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City of Rochester

News Release - City Welcomes South Wedge Spirits & Wine

City of Rochester

News Release


(Friday, July 20, 2012) – City Neighborhood and Business Development Commissioner R. Carlos Carballada and City Councilmember Elaine Spaull joined owners Joel and Karen Cera for a ribbon cutting celebration to mark the grand opening of South Wedge Spirits & Wine at 661 South Ave. in the Hickory Place building.

“South Wedge Spirits and Wine is a welcome addition to one of Rochester’s fastest developing and most eclectic commercial districts,” said Commissioner Carballada. “I want to welcome Joel and Karen to Rochester and the South Wedge Neighborhood and wish them continued success.”

Joel Cera opened the South Wedge Spirits & Wine (SWS&W) to fill a void for a premium wine shop in The South Wedge, where he recognized a neighborhood culture that supports small and local business. He started with free courses offered through The U.S. Small Business Administration went on to write a business plan, establish relationships in the industry, gather financing and obtain a liquor license.

His research on the South Wedge Neighborhood revealed consistent economic growth over 20 years, with many locally owned businesses and a strong business association in the Business Association of the South Wedge Area. SWS&W is surrounded by other popular South Wedge merchants, including Hedonist Artisan Chocolates, Lux Lounge, Mise En Place Market, The Beale, Open Face Sandwich, Zak’s Avenue Gift Shop, Harry G's NY Deli, Surface Salon, Full Moon Vista Bike Shop, Cheesy Eddies Bakery, Solera Wine Bar and Historic Houseparts. This cluster of small, unique businesses creates a shopping destination that was appealing to the Ceras.

The store is wheelchair accessible with parking behind the building. The front of the store can be converted into a private tasting area with multimedia presentations on a large flat screen monitor. Wine tastings are held Thursday, Friday and Saturday nights.

The Ceras intend to offer wine and liquor selections from smaller producers that are not carried at the bigger retailers. Investments in the opening totaled $46,000. The store is open Monday through Saturday from 11 a.m. to 9 p.m.

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News Media: For more information, contact Joel Cera at 319-5159.


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