Our Wine

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Our Wine Discount Policy

10% off 6-11 bottles*
15% off 12 or more Bottles*
20% off Straight Cases*

*Excluding Allocated Wines

"If we don't have it in stock, we'll order it and generally it will be in within 5 days if it's available."

Peterson Wine Cellars first introduced our new pricing beginning in August 2004 as a fall promotional discount program.  At the end of October when the promotion was supposed to end, we extended it until the end of Christmas due to the success of the program.  By the end of December, we realized that we could still stay in business despite the deep discounts so the decision was made to make the pricing program permanent.

Our customers began saying that we beat Sams and Binny's every time they compared our discounted case level pricing against their case prices.  Suddenly we found we had customers that would drive for miles just buy their wine from us.  What made it more attractive for these people was not just the pricing, it was the help that they get when they come to our stores.  Even more complementary was this customer felt that no matter what they bought from us, it would be good and they liked the fact that they could depend on advice that wasn't snobby but was directed at their specific wine buying goals.

So what's the deal then.  For those of you that this is the first time you've heard of Peterson Wine Cellars, here is the way it works. Imagine, 20% off straight cases, 15% off mixed cases, 10% off six bottles or more, and semi-annual sales events with discounts up to 50%. The only exception is that allocated wines are excluded.  By the way, allocated wines only account for about 30 of the 600 plus different wines we carry in stock. Even if we don't have it in stock, we will order straight cases for anyone that knows what they want. As a first time customer said just the other day, "This is no ordinary boutique wine shop."  We agree, we try hard to be different and we believe that business hasn't really changed. The only way to get a customer is to earn their business and we know that it's always one customer at a time.

When asked recently about why we made this pricing policy permanent, Victoria Peterson, managing partner said, “We said it in the fall when we started the Fall Discount Promotion.  We are serious about taking a leadership position in the suburban wine market and just because you aren’t a warehouse doesn’t mean you cannot compete. We believe strongly, that you can offer service, selection, AND price.”

Wine is Art and the Winemaker is the Artist

At Peterson Wine Cellars, we view our wine as masterpieces from the leading winemakers in the industry.  Our wine has been chosen because of its quality and the winemaker's attention to detail. We hand select each wine based on its merits.  Price alone is not the determinator, but the merits of each wine must match its price.  We hold every wine to these exacting standards so that our customers can be assured of a consistent and dependable product at a fair and competitive price.

The following wine list represents some of our current wines as well as some of our past selections.  This list will be updated periodically but is not a guarantee of availability.  Many are only available based on the vintage's availability.  Some may not be in stock but can be ordered.

Victoria's Deals

Victoria's Deals are always limited selections; typically limited to supplies on hand. In many cases, we've bought the remaining supplies of these and what we have on hand is all that is left in our metropolitan area or we are passing on the savings we achieved to you. Please call (630)-848-1445 for more information or to order these by phone for UPS delivery in states where we are able to ship to. Interstate delivery is restricted by local laws.  Currently, we can only ship to California, District of Columbia, Idaho, Illinois, Iowa, Minnesota, Nebraska, Nevada, New Mexico, North Dakota, Washington, West Virginia, Wisconsin, and Wyoming.  Shipping costs are extra.

Just come into any one of our stores and look for the tag at the left here.  When you see the Victoria's Deals tag you know that you can expect to save big on the wine.  These tags can be found in both stores.  The Waterford store has a special place just for Victoria's deals and there are more than 20 wines to choose from.

In our Downtown Naperville store, we have Victoria's deals on the shelf with all of the other wines so when your browsing our selections, be on the lookout for these specially priced wines.

Don't forget to look for the Bin Closeouts located at each store.  Bin closeouts are simply wines that we're giving a rest to so that we can allow room for new wines that are coming.  These specials are always 10$% off.