RAPID

HOSPITALITY AT RETAIL Customers like coming to Wine , Beer , and Spirits . It ’ s by design , of course . With the leadership team ’ s roots in on-premise , they have cultivated a hospitality focus . This includes in-store bars built upfront , and staff who know how to treat customers right .

“ We ’ re willing to put in the labor hours and money to have enough knowledgeable staff at every store in order to connect with our customers ,” Heiliger says . “ Building loyalty with customers is brand loyalty .”

Among the three stores , Wine , Beer , and Spirits employees 60 to 65 people . When hiring , Heiliger values industry experience .

“ On a Friday or Saturday afternoon , I believe we have as much knowledge on our store floor as any store in the country ,” he says . The point is not to overwhelm or intimidate the customer . “ This is not a ‘ suit and tie ’ place . We want people to feel like they can approach employees any time and ask any questions ,” Heiliger says . “ The majority of my staff right now came from the hospitality background . A lot of them are getting out of the bartender life , working until 2 a . m ., and getting into retail .”

“ We try to foster the mentality that without customers , we wouldn ’ t have jobs ,” he adds . “ We ’ re taking care of customers , however we can .”

Working the in-store bars , bartenders welcome customers upon entrance , offering pours .

“ Customers have a fun experience here ,” Konen says . “ They have a drink at our bar and walk around the store with something to sip on and find something new .”

“ We ’ re constantly opening products at our bar and presenting them to customers ,” adds Galvis . “ That way , customers proceed into the store with an idea of what they ’ re looking for , and are greeted on the floor by staff who also know what the customers are looking for .”

PRODUCT MIX Product variety and discovery have been advantages for Wine , Beer , and Spirits . The stores have striven to bring in a bigger breadth of SKUs than competitors , often introducing brands into Nebraska .

For example : AsomBroso tequila . “ That was not available in Nebraska , so we reached out to the brand ,” Heiliger says . “ Now they ’ re in the majority of Hispanic bars in the state .”

Another product previously unfamiliar in Nebraska was Western Son Vodka , a Beverage Dynamics Growth Brands winner out of Pilot Point , TX . “ They ’ re a smaller brand competing with Tito ’ s . And they go through a small distributor here , too ,” Heiliger says . “ We knew that we could tell a customer , ‘ Here ’ s a quality vodka for $ 6 to $ 8 cheaper , with a full allotment of flavors '.”

However , like all retailers , Wine , Beer , and Spirits has struggled with stocking in certain items recently , because of Covid-caused shortages . Compounding this issue , Nebraska is a “ fly over state ,” where distribution and allocation are far from optimal .

“ Right now , we ’ re taking in every imported beer that ’ s available ,” Heiliger says . “ We ’ re taking in everything craft beer and cocktailing . Wine is really the only category where we have to pick and choose , because there ’ s so many available .” At-home mixology remains popular in Nebraska . “ We have an accessory room with cocktail equipment , decanters ,

cocktail smokers , Yeti-style coolers and more ,” Heiliger says . “ Impulse buys are huge at our store . Not a lot of people come in to buy a 30-pack of Busch Light and walk out . Our customers like to walk around . It ’ s a time commitment for them .”

Non-beverage , complementary items sold surprisingly well last year . “ We ’ ve already started buying those for the upcoming holiday season , just to make sure we ’ re properly stocker ,” Heiliger says .

Whiskey remains hot . As with other retailers , Wine , Beer , and Spirits has leaned into single barrel picks , with 70 selections in 2022 . Differentiating , the stores bring in new distilleries . One recent single barrel was J . Rieger & Co ., out of Kansas .

“ We sent some of our assistant managers there to pick it ,” Heiliger says . “ I tell my staff , don ’ t oversell something that you don ’ t believe in .”

“ The cool thing about sending staff to make the picks in person is that they ’ re much better at handselling those bottles if they were included in picking out the product ,” Konen adds . Local SKUs have excelled At Wine , Beer , and Spirits . “ Customers want to come in and see what ’ s new and local ,”

www . beveragedynamics . com September / October 2022 • Beverage Dynamics 15