www.beveragedynamics.com
July/August 2016 • Beverage Dynamics 15
1
F
or many beverage retailers, off-premise success started with
on-premise experience. That's certainly true for Kate Baker and
Suzanne Schalow, two of the owners of Craft Beer Cellar, a na-
tional chain of franchised beer stores. Both spent the early part of
their career in the restaurant business, and attribute their success
in retailing to the training they received in the hospitality industry.
"Hospitality is all about saying thank you and making someone feel
welcome," Baker says. "Knowing customers' names and their stories is so
important. The same can be said for the brewers we work with – we know
their story and we're able to share it with customers. Often it's about a
family, or a history, or a set of ingredients – and if it's worth telling the
customers will listen. Capturing their heart and their mind ultimately leads
to the trust to capture their wallet."
For the Love of B r
Co-owners Kate Baker, Marla Yarid-De La Cruz and
Suzanne Schalow.
[
RETAIL PROFILE
]
"CAPTURING THEIR HEART AND THEIR MIND ULTIMATELY
LEADS TO THE TRUST TO CAPTURE THEIR WALLET."
—Kate Baker, co-owner of Craft Beer Cellar
