Whole Foods Market is the latest high-end grocery store to allow customers to purchase and consume alcohol in the store. In recent years, supermarkets have moved beyond the traditional retail model. Grocery stores are now becoming community hubs instead of just food outlets.
The new Whole Foods Market campaign is aimed at fostering stronger consumer-to-brand relationships in stores. In order to give customers a complete brand experience, the high-end grocery store is outfitting several locations with wine bars and unique alcohol menus. The company has even hired a master sommelier to curate the selection of wine available to customers. The goal is to turn grocery shopping into a fun outing, rather than a boring weekly task.
The new wine bars provide customers with an additional lifestyle experience that helps to set Whole Foods Market apart from other grocers.