The Beer Store revealed it will dedicate $30 million over the next year to building 16 new and refreshing 61 existing locations in Ontario which conform to new store designs implemented in 2013.
The announcement, given today by The Beer Store President, Ted Moroz, highlighted “a more tactile shopping experience” through which consumers will be able to physically pick up their own beer at many stores or browse selections on touch screen devices. In addition, stores will host a separate area for bottle returns.
“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,” the Toronto Star wrote today. “In smaller stores, customers can consult touch screens to choose the best beer for their needs.”
The Ontario Craft Brewers have long sought to “tear down the walls” at The Beer Store to allow consumers to see and touch a product before making a choice.
Earlier in December, The Beer Store opened a new 6,500-sq.-ft. flagship store in Mississauga on Dundas St. near Dixie featuring 230 different brands and a large walk-in fridge.
Although limited in selection, The Beer Store carries craft beer from Ontario brewers such as Amsterdam, Beau’s, Black Oak, Cameron’s, Creemore, F&M Stone Hammer, Flying Monkeys, Great Lakes, King, Lake of Bays, Mill Street, Muskoka, Neustadt, Steam Whistle, Wellington and more.
Renovations are slated to finish by the end of 2014.