Will the new Beer Boutique in Liberty Village draw younger, hipper consumers? That's the idea behind this newly launched brand from the folks behind the Beer Store - not that they weren't already the default option for anyone looking to buy suds in this province.

Neverthless, this much hyped new retail concept is set to launch its first store in Liberty Village (21 Lynn William St.) tomorrow. Unlike the Beer Store which is pretty bare bones, the Beer Boutique actually allows consumers to grab beer off the shelves (think LCBO) and will host tasting and pairing events at a central chef's table. Notably, beer will be sold in singles as well as cases of 6, 12 and 24 plus an 8 pack mix and match option.

While the Beer Boutique may be less revolutionary than its creators may want us to believe, there's no denying the II by IV designed space sure looks good - as seen here last Friday when we were invited in for a sneak peek.

Photos by Dennis Marciniak