Bree Watson , Susan Boucher , Ron Boucher , Jax Eckenrod , Carly Hollowell , Chris Huska , Mike Huska , Giuliana Horal , Caitlin Glassman , Jake Golding , Ray Horal , Laurel Elmore and Rachel Hilinski . ⊲
Social media has remained a priority for The Good Pour from the brand ’ s earliest days . “ We built up our social media profiles before the stores even launched ,” Hollowell says .
Strategy-wise , it ’ s important to remember that “ social media is a two-way street ,” Hollowell says . “ It ’ s not just about , ‘ We have this great deal ’. It ’ s more about building value for the viewer .”
In other words , what does a social media user gain by watching your videos ? Do they learn how to make a fun cocktail ? Or why bourbon pairs well with chocolate ? Or how your business — which they support — has donated to a worthwhile cause ? Always think about what the user is getting out of social media before posting the content .
It ’ s critical . In a time when consumers are bombarded with marketing everywhere they look , especially online , successful social media is content that does not feel like advertising . These posts fall into what The Good Pour calls “ edutainment .” Content that educates or entertains — preferably both .
The Good Pour also works with social media influencers , bringing in locally based content creators for store openings , wine tastings and cocktail workshops .
Additionally , the store will pay for social media placement with certain content : “ Brand awareness as we ’ re opening new stores ,” Hollowell explains , “ and when we ’ re adding on brand features .”
IN-STORE EXPERIENCES
Walk around The Good Pour and you will notice that the décor includes more plants than your typical beverage alcohol retailer . This is by design , as they are also SKUs .
“ The plants help bring the space to life ,” says Hollowell . “ And they ’ re a great product to have . Plants are something that people gift a lot , and gifting is big for us .”
Part of the idea behind stocking plants for sale in a liquor store came from Horal ’ s industry experiences outside of the retail environment .
“ When I was working for a distributor , we would go on these amazing trips to Napa Valley and experience all the wineries , but then we would never bring that back to retail ,” he says . “ We were just in Napa Valley drinking cab sauv at amazing wineries : how do we bring that experience back to the store ?”
Which is to say that the plants help give customers the feeling that they , too , are in a place of natural environment . And , again , it does help that the plants are for sale .
“ We ’ re always trying to give people reasons to come into our store ,” Horal says . “ We want to win with the customer not just because of price . Customers love the overall experience here . The plants , the décor , getting to taste something — the vibe is just right .”
“ We also sell stationery ,” he adds . “ We sell special cups , glassware and chocolates . We do engravings on bottles . We let people make their own gift boxes with all of these .”
To that end , the stores have a table where customers can create their own gift box or basket . Naturally , this is featured on social media , another unique experience that consumers can enjoy when they visit The Good Pour .
EXPANDING THE BRAND
What does the future hold for The Good Pour ? Plans for expansion include a number of potential franchisees , plus that third store that they hope to have
Jax Eckenrod , guest experience manager .
open before 2024 closes out .
Otherwise , like all businesses — especially newer ones — it ’ s largely about growing the customer base .
“ We work hard to have something for everybody ,” Horal says . “ We remain big on ‘ edutainment ’, and digging into cool brands and telling their stories .”
“ We like to say that we ‘ shock and awe ’ customers when they come in , but also ‘ surprise and delight them ’,” he adds .
Above all , however , is the guiding principle that provided the basis of The Good Pour ’ s original concept . “ We ’ re trying to do something good ,” Horal says . “ Our mission is to do good . Helping people is everything for us . This has grown because people have an insatiable appetite to help each other .” • www . beveragedynamics . com Summer 2024 • Beverage Dynamics 27