A&P to Unveil Second ‘Best Cellars at A&P’

WEST ORANGE, N.J. — A&P will uncork its second “Best Cellars at A&P” store format here Friday. It plans to mark the occasion with free wine tastings, music and an appearance by Best Cellars at A&P sommelier Joshua Wesson. The location will leverage Best Cellars’ model that organizes wine, beer and spirits by taste, rather than by origin or varietal. Words like soft, smooth and robust will also be used to merchandise medium-bodied white wine, medium-bodied red wine and full-bodied beers, respectively. The scheduled opening follows the conversion of one of A&P’s freestanding liquor stores to the concept in July and A&P’s acquisition of the Best Cellars wine chain in November. The chain plans to transform its standalone Riverside/Old Greenwich and Ridgefield, Conn., liquor stores to the concept later this year. It will also incorporate the format at its Fort Lee, N.J., grocery store in the coming months, with more conversions planned for 2009.

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