Spirit buyer Pat McCarthy
notes that the store continued to add shelf space and
increase tequila skus until
the category is now three to
four times larger, with a
focus on newer and newly
popular tequila brands, and
keeps them organized by
brands rather than sub-category, to make it easier for
tequila buyers to move
within the category, discover new brands, and trade up
and down in price and
quality depending on the
occasion. All this made it
easier for Bayway to expand
its tequila base because
shoppers still learning
about the spirit could discover it at their own pace.
stores opt instead to differentiate themselves by crafting a smaller selection of
wines, beers and spirits that
they actively promote.
Others have taken on the
growler trend and focused
on developing that niche of
the beer business. Some
stores, like the Moore
Brothers Wine Company
in New York, New Jersey
and Delaware, source their
wines directly from winemakers and keep their
stores at a low temperature
to maintain quality.
There are an endless
number of routes to take
on the path to stand out
from the crowd and attract
new customers: staking
out the service of selling
At Hi-Time Wine Cellars in Costa Mesa, CA,
wines to be paired with
liquor specialist Forrest Cokely also finds social
BE SOMETHING
foods, or becoming a cenmedia useful in communicating with customers
SPECIAL
ter for home cocktail
and maintaining their loyalty.
he explosion of
enthusiasts, or a regional
craft beers has shown many retailers the way home for beer enthusiasts. These can be treated as
to go; at Cimini's New England stores, he's businesses within the overarching store model, but
added a beer-focused sales person and brought whatever the method, 21st century retailing requires
in any saleable craft beer he can find to that somehow, someway, your customer thinks of you
respond to customer interest. In the wine-focused as a special place and not a way station selling a comstores, he's added wine savvy salespeople to the floor at modity. As new retail formats arrive to chip away at
the right selling time.
pieces of your business, it's important for wine and
Other stores have expanded their position in craft spirits retailers to pick their own niche, because if not,
spirits in anticipation of growth in that category. Some your competition might do it for you.
I
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Beverage Dynamics • www.beveragedynamics.com • March/April 2013 • 69
