Whatever myths there are about wine, the one about wine’s mystique being a draw once people have gotten over the snobbishness is probably the most damaging. [level-members]
This article from the New York Times is interesting enough; the comments are even better.
In a nutshell, you have to be aware that even your most avid customers aren’t necessarily “wine crazy.” Meaning, there’s a lot of hooey, shall we say, around wine. And a lot of people enjoy wine in spite of that hooey rather than because of it.
They drink wine because they enjoy it more than beer, not because it’s more sophisticated or classier or anything like that.
Have a read of those comments and keep them in mind as you present your shop and your wines to your customers as appealingly as possible.