plains . “ We ’ ve maintained that as a priority . It ’ s never been about trends for us there . We operate with the simple idea that we ’ re running a tobacco shop within a retail store . Our customers can feel confident in knowing that the tobacco products are well maintained here .”
“ People who smoke cigars , they stick with the places they know are tried and true ,” he adds . “ They will continue to support their favorite cigar retailers .”
Whiskey drinkers are common customers . “ Whiskey clientele have the same mindset ,” Pizzonia says . “ They like smoking nice cigars while enjoying a good whiskey .”
To maintain a top variety of SKUs , Court Liquors works with a lot of boutique vendors along with category stalwarts .
EVOLVING WITH CRAFT BEER
Employed at the store since 1997 , Pizzonia was around for the first wave of craft beer that took place during that decade . “ Back then , the push came from Pete ’ s Wicked , Sam Adams , Anchor , and a number of New Jersey breweries like Flying Fish ,” he recalls . “ But the market wasn ’ t ready for it back then .”
As a result , the industry experienced a memorably painful pullback . “ We dissolved our craft beer section and maintained a standard macro beer section ,” Pizzonia says .
Years later , at the beginning of craft beer ’ s second wave around 2003−2004 , Pizzonia read an article about beer consumers looking for seasonal releases . “ A lightbulb went off and I thought that maybe there ’ s something to this ,” he remembers .
He built displays on the sales floor that highlighted seasonal offerings to entire patrons into buying these products . Also , he invested in open refrigeration coolers , placed in the middle of the sales floor .
“ I wanted people , when they walked in , to see it ,” Pizzonia explains . “ I had the mindset , ‘ If you build it , they will come ’.”
As the second craft wave gained momentum , Court Liquors expanded its beer section . Eventually those original coolers became inefficient . During the store ’ s 2016 redesign , it built out traditional coolers along one wall . Today , Court Liquors boasts an expansive selection of craft beers , including hard-to-find items from around the country .
“ Jesse , our craft beer manager and assistant manager , had
Court Liquors has a large and diverse craft beer section , including hard-to-find brews from nearby states , like these cans above from the popular Connecticut brewery Ordinem Ecentrici Coctores ( OEC ).
originally taken a liking to wine , but saw an opportunity with craft beer and ran with it ,” Pizzonia says . “ He ’ s a real enthusiast and that section is in good hands .”
WHAT ’ S NEXT ?
As with their focus on eco-conscious wine , and an impressively diverse craft beer section , “ Our focus will remain mining for those little nuggets of gold ,” Pizzonia says of the future . “ And we will continue to reach out to like-minded people .”
Accordingly , connoisseurs and newbies alike will find helpful employees at Court Liquors . “ We have an extremely knowledgeable staff ,” Pizzonia says . “ We have multiple employees who have been here for at least ten years each .”
Knowledge and evolution are key for a store situated in such an interesting area that brings in an eclectic clientele .
“ We can ’ t be all things for all people ,” Pizzonia says , “ but we do try to have something for everyone .” • www . beveragedynamics . com Spring 2024 • Beverage Dynamics 13