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“ We don ’ t just have what you see every day ,” he says . “ We have been collecting wines for 30 years , and have a reserve room with different vintages of top-quality wines . It ’ s a very unique inventory .”

Trim purchased Colonial from its second owners in January 1992 . His family was in the retail spirits and wine business many years , and Trim himself previously worked in Europe in hospitality after serving in the military .

In the past year , Colonial has increased floor space for shelving and cooling to reset the store ' s beer , RTD and seltzer spaces , but still points to its greatest accomplishment as “ surviving the pandemic while keeping the Colonial team employed .”

“ We saw so many businesses in the hospitality industry close leaving their employees and their families without a paycheck ,” he says . At present , Colonial has 20 full-time and 17 part-time employees , plus five managers .

As luck would have it , Colonial was actually very prepared for the world to change . Prior to Covid , Trim says , Colonial was not able to offer delivery . But when Covid hit and the Arkansas governor proclaimed an emergency , “ one of the benefits was that we could deliver in the county ,” he says . “ We had developed a website with ecommerce , but weren ’ t using that feature because it was not lawful . Overnight , the governor made that proclamation , and we were off and running .”

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Though it was fortunate to be ready for an online rush , a Costco opened a couple miles away around the same time , creating a real hurdle for the store ’ s sales . The initial impact was immediate and significant , Trim says , but it has since leveled off . Trim knows Colonial very much remains a destination , regardless of big-box competition .

“ We take extremely good care of our customers , and we heavily pamper them ,” Trim says . “ I hear day in and day out that customer service is becoming a thing of the past with the rise of self-checkout , [ but ] our many accolades and achievements are due to our level of service .” ( A few of its past recognitions include Best Liquor Store and Best Booze To Go for 18 years in the Arkansas Times , and the 2021 Readers ’ Choice Awards for Best Liquor Store and Best Beer in the same publication .)

Colonial ’ s major marketing vehicle is its 20-year-old monthly magazine , " Celebrate More ," “ the backbone of each month ' s promotions ,” Trim says . It is written and designed entirely in-house , and available both online and in the store . Colonial also provides a weekly e-newsletter highlighting the magazine , additional weekly specials , tasting events , mixology and more to over 6,000 members , rounding all this out with a solid social media presence across various platforms .

The business also invests heavily in its people . An education and training program , Colonial University , teaches team members customer service and expertise , team building , problem-solving and safety . Many of the staff have achieved enhanced sommelier and Cicerone certification with Colonial University ’ s guidance .

Charitable giving is also a main company value . Colonial donates monthly to the Arkansas Children ' s Hospital and Arkansas Hunger Relief Alliance , and also gives to organizations such as the Arkansas Symphony Orchestra Guild , Arkansas Ballet , plus local schools , churches and community fundraisers .

In the next year , Trim would like to purchase an existing property or open land to build

a new store that would increase square footage for product merchandising , and allow for attractive displays and cross-merchandising . ( The laws in Arkansas are pretty specific , Trim adds ; you can only own one liquor license .) Nevertheless , the extended warehouse space would accommodate the purchase of larger deals and the extension of product lines , in further service of the store ’ s sophisticated customers .

“ To be successful in the upscale wine , spirits and beer business , it ’ s not just a customer who stops by to get their favorite cocktail ,” Trim says . “ It really is a lifestyle : They want the beverage that pairs with the meal that they bought the best ingredients for .”

14 Beverage Dynamics • June 2023 www . beveragedynamics . com