Restaurant businesses are increasingly allocating space in their premises, especially in the front-of-the-house areas, for the proper storage and display of wine. This trend is due to businesses discovering the increase in wine sales when the wine bottles are visible to the customers. People tend to order more or drink pricier wines, when they can see the wine bottles themselves rather than just their names on the wine list. Since this approach roots itself in the more unconscious part of the customer behavior, visual appeal of the wine cellar becomes crucial. The choice of the cellar location, the style of presenting the wine collection, types of finishing materials, even the lighting design greatly influence these behaviors and can be steered to achieve the desired results.