Beer Store getting $30-million new look
The Beer Store is investing $30 million over the next year to build new locations and give old locations a new look.
Thirteen new stores will pop up around the province in 2014, and 61 existing locations will be renovated to fit the new Beer Store brand. The renovated stores will look more like the 20 GTA locations that were redesigned in 2013.
The new and renovated locations feature "a more tactile shopping experience," which customers have been asking for, said Beer Store President Ted Moroz.
Moroz announced the investment Monday at the opening of a brand new Beer Store in The Junction.
In larger stores, such as the new Junction store, customers can walk around to browse the large selection of beer and consult signs on the walls that give details about lagers, stouts and ales, and what foods are best paired with each brew. In smaller stores, customers can consult touch screens to choose the best beer for their needs.
The new stores have more products in the lobby, such as a "mix and match" case of tall cans.
New stores also include a separate area for customers to return empties.
The $30 million investment will also go toward giving staff additional training, known as "beer college," said Moroz.
The renovations and new stores are all set to be completed by the end of 2014.
Torstar News Service