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.
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DEPENDING ON THE STAFF erchandising bells and whistles aren't much a part of the International Wine Center's mix – no displays, no case stacks built high. "It's all down to our staff on the floor," says Feuerbacher. "All our managers and team members are very big on hand selling and we're very big on making sure they know the wines." "We do a lot of on the job training and tasting – we believe you can read as many books as you want about wine but you have to do a lot of tasting and really get to know the product if you want to be in the best position to sell the product." Like in many parts of the country, craft beer is booming; at the International Wine Center, that trend is even more pronounced, stocking more than 1,000 different beers throughout the year in an ever-shifting mix. With the advent of a fast-growing local craft brewer, Mother's, the heat has been turned up even higher locally. The team speeds that interest with popular schemes like a "build your own six-pack" program, allowing customers to mix and match bottles. "When a six-pack gets from $9.99 to $12.99, people can be wary, but if you can pick up two or three that you're comfortable with and then try a few that are new to you, it eases the sale," says Feuerbacher. Seasonal beers, whether true seasonals like pumpkin ales or stronger winter brews or limited release offerings, are driving the entire category, keeping the entire category relevant and interesting for their customers. And of course they sell their share of large national brands, though they play a larger role at the chain stores than the International Wine Center, but overall those brands are carried mostly for customer convenience. "The prices are very low and not where the growth is coming from," says Feuerbacher. M AMERICAN WHISKEY SALES STRONG hile the locavore movement is alive and well in the beer aisles, the small distillery niche still has a way to grow in Missouri. But American whiskies – bourbons and ryes, as well as moonshine and other new brands and expressions – are taking a much larger share of the spirit business and the team is W adding shelf space for the category. When the store promoted an in-store visit from legendary moonshiner Junior Johnson for his Midnight Moon brand, more than 300 customers lined up to see him and buy an autographed bottle. Spirits for the first time in a few years have leveled off in growth at the chain, perhaps due to a flattening among vodkas and flavored vodkas over the last year or so. That may come as a relief in one way, as the balancing act between taking on new products and trimming poor performing brands has been constant. The room for more brown goods, for instance, is coming from a slightly reduced vodka section. But it's crucial to keep aware of what consumers will suddenly favor: for instance, the explosive growth of brands like Rumchata and Dr. McGillicuddy's Fireball. "Competitive pricing, big selection and exceptional customer service is what we do." — BRAD FEUERBACHER, DIRECTOR OF OPERATIONS, BROWN DERBY "All of a sudden a thing that's been around for a while like that explodes, and we've seen a massive increase in sales over night," says Junge. Just as trends ebb and flow, keeping the International Wine Center current means steady tweaking; for instance, they've just built and installed a new glass humidor and placed it on the sales floor near the single malt Scotches scotch and bourbons. That's improved cigar sales at a time when the tobacco business has slowed somewhat, just showing the benefits of steady upgrading and awareness of what customers will buy, when given the chance to see things in their best light. It's an approach that makes sense with cigars, fine wine with cheese, craft beer with charcuterie and even baby clothes and laundry detergent, as the International Wine Center team keeps learning and relearning. When your customers learn to trust your judgment, you can sell them anything as long as you stand behind whatever it is. I Beverage Dynamics • www.beveragedynamics.com • January/February 2014 • 29