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Milwaukee's Daily Magazine for Wednesday, May 23, 2012

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In Marketplace

Thief Wine owners Phil Bilodeau and Aimee Murphy.

Thief Wine secures Shorewood location


Thief Wine moved into the Milwaukee Public Market in 2008 as a value-oriented boutique wine shop and bar featuring an exceptional selection of distinctive and eclectic fine wines from around the world.

Owners Aimee Murphy and Phil Bilodeau say they've had such great success with their first Milwaukee venture that it's now time to grow. As of early April, they were approved to start construction on their second location, to be located in The Cornerstone Building, a new construction complex on the 4500 block of North Oakland Avenue in Shorewood.

According to recent updates from the owners, construction begins in July and the owners are targeting a September opening for the new location, which will share the mixed-use building with a new Alterra cafe, Boutique B'Lou, North Star Bistro (which is moving from its spot across the street) and three floors of apartments.

Bilodeau says they chose Shorewood because of its "great potential customer base. Many of our customers are from Shorewood / Whitefish Bay and are extremely excited we're expanding there. It's close enough to our Milwaukee Public Market location that we can easily coordinate between the two, but far enough away that the two won't significantly compete with each other."

The Shorewood location will be similar in concept to the original, he says, split half and half between retail and wine bar, but a bit bigger and with more of an intimate, sophisticated feel than the busy market. It will have an outdoor courtyard, will stay open later at night and serve appetizers and small plates via its neighbor North Star Bistro.


Talkbacks

DustyPockets | April 17, 2010 at 1:05 p.m. (report)

Phil, Amiee, and Thief Wine are exactly what wine is. A perfect blend of complexity, depth, and friendliness. Thief approaches wine differently than any in the Milwaukee market, and that is what has made them successful. Phil and Amiee's knowledge of wines is IMPRESSIVE, but approachable, and friendly. The more you go to Thief Wine, the more you'll realize that wine is so enjoyable.

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Skarzan | April 16, 2010 at 8:48 a.m. (report)

Ahh, I was NOT saying people in Shorewood are arrogant (quite the opposite), but saying the people who run the other wine place are. Judging an entire community as being one thing or another, THAT'S arrogant AND ignorant.

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brunocarlson | April 16, 2010 at 8:37 a.m. (report)

Of course people are arrogant in Shorewood. It's Shorewood!

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Skarzan | April 15, 2010 at 9:19 p.m. (report)

It's great news for the North Shore... and I disagree with mr. cupcake's comment that it's bad timing. It's great timing. Competition is good, Phil is tremendously knowledgeable, and best of all they are friendly and unlike others in the neighborhood (hint, hint), not arrogant! They can both be successful (how many coffee shops are there on the same street in numerous locations?) but if only one would survive, Thief would be the right one. Anyone one provide good wine, but price, knowledge, and atmosphere/attitude is what makes a place memorable and a true neighborhood asset.

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mkecupcakequeen | April 15, 2010 at 12:20 p.m. (report)

Great News...but bad timing. Didn't Thirst and Vine just open 2 blocks south? One of them isn't going to make it. Which is a shame. Shorewood needs good local biz.

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