A CLEAN ENVIRONMENT

Wilbur’ s is known for its clean interior, which was by design from the beginning. In 2004, Wilbur’ s brought in an interior decorator to make their big space come across as warm and comforting.

“ We figured out early on that around 60 % of our customers were women,” Mat explains.“ Women are the decision-makers in their households. So, we wanted to make our store feel warm and comfortable. This could be something as easy as having plants in the store. At the same time, we wanted to feel like a Big Box store without feeling sterile.”

In this way, Wilbur’ s was part of a broader evolu-

by KYLE SWARTZ

Both are to the point, of course. Wilbur’ s was founded with family in mind.

In October 2000, alcohol industry veteran Dennis Dinsmore( formerly of Diageo / Schieffelin & Somerset) purchased a struggling liquor store with a business partner. The idea was for Dinsmore’ s

Mat Dinsmore

son Mat, then in his early twenties, to buy into the business eventually, as well. That came to fruition in 2002, in the middle of a difficult market due to the recession at the beginning of our new century.

A challenging economic landscape kept business modest for the first few years. Conditions were poised to improve in 2004 when word came out that a Whole Foods was coming into Fort Collins. Sensing opportunity, the Dinsmores took on additional partners to fund an ambitious relocation. They moved from their original 13,000−square-foot spot to a new, 24,000−square-foot site next door to the popular grocery giant. Another large supermarket nearby, King Soopers, further ensured steady traffic.

With this new location and a doubling of size came a name change. Wilbur’ s Total Beverage was chosen as an inside joke about a family friend’ s middle name, and also because the Dinsmores wanted something that sounded unique and whimsical. Whatever it takes to stand out in a crowded marketplace.

For Mat, Wilbur’ s was a continuation of learning the family trade from his father.

“ I grew up in the business,” Mat said.“ Dad and I started this business 25 years ago. I got to work for my hero for 15 years [ before Dennis retired from Wilbur’ s ]. It’ s truly a family business. I miss working with my dad. Certainly, there were aspects that were challenging. But if I’ m half as good as my father, then I would call it a success.”

Mat is part of great tradition in the industry. Wilbur’ s is a member of the Wine and Spirits Guild of America, a 77−year-old organization comprised of market leaders across the country. Many members are multigenerational businesses. Attending Guild meetings, Mat is not alone these days in sensing a transitional moment.

“ You’ re watching a passing of the baton on the retailer side of the industry right now,” he says.“ All of a sudden, I find myself feeling like one of the old guys, even though I still feel like I’ m 26.” www. beveragedynamics. com Winter 2025 • Beverage Dynamics 17