Customer servive remains a focust at Wilbur ' s, which seeks out outgoing individuals during the hiring process.
The alcohol industry is well removed now from the boom times of the pandemic.“ Through Covid and afterwards, some people got greedy,” Mat says.“ Now, people are out of money.”
Add in the consumer move towards nonalcoholic beverages, and the rise of GLP−1 drugs that cause people to drink less, and things have become odd out there.
“ Suddenly I’ m in a weird spot, where after a quarter century in the industry, I feel like I don’ t know anything about the industry anymore,” Mat says with a laugh.“ We are having some real struggles. But people have drank for thousands of years. The industry isn’ t going anywhere.”
On a more positive note, another trend that Mat sees is a shift in leadership demographics.
“ I think the future in the industry is going to be owed by women,” he says.“ There’ s so many great female operators and executives now, so many incredibly talented women running major companies.”
RTDs remain strong.“ But the growth in RTDs is not offsetting the decline in other categories,” Mat says.“ And they’ ve become saturated. We’ re not getting ten new RTDs per week like we were two years ago.”
Part of the problem is changes in Colorado alcohol laws that have taken effect in recent years. Grocery stores gained the ability to sell beer in 2019, wine in 2023 and hard liquor this year. As expected, this has eaten into the bottom lines of all independent beverage alcohol retailers in the state.
Meanwhile, the ongoing pullback has hurt all three tiers.“ Colorado craft distilleries that had been performing well and now struggling,” Mat observes.“ Perhaps there’ s room for improvement in their prices.”
CHARITY WORK
Wilbur’ s has a reputation for charity work and remains engaged with the community in numerous ways.“ If you’ re not involved, get involved,” Mat says. It’ s a win-win, as your business benefits the area around you, supporting those in need while building positive publicity and goodwill.
Mat sits on the board of a local hospital, and his store belongs to the local chamber of commerce. Wilbur’ s take part in charities that help a breast cancer fund. Money raised provides aid in several ways, including helping women afford a babysitter while they go and get a mammogram.
“ We’ re big supporters of the Pathways Hospice,” Mat says. This includes 25 years of Wilbur’ s hosting A Vintage Affair, an annual alcohol and dinner fundraiser for Pathways.
“ We’ ve raised nearly two million dollars through the years through fundraisers,” Mat says.“ And there’ s countless charities and causes that we help by giving them product at wholesale cost.”
“ As proud of our business and our team as we are, I am just as proud of the work that we do in our community and everything we do to give back,” he adds.“ To be part of my community is the single best thing that I can do.” •
20 Beverage Dynamics • Winter 2025 www. beveragedynamics. com