Florida Winery located at Miromar shuts down

This story was written as part of a wine package that was being reported. In the midst of reporting, I discovered that the number had been disconnected and mall officials confirmed the store had closed. I followed the story and the rest is history.


The Florida Winery and Cigars closed its doors in April at the Miromar Outlets in Estero.

The Florida Winery and Cigars at Miromar Outlets in Estero has closed and customers will have to drive to St. Petersburg or Madeira Beach before they can buy strawberry or peach flavored wines or accessories.

"It probably closed the same way most business close ... it just wasn't making any money," said Tom Powers, CEO of The Florida Winery and Cigars, from the Madeira Beach location which is a separate entity from the store that was located at the outlet mall. "We were unusual and unique and we put a lot of effort in there but it just wasn't enough."

The effort cost owners to lose an estimated $300,000, said Powers, in the two years the store was open at the mall.

"In the 9 months of planning and two years of blood, sweat, and tears into that store and we never made a dime," said Powers, about the store that closed in April. "We didn't have enough pull (to customers) ... ."

Powers said their unique store was different and was a draw for Miromar Outlets but if the "management would have given us some kind of rent concession we would have still been there."

Combining high rent with competing malls including Coconut Point and Gulf Coast Town Center forced the closure of the store whose average ticket sale was $26, he said.

"The type of store we are doesn't afford us the mark ups that shoes and clothes stores have like the rest of Miromar stores. And, if you don't have that mark up, you cant make it up in those environments," Powers said.

Mall officials declined comment.