A modular display system unit for beverage bottles includes a base assembly and at least two spaced apart upright supporting webs detachably connected to the base assembly. A plurality of shelf assemblies are positioned for support between the webs. Each shelf includes a novel top surface sheet to minimize friction forces between the shelf and the bottles to provide a gravity feed capability when the shelves are tilted forward. Brackets are provided for detachable connection to the webs for adjustably supporting the shelf assemblies between the webs at varying heights and angles of inclination with respect to the longitudinal axis of the webs. The webs include an arrangement of keyhole slots, preferably on both sides thereof, but on at least one side, which serve to support the brackets. The arrangement includes a row of central keyhole slots having their axes aligned with each other and parallel to the longitudinal axis of the web. At least one additional row of side keyhole slots having their axes parallel to each other and oriented at an angle of between 5.degree. and 15.degree. with respect to the longitudinal axis of the web is also provided, so that the brackets may be mounted at an angle of inclination with respect to the axis of the web. Each bracket carries upper and lower connector elements for insertion into one of the keyhole slots to support the bracket on the web. Additionally, each bracket has at least one upwardly extending member intended to detachably engage one side of a shelf assembly.