consumer easy access to browse whatever product they want . It ’ s inviting and it ’ s attractive , and it was extremely unique when we introduced the changes back at a time when this was still such a male-dominated industry and we began to understand the need to cater to our large number of female consumers who often do a lot of the shopping .”
Stores also bring education to the forefront of design and consumer value . At all locations , various drink recipes are on display throughout stores to inspire customers and also educate them on which products they need for a particular cocktail . In-store tastings are frequently held at all store locations , and marketplace stores feature daily tastings . Twin Liquors regularly offers consumer classes hosted by master distillers and winemakers . Rotating Wine 101 and Spirit 101 classes are aligned with the stores ’ monthly product promotions . Additional themed events , such as Washington Wine Month and Italian Wine Month , allow customers to learn more about different product lines while also letting the stores to promote different subsets of products .
Employee education is another priority for the Jabours . All employees are eligible to take Wine and Spirit Education Trust ( WSET ) certification courses sponsored by the company , which are available in-house . Twin Liquors currently has Level 3 certified instructors who facilitate the teaching . This has resulted in almost 100 employees being Level 2 certified .
Margaret says that the family makes a point of hiring individuals who share the Jabour ’ s passion for the industry , and that by offering opportunities for employee education and growth , Twin Liquors maintains a high staff retention rate .
“ We don ’ t consider people to be our employees . They ’ re part of our team , and we ’ re all on the same team ,” she says . “ We treat everyone on our team as family , whether we ’ re blood relatives or not . That results in longevity .”
Twin Liquors is also known for offering unique and valuable promotions to customers . Popular “ Twin Deal ” promotions feature top national brands and offer a discount when customers purchase
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Many locations include a tasting room used for customer and staff education .
two of the same identical products . Twice annually , the stores run a three-day dollar sale where all wines and spirits are sold at one dollar above cost . Hugely popular with customers , the event also maximizes the opportunity for consumers to try new products that they may not have otherwise selected before . Occasionally the marketplace stores host celebrity bottle signings , featuring stars such as Danny DeVito and Dan Aykroyd , which have helped draw hundreds of customers . The company also partnered with Saks Fifth Avenue for many years , hosting pourings during special events at the department store ’ s former Austin location .
COMMUNICATION IS KEY In addition to in-store promotions , Twin Liquors engages its consumers through external methods . Last year , the company launched its first mobile app , which allows customers to place orders via their smartphones for delivery or in-store pick-up .
“ It gives our customers a different way to shop , for those people who are interested in it ,” Michael explains . “ The app will never replace our brick and mortar stores , but it gives customers another option to choose from .”
Twin Liquors also engages customers through its social media presence , particularly on Facebook , Instagram and Twitter .
“ We ’ re always experimenting ,” Michael says . “ We like to incorporate lifestyle brands across our social channels , taking the fear factor out of the wine and spirit industry for our customers . Many people can easily feel overwhelmed when they come into a liquor store , so we give our customers an opportunity to educate themselves through our social media presence .”
Recently , Twin Liquors ’ marketing department has used its social media channels to connect with select influencers who can share information about the brand with people who are in the process of relocating to Texas .
“ We want to make sure we ’ re welcoming new residents and let-
The chain has grown rapidly throughout central Texas through expansion and acquisition .
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