Beverage Dynamics

Beverage Dynamics - March/April 2017

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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Page 17 of 87

Retailer Profile 18 Beverage Dynamics • March/April 2017 With so many changes to legislation affecting the beverage alcohol industry, retailers need to stay on top of things to en- sure they understand proposed changes and how their business may be impacted. Sonnenberg urges retailers to be active mem- bers of industry associations and maintain constant awareness of potential regulation changes. "More than ever before, the political consequences of pro- posed legislation and the need to remain involved is critical," Sonnenberg stresses. "Remember that we are a privileged li- cense, and everything the legislation does affects us. It is es- sential to remain politically engaged. Otherwise we end up shouldering the costs with no benefit." In addition to being politically active, Sonnenberg also thinks it's vital for retailers to maintain an active presence in the community and to remember the importance of giving back. For the past several years, the Tennessee store has collaborated with the National Hockey League's Nashville Predators team on an annual event for approximately 1,250 donors who enjoy an evening of fine wines, beer and liquors paired with a formal dinner served on the covered ice rink at Bridgestone Arena. Guests can also bid on various auctions, and all proceeds bene- fit the Nashville Predators Foundation. Frugal MacDoogal also partners closely with the Nashville Zoo on charitable events, as Sonnenberg strongly supports the organization's commitment to children and education. FRUGAL'S FUTURE So what's next for the Frugal MacDoogal chain? Sonnenberg doesn't refute the idea of additional expansions. "We will expand if the opportunity arises," he says. "Maybe in Tennessee, or possibly out of state. My primary focus right now is to transition many of my responsibilities to the manage- ment team so I can play more of a strategic role and have less of a hand in daily operations." Until then, rest assured that Sonnenberg will still be at the helm of Frugal MacDoogal, all but guaranteeing that it will be a successful retail chain for decades to come. BD MELISSA NIKSIC is a freelance writer and marketing communica- tions strategist from Chicago, IL. Her work has appeared in Chicago's Daily Herald newspaper, Time Out Chicago, Suburban Life newspa- pers, and various magazines. She is also the author of several chil- dren's books. Follow her @MelissaNiksic. The 18,000 square foot Nashville store was extensively renovated over three months.

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