“We’re excited about opening a second store in the great market of Farmington,” founder and CEO Brian Whitney said. “Our experience and growth in West Hartford has made us a destination retailer and led to this expansion of our brand.”
Like its sister store, the Farmington location will feature high-tech services such as interactive end-cap displays, a large iPad-type touch screen and digital overhead screens. The interactive kiosks provide a variety of information, including cocktail recipes and instructions on pairing wine with beef, poultry, or seafood.
“We’ve transcended the traditional liquor store and are the first in the industry to feature our own custom-designed technology designed to enhance customers’ shopping experience,” Whitney said.
The ownership team and staff of Maximum Beverage are highly educated and experienced as liquor retailers. Their stores offer a vast selection of more than 10,000 brands of wine, beer, and liquor.
The Farmington store will also include a separate cheese shop featuring local artisanal cheeses and an experienced cheesemonger to help customers with their selections.
Maximum Beverage invites notable winemakers from around the country to visit for tasting events and seminars. Special events are frequent, and daily tastings take place from noon to 8 p.m.
On Saturday, April 5 former New England quarterback and now winemaker Drew Bledsoe will help celebrate the grand opening in Farmington and the second anniversary of Maximum Beverage in West Hartford.
Bledsoe founded Doubleback Winery in his hometown of Walla Walla, Washington after retiring from the NFL in 2007. He will highlight his Doubleback Cabernet at both Maximum Beverage venues with samplings and bottle signings April 5. He will be at the Farmington store from 11:30 a.m. to 1:15 p.m. and in West Hartford from 1:30 to 3:15 p.m. ESPN's Colin Cowherd will join Bledsoe at both tastings.
Maximum Beverage locations are 258 Main St., Farmington;
and 333 North Main St.,
Marshall's Plaza, West Hartford.
Store hours are Monday through Saturday 9 a.m. to 9 p.m. and Sunday 10 a.m. to 5 p.m. Plentiful parking is available in the front and back of the new store.