New bottle shop suggestions

People find any reason to threadshit - it's impressive

 

OP - I'm going to agree with Zid, in that I don't usually get tempted by store-compiled pre-mixed 6-packs. Not saying it's not a good idea, but if it were me opening a store, I think nailing all the points in utopiajane's post would be my priority. They may seem like no-brainers, but remarkably few stores I go to manage to hit every point properly. Having all these bases covered would already allow you to differentiate yourself from the competition.

You could always put up a sign saying "ask us about our custom mixed sixers" - you or your employees could then help someone put something together based off their preferences and where they are on their beer "journey" - would offer even more of a personal touch, and could be more inclusive than the BMC convert picking up the "beginner" pack (nobody likes to be a noob )

 

I don't know about the pre-mixed six pack, just because I think there are some potential snags associated with that approach.

HOWEVER, expanding on the comment from @Optifron, it would be really cool to provide some extensive guide type information to non-craft drinkers to show them the path that you referred to. Maybe have a big singles section for the purposes of allowing people to make four- and six-packs, but color-code the bottles by either marking the caps or something similar based on how well the beers transition from other styles.

If you want to get really complex with it, you could try creating some kind of hierarchy (bierarchy?) showing a transition from wine/liquor to beer, then from that beer to maybe a more intense flavors and on up the ladder. Of course, that sounds like a major undertaking that would probably involve a lot of consulting and research to get it right, but if you did it right, you could really capture a segment that is perhaps difficult for most bottle shops to capture.

Another general piece of advice is to do whatever you can to reduce the intimidation factor. That starts with having knowledgeable but personable/friendly staff, but could also come in the form of a well-positioned website with weekly blog entries about developments in craft beer. Something like Craft 101 by [insert store name here]. Almost like you are a craft beer thought leader in your area. The nice thing about having both the staff and a place for written/read learning is that the people who are maybe not comfortable with going in and striking up a conversation with someone--even a friendly someone--can help expand their knowledge and confidence with a little more privacy. They can take it at their own pace.

Lastly, not sure how liquor laws work in NY state, but if you can sell bottles and do tap pours, like a bar/bottle shop hybrid, even better. That way you can capture to-go bottle seekers as well as people who maybe want to have a drink somewhere, but want to do it somewhere more low-key than a bar. We have a local one in Kansas City (that I'm sure people are tired of seeing me talk about) that does that and they've just exploded on the scene in their first year.

 

When I first started venturing into craft beer there were 2 things I valued most in the bottleshops I would frequent:

1. The extent of their selection for mixed six-packs, and
2. Clearly marked pricing

As others have mentioned, no one wants to commit $10-$15 on a six-pack they might hate, so the more freedom to improvise the better. And it's intimidating having no idea what any individual bottle might cost. Is it $2.25? $4.00? $5.50? Now that I'm somewhat familiar with the industry I feel pretty comfortable that I know what a fair price should be for most beers, but in the beginning I remember being completely clueless. There's nothing more annoying than getting to the counter and realizing you spent twice as much as you wanted to.

Other than that, some basic educational material that can help explain the characteristics of different styles and brewing basics would definitely be a good thing. I wouldn't get too carried away with trying to "steer" newcomers with your own predetermined mixed sixers, but I think offering some as a specialty pack or at a discounted promotional price is pretty smart.

If I were to add one thing it would be the obvious--cater to the customers as much as possible by making sure you and your staff can competently answer questions and provide a little guidance without being pushy.

 

1) Learn the quantity discounts are on the Founder's, Bell's, Stone etc, and figure out how little you can afford to make on each 6 pk, in order to undercut neighboring shops. Have to get people in your door, since Stone is in so many grocery stores at this point. Even being a buck less does not matter to many (busy) people.
2) Figure out how the distributor/brand rep doles out allocations of "rare" stuff, and focus on featuring and pushing thosee items that will earn you the items you (and your customers) really want.

>> If you actually want to educate BMC drinkers, I would not open a bottle shop. And vice versa.

 

Have you considered a franchise agreement with Craft Beer Cellar?

 

Riffing on LambicPentameter's idea, you could simply organize singles on the shelf by a theme and a sign: "Want something HOPPY? Try one of these." You can have a "dark" and "Belgian" section (I've noticed that people often order beers at bars with these terms) but don't overdo it. You'll have a better chance of swaying a customer if it's unintimidating, easy, and low cost - something that can be spur of the moment.

 

Just playing Devil's Advocate here. Do you plan on carrying BMC products in your store? If not, how do you plan to entice BMC drinkers in your store in the first place with them knowing you don't carry what they want? Sorry if anyone touched on this topic already.

 

Offer free tasting sessions then have deals on the sixers you tasted during the session. That way its interactive, you're bringing people in, giving them something to look forward to, word of mouth, etc. In order to pull it off, you may require a special liquor license to actually pour on premises, not sure about your state laws.

 

Intro to Craft Beers: Anchor Steam, Fat Tire, Honkers Ale, Dead Guy, #9, Left Hand's Milk Stout (Spotted Cow would be great here too, but afraid it's not distributed out there).

