First Choice customers can be intimidated by the number of options found in the wine sections of their liquor stores.  So The Royals created an interactive wine selection tool - delivered via 10-inch touch-screen tablets - that helps people choose the wine that's right for them based on recommendations from First Choice's resident wine guru, Matt Skinner.  Customers can choose wine based on varietal, price and flavour profile, plus review tasting notes and sign up for deals via the system's web based content management system.  It's still early days, but preliminary results show that almost 10% of customers in-store have used the wine selector to help them with their purchase decisions. First Choice, The Royals and Matt Skinner... taking the guesswork out of buying wine!