I've noticed that there are a couple of moderately priced wine "chain" store
operations in the US (one is a franchise just starting up) that display
their wine grouped by style, ie- "crisp, fruity, bold, mellow". The idea is,
apparently, that many people are daunted by wine selection and the simplest
way to help them select is to separate wines by how they are going to taste.
Their shelf cards happen to be very informative as well.... and that's
important to the strategy.

This idea makes some sense to me, but I wonder how others here view it IF,
hopefully, they can put themselves in the position of the average US
consumer who likely has a rather limited knowledge of wine, but is trying to
learn. That's who these stores are aimed at. Personally I'm disconcerted by
that layout in a store, but that's because I'm used to separation by region
and know that many wine varieties exhibit characteristics that share more
than one of these stores' category labels. It may not be a bad way to
reach new wine drinkers, but is that too limiting a target?