Wine & Spirits store to expand, add tasting bar

By on February 11, 2015

PLCB reports $5.8 million in Lititz sales last year

Lititz’s Wine & Spirits Store will host tastings, like this one in Carlisle, after its upgrade to a premium collection site this summer. (LNP photos)

Lititz’s Wine & Spirits Store will host tastings, like this one in Carlisle, after its upgrade to a premium collection site this summer. (LNP photos)

Changes are in the works for the Pennsylvania Wine & Spirits Store in the Shoppes at Kissel Village.

Melissa Ferdinand, deputy director of external affairs for the state Liquor Control Board, said in an email Monday that the store will move to a larger space within the Warwick Township shopping center, which is located along Route 501 south of Lititz. The time frame for the move is mid- to late-summer.

“We are moving to an expanded location as part of a larger effort by the agency to enhance each customer’s experience by offering a warm, welcoming atmosphere for consumers to browse new and larger selections and taste featured wine and spirits,” she said.

Currently, the store is located in a 4,550 square-foot store with 2,742 square-feet of retail space at 1020 Lititz Pike. It will move a few doors down to the site at 1036 Lititz Pike which was previously occupied by Rainbow Shop and Fashion Bug. Ferdinand said that the new 7,981 square-foot store will feature 5,609 square-feet of retail space, more than twice the amount of the current store.

Thomas Aquino stocks shelves at the spirits store in The Shoppes at Landis Valley. Lititz customers will enjoy a similar upgrade later this year.

Thomas Aquino stocks shelves at the spirits store in The Shoppes at Landis Valley. Lititz customers will enjoy a similar upgrade later this year.

Ferdinand said that 2013-14 retail year sales figures for the current Lititz store were $5,816,186.25 with a transaction count of 185,302. The average value of each transaction was $31.39. The most popular spirits by unit at the Lititz location are Jägermeister Liqueur, Captain Morgan Original Spiced Rum, and Vladimir Vodka. The most popular wine products by unit are Kendall Jackson VR Chardonnay, Cavit Pinot Grigio, and Barefoot Pinot Grigio.

The larger store will become one of three Fine Wine & Good Spirits Premium Stores in the county. Other stores with that designation are a new store that opened last year in the Shoppes at Landis Valley in Manheim Township and an East Hempfield Township store at Centerville Square that moved into a former CVS store site in December. Premium Collection stores offer a wider variety of wines and spirits including the Chairman’s Selections &tstr; highly rated wines that the PLCB buys in bulk and passes on at a savings to consumers.

According to Ferdinand, the new Lititz retail outlet will offer an expanded line of products to better cater to customers’ preferences.

“It will carry about 1,750 wines, increasing the selection by nearly 200 bottles. We will also stock about 950 luxury wines and 100 of the Chairman’s selection bottles. There will be an increase of nearly 200 spirits in this location, bringing the total selection to about 1,050 different spirits. Overall, the new location will carry about 3,750 items increased from 2,400 items in the current location,” she explained.

The focal point of the store will be a large center table, a tasting bar where customers can find staff to answer questions or provide recommendations. She described it as providing counters for highlighting promotional items, a tasting bar to sample new products, and educational materials for customers such as answers to frequently asked questions about wine and spirits, a vintage chart, a food pairing outline, party planning guide, calorie chart, and tips for responsible hosting and consumption.

With the tasting bar, the store will be hiring a retail wine specialist, and there will be wine tastings as well.

“Our retail wine specialists conduct at least one tasting a week and have the option of doing a second tasting. In addition, vendors can do tastings as well throughout the week,” Ferdinand said.

Tom Zorbaugh, Warwick Township’s code and zoning officer, said the township has not received any information from the PLCB on the store’s relocation. The shopping center is located in a commercial zoning district and a wine tasting bar is a permitted use in that district. He added that since the store already has the necessary permits to sell liquor, there are no zoning issues with the store adding a wine tasting bar.

Rochelle Shenk is a freelance news and feature writer for the Record Express. She welcomes reader feedback at raashenk@aol.com. 

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