What Makes A Good Off-Licence?

rediguana

This is my straw poll.

I work in the trade (not for O'Briens anymore, in case anyone says it). My new place (retail) is great, but I feel it can make serious gains in terms of, ahem, operational efficiency and efficacy.

What things do you like / dislike in an
off-licence?
What improvements would you make in your local?

Perhaps you can comment on:
1. Staff Interest.
2. Merchandising / How products are arranged.
3. Music.
4. Discounts.
5. Signage.
6. Samples.

Basic stuff, but it varies hugely between outlets.

Guapo/

oblivious

I would have though a good range of stock an a real interest/knowledge of what they sell.

c - 13

1. Staff Interest.
This is a big one for me, I like to be able to have a bit of a natter with the staff about what I'm buying. I generally like to try staff suggestions based on my taste too. That said the staff should be approachable but not overwhelming if that makes sense (Basically not standing over your shoulder but available if you have a question).

2. Merchandising / How products are arranged.
Clear posting of prices should be displayed. I've lost count of how many laces i've been in with no prices up. Also like with like, ales on the same shelf as ales and not mixed in through beers & lagers etc.

3. Music.
Never really noticed this to be honest. As long as its not absolutely blaring I probably wouldn't mind.

4. Discounts.
A small discount when buying a large amount or for a regular customer would be appreciated but probably not practical business wise.

5. Signage.
If advertising special offers it should be very clear about exactly what products are in the promotion. Also good signage for the various products is quite helpful, particularly if its your first time on the premises.

6. Samples.
My favorite off-license in Waterford (World Wide Wines) do a beer sampler day (every Saturday afternoon I think ?) I havent been to it myself but I did think it was a very good idea.

A large range is really the main selling point for me though.

oblivious

I have heard very good thing about World Wide Wines

_blank_

1. Staff Interest.
Very important, but not many places have interested staff.

Not even the O'Brien's or the Molloy's. Which is a shame.

I'd LOVE to work in an off licence that does the range that they do.

2. Merchandising / How products are arranged.
Meh, I wish the most popular stuff wasn't as prominent.

Like, is there actually a need to have huge Carlsberg/Heino/Bud/Guinness displays? People are going to buy it anyway. (I know the companies probably pay for this, which in turn keeps the shop open).

I'd like to see a "Non-Standard Beer of the Week" being pushed maybe.
3. Music.


Er, I don't know. I just go in to buy beer, not have a dance.
4. Discounts.
Instead of offering the usual €1 a bottle for Stella and Bud and Miller or whatever, how about knocking a few cent off the Polish Beers or the other euro offerings. I buy them all the time, and they must be popular with the ethnic populations.

Again, they probably cost more to import, but how much are the shops making on these drinks?

5. Signage.
Too much advertising of the standard brands.

6. Samples.
:pac:

Hell Yes!

But seriously.

If I see something "unusual" in an Off Licence, I'd usually buy a couple of bottles to sample at home. I mean, sampling a drink out of a plastic shot glass probably isn't the best way to know if you'll like it.

Blisterman

Good selection of beers, at reasonable prices, would be number one priority for me. Redmonds in Ranelagh, is the best at this imo.

rediguana

Regarding staff interest, I dislike when staff are buzzing around me when I go into a place. I think a lot of Irish people are like this. I guess it's best for approachable and friendly staff to just stay in the background and be ready when needed.

I hate lazy merchandising (in off licences). Not to be too anal about it, but I think it's good if the (eg) Tuscan wines are grouped together, or different types of beer. Price points will impact too, but there should be a logical structure to the way things are.

I like nice music in a place. If there's none, the deathly silence or the terrible clinking of bottles and change panics me. People slow down to the pace of music too, so you can make them more likely to browse and spend if you play suitable music.

I hate the focus on discounts. I'd prefer competitive prices across the board and no big stack of Sangre de Toro with two euros off. Is it called everyday low pricing or something? Even working in the trade I find it annoying. Customers come in and their range of choices automatically narrows to the discounted products.

I think too much signage / clutter gives places an uncomfortable feel. We're bombarded with images / info every time we step outside the door, it'd be nice to walk into a shop where simple prices are clearly displayed, maybe with some neat tasting notes. Big signs in garish colours with exclamation marks irritate me.

Samples? I definitely think they can add to the atmosphere of a place but I'm not sure how much they drive sales. In many cases it's a discounted wine that's floor-displayed anyway, and so would've sold. Something similar to the music though, I think customers wandering around a shop with a glass of wine in their hand are more likely to buy something and spend a bit more.

heggie

stock #1, good beers from all over the world, specials on different beers from time to time, and a willingness to try and source for you , a bit of info on different beers such as the menu in the porter house would be welcome, oh and plenty of refrigeration

oblivious

rediguana wrote: »

Samples? I definitely think they can add to the atmosphere of a place but I'm not sure how much they drive sales. In many cases it's a discounted wine that's floor-displayed anyway, and so would've sold. Something similar to the music though, I think customers wandering around a shop with a glass of wine in their hand are more likely to buy something and spend a bit more.

