With the new studies coming out almost weekly about the health benefits of wine and the wonderful way it can be paired with everything from cheese to chocolate, more and more people are trying to educate themselves- not the point of snobbery, but enough to know what they enjoy and enjoy what they know.

One of the best ways to educate yourself about wine is to find a friendly, knowledgeable wine store owner and to make a relationship.

One of the best ways to do that in Eastern MA is at Bin Ends (www.binendswine.com).

Though they may only have two shops in Braintree and Needham, people come from far afield to see what John Hafferty (who holds a Diploma in Wine and Spirits or “DWS”) and his talented team have in store. As the Bin Ends team has curated relationships with the vintners, brewers, and distillers they sell, they can tell you not only what the wine is and what it may remind you of in terms of its flavor profile, but what the story is behind it. Especially in these days when people are trying to avoid “Big Purple” and other additives, this level of trust can be a welcome addition to the retail relationship.

In addition to many of your old favorites, Bin Ends is constantly scouring the globe for new labels and are always happy to recommend something new based on what you tell them you already like. What is more, is that they most often offer you the bottle with the best value first, so you do not have to feel bad about bargaining down from what is presented. And, as every bottle is priced with the same discount most other stories only offer for cases, the value is pretty much built in on every bottle every day!

Another way Bin Ends works to support customer confidence is with their daily tastings. In fact, if there is a bottle you want to try, chances are they can work it in for a future event so you can enjoy it in the store before you enjoy it at home.

For those who are lucky enough to live in the neighborhoods, Bin Ends is a great local wine store. For those further out, it is a deserving destination. Either way, the slogan says it all- Great Wines. Serious savings.