A new, expanded liquor store will open today in Kinsley's Plaza in Brodheadsville.

The store has moved from cramped quarters in the West End Plaza around the corner to bigger digs between the Radio Shack and Spinelli's Pizza.

Stacy Kriedeman, director of external affairs for the Pennsylvania Liquor Control Board, said the new store is part of the agency's initiative to rebrand all of the 600 stores in the state.

The process began in 2010 and 40 stores have been rebranded so far.

"It's a comprehensive effort to be more consumer friendly, a re-energized store with a new layout and new colors," Kriedeman said.

The new store is 5,000 square feet, with 3,475 feet of that used for the sales floor. That's an increase of 1,400 feet over the former location.

"The goal is to do all of the stores," Kriedeman said. "As leases come up we look at the stores and determine the best location based on demographics."

Kriedeman said the PLCB looks for convenience for the shopper and tries to locate in a new mall or near a big grocery store.

The new stores are also more energy efficient with state-of-the-art lighting. Reusable shopping bags will be sold.

The focus of the new store is a center table where people can learn about new products and specialty wines.

The new Brodheadsville store is adding nearly 150 new wines, including Chairman's Selection wines. The Chairman's Selection allows the PLCB to buy fine wines in bulk at significant discounts for the customer.

The hours are expanded as well. The new Fine Wine and Good Spirits store will be open from 9 a.m. to 10 p.m. Mondays through Saturdays, and noon to 5 p.m. Sundays.

Wine tastings and drawings will be held throughout the day today.

The schedule:

11 a.m. to 1 p.m.: Vendor Tastings – Jeff Gordon Wines and assorted giveaways.

1 to 3 p.m., Vendor Tastings – Andretti Wines

3 to 5 p.m., Vendor Tastings – Junior Johnson's Whiskeys and assorted giveaways.

5 to 7 p.m.: SWIRL Tastings – Chairman's Selection wines