Latest re-branded liquor store unveiled

EAST BRADFORD — The Wine & Spirits store in Bradford Plaza has been re-branded with a new name, a new look and a new location.

The Pennsylvania Liquor Control Board on Wednesday unveiled its latest Fine Wine & Good Spirits store, this one located next door to the Giant Food Market, Bradford Plaza’s anchor.

The liquor store’s long-time location in the corner of the shopping center closed at the end of business Wednesday evening.

The new location at 692 Downingtown Pike, or Route 322, is open for business today.

The Giant supermarket does not have a door that connects to the new Fine Wine store, said Stacey Witalec, director of external affairs at the PLCB. To do that, the supermarket chain would need to apply to the PLCB for a license.

The PLCB has not disclosed how much the agency is investing on the re-branding program. Witalec said that is because each store has different requirements to meet the program’s requirements.

Two years ago the Liquor Control Board began implementing a business strategy to make its stores more consumer-focused starting with its New Hope, Bucks County, store.

The Bradford Plaza location is the 10th re-branded location in the Philadelphia area, Witalec said.

The new re-branded stores, with a unique floor plan designed in response to customer feedback, feature a central service point at which customers can find assistance, taste products, browse featured items and make purchases.

Throughout the design and construction, the PLCB was committed to developing a store that is attractive and environmentally responsible, the agency said in a statement.

Most of the lighting is state-of-the-art LED or energy-efficient compact-fluorescent lighting, using a fraction of the energy of traditional lighting.

The store will sell reusable bags for the first time in the agency’s history and will do away with plastic bags in favor of paper, a renewable resource.