TOP RETAILERS
challenges because we had to build out a delivery platform and logistics in days . Once stores re-opened , delivery remained but has since wound down and business has returned to a more normal cadence .”
While dealing with all these challenges , Liquor World has expanded with a number of new locations . “ We had a lot going on in 2021 ,” Lilley says . “ We opened three new locations , one new on-premise location and relocated another store . We ’ re slowing down in 2022 as we regroup with the rapid expansion behind us and push forward , but we ’ ll pick back up in early 2023 .”
According to Lilley , the process of expansion has been quite involved . “ It was really challenging . Material costs went through the roof , fixtures had backlogs as far back as 48 weeks and permitting and licensing was delayed . It was very difficult to navigate as it was changing daily . We had four projects all going on at the same time at one point and it was a real balancing act , but we have a strong core team that was able to pull together to get everything done and get the stores opened successfully .”
When asked to define success in the industry , Lilley stressed the importance of customer loyalty . “ Without customer loyalty , it ' s difficult to keep growing your business . We achieve that through fair pricing , excellent selection and personalized , knowledgeable service in all of our locations .”
He maintains that Liquor World sets itself apart with convenience and “ small store service .” " We don ' t carry everything , but we carry the right things people are looking for ,” he says . “ We focus on having new items as they hit the marketplace and make sure our customers know we have the latest and greatest . We have trained beverage specialists in our locations that are focused on nothing but customer service on the selling floor . We are also the largest retailer of private barrel spirits in Nevada .
A Taste for Style
BY JAMIE STAFFORD
Westport Whiskey & Wine , located in Louisville , KY , takes “ a hedonistic approach to how [ they ] sell whiskey , wine , beer and other spirits .” According to Chris Zaborowski , Westport is “ the place to discover items that are hard to find and items you ’ ll come to appreciate as day-to-day favorites . In the Tasting Room , we offer the opportunity to taste , learn and explore with winemakers , master distillers and others who take pleasure in the little treasures we have in our store .”
“ We carefully curate our wine selection to offer a vast array of great values to the hard to find ,” Zaborowski says . “ Our selection is constantly changing to meet the needs of our customer . That is one reason why we are constantly shifting the wine sections . We are constantly working with our distribution network to help wineries find an outlet to bring products into the store .”
Westport boasts a wide selection of products , and also trains employees to properly manage this selection . All new employees work with a manager for a day and then shadow senior staff members , as they get the hang of things . New workers must then complete the Certified Bourbon Steward training program through the Stave & Thief Society . They then get the reap the benefits of working at Westport with free tastings and store-hosted classes .
When discussing customer communication strategies , “ we focus primarily on direct email to communicate sales and promotions , with limited social media promotion via Facebook and Instagram ,” Zaborowski says . The store hosts events every Monday and has regular sales on Wednesday . Occasionally , Westport will have a “ Friday Flash ” to showcase a new product , such as a single barrel release , or a new event or sponsored event .
The store does not do much in terms of print marketing but remains an active part of the community . “ We have not had any real success with traditional print media ," Zaborowski says . " We also work with some minor charitable sponsorships to get our name out . We have had a successful collaboration with the Kentucky Distiller ' s Association and promoting the Kentucky Bourbon Trail , and we work with Louisville Tourism to promote bourbon experiences .”
Westport distinguishes itself by centering the customer experience around tastings . “ We believe that the best way to learn about beverage alcohol is to taste it ,” Zaborowski says . “ Thus , we were the first to hold dual license ( off and on ) in order to offer customers the opportunity to attend classes and tastings and to purchase glasses of hard-to-find whiskey . Our store is physically divided with a distinctive wine section set by varietal , spirits and beer section , and a Tasting Room for bar and classroom events .” BD
20 Beverage Dynamics • June 2022 www . beveragedynamics . com