retailing one can create a unique brand based on a deep understanding of the customer experience.