RIVERHEAD, Long Island, NY — New York-only wine stores are not unique, but they are few and far between and, for the most part, quite small. Jim Silver, general manager of Peconic Bay Winery, plans to change that.
Silver is developing Empire State Cellars, described as a New York wine superstore, for the Tanger Outlet Mall here (a section of it is shown at right). He will feature wines from many New York regions — Long Island, the Hudson Valley, the Finger Lakes, Adirondacks, Thousand Islands, Lake Erie and Niagara.
“What New York lacks is a certain unity in the way we market ourselves,” Silver said in an interview with North Fork Patch.com. “I think this store is a small contribution, helping the way we market ourselves at least in the wine industry.”
A wine store at the Tanger Outlet Mall has never been attempted, at the Riverhead location or any other Tanger Outlet location, according to Silver. He acknowledged that an outlet mall may seem like an unlikely place to find a wine store but said that “folks at Tanger are really enjoying the experiment themselves. …
“I looked at the demographics of the Tanger customer, and they coincide beautifully with wine buyers. Outlet shoppers are nearly 80% women and between 70 and 80% of wine purchases are made by women,” Silver explained. “Also, if you look at the income demographics for outlet mall shoppers, they are much higher than you might expect and that makes a lot of sense for a wine shop as well because typically we’re talking about a higher level income demographic.”
Silver is aiming for an early August opening. The store will be located near the food court and the Ralph Lauren store.
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