A Toast to FreshDirect & One Crumby Note

Now, along with Manchengo cheese, Red Globe grapes, frozen shrimp and Organic Valley cream cheese, FreshDirect has begun delivering wine. Their partner in this endeavor? Best Cellars.

My quibble with the FreshDirect Wine section? The layout. Following Best Cellars retail store setup, they classify wines based on taste and style, rather than grape type or place of origin:

Why have we chosen to categorize wine by style, using words, icons and colors? Because we want to make shopping for wine as much fun as drinking it. Because we think that it encourages you to try wonderful wines that would otherwise be overlooked on your way to Bordeaux, Burgundy, Cabernet Sauvignon and Chardonnay. Because we believe that the challenge of finding a wine that pleases you should be a multiple-choice test where all the answers are correct, rather than a long and complicated essay question that you could easily get wrong.

Suggestion to FreshDirect's Web designers: Don't alienate potential customers by only letting them peruse the section in this format. Offer an alternate view, by grape and origin, for those customers that prefer shopping by those standards. And, then once the redesign launches, by all means - drink up!