"We did invite people to come in and look around," said John Freeman, deputy director of the Utah Department of Alcoholic Beverage Control. "But we couldn't ring up any sales until we officially open."

The store boasts an inventory of more than 5,000 wines, and at 12,000 square feet is double the size of the state's only other major wine outlet, which also is in Salt Lake City.

The older store, at 255 S. 300 East, will continue to carry its 1,700-wine inventory, but officials will be adding more heavy beers and distilled spirits to make it more like the rest of the state's 39 other liquor outlets that sell wine but in smaller quantities.

The new store, at 1602 S. 300 West, is part of a state building and remodeling project along the Wasatch Front and in southern Utah that will be adding 40 percent more retail liquor space.

No signs point to the new wine store, in keeping with state statutes. The store also is a little difficult to enter because the two-lane entrance on Harris Avenue, just off 300 West, is narrow. But there's plenty of parking in the back.

"A consumer in another state may be able to find the same products offered in our wine stores, but they would be hard-pressed to find them all under one roof," said Brett Clifford, Utah's wine coordinator.

The new wine store offers a state first: a kiosk equipped with computers programmed to help shoppers choose the right wine. A touchscreen asks what type of wine shoppers are looking for, such as variety, characteristics, body, food pairings and price. The cost is particularly helpful, ranging from a few dollars to nearly $1,000.

When the list is narrowed to a few bottles, the kiosk displays detailed descriptions of each brand. The site will be interactive soon, allowing consumers to add their own critiques.

Clerks also are trained to help, and "you'll get no attitude here," said store manager David Paul. "We're here to help anyone who comes through our door, no matter the price of the wine."

Still, it's daunting to seek out the store wine manager, Drew Ellsworth, who speaks five languages. Or to peer through a locked glass cabinet showing off a 2005 Moro Malleolus, a single-vineyard wine from Spain, made with Tinto Fino grapes grown on less than two acres. The price is $221.

Unless the vintage is rare, only bottles costing several hundreds of dollars are under lock and key. Selections costing from $60 to $90 are neatly stacked in squared maple shelving built by state inmates. Prisoners also made the oak check-out counter topped with hot rolled steel that with time, will take on a well-used patina.

Shopping is easy.

All Pinot Grigio and rosé wines are grouped by variety and racks are divided by countries of origin. At the back of the store, a spacious alcove houses wines costing $100 to $500.

The store is flooded with natural light, but it's indirect light to protect the inventory. Windows screen out ultraviolet rays to protect racks near the front of the store.

The building is built with charcoal-colored cinder blocks flecked with gray that match the gray metal exterior panels. The store has graceful, clean lines that are distinct from the state's older starkly plain, warehouse-type outlets, and it was built under its $1.3 million budget.

New state wine store

* HOURS: Monday to Saturday, 10 a.m. to 10 p.m.

* ADDRESS: 280 W. Harris Ave. (1602 S. 300 West).

* PHONE: 801-412-9972.

* PRODUCTS: More than 5,000 bottles in stock.

* SERVICES: Touch-screen kiosk helps with selections.

Projects

* Salt Lake City: The remodeled store, at 1255 W. North Temple, opens today. Hours are Monday to Saturday, 11 a.m. to 7 p.m.

* Holladay: The store at 2408 E. Kentucky Ave. will close when the new store opens at the corner of Highland Drive and Murray/Holladay Road in spring or summer of 2009.

* Taylorsville: Remodeled store at 3905 W. 5400 South to reopen Dec. 15.

* Bountiful: The old store at 70 S. 500 West will close when the new outlet at 500 W. 400 North opens in summer of 2009.

* Pleasant Grove: A store off I-15 in the Dana Point Shopping Center at 595 S. Pleasant Grove Blvd. Construction will be completed in the fall or winter of 2009.

* Springville: The store, on the east side of I-15 at 1600 North, next to the Maverik Store, is to be completed by the winter of 2009.

* Heber City: Scheduled to open next summer, the store at 262 Gateway Drive will be at the south end of town.

* Hurricane: Construction on this store, on the corner of Foothills Canyon Drive and Canyon Cliffs Boulevard, is expected to be completed by summer of 2009.

* Cedar City: The old store will be closed at 356 S. Main St. when the new store opens on Providence Center Drive, just off I-15.

Source: Utah Department of Alcoholic Beverage Control