3 Reasons You Need More Top Shelf Items
Van Winkle Whiskey is a perfect example for Reason 1 of why you should increase your top shelf collection.
High end whiskey and high end champagne is common in most stores, so you should always have the best sellers on the market in stock (Johnnie Walker — all colors, Glenlivet, Glenfiddich, Ace of Spades, Cristal, etc.). But we see that most small retailers fail to carry high end vodka, tequila, cognac, and wine.
Reason 1 — There are many people who search far and wide for certain bottles, and will pay a lot more than it is actually worth to have it.
Since some tv show became popular a few years ago, the whiskey Pappy Van Winkle has been in extremely high demand and extremely low supply. We have sold bottles of this at our own store for 500$ many times now. It costs around 50$ from suppliers, but it is on reserve so it hard to actually buy them.
Lately, bourbon has been gaining popularity in most US liquor stores. Make sure to offer at least 10 bourbons for your customers to choose from. Also, have at least 4 bottles of bourbon over the 100$ mark. Trust me, there will come a day where a collector comes in and asks to see your high end bourbon — and these are the types of customers who will pay a premium.
High end whiskey and high end champagne is common in most stores, so you should have the best sellers on the market (Johnnie Walker — all colors, Glenlivet, Glenfiddich, Ace of Spades, Cristal, etc.) in stock always. But we see that most small retailers fail to carry high end vodka, tequila, cognac, and wine.
Speak with your salespeople and check on Beverage Media Online to keep up with high end trends.
Reason 2 — There are rich people living in your neighborhood, somewhere. Make your store where they buy their alcohol.
People who have disposable income tend to shop in upper-echelon stores. If your store carries a wide selection of top shelf wines (amarone wines are a great place to start) and they are not hidden away physically on the top shelf or in a corner somewhere, these type of people will notice.
To keep them as customers, however, you will need to periodically change your selection…
Remember that they are local, so if they come in and for the 4th month in a row and you have the same 4 amarones and 3 high end tequilas in the same spots and without additions, they are likely to look for a new place to spend their money. Few people will actually ask you to expand your selection or if you can order something special for them. 90% of people will just stop coming.
Having regular rich customers can really bring business up. They tend to buy cheaper items in bulk (for parties, or whatever), and are more likely to buy your top shelf items once in a while.
Reason 3 — It gives you material to post about on social media!
Whenever you add a top shelf bottle to your store, be sure to take a pretty picture of it (maybe with the case too). People like to see expensive things, even if they don’t plan on buying it.
Many positive things can come from this. If your store has 500 Facebook likes and you post your new ‘Don Julio Limited Edition Collector’s Bottle’ and write about how awesome and exclusive it is, that’s 500 people who know you have it. It only takes one of them to think about their friend Julio and his upcoming birthday! Or maybe they are talking to someone about pricey tequila and they show them the picture you posted! Regardless, the reality is that doing things like this does work, and will bring more customers through your doors.
FYI This post was originally seen on Liquor Store Improvement’s Blog :)