“We’re also starting a section of the store for organics,” Latour said. “We’ll have an end cap for anybody that wants either organic or sustainably farmed wines.”
Latour is excited for his store’s new offerings, but the business itself is anything but new.
The original Gioiosa’s opened on Marion Street in Plattsburgh in 1949.
When the Skyway Plaza was built in the early 1980s, Gioiosa’s switched locations to be closer to the Airforce base, which was booming at the time.
Latour is the fifth owner, and has made expansions to the store twice.
It is now the second largest liquor store in Plattsburgh, next to the Wine and Liquor Warehouse on Smithfield Blvd.
The first expansion came shortly after O’Brien Video closed.
“The original store was tiny,” Latour said. “Barney, the guy I bought it from, had a picture of his mom on the wall. There were wooden shelves, a hand-painted wooden Gioiosa’s sign and big curtains in the window.”
“People have always felt very comfortable coming in here. They feel at home.”