Choosing wine may become a truly touching experience

A new interactive digital unit could soon be helping British shoppers with their wine choices.

The device will enable consumers to search for wines by taste - via sliding flavour and intensity scales - country, price or occasion on a touch-screen monitor. They will also be able to scan a wine's barcode to find out more about it. The retailer's latest wine offers will also be highlighted.Recommendations, plus food matching advice and recipes can even be printed out.

Developers Retec Digital have been working with Matthew Stubbs MW on the design of the unit, and they are in talks with large retailers and off-licences, with plans to roll the unit out during the New Year.

Retec has already developed units for other categories, from cosmetics to home entertainment.

Retec chief executive John Cole said: "While it is relatively easy for retailers to stock their shelves with wider ranges, providing the detailed product information to help customers make informed decisions that will influence average transaction values and increase sales is more difficult. This is especially true in wine ... This unit provides a solution to this that not only increases sales but reduces costs."

Stubbs said: "This wine selector is a great idea to encourage experimentation for those buying wine in supermarkets. It will make life so much easier for many who still view buying wine as a daunting and bewildering experience."

For further information, call 0871 474 5050.