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 23 of 87

Market Profi le recently changed its Wine Society program into a loyalty program. "It really engages you directly to your customer," Farrell says. "We use a lot more e-marketing now. Before some of our advertising in general was just a shotgun blast in the air." Since 1934, Surdyk's Liquor and Cheese Shop has been a local, family-owned store and over the past 18 months has begun experimenting with offering on-demand delivery, Melissa Surdyk says. Surdyk's works with a couple outside companies and phone apps like Drizly, MiniBar, Amazon and BiteSquad. "We hope it opens up the door to peo- ple who have never shopped with us," she says of its 10,000-square-foot space in northeast Minneapolis. At Surdyk's, a large infl ux of local products in the past year has paved the way for more in- store events with pairings, cocktail ideas and local products. The company also brings in distillers and brewers to sample products, Surdyk says. The store has six wine consultants on staff who are experts in its offerings, which she says also sets it apart. "We know a lot of our customers by name," she adds. "It's an experience to come and shop at Surdyk's, but it doesn't come easy—ever. You always have to try and make things new. The market is always changing, especially within the last fi ve or ten years." Rosenberg says Big Top is rethinking the look and feel of its stores and has instituted a new loyalty program as well—after fi ve visits, customers get 5% off. She's also implemented text offers in response to the increased competition. Big Top uses social media to promote other local retailers and events in its community, often posting on Facebook about restaurant openings and local football games. "We are proud of what's going on," she says. Competition is vast in the Twin Cities, but it makes every- one do business that much better, Farrell says. "It forces you to tie up your shoes and do a better job, and focus on that cus- tomer who does come through your doors, so they have the most positive experience possible." THE TWIN CITIES LOVE ROSÉ AND CRAFT BEER Rosenberg says shopping local remains a strong preference in the Twin Cities, and that cellar beers and ciders, and Bour- bon-aged and barrel-aged wine, are doing particularly well. "New is the consumer's favorite fl avor," she says. Flavored vodka is still strong, too, she adds, as is rosé. The rosé trend does not stop at Big Top. "Especially in the last year, we've been rocking and rolling in rosés," Farrell says, "even in Minnesota when all the lakes are frozen. People are not afraid of pink anymore, especially if you put a heavy chill on it." 24 Beverage Dynamics • March/April 2017 EDITOR'S NOTE In March, Jim Surdyk opened Surdyk's on a Sunday for the first time, months before the state's Sunday Sales law allowed. The store was fined $2,000 and its license was suspended for 30 days starting July 2, the day the new law officially takes effect. As of press time, Surdyk's had not appealed the penalty, though it has the option to do so. Surdyk's has been family-owned since 1934.

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