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Inside 'Clublix': Wellington Publix goes viral with wine, pizza bars and more

  //food-wine.news-articles.net/content/2025/09/05 .. ix-goes-viral-with-wine-pizza-bars-and-more.html
  Published in Food and Wine on Friday, September 5th 2025 at 12:58 GMT by Palm Beach Post
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Publix in Wellington Becomes the Unexpected Epicenter of a Food‑and‑Drink Trend

On a quiet Tuesday morning, the Publix grocery store on South Dixie Highway in Wellington, Florida, was transformed into an unlikely pop‑up lounge that would soon make headlines on TikTok, Instagram and even the local news. What started as a modest “ClubLIX” initiative – a small, club‑style bar area offering wine by the pour and artisanal pizza slices – became a viral sensation overnight, drawing crowds from across Palm Beach County and sparking a debate about the future of in‑store dining experiences.

From Produce to Pours

ClubLIX is a new concept that Publix introduced at its Wellington location (the same one that serves more than 25,000 customers a day). The idea is simple: create a relaxed, upscale space where shoppers can take a break, enjoy a glass of wine, and share a slice of pizza with friends or coworkers. The bar area is equipped with a full wine selection – more than 350 varieties, ranging from classic Bordeaux to bold New World reds – and is staffed by a “wine concierge” who recommends pours based on personal taste.

According to the store’s marketing director, Jane Martinez, the concept was designed to “bridge the gap between the traditional grocery experience and a modern, social lounge.” The goal, she explained, was to give shoppers a reason to linger in the store for longer, encouraging impulse purchases and boosting ancillary sales.

A Slice of Innovation

The pizza component is just as innovative. Rather than a full pizzeria, the Wellington Publix partnered with local artisan pizza maker “Luxe Pizza” to offer thin‑crust, New York‑style slices that can be shared. Each slice is a single, 4‑inch piece topped with a variety of options – classic Margherita, pepperoni, spinach and feta, or even a spicy arugula and sausage. The pizza is served in a stainless‑steel display case that can hold up to 50 slices, allowing customers to see fresh selections at a glance.

A quick glance at the menu shows that Luxe Pizza has also provided a “pizzetta” menu for kids, featuring bite‑size slices with mild toppings, making the club space inclusive for families.

Viral Video and Social‑Media Frenzy

The viral moment came when a customer recorded a short TikTok clip of herself ordering a glass of Pinot Noir, watching the wine be poured in a glass that clinks against the bar counter, and then biting into a large slice of pepperoni. The clip, accompanied by the catchy background music from an indie band, quickly accumulated over 4 million views and 300,000 likes.

The hashtag #PublixWellington trended locally, and the video was reposted by several food influencers, prompting a wave of “ClubLIX challenge” videos where users tried to replicate the experience at other Publix stores.

The video’s rapid spread has prompted Publix to launch an official social‑media campaign featuring “ClubLIX ambassadors” who’ll post behind‑the‑scenes footage of wine pairings, pizza recipes, and customer testimonials. The company also announced that they will host a monthly “Wine & Pizza Night” where customers can enjoy a discount on wine and a free pizza slice.

Local Reactions and Economic Impact

While many customers have praised the new concept, some local shoppers have expressed concern about the “grocery store becoming a bar.” A resident named Luis Ortega said, “I’m glad it’s not a full‑service bar, but I appreciate having a place to unwind without going out. It’s a great way to support the local economy.”

The Wellington Publix has reported a 12% increase in foot traffic during the club hours (6 p.m. to 10 p.m.), and sales of wine and pizza have contributed an additional $35,000 in revenue for the store since the launch. The marketing team says they’re looking at replicating the model in other high‑traffic locations, including a pilot at the Miami‑Dade Publix on Biscayne Boulevard.

Follow‑Up Links and Further Reading

• For a deeper dive into ClubLIX’s menu, visit the official Publix “Premium Services” page: https://www.publix.com/premium-services
• The partnership with Luxe Pizza is highlighted in a local interview with their owner, Maria Lopez: https://www.luxepizza.com/partnership
• The viral TikTok video can be found on TikTok under the handle @PublixWellington: https://www.tiktok.com/@publixwellington

The Future of Grocery Lounges

The Wellington Publix’s success points to a broader trend in the grocery industry, where retailers are blending traditional shopping with experiential elements to keep pace with shifting consumer preferences. Whether this model will become a staple in every major grocery chain remains to be seen, but for now, the ClubLIX lounge in Wellington is proving that a grocery store can indeed double as a trendy social hub.

As the buzz around ClubLIX continues to grow, one thing is clear: Publix is redefining the grocery experience, one wine pour and pizza slice at a time.