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Everyday Wines Opens Second Storefront in Traverse City's Historic District

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  //food-wine.news-articles.net/content/2025/12/18 .. efront-in-traverse-city-s-historic-district.html
  Published in Food and Wine on Thursday, December 18th 2025 at 12:44 GMT by Upper

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Article Summary: “Everyday Wines Expands Business Ahead of the Holidays”

In a spirited showcase of growth and community‑oriented optimism, Everyday Wines, a well‑known boutique wine shop based in the Upper Michigan region, announced a series of strategic expansions as the holiday season approaches. The article, originally published on the Upper Michigan Source website on December 18, 2025, details how the store’s owner, Mark Gates, is leveraging the festive rush to broaden both the physical footprint of the business and its product portfolio, while reaffirming a commitment to local partners and sustainable practices.

1. New Storefront and Expanded Inventory

The centerpiece of the expansion is a second storefront located in the heart of Traverse City’s downtown historic district. The 3,000‑square‑foot space, previously a café, will be converted into a “wine‑center” that combines retail, tasting rooms, and a small event space. Gates explained that the move “allows us to bring a wider selection to a larger audience while maintaining the intimate, curated experience our customers love.” The new location will feature an extended range of craft wines from Michigan, neighboring states, and select international labels, with a particular emphasis on small‑batch and organic options.

In addition to the physical expansion, Everyday Wines will increase its online catalog to include a new “Holiday Gift Sets” section. These curated bundles will include holiday‑themed wines, artisanal chocolates, and locally sourced maple syrup. The article cites a partnership with Upper Michigan Artisan Foods to develop unique gift packages that highlight regional flavors.

2. Staffing and Community Engagement

To support the larger operation, Gates announced a hiring initiative that will bring 12 new employees—including a part‑time event coordinator and two full‑time cellar specialists—into the workforce by the end of the year. “We’re not just growing the store; we’re growing the community of people who love wine,” Gates said. He added that new hires will receive specialized training in wine education, customer service, and sustainability practices to preserve the shop’s reputation for knowledgeable guidance.

The article also highlights Everyday Wines’ ongoing partnership with the Traverse City Wine Festival Committee. As part of the expansion, the shop will host a pre‑festival tasting event in early December, offering guests a preview of the festival’s upcoming line‑up. This collaboration underscores Gates’ focus on fostering local wine culture, positioning Everyday Wines as a hub for both seasoned collectors and newcomers.

3. Holiday‑Season Strategy

With the holidays just around the corner, the shop’s expansion is designed to capture the “rush” of gift‑shopping while also meeting the growing demand for holiday‑specific pairings. Gates explained that the new event space will be used for a series of “Holiday Wine Pairing Nights” featuring local chefs who will craft menus that complement the wine selections. These events, scheduled for mid‑December through New Year’s Eve, aim to draw in foodies and wine enthusiasts alike.

The article also notes that Everyday Wines has invested in a high‑capacity cold‑storage system to accommodate the surge in inventory. This upgrade will help the store maintain the quality of its perishable selections, especially the high‑end Champagne and sparkling wines that are in high demand during the holiday period.

4. Sustainability and Local Sourcing

Sustainability is a recurring theme in the article. Gates reiterated his long‑standing commitment to locally sourced wines and to eco‑friendly packaging. The new storefront will feature a dedicated section for “Zero‑Waste Wines,” showcasing bottles with recyclable corks and sustainably sourced wine labels. The shop’s existing “Green Initiative” will expand to include a wine‑waste recycling program for customers, with incentives for returning empty bottles.

Moreover, Everyday Wines has struck a deal with the Michigan Wine Growers Association (MWGA) to ensure a steady supply of local varietals that can be sold at competitive prices. The partnership, highlighted in the article, allows the shop to offer a broader selection of Michigan‑grown Pinot Noir, Riesling, and Chardonnay at price points that appeal to holiday shoppers looking for authentic, regionally sourced gifts.

5. Logistics and Customer Experience

The article details how Everyday Wines plans to manage the logistics of its expansion. Gates mentioned a new inventory‑management platform that will integrate real‑time sales data across both storefronts, reducing over‑stock and ensuring prompt restocking of popular items. This system will also support the upcoming holiday gift‑set shipments, ensuring that custom orders are processed efficiently.

Customer experience enhancements include a new loyalty program tied to the online platform, offering points for purchases, reviews, and event attendance. The program will reward frequent buyers with exclusive tasting events and early access to limited‑edition releases—an initiative that Gates hopes will strengthen customer retention during and beyond the holiday season.

6. Looking Ahead

While the focus of the article is on the holiday‑season expansion, Gates hints at further plans for the coming year. He is currently exploring regional distribution to neighboring counties, with the potential to open a satellite “mobile tasting truck” for local festivals. The article concludes by noting that Everyday Wines’ growth strategy is rooted in community engagement, product quality, and sustainable practices—values that the shop’s loyal customers have come to expect.

Key Takeaways

• Physical Expansion: New Traverse City storefront, 3,000 sq ft, expanded selection, tasting room, event space.
• Product Expansion: Holiday gift sets, broader wine range including local craft wines, partnership with local artisans.
• Staffing: 12 new hires, specialized training, focus on community involvement.
• Holiday Strategy: Pre‑festival tasting, holiday pairing nights, high‑capacity cold storage.
• Sustainability: Eco‑friendly packaging, zero‑waste section, wine‑waste recycling program.
• Logistics: Integrated inventory platform, loyalty program, customer experience enhancements.
• Future Plans: Regional distribution, mobile tasting truck, continued focus on local partnerships.

By combining a strategic physical expansion with a robust product offering and a clear commitment to sustainability and community, Everyday Wines is positioning itself as a leading provider of wine experiences in Upper Michigan, ready to meet the heightened demand that comes with the holiday season.