Tenth time’s a charm!

As The Wine Centre wins Leinster Off-Licence of The Year for the tenth time, Julia O’Reilly chats to the store’s

manager Dante Ruiz-Gomez to learn its recipe for success

Being named NOffLA’s Alpha Zeta Leinster Off-Licence of the Year is an outstanding achievement. Maintaining that title for 10-years running, well, that’s exceptional.

Exceptional is something The Wine Centre in Co Kilkenny does well. Since it first opened its doors in 1965, The Wine Centre has earned a stellar reputation for its dedication to customer service and excellence in product selection.

ShelfLife recently caught up with the man behind the winning streak - manager, Dante Ruiz-Gomez, who was teeming with pride after another win: “It’s a massive achievement for us. We’re so proud of all the people who worked together for this to become a reality We’ve got an amazing team here and it’s an honour for us all.”

Acknowledging how rare it is to be lauded time and time again, Ruiz-Gomez says the team was in disbelief when they heard the news that they were victors once again.

“We were just over the moon. To receive this award once is a huge honour, but to win it ten years in a row? We’re incredibly proud.

“It’s a competitive landscape Leinster is packed with outstanding off-licences, and we’re competing with every one of them. This win really proves to us that we’re doing a great job.”

Product range

The Wine Centre is renowned for its extensive product range It hosts a vast collection of new and old-world wines as well as more than 300 craft beers. Plus, its ‘Whiskey Wall’ carries more than 120 whiskeys, including a selection of rare bottles, all of which are available to purchase both online and in-store

It’s no surprise then, that the store is such a standout with NOffLA judges and customers alike. “People come here from different parts of the world. As well as admiring our selection of wines and whiskeys and beers, they also admire the building itself It greatly adds to the experience of shopping here. Everyone that walks through the doors can see that we run a unique store.”

Staffing

Being a multi-award-winning store has other perks too. Thanks to its reputation in the industry, Ruiz-Gomez says there’s always people looking to join the team: “We’re very fortunate I know. A lot of people in the industry are struggling on this front, but we’ve

“We’re so proud of all the people who worked together for this to become a reality,” says store manager Dante RuizGomez of the team’s latest win found The Wine Centre brand attracts a lot of interest. People are always dropping in CVs.

“Being recognised as the best-off licence in Leinster 10 times in a row has created this dynamic environment. Our staff want to work hard and be part of a great team. They want to keep winning. Continuing to maintain our high standards is very important to us.”

Ruiz-Gomez mans a small, but hard-working team of six – with two full-time and three part-time staff as well as one team member dedicated to the marketing side of the business.

Another shop window

For Ruiz-Gomez, promoting the business is a key aspect of the whole operation: “Today, if you are not on social media, you are not in the business. You can get lost if you don’t create an online community To gain new customers, you have to be able to market

The Wine Centre’s ‘Whiskey Wall’ carries more than 120 whiskeys, including a selection of rare bottles your products through Instagram, Facebook, Google Ads, and Google Analytics.”

When the pandemic hit, The Wine Centre was quick to set up its e-store, thewinecentre.ie, where it could sell its wares to customers all over the globe Today, e-commerce continues to be an important part of the business.

“Customer behaviour shifted during Covid19 people began buying more and more products online, and they continue to do so We’re so glad we set up the online store when we did. There’s a huge market out there, and it’s been a positive addition to the business. How are you going to tap into that huge market if you’re not promoting yourself online? Especially if you’re aiming to appeal to the younger generations. Then it’s just crucial.”

Consumer demand

Next October marks 14 years since RuizGomez joined The Wine Centre team. Just as the business changed in that time, he notes that consumer demand has too. “Back then, we mainly sold wine Beer made up a small selection of what we sold in the shop Today we have more than 350 types of beer, mainly from the likes of Belgium, Germany, and Denmark.”

There’s a real taste for Irish whiskey now too: “Demand for Irish whiskey has taken a turn for the better and we offer a wide selection of incredible products. We ship to every part of the world, but we’re noticing that Americans are especially keen on it.

“Irish whiskey is up there with the best whiskey in the world. The more Ireland promotes it, the better We’re still a while away from outselling American and Scottish whiskey, but I think with more promotion it will keep gaining momentum and hopefully it will get there one day. In India, China and Japan, whiskey has really taken off These markets present real potential for Irish whiskey to make its mark.”

Changing trends

Today, Irish whiskey outsells all other spirits in The Wine Centre, but that wasn’t always the case Gin used to be the top seller “During the pandemic, we couldn’t keep enough gin on the shelves. We were selling 80 different types of gin. And because we were selling a lot of gin, that meant we were selling a lot of tonic. The market was huge.”

But trends change and Ruiz-Gomez is now seeing gin sales dip and sales of mezcal go through the roof: “Mezcal is having a moment. There’s a lot of buzz around it right now.”

Still, Ruiz-Gomez anticipates gin will see a healthy boost once the days get warmer: “Gin and tonic is so refreshing, consumers always tend to gravitate towards it on sunny days.”

Aperol spritz season is also fast approaching, which means customers will soon be reaching for the Aperol and prosecco “We see this every year,” says Ruiz-Gomez, “it’s a classic summer drink.”