Intro to Hops: Dale's Pale Ale, Two Hearted, GF West Coast, Hop Devil, Stone IPA, Jai Alai

 

Have a knowledgeable staff (if you have one). Give a discount for buying a case of beer - not just for a single kind, but cumulatively speaking. Set up a mix-a-six section by style with brief description of each style. Most importantly...When people look lost, ask what they're looking for and if they don't know then ask what beers they like so you can make good recommendations. That's what made my favorite store my favorite.

 

Cleanliness
Organization
Fair prices
Good selection
Singles
Imports
Growler fills
Beer that's not past its best by date
Beer that isn't exposed to unnecessary light
Friendliness
All items are priced
Glassware
A parking lot

(These are not things that I necessarily expect, but things that I value.)

 

Definitely second that comment about knowledgeable staff. I like it when staff isn't afraid to strike up conversation with a customer, like when I'm checking out and you've looked over what they've bought, say if they like x then they may like y. And, always introduce yourself. Sounds old fashioned, but the shop will have more of a community feel if people remember your name, say hi to you, and it will help with customer loyalty.

 

Keep your IPAs as fresh as possible, and if they're old don't be afraid to discount them. Many of them are stamped or laser etched nowadays letting the consumer know when they'll be past they're prime. I think you'll find selling a bit older IPA will be a snap if you reserve a shelf for them and let your customers in on your "generosity". My local bottle guy does it, and it's genius...

 

Grain of salt here. I suggest....

1). Have singles
2). Have singles and 4/6 packs organized by style with a small explanation of the style (ex. IPA: floral, bitter, malty backbone, etc...)
3). Have the BA score or score from another site under the bottle so peeps can get an idea what others think about the beer
4). Have tastings if possible
5). Promote bottle share if possible
6). Get involved with local beer clubs, beer or even other non-beer festivals
7). Im not a huge fan of this but.....have social media feeds letting your customer base know what new in the store, local beer happenings, what's coming, etc....
8). Offer to look up pre purchase reviews of beers for customers
9). Offer a loyalty program......ex. work your way up to $250 and you get $10 off the next purchase
10. Deal of the week/day with a different style each week/day. Peope live a good deal and would promote trying different styles.
11). Cool staff that will be personable, knowledgable and helpful
12). Make an effort to recognize and be cool to your clients.....I hate when the guy at the counter I've seen every other week for two years acts like it's my first time in the store.
13). Sell kegs if possible
14). Have some home brew supplies if possible
15). Sell craft hot sauces or other things BAs like that seem to go hand in hand with beer
16). Have a top 25, 50 or 100 list of beers commonly available in your area visible in the store. People love ticking lists.

 

Sell singles!

 

I own a small beer store in Puerto Rico, where craft beer has only recently become popular... Pzellot covers most of what you should include. But either way here are my suggestions:

- Learn about your local market. What's selling in other stores? What are people excited to try?
- Sell SINGLES. Forget about pre-made sixers. Put a nice basket with six pack carriers right by your shelves and have people create their own sixers. Include ALL BOTTLES... bombers, 750ml bottles in your mix-a-six offer. I know that sounds crazy but people LOVE it. Give 'em a discount for doing so.
- Be PRESENT. Greet your costumers. Let them know you're there if they need any help, but don't be pushy and let them browse around without you being on their back.
- Hold tastings! Try and get people who are not into craft beer in there. Tell your friends or family to invite others. Try to expose BMC drinkers into craft beer.
- Don't be a SNOB. People hate snobs. You must cater to absolutely everyone. Not just beer geeks.
- Start a beer club or a membership. This makes costumers come back for discounts, etc.
- Sell Gift certificates! You won't believe how many of these move. There's costumers who simply know someone who loves beer but they can't figure out or don't have the time to choose a bottle.

Hope your store is a success!

 

Clearly Pre mixed Sixers wouldnt appeal to BA's. As stated, these we be to transcend the BMC/Craft gap for non craft drinkers. At the same time you will have to justify them spending more $ to change something they already think is great. Think is the big word here because it is the BMC's Perception of good that you have to change and thats not so easy. Why would I spend $15 on a six pack when I can buy what I like for $15 a case??? Thats the perception until you can change it, but how??? I think the low lying fruit are the tweeners. Those that are grabbing Killians Irish Red or Molson. These are people that are accustomed to paying a bit more for a little more taste. They are looking for something different and just dont know that "better" is out there.
Food Pairings may be another avenue. Depending on your start up capital, you may want to do some grand opening event where someone is grilling up some Hot sausage with hot peppers and onions and you have samples of a Not so hop forward IPA. Try your pairings ahead of time and maybe you can convert some folks, meanwhile putting some jingle in your pocket when they pick up a sixer of some other IPAs for their BBQ. I always find it amazing when I have spicy foods at a get together and I hand someone an IPA. 90% say, this is good, but by itself it would be way too much for them and become drain pour. IPA's and Spicy foods are just the tip of the iceberg.
Best of Luck to you.
"Hey Wang, whats with the Pictures??? Its a parking lot!! Come on!!"