Retail Wine/Beer Biz. A Few Things I’ve Learned Along the Way.
So here is my story. I have now been in the wine/beer biz going on 3 years. Operating a retail outlet/warehouse filled with thousands of fine wine and craft beer labels can become quite daunting and overwhelming considering those labels come and go faster than the next shipment can arrive. Coming into this industry with ONLY knowledge of the prior drinks I have had with friends (typically I never end up remembering what I even had the night before haha), I have come to learn a few things both from a retail and consumer perspective:
- In the RETAIL wine business where other products such as domestic beer, craft beer, etc. are carried, the chances the retailer has knowledge behind products on the shelf is probably very little unless the staff hired has prior understanding of the industry or was hired to solely be the “wine or beer expert.” (There is more depth to this statement, comment if you want more info ;-)
- In my scenario, I constantly am meeting with Distributors, Suppliers and Vintners (wine side) and am consistently being pitched, informed and shoved product knowledge. Here is where things get really tricky. I used to purchase wine if the label looked cool or a quick backstory was enough to move the wine off the shelf (Yes, I am admitting this). I NO LONGER do that as the shelves become full WAY TOO FAST and Return on Investment starts to become SHITTY.
- For the CONSUMER, I advise you all to get out of your comfort zone and go out there and pickup a wine you have never tried. I can GUARANTEE you that you will find a bottle you LOVE in the price range you may be shopping. There are just way to many options to simply sit back and enjoy 1 over and over. It was the epiphany I had with this statement in my head months ago that I realized I wanted to taste every product coming in and out of my store and purchase accordingly even though beverages are so subjective.
- So what’s the bottom line? As a millennial retailer, I have come to learn that the most effective way to help the consumer understand/purchase your service/product is to consistently drive creative and badass (for the lack of a better word) content. What I have also realized is that once consumers consistently purchase the same product over and over, they become “Stuck” and rooted to that product with no intention to change. THAT SUCKS AND YOU ARE MISSING OUT ON THE REAL FRUIT.
My philosophy (which was created only a few months back) is to ALWAYS try something new when it comes to Wine or Beer. I honestly do not want to drink the same wine twice. Why? Because that’s what my palate deserves. Period.
WHAT WILL YOU TRY NEXT? WANT SOME SUGGESTIONS, CHECK OUT OUR NEW WEB SERIES: INSIDE THE BOTTLE TV :-) A SHOW CREATED FOR YOU ON FINE WINE AND CRAFT BEER!
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