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/724527
POS Systems Update 16 Beverage Dynamics • September/October 2016 www.beveragedynamics.com business. These days, Jeff is the main managerial presence at the Middletown store while Bob primarily focuses on the Wilm- ington location. Whiskey and wine are Bob's areas of expertise, while Jeff oversees the craft beer portion of the inventory. Kreston's has a longstanding reputation as a destination re- tailer known for its vast beverage selection and strong product knowledge among employees. While wine has been a focus of the business for years, craft beer has emerged as another cate- gory frontrunner, especially since Jeff came on board. The stores also carry a selection of accessories, gift items, and snacks. In addition to offering a vast array of prod- ucts, Kreston's is also known for hosting a va- riety of events at its stores. Suppliers are often invited to come and host in-store tastings, which are generally held every Thursday, Fri- day and Saturday. "We try to get a couple of brewers to come in and lead tastings each week, and we always try to feature wine tastings on Saturdays be- cause a lot of people go shopping for wine on the weekend," Jeff says. The store also sponsors a number of fundraisers, including an annual Rotary Club tasting event. Kreston's also recently supported a museum fundraiser and helped raise money for a customer who was experiencing serious eye problems. During these events, you'll likely see Bob and Jeff personally in atten- dance, along with some of their staff. Jeff says it's important for the owners to be a strong presence in the community, and that both he and his father like being hands-on. Bob agrees. "We like doing these things and giving back to the commu- nity that has been so good to us," he adds. OVERCOMING CHALLENGES Kreston's has thrived over the years despite the many hurdles that come along with running a small business, particularly one in the beverage industry. Competition that didn't exist years ago is now much more prevalent. While Delaware currently does not allow liquor to be sold in grocery stores, the possibility is a cause for alarm among liquor retailers. State law dictates that liquor store owners may only own two locations, so the Krestons have no possible expansion plans on the horizon. Additionally, Delaware does not allow retailers to ship or deliver products, so all purchases must be picked up at the store. "These problems aren't specifi c to us, as every other store in the state is dealing with them too, but dealing with them is a chal- lenge and you have to deal with these issues while still holding onto your piece of the pie," Jeff explains. One way the Krestons promote their business is through adver- tising. The business ran a television ad campaign several years ago, which generated a great response from customers. Kreston's has a strong social media presence, and uses Facebook to post product information and news about upcoming tastings or other events. Occasionally the Krestons will run a newspaper ad, and the retailer Jeff Kreston (left) manages the Middletown store, while Bob Kreston (right) focuses on the chain's Wilmington location. JEFF SAYS IT'S IMPORTANT FOR THE OWNERS TO BE A STRONG PRESENCE IN THE COMMUNITY, AND THAT BOTH HE AND HIS FATHER LIKE BEING HANDS-ON. [ RETAIL PROFILE ]