Beverage Dynamics

Beverage Dynamics NovDec 2018

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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Moreno's Liquor 14 Beverage Dynamics • November/December 2018 In addition to offering samples and personalized customer service, Moreno's Liquors also hosts a wide variety of in-store events geared towards providing customer education. Often- times the events will feature guest tequileros and mezcaleros, or showcase different tequila and food pairings. Brewrachos, an aged beer and whiskey showcase, is an an- nual event taking place for the fi fth time this December. Limited quantities of barrel-aged products are released throughout the day. The event also features tastings, raffl es and other activities. People from all around the Chicago area regularly attend this popular event. Effective marketing has been crucial to the success of More- no's Liquors. The retailer's website was recently overhauled for the fi rst time in six years, in preparation to start online sales. The majority of the businesses' marketing efforts are online, including the use of Google keywords and social media, and all of the mar- keting for the company is done in-house. Moreno's Liquor has a strong presence on Facebook, Instagram and Twitter, which have all been key avenues for reaching out to customers. "I use my name and post my picture on our social channels," the younger Moreno says. "Customers really appreciate the per- sonal interaction with the owners. It helps us build sales." Education also comes into play on social media. The Morenos have developed a video series featuring their family and other experts sampling and discussing various tequilas and craft beers, helping them serve and educate customers beyond the traditional in-store shopping experience. Social media is a key method of spreading the word about the store's various philanthropic activities. The Moreno family is dedicated to giving back to the community where they live and work, in order to help the neighborhood continue to thrive, and to give back to people who have been longtime supporters of their business. By partnering with various non-profi t and com- munity groups, Moreno's Liquors regularly sponsors a number of events, including the annual Villapalooza, a Latin music festi- val held in the Little Village neighborhood. LOOKING TO THE FUTURE Several major projects are in the works for Moreno's Liquors. While the retailer has already entered the online sales arena, that process has not been without challenges. The Morenos constantly search for innovative new products. The current location is 14,000 square feet.

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