About

Since 1957, Val’s Putnam Wines & Liquors has been a cornerstone of the Greenwich community. Founded by the late Val Fiorita, the store was built on a simple but resilient belief: that good wine, good people, and good service could thrive in any economy. Over six decades later, Val’s continues to uphold that spirit—now with a fresh, modern approach led by Val’s son, Jeb Fiorita.

Jeb returned to Greenwich in 2004 after working in international finance, stepping in to help run the family business when his father fell ill. What began as a temporary decision quickly evolved into a lifelong passion. Working closely with Val, Jeb discovered just how much potential the store held—not only as a retail space, but as a place where relationships, education, and community could flourish.

“It opened the door to me thinking we could really grow this business and be an integral part of the community,” he reflects.

Since taking the reins, Jeb has transformed Val’s into a vibrant hub for wine and spirits lovers—without ever losing the family-owned, community-first feeling that has defined the shop for decades. He expanded the selection to include more than 5,000 wines from around the world, carefully curated with the help of trusted producers, vineyard CEOs, and customer feedback. Craft beer, once a niche category, now has a dedicated presence at Val’s, reflecting growing interest from younger generations and local Connecticut brewers alike.

What truly sets Val’s apart is its personalized approach. The team doesn’t just sell bottles—they build relationships. Whether you’re a longtime collector or a curious newcomer, the staff takes the time to understand your tastes and make thoughtful recommendations. Their goal is to be storytellers for every bottle, connecting customers with the people and places behind each label.

Community engagement is at the heart of everything Val’s does. Regular in-store tastings, seasonal events, educational classes, and curated experiences—both at home and in corporate settings—invite customers to learn, explore, and enjoy in a relaxed and approachable atmosphere. Every interaction is about connection, not just commerce.

To better serve its growing customer base, Val’s has expanded beyond its original Greenwich location, opening two additional stores in Glenville and Stamford. Each space is designed with the same philosophy: welcoming, knowledgeable, and rooted in community.

Of course, the rise of big-box retailers remains a challenge. Jeb is mindful of the pressure from chains like Costco, Trader Joe’s, and Total Wine & More, which often lure customers with perceived savings. But he’s confident in Val’s ability to compete—not through volume, but through authenticity, expertise, and a curated experience that can’t be replicated by mass retailers.

“We’re not just selling wine—we’re offering a connection to something greater,” Jeb says. “It’s about building trust, sharing knowledge, and making people feel like they belong here.”

Looking ahead, Jeb is exploring the possibility of opening a fourth location, carefully considering the right timing and neighborhood fit. As always, the priority remains clear: to serve the community with integrity, warmth, and an ever-evolving love of wine and spirits.