Rick Latour, president of Gioiosa’s Wine and Spirits, Inc., shows off the new expansion to his business.
PLATTSBURGH — Gioiosa’s Wine and Spirits, Inc. has expanded once again.
Rick Latour, who has owned Gioiosa’s for 11 years, said the expansion will allow for many changes, including reduced prices and a greater selection of products.
With more available space, Latour said he can now order more bottles of liquor at a time, which lowers his per-bottle cost.
If you go:
What: Gioiosa’s Wine and Spirits, Inc.
Where: 28 Skyway Plaza, Plattsburgh
Hours: Monday–Saturday: 9 a.m.–9 p.m., Sunday: noon–6 p.m.
“Being able to buy deeper allows me to be more competitive,” Latour said. “I keep my pricing as low as I can to get the customers here.”
More space also gave Latour room to try a new system for arranging his large wine selection.
“When we had the wine on the other side, I did what everybody else did and broke it up by country,” Latour said. “But then somebody would come in and ask if I could show them a nice pinot noir. Ok. I have California pinot noirs, I have Australian pinot noirs. I have all these things, so I’d be walking them all around the store.”
Latour now has the wines grouped according to type—varieties like merlot, sauvignon blanc, malbec, chardonnay and pinot noir each have their own section.
Each type of wine is further divided into regions—all Australian merlots, for example, are grouped together in the merlot section—and those bottles are arranged according to price.
The only exception to Latour’s wine layout is New York wines, which all share their own shelf.
Latour added that the new layout should make the store more consumer-friendly, a characteristic he also expects from his staff.
“When I hire people, every one of them knows they are to engage the customer when they come through the door,” Latour said.
Also new to Gioiosa’s is a selection of pre-made mixed drinks, which look like box wine bladders, minus the box.
“We’re also starting a section of the store for organics,” Latour said. “We’ll have an end cap for anybody that wants either organic or sustainably farmed wines.”
Latour is excited for his store’s new offerings, but the business itself is anything but new.
The original Gioiosa’s opened on Marion Street in Plattsburgh in 1949.
When the Skyway Plaza was built in the early 1980s, Gioiosa’s switched locations to be closer to the Airforce base, which was booming at the time.
Latour is the fifth owner, and has made expansions to the store twice.
It is now the second largest liquor store in Plattsburgh, next to the Wine and Liquor Warehouse on Smithfield Blvd.
The first expansion came shortly after O’Brien Video closed.
“The original store was tiny,” Latour said. “Barney, the guy I bought it from, had a picture of his mom on the wall. There were wooden shelves, a hand-painted wooden Gioiosa’s sign and big curtains in the window.”
“People have always felt very comfortable coming in here. They feel at home.”