Wine as Part of the Customer Experience in the Showroom

The customer experience does not end with the product

A showroom is more than an exhibition space

It is a stage, a meeting place and a decision-making environment at the same time. This is where conversations begin, trust is built and often long-term partnerships are formed.

Especially in the premium segment, it is not only the product that shapes the impression, but the entire experience: atmosphere, lighting, materials and the way guests are welcomed.

A glass of wine is more than a gesture. Used thoughtfully, it becomes part of a mindset and reflects your own passion.

Why temperature shapes the impression

Wine reveals its aroma only at the correct serving temperature. Too cold, it feels closed; too warm, it loses structure.

In a private setting, this may seem secondary. In a professional environment, however, it sends a signal:

• - Precision
• - Care
• - Attention to detail

A standard refrigerator does not meet these requirements. Temperature fluctuations, missing zones for different wines and unsuitable air conditions affect quality and presentation.

A wine cabinet, on the other hand, ensures stable conditions regardless of time of day or frequency of use.

The wine cabinet as a discreet experience element

In high-end showrooms, staging is essential. Materials, lighting design and spatial impact are deliberately curated, because every detail contributes to the overall perception.

Technology plays a central role — not as a visible feature, but as a silent enabler. It integrates harmoniously into the architectural concept and ideally feels so natural that it is barely noticed.

Models such as the Revelation product line combine precise climate control with architectural restraint. Discover Revelation

The wine is present, yet not dominant; the technology operates quietly in the background.

A practical example from St. Gallen

At the headquarters of the St. Gallen-based manufacturer Azado AG (Swiss premium grills & outdoor kitchens), wine is deliberately integrated into meetings as part of the customer experience.

Azado combines traditional craftsmanship, Swiss precision and high-quality materials in its products — values that are equally reflected in the way wine is presented when atmosphere, conversation and enjoyment come together.

In this context, the wine cabinet is not treated as a highlight, but as an integral part of the interior concept: decision-makers, architects and partners intentionally spend time in the showroom, extend discussions about products and concepts, and experience how atmosphere and quality align. The precisely temperature-controlled wine presentation creates a relaxed, cultivated setting that strengthens trust and provides a natural framework for meaningful encounters.

The result is not an “event in itself,” but a harmonious experience in which technology works in the background, quality becomes visible and the customer experience convinces as a whole — in line with a well-considered premium presence.

Why a standard refrigerator is not a solution

Many showrooms have a small kitchenette or a standard refrigerator. For wine, this is not a professional solution.

Challenges:

• No separate temperature zones
• Temperature fluctuations due to frequent opening
• Unsuitable humidity levels
• Unrefined presentation

A wine cabinet, by contrast, is:

• - Precisely controllable
• - Visually integrated
• - Designed for long-term and serving storage
• - A clear statement of professionalism

Especially in a B2B environment, this consistency matters.

Who this concept is particularly suited for

Integrating a wine cabinet into a showroom is especially suitable for:

• Interior and kitchen studios
• Architectural firms
• Real estate developers
• Premium car dealerships
• Consulting firms and private offices

Wherever consultation takes time and atmosphere builds trust.

If you would like to explore how a wine cabinet can be meaningfully integrated into your showroom or business premises, we would be pleased to advise you personally.

Get in touch with us without obligation. Together, we will analyse your requirements, spatial conditions and possible applications, helping you create a truly memorable customer experience. Get in touch

Wine as a mindset, not decoration

A wine cabinet in the showroom is not a decorative element. It expresses a mindset: details matter. Quality is a given. Hospitality is intentional.

When used thoughtfully, wine becomes part of the brand presence — discreet, yet impactful.