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In photos: A look at Beer Store's rebranding

The test project has been rolled out at four Greater Toronto stores, just in time for the May long weekend

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A Beer Store location in Oakville, Ont. shows the extent of the store’s rebranding effort. The test project has been rolled out in four Greater Toronto stores, just in time for the May long weekend.

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The updated Beer Store locations feature exposed wood and a walk-in “Beer Fridge” that allows customers to touch the product. Beer Store has also dropped the “The” from its name.

Deborah Baic/The Globe and Mail

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The updated Beer Store locations include wall-mounted iPads that allow customers to browse products.

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A Beer Store staff member helps out a customer at the Oakville location on May 14, 2013. The stores are manned by staff in uniforms labelled “beer enthusiast” or “beer champion.”

Deborah Baic/The Globe and Mail

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Beer Store manager Allison Cox helps out customers at the updated Beer Store location in Oakville on May 14, 2013.

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A Beer Store staff member helps out a customer at the checkout counter. Staff are newly trained to suggest beer flavours and food pairings.

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“We’re trying to enhance the customer experience,” said Andrea Randolph, vice-president of retail at Beer Store.

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Upbeat music plays at the updated stores, and amber lampshades hang above the cash registers.

Deborah Baic/The Globe and Mail

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