Recipe for success

It’s vital to Ruiz-Gomez that the team maintain the high standards they’ve set for themselves. “People trust us,” he adds. “We’ve been in this business since 1965. We have a strong clientele We know our customers well and have a good relationship with them. Fostering good relationships with customers and ensuring they have a positive shopping experience is crucial in this line of work.”

Ruiz-Gomez is rightfully proud of his team for providing personalised, specialist advice to customers: “We train our staff to deliver excellent customer service. Our staff have to have an in-depth knowledge of our products. We also like to ensure the shop looks its best so we make a solid first impression.

“I know that our shop floor looks great, our product selection is strong, and our staff are highly-capable - that to me is a recipe for success.”

Yakult’s new launch is a big Plus for consumers

Yakult, Ireland’s original fermented milk drink in the iconic little bottle, is making it easier than ever for consumers to look after their wellbeing, with the launch of Yakult Plus

Available now, Yakult Plus is a fermented milk drink with a fruity citrus flavour and new vibrant green branding. Each little bottle is bursting with 20 billion friendly bacteria, which are scientifically proven to reach the gut alive.

Yakult Plus is also rich in vitamin C (accounting for 30% of the EU reference intake) which supports the immune system and helps lower fatigue Plus, it contains fibre that can feed the bacteria in the gut.

The new option is also fat-free, gluten-free, and suitable for vegetarians, like the rest of the Yakult range, and contains 30 calories per bottle

Plus, it comes in a fridge-friendly eight-pack of 65ml bottles, standing out on shelf in its green recyclable cardboard carton.

Yakult is also moving its existing, best-selling varieties of Yakult Original and Yakult Light, from seven-packs of 65ml bottles, to eightpacks, with fully recyclable, shelf-ready cardboard packaging.

Supported by social and digital communication and influencer activation, the launch will also be driven by PR, broadcast, print, OOH, and shopper marketing in-store

Nordic Spirit delivers ‘Mini Way to Nicotine’

An ideal new option has launched for adult consumers who are looking for an even more discreet way to enjoy nicotine

New Nordic Spirit Spearmint Regular Mini* offers a smaller pouch for a more discreet, convenient way to enjoy nicotine; consumers can experience the same great flavour, in a smaller pouch.

A slimmed down can for the smaller pouches, makes new Mini even easier for consumers to take with them on-the-go: less hassle, more choice.

The brand advises retailers to stock up now to discover the ‘Mini Way to Nicotine!’ *(18+. This product contains nicotine Nicotine is an addictive substance.)

Brandshapers Ltd appointed as exclusive partner of UK’s number one sports nutrition brand, Myprotein

Myprotein has appointed Brandshapers Ltd as its exclusive partner to launch its products into Irish bricks and mortar stores. Brandshapers will first launch Myprotein products into SuperValu stores nationwide and plans to roll out to the rest of the market soon.

Myprotein’s core product range includes sports nutrition staples such as protein bars, high protein foods, snack alternatives, powders, and preworkout blends. This brings consumers the highest quality nutrition to fuel their ambitions at an accessible price point.

The partnership celebrates Brandshapers’ commitment to recognising and representing important consumer needs within the sports nutrition category in the Irish retail market.

As part of the partnership, Brandshapers will also launch Myprotein’s specialist supplement brand, Myvitamins into the Irish retail market. This seeks to make health and wellness simple for less, utilising raw and highquality ingredients backed by science. Its in-house nutritionists and industry experts provide consumers with innovative formats to meet a range of consumption occasions, from ready-to-drink shots, vitamins gummies, capsules, and tablets.

For more information, visit www.myprotein.ie and www.myvitamins.ie For supplier queries, contact Brandshapers Ltd at info@brandshapers.ie or telephone 053 917 9007.

Stay safe in the sun this year with Nivea

Sun safety is just as essential in Ireland as when your customers are abroad. The sun emits damaging UV rays year-round, even on cloudy days As up to 80% of the sun’s harmful UV rays can penetrate the skin, it’s important that skin is always protected from UVA/UVB rays Healthcare professionals recommend using sunscreen every day, even in cloudy Irish weather yet when the sun is shining, 17% of school children** and 28% of adults*** do not use sun cream in Ireland.

Fortunately, Nivea Sun, Ireland’s number one sun care brand*, offers essential sun protection for the whole family:

• Nivea Sun Kids Protect & Care Coloured Roll-on SPF 50+, RRP: €9.99

This roll-on with highly effective UVA/UVB protection has a fast-absorbing, non-sticky formula and is extra water-resistant.

• Nivea Sun Protect & Moisture Sun Lotion SPF 30 / SPF 50+, RRP: €16.99

Highly effective UVA/UVB filters deliver immediate protection; suitable for all skin types.

• Nivea Sun Kids Trigger Spray SPF 30 / SPF 50+, RRP: €21.59

This fun spray application is a simple and quick way to apply lotion to children’s skin; it provides immediate high UVA/UVB protection and is extra water resistant.

• Nivea Sun Protect & Moisture Pocket Size Sun Lotion SPF 30, RRP: €6.99

With highly effective immediate UVA/UVB protection, this pocket-size product makes on-the-go top ups easy.

For more information, visit www.nivea.ie ■

*(Source: Nielson 52 w/e 27 Dec 2020)

**(Source: www.irishtimes.com/news/health/some-17-of-schoolchildren-never-use-sunscreen-1.4280722)

***(Source: www.thejournal.ie/poll-sunscreen-ireland-5108700-May2020/)