“We didn’t know you had moved,” people keep telling Doreen Brodmerkel. As a business owner, it’s not what she wants to hear. But the problem is only temporary.
In May, Mrs. Brodmerkel tripled her space by moving Bin 94 Wines from Salisbury Mills to Price Chopper Plaza at the Five Corners. Since settling into a location once occupied by Radio Shack, she’s waited a few months to get approval for a new and more conspicuous sign. And she deliberately postponed her grand opening until Sept. 7 when the vacation season was over.
So some shoppers may be surprised when they discover the wine and spirits store, but it doesn’t take them long to feel at home. On a Friday afternoon, a gentleman wanders into the building and is soon discussing the merits of different vodka companies with employee Chris Fryer. The newcomer could easily be mistaken for a long-time customer.
As a father browses the bottle-filled racks, his young son walks into the back and sits next to Doreen Brodmerkel, who is working at her computer. The child seems perfectly at ease.
He’s in the area, where the staff has been holding mixology classes. Among the first students were a group of cadets from West Point. It sounds surprising, but Mr. Fryer quickly explains that the future officers paid for the course out of their Social Activity Fund. They weren’t there at the taxpayers’ expense.
The class area will soon contain a library and maps of grape-producing territories. At the other end of the store is a rack with specially selected wines. Once customers with a Bottlecard have purchased nine bottles off this rack, they’ll be able to get their next two bottles for the price of one.
Saturday, Sept. 7, will be a big day in the store. The grand opening will include winemakers and distillers. A dozen vendors will be pouring free samples. Guests will get food and prizes, and can expect to find amazing bargains. Mr. Fryer has set aside 20 to 25 wines for the noon to 6 p.m. celebration. They will be offered at discounts ranging between 50 and 75 percent.
When the event is over, more people will know about the store’s location, and fewer people will exclaim, “We didn’t know you were here.”
About the Name: In wine terminology, “BIN” refers to “Bottle Identification Number” or to a certain plot or barrel. The “94” comes from the route number.
