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/675795
www.beveragedynamics.com May/June 2016• Beverage Dynamics 13 [ RETAIL PROFILE ] Stone Brewing Enjoy By series, overall "bombers are dying," Ciskey says. Rather than a 22-ounce bomber, customers and brewers alike prefer their premium beers in 4-packs. "It's now all about the 16- ounce bottle," Ciskey explains. A walk down his beer aisle tells all: bombers from years past still sit on the shelves. Focusing on premium brews creates another dilemma faced by Yankee Wine & Spirits and all beer retailers: how to handle the hardest-to-find products — like Sip of Sunshine, Heady Top- per, G-Bot or Kentucky Bourbon Stout — that come in limited quantities despite great demand. Yankee Wine & Spirits gives all customers equal opportunity. When a case of highly sought-after beer arrives, the store will post notice onto its social media pages. This gives every follower a fair chance at purchase — in limited amounts, of course — before supply runs out (and it promotes the store's social presence). BIGGER, OR JUST BRIGHTER? Yankee Wine & Spirits looked a lot different one year ago. The store had dark-colored walls, carpeting and outdated tiles in the beer section. After Ciskey took over in September, he immedi- ately went to work brightening the interior. Before the month was out, he and his team had repainted the walls, turning what had been a dark store into a brighter experi- ence for shoppers. Then in October, up came the carpet and tiles, and down went a wood-paneling vinyl floor. Ciskey and his team worked in 14-hour shifts to get every- thing done as quickly as possible. They kept one half of the store open while the other half was undergoing renovations. The extra efforts paid off – the makeover took just four days. And during that time, Yankee Wine & Spirits was closed for only seven hours of business. "We did everything we could to accommodate our customers as best we could," Ciskey recalls. The overhaul included a reorganized layout. Racks were backed off from the front of the store, which opened up space and made the area more efficient. This has already paid divi- dends, as Ciskey has begun using the space for monthly wine classes. And a table in the front space offers grab-and-go alcohol baskets and packs for customers who need a quick gift. Between the expanded open space in the front and the brighter look overall, "everyone thinks it's gotten bigger in here," Ciskey says. "It's made a real big difference. People have asked us if we expanded." THE DIGITAL DOMAIN Before Ciskey took over, Yankee Wine & Spirits lacked a robust online presence. Now, thanks the efforts of Ciskey and his brother/ co-owner Scott, the store enjoys an effective digital presence. "Since buying the place, the internet has been the best tool we have," Ciskey says. "I can't tell you how many times we've put something online, people have seen the product and then come in looking to purchase it. I know it works." Of course, this scenario requires that people are connected with the store's website and social profiles to begin with. One Manager Steve Small has a lifetime of beverage retailing experience.