A wine company is allowing customers to try before they buy by giving them non-alcoholic “taste strips”.
Beringer vineyards is trialing “taste stations” across 20 US states, with samples of three of their most popular wines available.
The strips dissolve on the tongue to reveal the flavours of Chardonnay, Cabernet Sauvignon or White Zinfandel.
Tammy Ackerman, senior brand manager for Beringer, said: “We’re proud of the research that has gone into what we know will be a category-changing addition.
“This is the type of innovation you would expect from a brand like Beringer, which is growing at 6 per cent thus outpacing the category and our competitors.”
The Californian wine company did more than a year of research into how they could target customers who were unable to pick between the vast number of wines on offer.
A 2014 study found that 1 in every 5 customers in the US felt overwhelmed by the amount of choice when buying wine.
The samples were made non-alcoholic so people would be comfortable trying them at any time of the day.
The video below demonstrates how the taste station will work.