A 2004 effort focused on demystifying the wine aisle. The strategy defined eight wine flavor categories, and a program to pair wines with foods throughout the store with colored stickers. In the wine aisle, a header system organized the shelves.

End caps allow stores to organize bottles in a variety of methods.

Shelf tags and flappers offer an opportunity for H-E-B's Wine Stewards to share their expertise.

A custom-designed, rotatable in-aisle display slug highlights varietals.

In 2008, along with the development of a complete in-store graphics program, we redesigned the graphics for H-E-B's "Save on 6" discount carrier.

H-E-B produced the six-packs for mix-and-match sales of wine — as well as beer.