We’re constantly bombarded with information courtesy of the big budgets of major breweries, distilleries and wine makers on TV, social media and online marketing, yet pressure to get the alcohol fixture right in stores hasn’t gone away.
But behind the headline grabbers, a legion of smaller, independent drinks manufacturers have sprung up in recent years, producing left field beers, wines and spirits that can provide higher margins and a point of difference to your store. But worries about overstocking, displaying lines correctly and the huge array of product available - particularly in urban areas - can leave retailers confused.
Ask the experts
Adam Hogwood, from Budgens Broadstairs, Kent, explains that beers and ales are the key lines for his store when it comes to locally sourced alcohol – but he uses a wholesaler’s expertise to get the best from the many options available. “We have craft beers, ales and more from very local breweries like Northdown and Gadd’s – they’re the largest ranges we have, and we use wholesaler Page & Sons in nearby Ramsgate,” he says.
He adds that his decision to list locally sourced alcohol has lead to a dialogue with customers – another added benefit. “The most valuable source of information is our customers, and to be able to adapt to their needs is essential. Sometimes we get people visiting for the weekend or locals with friends visiting, so they want a case of a local craft beer in, especially as it may not be available outside of the area too readily. These people typically have more disposable income, so are less opposed to spending £4 upwards on a single can of beer.”
Margins are another appealing aspect of a locally sourced section, as Kaual Patel from the Nisa-supplied store he runs in Torridon, Catford, confirms. “We’ve got a whole range of local ales. You’ve got your standard lines, but then you’ve got your funky craft ones, and wines, ciders - so it’s something to suit every taste. The margins are there, especially for craft beers.”
Small is best
Kaual recently converted a retail space next door to his store into a dedicated, chilled ‘Vault’ for his alcohol, measuring over 1,000 sq.ft. Within this, he has a constantly evolving range of beers from smaller breweries which he is more than happy to source himself. “Every time we reorder, we’ll bring in another brewery. Inevitably some hit and other miss, but the ones that work become permanent fixtures,” he says. “Craft beers are very seasonal, so you’ll find sours will sell in summer and as winter comes they drop off and dark stouts and porters become more readily available. We’ve worked with breweries that are very near to us, and we’ve even collaborated on ranges.
“I have phases where I pick one brewery and become obsessed for a little while and I’ll see what they’ve got. When we attend the fine food fair in Kensington, I know 100% I’ll bump into two or three new craft breweries and straight away I’ll get on to them and start working with them, and it makes it fun as well.”
Visiting trade and sunshine
Another retailer agrees the weather is something that affects sales of locally sourced lines. Fiona Malone, of Tenby Stores & Post Office, says many do well when the weather warms up - and this benefits a store with a lot of tourist visitors. “We stock a lot of locally sourced drink products, and a lot do well in the summer months when people are looking for something ‘Welsh’ to buy,” she says. “For display, we have a locally sourced area of the store where we put these lines, along with other items from the local area that people can browse – like our cheese crisps, for example - amazing and perfect for anyone on a keto diet!”
A pair of very local spirits have also proved a hit with Fiona’s customers. “We stock two lines from Barti Rum – a cream and a rum, which are both plant-based.” And there’s yet more. “We also have lines from Tenby’s Harbour Brewery which we’ve used for years, and 30 minutes away is the Velfrey Vineyard - between Narberth and Whitland - which we stock wines from. We also list Penderyn Whisky who have a headquarters in the Brecon Beacons. Plus sell AU Vodka lines, from Swansea, and their premixed cans do really well, especially on the 2 for £5 offer.”
Added extras
Adam adds that it isn’t just the drinks themselves that work for his store. “We also stock glassware and tankards with the logos of the breweries on, which sell surprisingly well.” Keeping an eye on breweries will also help Adam determine what’s coming next, crop-wise. “We’re signed up to all the local brewery newsletters to see what’s available as it changes seasonally with the crops available. Any general trends help to guide us, along with the wholesaler’s website too.”
Another trend has lead to the success of a newer line from brewer Gadd’s. “There’s a low alcohol pale ale called No. 11 which sells really well, reflecting the current trend for zero and low alcohol products,” Adam says. “Customers love that local feel, to keep us apart from other stores - especially visitors from outside the area. We listen to their feedback and adapt the range accordingly. It may save them from going to the tap room, vineyard or farmers market and make you a destination instead.”
In recent years, national events have also affected the fortunes of specific lines in Adam’s store. “A big boost in sales that saw a different clientele was the royal wedding. The wine they served there was a line from Chapel Down, which we’ve sold for years - but all of a sudden it was selling out and we had no idea why, until a customer told us! If it’s good enough for the royals, it’s good enough for Budgens Broadstairs… ”
No ’one size fits all’
One message clear from all the retailers we spoke to is that there is no generic option when it comes to what to list from your local alcohol options. Conrad Davies, who manages four Spar stores in north west Wales, says that the local lines that do well for him will even vary from store to store. “It does really depend on the store. We tend to stock whichever brewers are nearest to that particular store. It’s mostly tourists that buy these ranges - but a fair few locals as well,” he explains.
Kaual agrees. “Sometimes it’s trial and error. We’ll get beers in that are nasty! But local beers are not ’one size fits all’. We understand that. We’re going to continue to work with smaller breweries, and that’s one of the advantages of being an independent store. We’re free to go out and visit all these breweries, and strike good relationships with them…”
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