In the mid-2000s , Court Liquors was way ahead of its time in bringing in and focusing on more eco-concious wines . That focus continues today as the store has become known for its organic and sustainable offerings .
enthusiasts . They ’ re learning alongside their audience . That helps take away the pretention of wine , which I think a lot of younger people have a problem with .”
This learning is critical . “ For younger people , there needs to be an ‘ aha ’ moment for wine as they discover it on their own ,” Pizzonia says . “ I think a lot of this can happen at wine bars that have become popular in cities and have begun to enter into the suburbs .”
Court Liquors also hosts regular in-store wine tasting classes . Promoted on social media , these events have received a “ terrific reaction ,” Pizzonia says .
“ The classes are somewhere between informal and informative ,” he explains . “ The classes are about eliminating that pretention that some people see in wine . We bring in suppliers and winemakers so it ’ s authentic . And it helps us develop a strong customer base .”
All these learning opportunities combined with showcasing eco-conscious wines should hopefully help “ demystify the mystique behind wine ,” Pizzonia says .
HANDLING ALLOCATED WHISKEYS
Retailers across the country face the same persistent headache these days . What is the best way to handle the huge demand for the small number of trendy bourbons allocated for the store ? Or , in other words , what will piss off the fewest people ? After all , to quote a famously outspoken member of the National Alcohol Beverage Control Association during a recent NABCA conference , these whiskey hunters are “ batsh # t crazy !” Pizzonia would hardly disagree . “ I always want to welcome in customers , but when your intent is solely to get your hands on something with insane secondary value , that ’ s infuriating ,” he says .
Some stores deal with this issue via loyalty programs , lotteries , a . m . drops , “ vault ” openings and other means meant to reward locals fairly . Nevertheless , allocated bourbon strategies almost always end in drama , with a number of upset customers who air grievances on social media . For the stores , it ’ s a lot of effort and aggravation over something that barely affects the bottom line .
“ Four years ago , I put my hands up and said , ‘ I don ’ t care ’,” Pizzonia says . “ So now if I get it , I put it on the shelf . If I don ’ t get it , I don ’ t care .”
“ I don ’ t run lotteries ,” he adds . “ It ’ s total luck of the draw . It relieves a lot of stress for us . I know there are people who follow the release timing on these products to get the upper hand , but I don ’ t pay much attention to that .”
Like many retailers in this age of booming bourbon secondary , Court Liquors marks up the prices on some of the most sought-after brands .
“ I ’ ll put out Blanton ’ s as it comes in , and I have it marked up to $ 105 ,” Pizzonia says . “ So much of this business is a race to the bottom , so I don ’ t feel guilty making a little money .”
STICKING WITH CIGARS
When Court Liquors first opened in 1996 , the store was so committed to cigar sales that the staff included a full-time tobacconist . Also , the business included a cigar lounge .
Times and trends have changed . Many alcohol retailers have scaled back their cigar selection . Tobacconist is no longer a position at Court Liquors . When the store needed more room for storage and office space , they converted the lounge . But that does not mean that they have abandoned that part of the business .
A walk-in humidor is still part of the sales floor . “ We ’ ve put in the effort to develop a following there ,” Pizzonia ex-
12 Beverage Dynamics • Spring 2024 www . beveragedynamics . com