(FORTUNE Magazine) – Levers, fans, and long plastic tubes reaching to the level of your nose from petri dishes -- glass containers used in laboratory experiments. These are hardly traditional paraphernalia for people wanting to savor the aroma of wine. But such sniffing equipment is a hit among visitors to St. Supery Vineyards & Winery in California's Napa Valley, which introduced two such sniffers in July. The contraptions let you smell individual aromas that help make up the ''nose'' of the whites and reds that St. Supery produces. Experts can tell the quality of a wine by the particular smells of its bouquet. St. Supery visitors push four levers, each of which opens the cover over a petri dish. A fan blows the scent up the tube, whereupon the visitor leaves everything to the sensibilities of his or her nose. CEO Michaela Rodeno, 43, came up with the idea as something extra to add to the real tastings that St. Supery, along with most vineyards, offers tourists. At St. Supery a taste costs $2.50; the sniff is free. Rodeno hopes the sniffers will be an inexpensive means to help build brand loyalty. Says she: ''This will work a lot better than advertising.'' -- R.J.