Wednesday, September 28 2011
A Grand Opening
Not many blog entries recently, despite the fact that I've got a lot of material stacked up to blog about--it's Limited Edition season and I've not only been putting that together, but also I've been very busy doing a lot of travelling, the customer appreciation barbecue for our retail store and, oh yes, my day job. But I had a lot of fun last weekend: I was invited to the Grand Opening Freeman's Winexpert in Kingston Ontario.
A swingin' set for a swingin' jointBill and Janet Freeman have had a great Wine On Premise operation in Kingston for years, and they've been a very valued retailer for us. As part of our plans to extend our brand value (oh my, that sounds corporate-y!) we're partnering with some of our best retailers to set up model stores. These will have carefully planned and designed looks in terms of fixtures, decor, posters, layout and equipment, and we'll be working to make sure the experience our customers receive is the best in class at every branded store.
Happy people, the best decoration a store could haveThe place wasn't quite finished--the best laid plans of mice, men and trades subcontractors must give way to broken-down delivery trucks, but it's going to be spectacular--completely integrated design, beautiful layout and great decor. I can hardly wait to see the finished version.
A big part of the success of our new model store is the retail partners we've got.
Bill, Janet and store manager Mike--go team!Not only are Bill and Janet a couple of sharp folks, they've got a secret weapon in their corner. Mike knows his stuff and his customers love him dearly--he also really knows how to have fun, as he demonstrated when we hit the oyster bar. Oyster bar?
Ostranconophilia, ho! Look at those beauties!The spread they set up for the store opening was wonderful, with excellent canapes, tasty cheese, cases of oysters and delicous wines--all commercial wines, of course, given that it's never legal in Canada to give away consumer-produced wines. Pity.
Nom nom nomHappy, noshy people
Winexpert was well represented that night.
L to R: Lynne, Andy, Janet, Gavin, Lorri, Mr. Disheveled, BillBut it wasn't all oysters and Champagne. There was a draw for some spectacular prizes, a charity draw and a little bit of business.
Mike says we need to make two!I had a fine time, and really enjoyed hanging out with the Freeman's crew. It was a bit of a whirlwind, as I had to fly out the next morning, but I'd do it again in a heartbeat--be sure to drop in on them if you're in Kingston. You can tell 'em I sent you.
Posted by Jetsetticus Maximus AT 6:00PM | 1 Comment | Post A Comment |
Comments
Jason Phelps
Posted 15 days ago
Tim,
Glad to see this concept working! Serious question, is there much ability or demand for this in the US? I don't know and it intrigues me. I'm not saying I would be interested in doing it, but I'm also not saying I wouldn't...
Jason
Good question, Jason. The answer is yes and no: a demand exists, but wine prices are so low in America compared to Canada that simple cost-savings can't be used as a consumer benefit. That means a good store has to engage the consumers fully and give them not only good wine, but a good winemaking experience, great knowledge and expertise and an overall high level of retail savvy. So any time you see a shop in the US that's busy and growing, the folks really get it.
Not that Canadian shops aren't great at all those things too--but in some locations the price advantage is so striking (three dollars a bottle rather than liquor store prices of ten or fifteen) that the potential pool of consumers is much higher.
You need to check local laws as well: some places make it completely illegal, to protect the oligopoly of their alcohol distribution monopoly--technically a restraint of trade, but money buys a lot of politicians--and in other areas you need a full winery license to operate, and in still others, you have to make the customers do every processing step, which complicates scheduling something fierce. 50 states, 50,000 laws.
But don't let me discourage you: lots of folks have done it and are doing it, and we've guided them through the process. Imagine, helping people make wine every day . . . you'd never work another day in your life again!
Cheers