Pa.—The state's newest wine and spirits store is bright, modern and airy, but it's not just another pretty space. The alcohol emporium represents the latest effort by the Pennsylvania Liquor Control Board to win the hearts and minds of consumers as the recession intensifies talk of privatization. Over the past few months, the board has unveiled a new retail website, trained employees in customer service, installed wine vending machines in supermarkets and—with the popping of a prosecco cork—opened a state store that incorporates consumer ideas. Board Chairman P.J. Stapleton said buyers will have a "world-class retail shopping experience" at the store in New Hope, about 30 miles north of Philadelphia.