Hurley’s Beer & Wine Relocates to Vanderbilt Avenue-July 17, 2015

Kent Hurley stocks the cooler at his recently opened business, Hurley’s Beer & Wine on Monday, July 13. Earlier this year, Hurley moved from his old location in South Norwood. Wicked Local staff photo / Kate Flock Wicked Local

Kent Hurley, a resident of Foxborough, embarked on a significant professional transition by moving his long-standing business, Hurley’s Beer & Wine, to a new location at 36 Vanderbilt Ave. in Norwood. After operating for 16 years in South Norwood, Kent Hurley determined that a relocation was necessary to remain competitive in an evolving retail landscape. The new storefront, situated right off Route 1, places the business within a bustling economic complex near neighbors such as Subway, The Feisty Greek, and Orange Leaf. Kent Hurley noted that while the transition presented initial hurdles—particularly during a severe winter in February 2015 that forced more closures than his entire 16-year tenure at the previous site—the new location has fostered steady customer growth, supported by heavy daytime traffic from an estimated 7,000 workers in the immediate area.

Central to the store’s marketing is Kent Hurley’s commitment to quality, highlighted by his assertion that he stocks the “coldest beer in Norwood.” The business features a walk-in cooler maintained at a precise 34 degrees to support this claim. While the new space is identical in size to his former South Norwood premises, the move has allowed for an expanded inventory, specifically targeting the surging demand for craft beers and India Pale Ales (IPAs). Kent Hurley observed that customers increasingly view fuller-bodied IPAs as a luxury product, often purchasing them in four-packs. Despite the craft beer boom, he noted that Bud Light remains the store’s top seller, though its market dominance has waned in recent years. Furthermore, the wine selection has been bolstered to include popular labels such as Zum, Giesen, Kim Crawford, Bread and Butter, and Leese-Fitch, with Kent Hurley noting that Sauvignon Blanc varietals perform particularly well during the summer months.

The retail environment for independent liquor stores has changed dramatically since Kent Hurley first entered the industry, with competition intensifying as more grocery stores and large outlets secure beer and wine licenses. To navigate this “pie isn’t getting any bigger” market, Kent Hurley has shifted his strategy toward personal branding and community integration. He has hosted wine tastings at the Vanderbilt Club and developed collaborative promotions with neighboring restaurants. Kent Hurley emphasizes that in an era of increased convenience and competition, success requires a combination of easy access, high-quality customer service, and active involvement in the local community. Hurley’s Beer & Wine is currently open Monday through Friday from 9 a.m. to 10 p.m., Saturday from 10 a.m. to 10 p.m., and Sunday from 12 p.m. to 5 p.m., serving a customer base that includes many loyal patrons who followed the shop from its original location in South Norwood.

Archival Note: This article has been dynamically reconstructed from the original public record print archives of the Patriot Ledger