Whiskey Business is Big Business This Year

Liquor Profits Store Revenue Optimization

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Whiskey Business Is Big Business This Year Alex Flasinski, Store owner + online expert

www.LiquorStoreProfits.com

WHISKEY BUSINESS IS BIG BUSINESS THIS YEAR WRITTEN BY: ALEX FLASINSKI

As the big stores get bigger and the medium sized stores get bigger, it's a very good idea for your small store to try to keep up with popular trends.

I'm sure you know the trend right now and has been for the past few years is bourbon whiskey and japanese whiskey.

So, what you want to do is you want to hop on the trend.

Right now, it's the whiskey stuff. Maybe soon it'll be rum since it is definitely picking up.

Mezcal is also picking up a little bit.

Who knows what it will be in a few years.

Maybe it'll be gin again, maybe it'll be vodka.

Who knows?

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Maybe it will not be an alcoholic experience. I think that that's actually a possibility.

You know this, right? So why aren't you doing it?

It's not enough to get a few of what your sales reps are talking about. Like the new Jack Daniel's flavor or the new Blanton's five bottles you get every six months.

What you want to do is you want to look for the stuff that's really selling.

The easiest way to do this is to go online and type in WhiskeyAdvocate.com Top 20.

Start there and go back to 2016, 17, 18, 19.

This year is as hard to get, because most of that stuff is sold out right now. Just get everything that you can from that Top 20 list into your store.

Go on Wine-Searcher.com to research and price it according to there, if you want to be really competitive.

Otherwise, go to your biggest local competitor and match their prices. Or, go even better if you can.

Organize it. Make it really nice. Make sure every bottle that you bring in you put a nice price label on it right away. Try to keep the bourbons with the bourbons and scotches with the scotches.

My suggestion to you is to definitely look into any scotch from the Campbeltown area of Scotland.

For the bourbons, just go for the top lists. On Google, look up the “Top 10 Bourbons for Winter” or “Top 10 Bourbons for Summer” and try to get everything that you can order from those. Then stay on top of it.

Sometimes, actually most of the time, sales reps will know this stuff. Definitely ask your sales reps as well. Of course, they're going to try and sell you their product.

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But maybe they have some products that are actually doing well. Ask your sales reps what else is popular right now in this or that area.

In a nutshell, I suggest that you focus on whiskey.

We're focusing on whiskey and rum, definitely predominantly on whiskey. But we beefed up our rum section a lot.

Some good rum’s to look into, is anything by the Foursquare Distillery, anything from the Hampton Estates, and in New York at least, the PM Spirits. Shout out to them, they got a lot of nice rums. M.S. Walker has some nice warm rums too. These are distributors, so it'll be different for every state.

And if you're in New York, consider getting some of that Deutsche product, which is a Total Wine brand.

Total Wine, I have to make another issue on that too.

In New York at least, it's illegal for us to buy, as they're exclusive brands. Basically, the Deutsche brand. But you can make a lot of money. I mean, you'd be surprised, their prices, you can buy those through a PG in New York.

Specialize in whiskey. Specialize in rum. Tell your customers about it. Ask your customers as well what else they would like to see on your shelves. Anything that you can just give it a try.

We go crazy. I'll get like 20 new items a week!

But if you want to just start off slow, start with five new items a week.

It's not difficult to look for the items that are on one case or two cases. Maybe they're not even on one case, but it's just not that big of a deal to get the best price.

And start moving it. Don't look at it for the profit margin.

What you're really looking for here is that customer base that will keep coming back.

They are going to appreciate the fact they don't have to go all the way out to Total Wine, or wherever it is that they usually go to pick up their liquor at a decent price. That’s very important.

Just having it on your shelf is not good enough. It's not going to move it.

You might get some more people coming in and looking at it, but you're not going to sell it if it's too high priced.

Hope this helps you with your store. Please check out the other Liquor Store Profits magazine issues to learn more.

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