Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/143145
Delaware: A Craft Beer Destination By Edward Mulvihill ed since 1936. With the emergence of the craft beer market we saw an opportunity to rebrand our store and grow our sales. Over the past five years sales in our store have increased by 30%; the core of this growth has been our craft beer selection, with over 350 craft beers in stock. Approximately two years ago we began exploring the idea of installing a draft system and filling growlers in our shop. A quick call to the liquor commissioner's office proved that this idea was not going to be a simple as we would have liked. There was no law on the books allowing retailers to fill and sell beer growlers in our stores. O ver the past decade Delaware has become a great destination for craft beer lovers. Not only is Delaware home to Dogfish Head, one of the great American Craft breweries, as well as 16 Mile, and Twin Lakes. Delaware is also home to many craft beercentered restaurants, bars and gastro pubs. And who can forget the retailers like us who are passionate about craft beer? All of this has cultivated a beer culture in the first state that is among the top in the country. A recent study of beer consumption ranks Delaware ninth per capita in the U.S. PHOTO BY JIM MILLER Getting a Growler Law Passed At the press conference at Peco's Liquors to announce the Heffernan Bill (L-R): Sam Hobbs of Twin Lakes Brewing Company; Jeff Kreston of Kreston Wine & Spirits; Mike Contreras of Dogfish Head Craft Brewery; Rep. Debra Heffernan; Claus Hagelman and Chad Campbell of 16 Mile Brewing Company; Robert Kreston of Kreston Wine & Spirits; Ed Mulvihill of Peco's Liquors; and Mike Whitwell of Premier Wine & Spirits. Demand for craft beer in Delaware is high and retailers are searching for new and exciting ways to fill that demand. My family's store, Peco's Liquors, in North Wilmington has been family owned and operatEDWARD MULVIHILL is the owner of Peco's Liquors, North Wilmington, DE. Neighboring states like Pennsylvania and New Jersey were already breaking into this emerging market, which put Delaware retailers at a disadvantage. I inquired with the liquor commissioner's office what would have to be done to allow retailers to fill beer growlers. The answer I was given was "get a law passed, and good luck." Shortly after that phone call we set a meeting with our local State Representative Debra Heffernan. We explained why beer growlers were important not only for us and our fellow retailers, but also for Delaware's local breweries, as well as our economy. Over the next year-and-a-half, Representative Heffernan worked tirelessly to gather support on all levels for the legislation. On March 7, Rep. Heffernan introduced House Bill 31, aka the Growler Bill, to the press at our store. Joining us for the press conferences were representatives from local breweries, fellow retailers, and the liquor commissioner, Jack Cordrey. Excitement was high and many local media outlets ran articles about the proposed legislation. With the support of Delaware retailers, brewers, and The Division of Alcohol & Tobacco Enforcement, the Growler Bill quickly advanced, passing both the House and Senate unanimously. Legislators realized the benefits that this bill would have for retailers, local breweries, and economic development. The result: in mid-May Governor Jack Markell signed the Growler Bill into law. I 10 • Beverage Dynamics • www.beveragedynamics.com • July/August 2013