retail . Ultimately they selected Chato , which is derived from agave potatorum and sold exclusively at Moreno ’ s Liquors .
The Morenos constantly seek out innovative new products to share with their customers . They sample more than 30 new products each week . They narrow their selections down to the highest quality products .
“ We work very hard on our palate and try to get as much info on the products as we can ,” the younger Moreno says . “ I bring in things that I like and that I think taste good . I think our passion behind that is what really influences our customers .”
The elder Moreno agrees . “ I ’ m a certified tequila aficionado , and Mike and Rose are working on it ,” he says . “ We stress to our employees how important it is to educate the customer on what they ’ re drinking . We try to steer them to things that are unique .”
During monthly employee meetings , the Morenos focus on a certain category and spend time educating their staff about various types of products . Customers who visit the store usually have opportunity to sample products before making a selection . One of the Morenos ’ favorite aspects of their business is having those regular interactions with customers : sharing information about products and helping people narrow down their options to make the selection process less overwhelming ( which can easily happen when you ’ re surrounded by so many products ).
Sometimes the Morenos are the ones who learn something new from their customers . Mike Sr . recalls a time when he offered a customer a taste of a new tequila product , and she told him that she detected a hint of coconut .
“ I couldn ’ t believe that because I ’ d tried that same brand multiple times and never tasted any coconut , but I tasted it again . Sure enough , she was right and there were notes of coconut in there ,” he says . “ Many of our customers are very knowledgeable about these products as well . They come to our store because they know we offer a quality selection and that we know a lot about the products , but many times they teach us new things as well .”
At right : Mike Moreno Sr . and his son , Mike Jr . Below : the tequila and mezcal categories are the top sellers .
www . beveragedynamics . com November / December 2018 • Beverage Dynamics 13