When it comes to wine sellers in Los Angeles, their cups runneth over. This L.A. Times article points out that even though business is booming, wine merchants still must do something to set themselves apart from the competition.

One is selling tastes of premium vino by the thimble-full. Another brings in fortunetellers during tastings. The smart retailers are selling wine as a lifestyle. The really smart ones are also establishing themselves as neighborhood hangouts.

The article also attests to the selling power of email and the Internet. A good email can help sell product in days instead of months. And a website can not only sell while you sleep, but also attract new customers who might have never found you in the brick-and-mortar world.

This article has great advice for any retailer. The best nugget of wisdom comes from the wine seller who wants her shop to be “a place where no one is ever made to feel stupid.”

I’ll drink to that. My firm designed Bella Vino in Virginia. Even though their wines appeal to an upscale clientele, we wanted the place to be warm and inviting for all. Because today’s wine novice could be tomorrow’s connoisseur.