Look Inside: Wine Rack Boutiques Debut in Select Farm Boy Stores
Empire Co. banner Farm Boy is partnering with retailer Wine Rack to bring shop-in-shops to four Ontario locations.
Two Toronto Farm Boy supermarkets and one each in Newmarket and Ottawa will house the boutiques.
The Wine Rack boutiques at Farm Boy feature custom fixtures, a mobile wine-tasting cart allowing for in-store sampling, wine category navigation, and a refrigerated grab-and-go wine section.
Both retailers place a strong emphasis on local growers and producers. The Wine Rack Farm Boy selection is curated, and limited edition products are available for the grand opening and beyond. The first featured estate includes Prince Edward County’s Sandbanks Winery, which will be followed by offerings from Inniskillin Montague Vineyards Chardonnay VQA, Pinot Noir VQA and Inniskillin Blanc de Franc VQA.
Uniformed team members can advise on finding the right vintage. Better-for-you options are also available including zero sugar and lower alcohol versions. Signage introduces shoppers to winemakers and Ontario wine regions and also highlights specials and savings.
"Our partnership with Wine Rack brings together two Ontario-grown brands that share a passion for quality and craftsmanship,” Shawn Linton, president and general manager, Farm Boy Company Inc., said in a news release. “We’re excited to offer our customers a curated destination where they can discover exceptional local wines alongside the fresh food they love.”
“The partnership between Wine Rack and Farm Boy is a natural fit, uniting two brands that share the same core values, from championing local Ontario products to providing an informative and distinctive experience for shoppers,” said John Boynton, president and CEO at Arterra Wines Canada.
The four Farm Boy Wine Rack locations are:
- Farm Boy Newmarket, 18075 Yonge St., Newmarket, Ontario
- Farm Boy Yonge and Soudan, 2149 Yonge St., Toronto
- Farm Boy Front and Bathurst, 29 Bathurst St. Unit 1, Toronto
- Farm Boy Greenbank, 1581 Greenbank Road, Ottawa
There are 51 Farm Boy stores throughout Ontario, and Empire has been steadily opening new locations each year. Stores prominently feature the eponymous private label as well as fresh produce, artisan cheese, baked goods, butcher-grade meats and ready-to-eat/ready-to-heat options.
Wine Rack is the retail division of Arterra Wines Canada Inc., and has 164 shops throughout the province, typically carrying 150-plus products.
