Business Case Studies & Business Publications

Market Street Wine: Extending the Aisle

Batova, Tatiana, Y...

Case

Market Street Wine: Extending the Aisle

Batova, Tatiana; Yemen, Gerry

BC-0286 | Published December 19, 2022 | 6 pages Case

Collection: Darden School of Business

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This case and data set can be used with data visualization software to tell a story with data through charts, maps, and dashboards. Using an independent wine shop, Market Street Wine, the case describes changes in customer demographics, tastes, purchasing methods, and other trends that prompted the owners to consider whether they should “extend the aisle” by expanding their wine selection. The COVID-19 pandemic and related supply chain issues presented new business challenges—but also opened new opportunities. Most notably, the difficulty obtaining traditional French and Italian labels, and the more easily available wines produced across the United States, which had the owners considering these offerings. Students can use the shop owner as audience and the wine consumer data to explore new wines, US regions, and trends to design charts, the narrative arc of a story to present, and a dashboard.

• To understand how the characteristics and needs of various audiences and stakeholders drive storytelling with data • To identify and use design principles that make data visualizations effective • To understand visualizations in the context of persuasion and storytelling • To practice producing dashboards • To develop and present engaging data visualizations in narrative patterns that tell interesting and persuasive stories