Choice overload at the cellar door?

While reading the Zucker and Iyenger/Lepper readings for today, I was incredibly interested by the fact that choice overload was not observed in a wine shop experience. The hypotheses for why- loyalty to the store and therefore the wine selection, the fact that wine consumers often buy new wines to experience them vs. stick to one brand, the relatively low price point of most of the wines purchased (and therefore low commitment)- all make a ton of sense.

I am left with the question around choice overload of consumers who are tasting wine at the physical winery. For wineries that have tasting rooms open to the public, increasing the purchase conversion rates for individuals who come to taste is a critical success factor. Is it possible that wineries offering a large number of different varietal, vintage, vineyard, or price SKUs are less successful at converting sales than wineries that have less options for purchase?

If we look at some of the proposed factors for why wine buyers do not experience choice overload in wine stores, many are transferable. Even if from one producer, a consumer could still be interested in trying as many different SKUs as possible. Good customer service is definitely a factor- most tasting room staff are very knowledgeable about the wines they are pouring, as well as friendly and polite. Loyalty depends on if this is a winery the consumer visits a lot (or is potentially a club member of), or a completely new winery an individual is exploring. Price point obviously depends on the winery, but I assume is more self-selecting (people choose to visit wineries where they are comfortable with the price point).

All that being said, there could be other factors at play when consumers are at the cellar door that could exacerbate choice overload. Buying on a one-time visit (vs. buying weekly at the same wine store) could increase the pressure and responsibility a consumer feels to choose “correctly”- which as we saw in the first reading is connected to choice overload.

Would love to hear other thoughts here! Think this would be a very interesting (and potentially impactful) exploration.