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/421848
www.beveragedynamics.com November/December 2014 • Beverage Dynamics 17 [ RETAIL PROFILE ] Connecting with customers is a priority for Wilbur's, and along with print and digital communications outreach, the store goes out of its way to promote in-person engagement opportunities as well. In-store beer tastings are offered every Friday, and wine tastings are held each Saturday, giving Wilbur's staff an opportunity to talk with customers one-on-one about various products. Because of its close working relationships with so many local breweries and restaurants, Wilbur's regularly sponsors different beer and wine tasting dinners throughout the year. Wilbur's is also focused on giving back to its surrounding com- munity. Dinsmore reports that the business works with an average of 1,000 different charities per year, offering deep discounting for fundraising events. Not only have these charitable projects helped Dinsmore make many strong business partnerships across the area, but he also abides by the principle that giving back is simply the right thing to do. He wants his business to help others as much as it can. In January 2014, Wilbur's partnered with Henry's Pub, a local restaurant, and Buffalo Trace Distillery to offer a whiskey-tasting din- ner featuring four extremely rare Pappy Van Winkle Family Reserve bourbons. Proceeds from the event were all donated to Foothills Gateway, an organization that supports individuals with cognitive disabilities. Dinsmore plans to hold the event again next year if he is once again able to procure some Pappy's, the likelihood of which he admits is unlikely. Customers and community organizations aren't the only groups that Wilbur's is so closely focused on. Dinsmore maintains that one of the reasons his business has been so successful is because of his outstanding team. With 30 full-time staff members and 15 part-tim- ers, it's surprising to learn that many of Dinsmore's employees have remained with him for many years, which is an anomaly in the re- tail industry. But Dinsmore doesn't see his team as just employees: to him, they've always been part of the Wilbur's family. While the business has a history of hiring many friends of the Dinsmore family, Wilbur's also has a reputation of treating every team member like part of the inner circle. "Mat treats us like we're members of his family, not like we're employees on a roster," says Wilbur's front-end manager Morgan Fanning, who's been with the company for eight years. Joe Henry agrees. Dinsmore's former college roommate, Henry was hired to work at the store while he was still in school. Fourteen years later and now a manager, Henry hasn't looked back. "This is a very family-oriented environment, and I enjoy all the different events that we do here and the way we're encouraged to take initiative and closely interact with the customers," Henry says. "It's a very unique environment, and I like all the people I work with here. We have a lot of fun." While Wilbur's continues to foster a familial sense of camaraderie among its staff, it's now missing a key member of the family business. In May 2014, Mat's father, Dennis, retired from the business, leaving Wilbur's is known for offering more than 10,000 variations of wine (wine sales account for 50% of the store's total business).