When customers walk into one of Wine, Beer, & Spirits’ five locations throughout Nebraska, they’re usually on the hunt for something to take home with them. And it’s always a nice surprise when they find out they can grab a drink while shopping around.
“When I meet with other liquor store owners, they’re stumped that it’s even possible in Nebraska — but it’s possible here,” says Wine, Beer, & Spirits’ CFO Aaron Konen. “We put the bars at the very front of the store so when customers walk in, they immediately have to decide if they’re going to just shop or also have some fun.”
Konen explains that this “drink while you shop” concept is more than just an experience. “We like to think of ourselves as more of a place to hang out, where customers can get a margarita and walk around. Shoppers are a lot happier with a drink in hand. The key to our success is having those bars front and center,” he says.
Showcasing New Products
With Wine, Beer, & Spirits’ flagship store spanning 30,000 square feet, there’s plenty of space to include a bar and seating area. They even have an outside patio, helping make the store feel like a place to hang out with friends or family.
One of the perks of having the bars in store is getting shoppers to try new products. “You’re more likely to buy a high-end tequila if you can try it first at the bar,” notes Konen.
Because of the competitive prices that Wine, Beer, & Spirits offers, it not only encourages consumers to buy a full bottle of the beverage they’ve tried at the bar, but it also allows a larger demographic to try new and expensive products.
“It’s a great way to put liquid to lips and get people to try new things,” states Wine, Beer, & Spirits’ store manager Sean. “It’s helped increase revenue on a lot of products. “We’ve got a large number of folks that will bring in friends on the weekend who can come in and hang out in a comfortable setting.”
A Store Within a Store
When customers aren’t grabbing a drink, they can peruse the shelves and find beverages in categories including beer, wine, spirits, cordials and liqueurs, RTDs, growlers, cigars, mixers and more.
Wine, Beer, & Spirits also offers physical space for local vendors, leveraging the liquor stores’ foot traffic to promote their brands. Konen cites that customers can enjoy shopping at the “store within a store,” Wahoo Meats. They sell locally sourced frozen and smoked meats, along with gourmet spices, sauces, cheeses and other snacks.
“We’re more than just another run-of-the-mill booze shop,” Konen says. “We also hold weekly events including food trucks, tap takeovers at the bar, supplier giveaways, product samplings, bourbon raffles, whiskey and wine tastings and more. Customers can leave our store with a smile on their face, an experience to share with friends and a plan to come back.”
Creating Loyal Customers
Keeping consumers happy and coming back is one of Wine, Beer, & Spirits’ top priorities. A few years ago, they installed QR code placards around all their stores with links to customer surveys. This has helped to give the stores feedback on what they’re doing right and what they could be doing better.
“We originally used them to have people sign up for raffles, and it went really well, so we thought we could use them to get feedback in real time,” says Konen. “We also put QR codes on every receipt and we’re getting about 100-200 surveys a week at this point. It’s been overwhelmingly positive.”
Editor’s Note: This is part of our annual coverage and celebration of The Top 100 beverage alcohol retailers in the U.S., including the naming of our 2024 Retailer of the Year.
Krystina Skibo is the Trade Managing Editor at Beverage Dynamics. Reach her at kskibo@epgacceleration.com. Read her recent piece, Vodka Trends in 2024.
