Fine Wine Finally Flows South of the River

Jay Nelson opened Burnsville’s first Haskell’s wine shop five weeks ago with the sole purpose of bringing fine wines to the southern suburbs.

Based on the feedback he has received since opening his doors on Feb. 23, the decision was a solid strategic move.

“The traffic since we opened has been phenomenal,” Nelson said. “Two out of every three people that come in tell us, ‘Thank you. Finally (Haskell’s) is south of the (Minnesota) river.”

Haskell’s does have 12 shops throughout the Twin Cities—and one in Naples, Fla.—but the Burnsville location is the first one located in the south metropolitan area. The company’s Faribault branch operates in a decidedly southeastern location and serves the communities of Northfield, Faribault and Owatonna but doesn’t draw much footfall from the metro area.     

But the decision to launch in Burnsville was not a hasty one. In fact, Haskell’s had its eye on the storefront at 13947 Aldrich Avenue for years but the timing had never matched the company’s ambition.

“When the nearby Costco opened at the beginning of 2009, the area was re-zoned to allow for more liquor licenses. That gave us the opportunity we were looking for,” Nelson explained.

But more than just a liquor store, Haskell’s Burnsville is bringing something quite unique to the community. Taking up an entire section of the shop is a state-of-the-art wine tasting bar and relaxation area, complete with leather-bound stools and chair.  

According to Nelson, the bar can comfortably fit 15 people and he has already hosted more than one corporate-sponsored wine and craft-beer tasting event.    

“I am admittedly biased but this is the best facility you’ll find in a liquor store for this purpose,” Nelson said.

Not only the decision to launch but the timing of the Burnsville offering was carefully considered.

Designed to coincide with the annual Haskell’s Spring Nickel Sale which runs from Apr. 2-30, Nelson and manager Kevin Castellano feel the sale is much more than just a money-making endeavor.

“The sale is great way for people to find—and taste—new favorites that they might not have otherwise tried,” Castellano explained. “Buying a whole bottle of something unfamiliar at full price is not always ideal.”

And, according to Castellano, plenty of customers come into the store not altogether sure what they are after. “Wine pairing is half of what I do,” he explains. “Given the season and the meal you’re cooking there is wine you want and definitely wine you don’t want.”   

While around 40 percent of Haskell’s revenue comes from the sale of spirits and craft-beer, Nelson is quick to point out that its specialty is, and has always been, its wine expertise.

“We have around 600 direct-import (DI) wines that are not available anywhere in the country but Haskell’s. Those are exclusive to our stores. When it comes to wine, our expertise is second to none,” Nelson concluded.