BY JEFF MAISEY
TASTE, a longtime gourmet/specialty retailer, continues to serve the freshest, high-quality products ranging from prepared foods, sandwiches, select wines, and craft beers brewed in Virginia.
TASTE began back in 1973 when Peter Coe decided Virginia Beach was ready for the quality cheeses and wine he fell in love with in France.
Over time, the retail shop expanded its offering and location under the ownership of the Pruden family. In 2024, the Executive Chairman/CSO Jon Pruden evolved the business into a 100% employee-owned company. TASTE now operates 9 locations across Coastal Virginia and Richmond.
To get a “taste” of the company’s approach to its boutique port folio of independent craft beers, we reached out to Hannah Serrano, Chief Experience Officer.
At Taste locations, you have a small but quality selection of craft beer from Virginia. What is your strategy in the offering?
TASTE’s mission is to Cultivate Community through the Good Life, and that extends to our beer set. We focus on handcrafted, small-batch, regionally made products that elevate meals and gatherings—just as our broader retail selection does. Virginia is fortunate to have no shortage of outstanding beer, cider, and canned cocktail producers, and we curate our cases to suit our guests’ needs—whether they’re pairing a beer with a sandwich or salad, grabbing a few for the beach, or stocking up for a dinner party or night in.
How important is the selection of local beers?
To put it simply, local beer speaks to who we are. TASTE is a community-focused brand, and offering local products helps us support Virginia’s economy, fellow small businesses, and a more sustainable supply chain. Most importantly, we truly believe Virginia produces some of the best beer, cider, and spirits in the country.
What beer styles have proven most in demand from customers?
Preferences shift over time, and in recent years we’ve seen a lot of interest in canned cocktails. What’s unique about TASTE is that our nine (soon to be ten) locations serve diverse communities, each with its own tastes. Guests also love to support breweries in their own backyards—for example, Big Ugly is big at TASTE Greenbrier, Tradition thrives at TASTE City Center, and Commonwealth is a favorite at TASTE Bayville Farms.
I noticed a pumpkin beer from Alewerks recently in the cooler. Are seasonal beers valuable to your product selection?
To an extent. Just as with our food offerings, we enjoy highlighting seasonality. That said, we’ve shifted focus toward maintaining a reliable core of beers that guests can return to again and again, while sprinkling in seasonal offerings.
Do you prefer cans or bottles?
Both formats have their place, but in the summer months, cans are especially popular since many guests are headed to the beach, pool, or onto a boat.
Do any locations offer draft beers?
Yes—all locations do. Pro tip: draft beers are just $4 every day from 4pm to close.
If a brewery wants to pitch you on having one of the products in Taste, what is your process?
We invite all product vendors to submit a New Product form at tasteunlimited.com/contact. Local breweries may also drop off product samples and information at any store, marked ATTN: Beer Committee.
