Beverage Dynamics

Beverage Dynamics - March 2015

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/485350

Contents of this Issue

Navigation

Page 51 of 83

52 Beverage Dynamics • March/April 2015 www.beveragedynamics.com [ RETAIL PROFILE ] There aren't any big-box stores in the immediate area, so Roof Broth- ers competes primarily against other independent stores, using customer service as a differentiator. "If you come into the store you can ask us about any beer, wine or spirit, and if we don't know the answer we can get it from someone at the com- pany within a minute or so," Kenny Roof says. "The other thing that makes us different is that we still pack up ev- erything and carry it out to every cus- tomer's car for them. Whether they're 25 or 100, it makes no difference to us; we treat everybody the same, and they appreciate that level of service." In addition to personal service, Roof Brothers also keeps a digital record of every customer's purchase history to assist them with looking up products they wish to buy again. "It's also helpful if a friend or family member comes in and wants to buy a gift for them," Kenny Roof says. LOCAL FAVORITES Not surprisingly given current trends and the company's Kentucky location, Bourbons are among the hottest sellers at Roof Brothers right now. "Bourbons, especially premium products, are fl ying off the shelves right now," Kenny Roof says. "We could sell twice what we stock of some brands." Like most beverage alcohol retailers, the stores have also seen a rise in craft beer purchases. "We were the fi rst store around here, 15 years ago, to have a dedicated craft beer section," says longtime employee Kane Roberts. "Now we've got 700 beer SKUs in the store between crafts and domestics. I also make sure we have some of the rarest beers you can get your hands on, which helps bring new customers in." Roof Brothers maintains a close relationship with all the distilleries in Kentucky, building the stores' reputa- tion as a Bourbon destination. "We've been hand-selecting our whiskey barrels for years," Roberts says. "We have an in-store collection of Buffalo Trace, Eagle Rare, Four Roses, Angel's Envy and more. We know most every major distiller within the state and we've either had them to the store or met them at the distillery." The family also holds a Distiller's Dinner each year, which brings in a master distiller for a dinner featuring a menu inspired by and made with that distiller's Bourbon. Last October marked the tenth dinner sponsored by Roof Brothers, which also includes a time for the distiller to meet customers, sign bottles and explain the history and process behind the brand. "That's something that's always been very popular with our customers," Denny Roof says. DOING BUSINESS IN A SMALL TOWN As business owners in a small community, the Roof family is often recognized outside of the store. "Paducah is a small town, so when we go out to dinner or somewhere else we can't help Between crafts and domestics, Roof Brothers has 700 beer SKUs "If you come into the store you can ask us about any beer, wine or spirit, and if we don't know the answer we can get it from someone at the company within a minute or so." — Kenny Roof

Articles in this issue

Links on this page

Archives of this issue

view archives of Beverage Dynamics - Beverage Dynamics - March 2015