This concept presentation explored how Mirassou Wine could improve shopper engagement and purchase conversion in large retail liquor environments. The proposed shelf-edge experience was designed to address customer hesitation in the wine aisle by delivering product education, brand storytelling, and recommendation-style content at the point of decision.

The solution combined shopper insights with a practical retail fixture concept, including video playback, embedded audio, content selection buttons, and rechargeable/updateable hardware. The result was a scalable in-store engagement strategy that helped translate brand value into clearer customer guidance and stronger conversion potential.