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Midday shoppers at the Giant Eagle supermarket in Ohio Township just off the Camp Horne exit of Interstate 279 might have been taken aback last week at the ruckus.

At the front of the store -- just past the checkout lines, the dry cleaners, the pharmacy and the banking center -- men and women in business suits were chatting excitedly with customers while everyone was sipping wine and nibbling cheese. A cameraman from a local television station and numerous photographers were busily recording the festivities.

And it was all perfectly legal.

Last Wednesday, the Pennsylvania Liquor Control Board celebrated the grand opening of its third "One Stop Shop," the latest -- and popular -- idea rolled out to bring wine and spirits sales in the commonwealth into the 21st century.

Customers at this Giant Eagle can wheel their carts into a liquor control board shop accessible from inside the building and browse to their hearts' content through hundreds of selections of wine and spirits. Payment is made at a separate checkout in the shop, but bottles can be carried out of the store along with groceries and other merchandise in the same shopping cart.

To cut the ribbon, board Chairman Jonathan Newman was on hand, as were government officials, Giant Eagle officials and representatives of Kendall-Jackson Wine Estates. Customers were treated to 10 percent discounts on several of Newman's already steeply discounted "Chairman Selection" wines.

Judging from brisk activity at the wine shop checkout, customers approve.

"This change has been long overdue," says Newman about the One Stop Shop concept and other reforms of wine sales in Pennsylvania, which include Sunday hours and selling wine accessories in the stores.

"One-stop shopping is just another step in creating more convenience for the consumer," Newman adds. With two-income households and all people being busier these days during the week, they can fill up their grocery carts and do their wine and spirits shopping at the same time.

"It is a sign of the times."

One Stop Shops showcase their products in a separate area of the supermarkets with plenty of light and room for consumers to consider selections. It is the equivalent of having a boutique wine and spirits store a few steps from the produce and the meat cases.

"The last thing we want is a small, unattractive space and poor selection," Newman says. "Supermarkets in other states treat wine as a commodity, so selection is often limited to only popular items that sell quickly. One Stop Shops have a full range of popular as well as great premium selections."

So far, the results are incredible. After the first One Stop Shop opened earlier this year in Blue Bell in Montgomery County, near Philadelphia, all wine and spirits sales within a 10-mile radius totaled $1.7 million in the first five months. This represents a $1.5 million increase for liquor control board stores in a 10-mile radius of the shop.

"We are converting beer drinkers to wine drinkers," Newman says. "It just makes sense to grab a bottle of wine to enjoy in moderation with the meal for the evening. If you purchase a nice piece of beef and want to enjoy it with a tasty cabernet, now you can buy it on the same trip at one place."

Initially, the Blue Bell supermarket owners -- who are devout Mennonites -- were skeptical about the idea, Newman says. However, the popularity and success of the venture from the beginning made them believers, he adds.

It does not hurt that the grocery store's sales have increased 8.5 percent since the wine and spirits shop opened.

In Western Pennsylvania, the first One Stop Shop opened at the Shop N' Save in Bridgeville. Giant Eagle executives were excited to enter the game, too, with the opening of the Ohio Township store.

Derek Gaskins, marketing manager for Giant Eagle, says, "We would like the customers to think of food and wine going together seamlessly. We believe that enjoying wine in moderation with food is part of a healthy lifestyle."

He adds that cross-merchandising items, such as cheese and mixers, adds flexibility and convenience. "This location also helped meet a service gap in the PLCB system in the North Hills, so the store is a real 'win-win' situation."

Gaskins says that discussions have begun for One Stop Shops at other Giant Eagle sites.

Newman confirms that another One Stop Shop has been approved for southern Lancaster County; one reason is to "reclaim the border" from Maryland, where Pennsylvanians have traveled to shop for wine and spirits.

Seven or eight One Stop Shops should be open by year's end. Newman says the number will double by the end of 2005. "In four to five years, One Stop Shops will simply be a given (part) of the Pennsylvania shopping experience," says Newman.

In November and December, liquor control board specialty stores and Superstores featuring premium collections will expand their in-store wine tastings by offering 1-ounce samples with food five days a week.

"When you buy a bottle of wine for $20 or more, it makes sense to taste it first," Newman says.

Try the following Chairman's Selections, poured at last week's grand opening:

2003 Pepi Winery Sauvignon Blanc, Calif. (Specialty 17547, $9.99): This crisp white was fermented in stainless steel to preserve wonderful aromas and flavors of grapefruit and pear. It exhibits excellent, refreshing acidity. Highly recommended.

2000 Kendall-Jackson Winery "Grand Estates" Zinfandel, Mendocino County (Specialty 13750, $16.99): This is a marvelous blend of fruity power -- aromas and flavors of blackberries and black raspberries with hints of black pepper -- and silky, complex elegance through a fruity, well-balanced finish. Highly recommended.

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