image description
Berkshire Wine & Liquor is located on Tyler Street in Pittsfield.

Berkshire Wine & Liquor Holding Three Day Tasting Event

Jack GuerinoiBerkshires Staff
Print Story | Email Story
PITTSFIELD, Mass. — Berkshire Wine & Liquor owner Jigar Sinroza is hosting an event that he hopes will help you find your new favorite drink.
"This is the first time we have done a three-day-long event," he said. "I can't think of anyone else who has done anything like this for a straight three days."
Sinroza, who also owns George's Liquor Store on Elm Street, said he has hosted one-day tastings at George's, but he wanted to do something bigger for Berkshire Wine & Liquor, which he has owned for just about five months. Berkshire Wine & Liquor is located at 711 Tyler St.
The tasting will take place Thursday, Friday and Saturday, May 12-14, from 4 to 7 p.m. each day.
"There will be multiple vendors," he said. "We are talking 50 to 80 items to be tasted at one time. There will be different items each day … We have a little bit of everything. Wines, spirits, seltzers, beers, craft brews, high-end bourbons."
Sinroza said he hopes the event helps build new relationships with his customers, similar to what he has established at George's. He said the Elm Street location has a loyal customer base, many of whom are enthusiasts looking for specific high-end spirits. Sinroza said he takes pride in being able to find exactly what his clientele is looking for.
He said this following took years to build, and he hopes to foster this same environment at Berkshire Wine & Liquor.
"At George's, if someone is looking at scotches and bourbons, we don't mind opening a bottle. I will pull money out of my own pocket even if it doesn't sell," he said. "At least it is a liquid-to-lips kind of deal that builds that trust with a customer. I personally feel that the first sale is not important. I want customers to come back."
Items at the tasting tables will have special one-day discounted pricing. 
"Pretty much everything on the table will be discounted, so you don't have to buy a case to see the discount," he said. "You can have that one bottle for a special price." 
Sinroza said there will also be giveaways, food, and raffle prizes.
He said his distributors are excited about the event and have offered their full support. He said he actually had to turn a few away because he was running out of room. Also, he thanked his team for helping him build the event from inception to wheeling out the tables.
Sinroza felt it was the right time to hold the event with the pandemic winding down and fewer restrictions hampering such events. 
"No one has really done any events in the past year because of COVID-19. Everything has had limitations, everything was stuck," he said. "Now people are starting to come out, so I wanted to step on it."
More information is on Berkshire Wine & Liquor's Facebook Page.

Tags: beer,   tastings,   wine,   

Comments welcomes critical, respectful dialogue; please keep comments focused on the issues and not on personalities. Profanity, obscenity, racist language and harassment are not allowed. iBerkshires reserves the right to ban commenters or remove commenting on any article at any time. Concerns may be sent to

Goodwill Makes Promotions

PITTSFIELD, Mass. — Goodwill Industries of the Berkshires and Southern Vermont announced the promotions of Karen Harrington to director of retail operations, northern territory, and Mary Killeen to the position of director of finance.
Harrington is the manager of Goodwill's retail store in Bennington, Vermont, a position she has held since 2015. She oversees operations at Goodwill's store in North Adams and Rutland and is a member of the team working on the July reopening of Goodwill's flagship store in Pittsfield. Prior to joining Goodwill, she was employed at the Bennington Museum for 22 years, including 16 years as administrative assistant to the executive director, followed by six years as manager of the museum's gift shop.
Harrington attended Southern Vermont College and is a Bennington native. She resides there with her husband Tim, 13 chickens, two ducks and a Labrador retriever. She has two grown children, three grown stepchildren, and ten grandchildren.
Killeen, a Pittsfield native and resident, joined Goodwill in 2020 as its senior accountant. With a B.S. in business administration from Stonehill College and many years of accounting experience, she brings expertise in accounting principles and best practices to Goodwill's administrative team. In her new role as director of finance, Killeen will oversee all the day-to-day financial aspects of Goodwill's operations, as well as short- and long-term planning for the nonprofit organization.
View Full Story

More Pittsfield Stories