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Newlywed Sarah Churchill Isnt sure how it happened. Whether it was walking down the aisle of her favorite San Francisco wine shop or after reading something in a magazine, the 34-year-old financial analyst and husband Mike, 39, decided to register for wine. But about this, Churchill is absolutely certain: People fortable buying wine glasses as a gift--we got plenty of those.

But they dont want to buy a bottle of wine because they think once its drunk, their gift is forgotten. Its a registry mindset with which Debbie Brown, manager of the Plump Jack wine store in San Francisco, is familiar.

The challenge is to get people to understand that the bride- and groom-to-be are saying, Give us a memory, rather than Buy us a coffeepot. The 2.4 million couples who marry each year in the U.S.--many of them older than was once the norm-are redefining gift registries, signing up for everything from hardware at Home Depot to bottles of Bordeaux at their neighborhood wine merchant.

Our registry tends to attract couples who are a little older, Brown observes. They already have a household together and dont need the linens, crystal and sheets.

A bottle of 1997 Penfolds Grange on the other hand, gets todays wine collecting couples off to a good start. Retailers who are ready with a well-run wine registry stand to carve out a piece of the wedding pie--a sweet $50 to $72 billion a year industry.

According to online wedding portal The Knot , $19 billion of that es from wedding gift registries. The challenge in developing a wine wedding registry is selling the notion of wine as a memorable experience rather than a fleeting consumable.

If youre not within shouting distance of wine country, the plot thickens. Sarah Churchill hails from the East Coast, and several of her wedding and bridal showers were hosted by friends and family back home.

While Churchills West Coast friends were chipping in on a refrigerated wine cellar with storage for 750 bottles, her East Coast friends were deciding which Waterford crystal vase shed like best. People from the East Coast were like, Wine for a wedding gift? recalls Churchill, in a voice that says wine is no more appropriate a gift than a years supply of toilet paper.

When wine buyer Tamara McAllister of In Good Taste, a wine purveyor and gourmet retailer in Portland, Ore., launched her stores wine registry business a year and a half ago, she, too, faced the challenge of wedding parties from all corners of the country. But, in the 20 years that McAllister has been in the wine business, she finds the climate has never been more right for wine registries.

People are not only more willing to try new and different wines, they really like surprises, she notes. So after establishing a customers price range, McAllister navigates the gift buyer through her stores 4,000 wines on a quest for a theme.

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