Trader Joe’s Wine Tasting Room Comes to Bay Area

published Jan 13, 2017
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(Image credit: Jonathan Weiss)

If you live in the Bay Area and are a Trader Joe’s aficionado, your Saturday nights are about to become a whole lot greater. The Mercury News reports the second Trader Joe’s in the region (in Menlo Park) has been approved to maintain a wine and beer tasting area.

“Stores with tasting areas have seen an increase in wine sales of between 10 and 15 percent,” reports The Mercury News, and also notes that patrons who might not otherwise buy higher-priced wines are often persuaded to make the leap after a particularly delicious tasting session. Along with the potential financial gains, free samples go along with the food sample-friendly Trader Joe’s model.

Beer and liquor laws are difficult to navigate, so free tasting rooms are unlikely to go nationwide in Trader Joe’s stores.

That just means you’ll have to schlep to California to see how that Two Buck Chuck complements your free sample of cookie butter.

We can think of worse reasons to take a road trip.