Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
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16 Beverage Dynamics • July August 2017 www.beveragedynamics.com OFFPREMISE RETAILERS GATHER FOR EDUCATIONAL EVENT T he Beverage Alcohol Retailers Conference, the only na- tional educational event for off-premise retailers, held a successful debut in Minneapolis from June 12-14. More than 175 industry members attended the event at the Radisson Blu Downtown, which include training sessions, networking receptions, keynote addresses, panel discussions, tasting classes and tabletop exhibits. The conference was produced by Beverage Dynamics magazine. "We're proud to bring educational opportunities to the read- ers we serve," says Beverage Dynamics publisher Amy Collins. "BARC is an in-person extension of the magazine, allowing re- tailers to connect, develop and innovate." The two-plus day event kicked off on Monday, June 12, with training courses from Techniques of Alcohol Management and the Wine & Spirits Educa- tion Trust, followed by a networking reception. Tuesday morning began with a keynote from Li- quor Stores NA President and CEO Stephen Bebis, who shared insight from his 40-plus years in retail management. As the head of a publiclytraded chain of stores, he initiated a sweeping initiative to retool the company's hun- dreds of stores across North America. "That's one of the biggest problems I see with failing busi- nesses," he said. "Not remodeling to improve the quality of the stores." That remodeling can include better organization of products, both in terms of neatness and store layout. During his many years of leadership experience, Bebis said fi ring employees was the most diffi cult of his responsibilities. In the past he would allow underperforming staff to remain on the workforce for too long. "Now, I give someone 60 days," he said. "That's it." Wednesday's keynote speaker Tom Shay, retail consul- tant and president of Profi ts Plus, who spoke about the characteristics of successful businesses and how to win in a challenging economy. Shay recounted a story of a local toy store that offered free year-round wrapping, always with the same paper. Every year the store owner cringed at writing a check for all that compli- mentary paper, and considered halting the service. But inevita- bly he would hear from a customer who had attended a kid's birthday party and noticed that all the gifts there were wrapped with the store's paper. "And he gladly wrote that check again every year for that soft branding," Shay said. Many speakers throughout BARC, including Shay, reiterated the need to stand out from corporate com- petitors. That means carrying exotic products, even if margins are low, so that customers associate the store as the place to go for hard-to-fi nd items. Shay recommended a trip to the local big box competitor to take note of what they don't have – which is what retailers need to stock. Shay also emphasized education, training staff to be not only helpful, but proactive with sales. That can be as simple as handing a customer a product as an employee is explaining BY JEREMY NEDELKA & KYLE SWARTZ