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Local oenophiles have welcomed the changes developing at our neighborhood state stores. But who knew those in the larger world were paying attention?

For his efforts at creating a new and improved statewide market for wine, Jonathan Newman, chairman of the Pennsylvania Liquor Control Board, is being recognized nationally as Wine Enthusiast magazine's Man of the Year.

Newman is thrilled to receive an honor for his efforts to make Pennsylvania a wine-friendly state, but, he says, there's still a long way to go.

Restaurateurs and those involved in the wine industry agree. But they acknowledge that Newman clearly deserves the recognition.

"It's a tremendous honor for him and for the whole LCB," says Kevin Karcher, who works out of Robinson as vice president and general sales manager of Capital Wine and Spirits. "It is well deserved for all of his initiatives."

"He has taken a proactive approach on marketing," says Mike Gonze, president of Dreadnought Wines in the Strip District. "He is moving the state from the bottom to right in the foreground."

Newman, who took over the liquor control post in August 2002, is receiving the honor in the December issue of the national magazine. The article cites him for bringing life into an industry that has had flat sales nationally.

The 10 percent growth in commonwealth sales has led to $434 million in net profits, it says, crediting moves such as Sunday sales for the increase.

Newman, an attorney from Montgomery County, identifies himself as a wine lover. He says he made the liquor control chairmanship his full-time job when he "saw a chance to achieve something if I just started to work at it right out of the box."

Gonze says Newman "takes the attitude of 'I care.'"

Kevin Joyce, owner of The Carlton Restaurant, Downtown, says Newman has taken an aggressive approach about the "identity of the LCB and his effort to make Pennsylvania a wine-friendly state." He's done that by increasing the variety of wines and educating employees to better serve customers, he says.

Steven Dick, executive vice president and general manager of Southern Wines & Spirits from King of Prussia, Montgomery County, says there has been a major change in the stores. "You can find wines here that also are in the great stores across the country."

Creating that wine-specialty feeling has been one of Newman's best moves, says Joe Jordan, a co-owner of Lucca restaurant in Oakland.

Dreadnought's Gonze suggests the improved atmosphere has created a more knowledgeable clientele. "Better selection makes better suggestions from smarter consumers," he says.

In the past, Joyce says, wine accounted for only 6.4 percent of sales of alcoholic beverages in the commonwealth, compared to 21 percent in states such as California, Connecticut or Idaho. That number is increasing in Pennsylvania because of Newman's efforts, Joyce says.

The next big move will be to introduce wine in grocery stores. "There are a lot of people who still have a creepy attitude about going into a state store, and being able to buy some wine when you're buying your groceries will really help that," Jordan says.

The first Pennsylvania liquor store inside a supermarket is expected to open in December in Montgomery County. The first one in Allegheny County is due by March.

Newman agrees that the grocery store venture is one of the big jobs for the coming months, along with making commercial sales easier for licensees. He is proud of beginning in-store wine tastings and being part of the creation of wine festivals in Pittsburgh, Philadelphia and, new this year, in Harrisburg.

The second annual Pittsburgh Wine Festival will be May 6 at Heinz Field on the North Shore.

While Newman admits there are challenges ahead, he is taking pride in what has happened in the past 15 months.

"I think there is a feeling that wasn't there before," he says.

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