by KYLE SWARTZ

ocated in the land of Packers and Cheeseheads , Wine Cellar in De Pere , WI , celebrated 50 years of business in 2024 .

The shop first opened its doors in Northeast Wisconsin in 1974 . Founders Victor and Rita Dombroski ran Wine Cellar until their son Dale Dombroski and his wife Lori took over in 2000 . Five years later , Dale moved operations to a larger site within the same plaza , resulting in the 6,000−squarefoot , popular destination store that continues today .

Current owners Patrick and Desi Johnson purchased Wine Cellar in 2021 . Under their leadership , local products have remained a major focus , a favorite for out-of-towners visiting to watch football . The Green Bay Packers play at Lambeau Field less than five miles north of the plaza , while Green Bay ’ s Austin Straubel International Airport is about the same distance to the west .

“ We get a lot of people coming in who are here for the Packers ,” explains Patrick . “ They want to experience a taste of the city .”

HIGHLIGHTING LOCAL

Conducting business as a tourist destination , Wine Cellar makes it simple for these sorts of customers .

“ We set up the store so that people can easily find the local sections ,” Patrick explains . “ Beer and spirits are aligned in sets of local options .”

When people think Packers , they also think cheese . Both in the form of big yellow foam hats worn by screaming fans , and the real stuff , too .

“ We offer a lot of local meats and cheeses from around the city ,” Patrick says .

Naturally , this creates pairing opportunities . The cheeses come out along with wine tastings every Friday , while other local alcohol options are always offered at the store ’ s tasting bar . ( Future planned tasting opportunities include a classroom space under development in the back of the store , as well as a former school bus the Johnsons are remodeling into a bourbon bar on wheels .)

– Patrick Johnson , owner

Of course , Wine Cellar is more than just a stop for NFL fans on their way to tailgate outside of Lambeau . “ We try to make ourselves the essential hub for people to shop from all around in just one stop ,” Patrick says .

CUSTOMER SERVICE

How does a business grow and succeed for 50 years through three different sets of owners ?

“ We have an outstanding community that supports us every day ,” Patrick says .

Wine Cellar then turns around and offers this level of support back to its customers .

“ A dedication to quality service : That ’ s what drives us every day and makes us a home away from home for people ,” Patrick says . “ That starts at the door . Someone is always there to engage the customer as they walk in . We also offer to help guide customers through the store . Though we do have an easy layout , designed so that people can easily peruse the shelves .”

“ I try to be the forefront of the store myself ,” he adds , “ there to help people .”

Even regulars at Wine Cellar may need helpful suggestions , given the store ’ s impressive 8,000 SKU count . This includes 33 doors full of craft beer .

Assisting customers in finding the right products among such a wide variety requires employees with the proper level of knowledge and service . Wine Cellar currently has a staff of 10 . The store takes hiring and training very seriously .

“ We really do a significant vetting process ,” Patrick explains . “ From the beginning we make sure there is some beverage background with people . We ’ re happy to train , of course , but we need some background .”

Once hired , employees will often shadow Desi , a certified sommelier . Staff are also kept in the loop on new products coming in , including important information on how to suggest , explain and sell these new items to shoppers . www . beveragedynamics . com Fall 2024 • Beverage Dynamics 11