BevMo!, which has moved in to space in the L-shaped building near Best Buy, is one of three major new businesses to open in the shopping center in recent months.
BevMo! handed out discount cards for the first 500 customers, and is offering tastings and demonstrations all weekend at its 7070 Marketplace Drive location.
A BevMo! store in the city of Santa Barbara received some pushback from community members who were worried about traffic and noise impacts, but opened at its 3025 State St. in September 2010.
The demonstration schedule for the Goleta BevMo! is:
Friday, Aug. 31
9 a.m. to noon — Fess Parker, Telegraph Brewing
12:30 to 3:30 p.m. — Robert Hall, Firestone-Walker Brewing, Jim Beam
4 to 7 p.m. — Qupe, Tap-It Brewing, Absolut Vodka
Saturday, Sept. 1
9 a.m. to noon — Jack Daniels, NoHo
12:30 to 3:30 p.m. — J.Lohr, New Belgium, Grey Goose Vodka
4 to 7 p.m. — Tobin James, Sailor Jerry
Sunday, Sept. 2
Noon to 3 p.m. — Opolo, Blue Moon, Jagermeister Liqueur
3 to 6 p.m. — Justin Vineyards, Patron Tequila