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: https://read.dmtmag.com/i/485350
www.beveragedynamics.com March/April 2015 • Beverage Dynamics 53 [ RETAIL PROFILE ] but run into customers," Denny Roof says. "Even though we're not at the store, we're always on duty because we're out in public and people know us. Most of those folks stop to say how much they love the store, which I think is something that would make my dad proud." Fortunately most customers the family runs into are glad to see them, Kenny Roof adds. "This is a great business to work in because people come into the store happy to see you," he says. "They want to try new things and ask your opinion, or they're planning a party or wedding or other celebration, so it's a joyous occasion." "They aren't coming in because their car needs to be fi xed and they have to pay two-hundred dollars to fi x it," his brother Denny adds. "You're selling them something they want to buy, not some- thing they need, which makes customer service a lot easier." BRANCHING OUT FROM BOTTLES Kenny and Denny's sister Wendy has added a gourmet food and gift department to Roof Brothers, which began when she came on board and was visiting food shows. "I like to look for things I've used as a cook," she says. "We try to stock the latest spices and gourmet coffee, and we carry a lot of local products like honey." The store also features an olive oil and vinegar section, offering refi llable containers, in addition to several lines of gift baskets for spe- cial occasions (the store sold about 400 this Christmas season). Roof Brothers was also the fi rst store in the area to offer wine tastings, which today feature samples of gourmet foods that pair well with featured wines. "Now we also hold a daily gourmet coffee sampling," Wendy Roof says. "That really helps increase sales." KEEPING IT IN THE FAMILY One challenge Roof Brothers faces is the decision on whether to ex- pand. For much of the company's history, Paducah was surrounded by dry counties, but that's no longer the case. "A number of counties have gone wet, or some have gone 'moist,'" Denny Roof says. "A few years ago we would have had customers driving 50 miles or more to come to the store, whereas now we miss a lot of those folks who live in wet counties. We think our prices and customer service keep some of those folks coming back, but it's a challenge." When a town about 50 miles south of Paducah went wet, the fam- ily thought about expanding with a third store. "As a family business it really would have stretched us thin," Kenny Roof says. "It's hard to run a business from that far away, so at this time we're not looking to expand any further." BD ROOF BROTHERS FAST FACTS • Location: Paducah, KY • Stores: 2 (Main Store and Southside) • Family Owners: Siblings Denny, Kenny, Mike and Wendy Roof • Key Employees: Spirits and beer expert Kane Roberts, Wine manager Micah Hodge • Known for: Large craft beer selection, temperature- controlled wine room and personalized Bourbon selection The Main Store sells 40% wine, 35% spirits and 15-20% beer, with the remainder gifts and food items.