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.
