According to the Wine Institute of America, wine sales of 2010 saw a 10% increase over the previous year's figures. This is owing to the several potentilly profitable business models for the start up retailers of the wine and other distilled beverages.It could either be a discount appoach that some retailers adopt, other could go for the vintage variety on offer -- showcasing a range of hard to find labels to lure the customers. Therefore for a start-up, the chosen business model would depend on the location of the outlet, and the demand and competition in the city. {City} has a quite a few options to choose from.