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/282869
FILL 'ER UP 50 Beverage Dynamics • March/April 2014 www.beveragedynamics.com "skunkiness." Growler materials and sizes are an area of inno- vation, observes Gatza at the Brewers Association, including stainless steel containers, plastic bottles and treated paperboard cartons. "Recently, I saw a can fi lled with beer and sealed right at the bar for take-out," marvels Gatza. Oskar Blues Brewery offers this trademarked "Crowler" at its taproom. Beyond the typical glassware (32 oz. bottles for $2.99, 64-ounce growlers for $3.99), participating Sunoco APlus stores retail a 2-liter special-edition ceramic swing-top growler for $13.99. Customers can also purchase a $19.99 gift box, which includes growler, two pint glasses, coasters and a free fi ll-up. Regulations require that each bottle top is sealed with a special sticker, notes Shields. Beer line cleaning and other maintenance is provided by a third party specialist, he adds. "Our biggest recommendation is to keep startup costs and overhead low. Operators will have to experiment and try things during the fi rst few months to discover what works best in their market," says Tony Lane, vice president and co-founder of The Growler Station/GS Dist. Group. The company runs the Growler Station Express Program in some 30 independent affi liate stores nationwide, which use their equipment and tech- nology, including a patented counter-pressure fi lling system that improves growler shelf life. Setups are tailored to each location; services include design, installation and maintenance, in- store digital menus and websites and a beer wizard app. Addition- ally, The Growler Station has a partnership with Total Wine & More, working with the retail giant to launch growler programs in new stores. To get up to speed with its pro- gram, Peco's started with a soft opening. "We spent a week work- ing with our employees to get a consistent pour," says Mulvihill. Tapping kegs and dealing with excessive foaming can be an issue, so staff fi rst practiced with a keg of inexpensive beer. "Now we have it down to a science." He also stresses the importance of rotating kegs to keep both beer and selections fresh, and customers interested. "Don't get overloaded on one style or brand," Mulvihill advises. And for those customers new to craft, Peco's always offers an easy-drinking malty beer or a pale ale. "Something besides IPAs with kick-you-in-the-face hops." Within the fi rst month of pulling drafts at The Wine Bin, Car- ney was ready to bump up to 10 taps; but now he advises against it. "More is not better; fi ve taps are the perfect number to show off the range of beer styles." He always of- fers an IPA, a stout, a malty ale, and some unusual specialties. "With 10 taps, you would be repeating styles, and customers can't taste all 10 beers anyway because of tasting laws," he notes. Just fi ve taps means kegs kick quicker, for fresher beer and continually rotating choices. Customers will fi ll a growler on Friday night, return Saturday for a different brew, and then come back on Monday to fi ll up again for the football game, says the retailer. "With the beers changing out so often, we get customers in two or three times a week." HOP TO IT "The hardest part was getting the law passed," declares Mul- vihill. "It was also uncharted territory. We've been in business almost 80 years but selling draft beer was new to us." Canni- balization was an initial concern that proved unfounded. Six- packs are generally cheaper ounce per ounce than their draft counterparts, but consumers are willing to pay for novelty and freshness. "People see growlers as cheaper than buying a pint At The Wine Bin, in Ellicott City, MD, regular customers get a point for every dollar spent on draft beer; 100 points earns a $10 gift certifi cate. "The biggest hurdle was jumping into the pool, spending the thousands of dollars I needed to get started. It was kind of scary but the growler station defi nitely paid off." – David Carney co-owner and primary managing partner, The Wine Bin, Ellicott City, MD