Portfolio: Kroger, Union, KY

CINCINNATI-BASED GROCER Kroger is proving that liquor shopping doesn’t have to be dull. By unveiling a sophisticated redesign at its Union, Ky., location, the retailer has turned its Wine & Spirits department into a destination in its own right. Teaming up with design firm BHDP (Cincinnati), beverage powerhouse E&J Gallo Winery (Cincinnati) and other fabrication experts, Kroger has created a space that’s sleek, stylish and surprisingly posh – without losing its signature approachability.

Thanks to Kentucky’s unique liquor laws, which require a separate shop for alcohol, Kroger had the chance to break free from traditional grocery store layouts. “Our adult beverage team wanted to reinvent the space to be more appealing, more upscale and easier to navigate,” says Bo Wachendorf, Kroger’s lead designer on the project.

Kroger’s new wine and spirits department in Union, Ky., puts ease of wayfinding first through a mix of updated signage and bold colors.

And reinvent they did. The new layout carves out niche sections for different spirits, letting bourbon lovers explore new and favorite bottles in one curated spot. “We created bump-outs where customers can experience all bourbon together or explore wines by type and boldness,” Wachendorf says. A gradient wayfinding system, moving from deep reds to crisp whites and champagnes, subtly guides shoppers through their options like a visual sommelier. Kroger also expanded its cocktail-related merchandise, giving glassware, bottle openers and stoppers their own space. “Previously, these items were just an afterthought; now they have a dedicated showcase,” he says.

Lighting also played a crucial role in the redesign. “We switched out old, yellowing cooler lights for a cooler temperature, making the cold drinks more visually appealing,” says Wachendorf. Track lighting was also added to highlight premium products, while illuminated luxury wine cases elevate the high-end selections.

Customer engagement was another major focus. Interactive digital kiosks now act as virtual shopping assistants, helping customers navigate selections and discover perfect pairings. Following market research from Gallo, “it was about simplifying navigation and making information easily accessible, without overwhelming the shopper,” says Wachendorf.

To future-proof the space, Kroger installed a modular decor system with lightweight, recyclable Falconboard panels that can be easily swapped out. “It allows for easy updates without tearing down walls – cost-effective and environmentally friendly,” says Wachendorf.

With consumer expectations evolving, Kroger’s redesign aligns with the growing demand for polished, immersive in-store experiences. “People want the physical store to feel as seamless and engaging as a digital experience,” says Wachendorf. “This project brings that vision to life.”

Kroger’s revamped Wine & Spirits department isn’t just another alcohol aisle – it’s a bold, boutique-style shopping experience that makes picking up a bottle feel like a special occasion.

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PHOTOS: KROGER, CINCINNATI