Beer lovers are in their glory at Wegmans in Silver Spring Twp.
The store recently reorganized and expanded its beer inventory by nearly 30 percent as part of a facelift in the beer cafe.
For shoppers, there is even more of an excuse to pick up a six-pack of the latest Dogfish Head, Victory Brewing or Troegs Brewing Company beers.
"There's more variety. It's an easier shopping experience," said Chris Wells of North Middleton Twp. who was eyeing the 22-ounce bottles at Wegmans. He said he likes to shop the store for the selection of micro and specialty beers.
But the remodel wasn't just focused solely on re-arranging beer. Walls were knocked down, the cash registers were re-formated, and in the coming weeks an 8-foot neon 'Beer Cafe' sign will be mounted on the cafe's wall.
“It's got to look inviting. That's why we didn't just move the beer in there. We took the doors down, the walls down and put in all new fixtures,” said Bob Finn, store manager.
Increasingly, supermarkets such as Wegmans and Giant Foods – as well as Weis Markets, which has no stores with beer cafes in the immediate Harrisburg area – are building bigger, better beer cafes.
Last year, legislators were close to passing
Despite having to work around Pennsylvania's archaic liquor laws, the stores have found a way to make the cafes work to their advantage.
In the beginning, shoppers welcomed the convenience of being able to buy beer at the supermarket but winced at the idea of having to make two transactions if they were buying beer and a full grocery order.
However, shoppers have definitely grown accustom to the idea of the beer cafes. "Our customers are used to that now," Finn said. "They understand if they want to buy beer in a supermarket in Pennsylvania these are the things they have to do; the rules they have to play by."
In addition, supermarkets tucked the cafes into corners and backs of stores. The cafes were often viewed as an after-thought, but that mindset is changing.
“We have learned to merchandise them within the state regulations and we have probably expanded the shelf space in our newer stores,” said Dennis Curtin, Weis spokesman.
He added that shoppers have embraced the beer cafes as a convenience.
Weis operates 17 beer cafes in stores across the state. Its 18th beer cafe will open in the Lititz, Lancaster County store this spring.
Weis is careful to comply with the Pennsylvania Liquor Control Board's regulations but has learned to work within those guidelines, Curtin said.
“Initially, we thought (the beer cafes) had to be far more segmented off. Often there is a delineation between the cafe and the store, and now they are more visible,” he said.
Finn said Wegman's cafe is five times bigger than when it opened in April 2009, and it now carries 700 items, up from the 150 items it carried in the beginning.
“We focus on the craft beers. We have to carry the domestic because there is a demand but our focus is on the craft beers,” he said.
The beer garden model is also working for Giant Foods which operates one of its biggest cafes at the Susquehanna Twp. store off of Linglestown Road.
Giant also plans to open a beer garden at its new Hampden Twp. store off of Wertzville Road later this year. It also has secured a license to open a beer garden inside its Silver Spring Twp. store.
“What I can tell you is our customers are pleased with the offerings. They are pleased with the format. We believe we have a winning format. Customers have been really responsive to what they see, what we offer,” said Chris Brand, Giant spokesman.
He said because of the success of the Susquehanna Twp. store, it made it an easier decision for the chain to open beer gardens in its Havertown and Montgomeryville stores outside of Philadelphia.
Brand said Giant opens the beer gardens in new stores or remodeled stores when it makes sense for the location and the chain can secure a license.
“We integrated the beer garden so feels like it's part of store,” Brand said. “So, it's not as say, intimidating. It's there, and people can discover it.”