|Mercado de San Miguel, Madrid|
It seems to me like a perfect fit and something that will only help to build up the ambience of the store and its reputation as a friendly place to shop and a good place to buy wine and beer. In fact, I think there's still some way to go along this path. Last year, I visited the Mercado de San Miguel in Madrid and there you have a place that's selling and serving a whole variety of food and beverages to the point where it's difficult to even classify what kind of place it even is.
Not to say that this new concept might not run into some localized difficulties. It appears, for example, that there could be challenges with local liquor laws in some locations. Maybe it won't work in Utah? But, longer answer, no real issues and, in fact, a plus for the brand.
In contrast, I do see some risk for Starbucks which is also testing serving wine and beer in some of its Seattle locations. Perhaps this is just lack of imagination on my part but I think that this is a much higher level of difficulty and that the Starbuck's experience would be significantly changed, and not for the better, by adding alcohol to the menu.