The Beer Store Launches New Pilot Stores, Invites Ontarians to 'Meet Beer'

TORONTO, May 7, 2013 /CNW/ - The Beer Store is kicking off the start of the 2013 beer selling season with the official unveiling of four new pilot stores. The locations are spread across the Greater Toronto Area and incorporate new branding and store design features to improve the customer experience for beer drinkers.

"The unmatched selection, cold beer and efficient service that beer drinkers expect from The Beer Store are now being enhanced with a new look, brand and colour scheme, as well as helpful store design features that we hope will improve the beer shopping experience for our valued customers," said The Beer Store president, Ted Moroz. "We'll be piloting these stores throughout the 2013 beer selling season and we invite you to 'Meet Beer' by coming in to check out the new features, tell us what you think, and pick up your favourite beer."

Some of the design changes include:

• Fresh 'Beer Store' name and branding, including a new logo, signage and merchandise;
• Brand new interior design to the stores;
• New interactive digital touch displays to make it easier for people to explore the our wide product selection before purchasing;
• A more streamlined, dedicated bottle return recycling experience;
• Increased refrigerated beer offerings, including seasonal beer can selections.

In order to remain the undisputed authority on beer, employees at The Beer Store's new pilot locations underwent significant 'Beer College' product knowledge training. Course material included information about different types of beer and the brewing process, beer and food matches and continued education around environmental leadership, social responsibility and health and safety.

"The Beer Store system is open to any brewer in Ontario or around the world and we want Ontarians to learn about and interact with the hundreds of brands that we offer," said Andrea Randolph, vice-president of Retail. "Beer College training for our employees and new ways to feature our impressive selection of beer really showcases to our customers that we're serious about your beer."

In order to measure the customer response to the changes, different design features will be implemented in a variety of different store formats at four locations across the GTA. The Beer Store brand refresh is being bolstered by a community-focused advertising campaign to tell our neighbours about our exciting new changes and invite them in our doors.

The locations are:

• College and Bathurst
• Parliament and Winchester
• Danforth and Greenwood
• Hopedale Mall in Oakville

SOURCE: The Beer Store

For more information and to organize a tour, please contact:

Samia Makhlouf
FleishmanHillard
[email protected]
416-598-5792