The General Manager of Vino & Oddlots Wine Shops shares what drives her buying decisions, why whites from less familiar regions are attracting customers, and how suppliers can support a successful retail launch.

For Hannah Ermisch, a compelling wine starts with quality and becomes a strong retail proposition when the price, provenance and story come together. As General Manager of Vino & Oddlots Wine Shops, she oversees purchasing and merchandising across four East Bay locations, selecting wines that give customers something interesting to discover at an attractive price.

Her buying responsibilities span domestic and imported wines, vermouth, port, sherry and sake. Beyond selecting products, Hannah manages new item launches, merchandising, online sales and promotional programming, alongside daily operations, staff scheduling, social media and marketing.

As a judge at USA Wine Ratings, Hannah brings the perspective of an independent retailer who considers both what is in the bottle and what makes a customer want to take it home. In this edition of Know Your Judge, she shares her approach to buying and the support she values from suppliers.

Tell us about yourself and your current role.

I am the General Manager of Vino & Oddlots Wine Shops, responsible for purchasing and merchandising decisions across our four locations in the East Bay. I purchase wines from all over the world, both domestic and imported, as well as vermouth, port, sherry and sake.

My role also includes new item launches, merchandising, online sales and promotional programming. Alongside that, I oversee day-to-day operations, staff scheduling, social media and marketing.

Oddlots Wine Shops brings together wines from around the world, with a focus on quality, distinctive regional character and great value. From familiar favorites to unexpected discoveries, its selection gives wine lovers something new to explore at an attractive price.

How do you decide which wines to buy for your business?

As a small wine shop, value is key. I look for the best wines at the best pricing possible. My buying decisions consider quality, uniqueness, region and the overall story, combined with excellent pricing so we can provide the best value to our customers.

What first catches your attention when you discover a new brand?

The label, the region and the price.

Which styles or categories are gaining momentum with your customers?

White wines from unique regions at a good price.

What can a supplier do to support a buyer in the first three months after a product has been placed?

Promotional pricing, sample support and clear, concise information for team training.

When judging at USA Wine Ratings, what do you hope to discover?

Interesting wines from unique regions, or standout wines from regions we all know and love.

A Retail Perspective on Wine Selection

Hannah’s responses highlight how closely quality and value work together in independent wine retail. An unfamiliar region can create interest, while a strong price gives customers another reason to explore. For suppliers, her priorities are practical: support the launch with promotional pricing, provide samples and give the retail team clear information they can use when talking to customers.

At USA Wine Ratings, Hannah will be looking for discoveries from less familiar regions and exceptional expressions from established favorites—bringing the same curiosity and attention to value that guide her shop selections.

Also Read:
The Largest U.S. Wine Retailers and Merchants
How Independent Wine Shops Are Turning Events Into Loyal Customers
How USA Wine Ratings Helps Wineries Reach U.S. Retail Buyers