My be it directly doesn't affect sales, but it can produce happy customers and happy people are more like to spend.


Also maybe use it as a chance to educate you customers

c - 13

heggie wrote: »

stock #1, good beers from all over the world, specials on different beers from time to time, and a willingness to try and source for you , a bit of info on different beers such as the menu in the porter house would be welcome, oh and plenty of refrigeration

A point that I forgot to mention myself. This is always a good thing.

_blank_

Knowledge of what beers should be kept in a fridge, and which shouldn't.

Might be good also to stop putting beers in clear bottles in direct light.

oblivious

DesF wrote: »

Might be good also to stop putting beers in clear bottles in direct light.

UV radiation will still skunk the beer:mad:, even a street light can cause off flavors

MoominPapa

A decent selection of English beer, a few good Scottish ones always helps too, is the bare minimum for a decent offy imo. If hasn't got that at least that I won't come back no matter how good the wine selection or other beers might be or any other criteria. The smaller offy's in my area manage this. O'Brien's biggest failing.

rediguana

DesF wrote: »

Knowledge of what beers should be kept in a fridge, and which shouldn't.

Might be good also to stop putting beers in clear bottles in direct light.

This is news to me. I didn't know that some beers shouldn't be refrigerated!

Sourcing new, interesting products is all very well but stuff needs to sell. Customers can be very conservative. I know that's kind of changing a bit, and most people in this forum are probably open to unusual drinks. I suppose this is where sales skills and educating customers comes in.

Still, in my new place, there are so many obscure ales, ciders etc, that people rarely buy. Space is tight, so I'll be culling the range as the stuff (slowly) sells down. I don't REALLY like doing this, but I'd prefer to be backing winners, increasing sales, and earning bonuses.

oblivious

rediguana wrote: »

This is news to me. I didn't know that some beers shouldn't be refrigerated!

depending on what you using refrigeration for, cooling lager or stability, but most strong ales such a Trappist and the like are best stored/aged a cellar temps.

Refrigeration wont hurt them as may will develop over 5years and may can be good at 10 or more years if properly stored. A good rule of thumb is to treat strong ale like red wine.

junior_apollo

Creating a one-stop offy is also a huge pulling factor...

(depending on your surroundings currently)

IE. Things like..

Have a cash-machine, and offer cash-back with laser card.
Sell snack food - Nuts, crisps and other "munchies" food. (Doesn't need to be a massive range but enough at the counter that when someone is purchasing beer etc they grab a few bags/bars aswell)
As above a nice range of drinks.. we don't all drink the expensive nor the cheapo - So needs to cover a wide range...

Id gladly tuck into the Carling 10 times over than cans of Heineken, both for taste and price.

Specials for quantities (party quantities is a huge puller IMO.)

When it comes to wines etc staff knowledge and experience is great to offer advice and suggest something the customer may not have considered. Not push the item but have tasted and suggest brands does help sell.

When it comes to beers/ciders etc most people have their minds made up before they enter..

Spirits again - Deals on different brands at different stages help no end to move them off the shelves.

-JR.

heggie

rediguana wrote: »

Sourcing new, interesting products is all very well but stuff needs to sell

Yeah, but having a decent beer selection will make some people go there over other places. Look at Redmonds in Ranelagh, that's been there as long as I can remember, and has a great range of beers, I presume it is doing fairly well? If most people only want busweiser, heinekens etc they'll go to any off licence, theres little you can do with stock to make them choose your shop, but for people that enjoy more flavoursome beers, they will go out of their way to somewhere that stocks a good range.

rediguana

heggie wrote: »

Yeah, but having a decent beer selection will make some people go there over other places. Look at Redmonds in Ranelagh, that's been there as long as I can remember, and has a great range of beers, I presume it is doing fairly well? If most people only want busweiser, heinekens etc they'll go to any off licence, theres little you can do with stock to make them choose your shop, but for people that enjoy more flavoursome beers, they will go out of their way to somewhere that stocks a good range.

Redmond's is excellent but it's a specialist off-licence in an catchment area where the locals are receptive to that kind of product assortment. If you put the same products in some other places in the country, they might not perform so well.

That said, it's depressing when I find myself stuck in some off-licence (often in a Centra or something) and I find it very hard to buy anything as it's all so boring. Places like this COULD do more to broaden people's horizons. Is it too much to ask that they stock ONE unusual beer or wine?

And somebody mentioned snacks. I think it's so lazy just putting Pringles and Sensations at the counter and thinking you've ticked off the "Snack" box. I like to eat when I booze, but I hate confectionary. The activity of drinking doesn't necessarily need to be so unhealthy.

Blisterman

You don't need a lot of space to provide a good selection of beer.
I've been to tiny off licences, whch have had hundreds of different beers, packed tightly on unrefridgerated shelves.

Depending on the type of beer, it'll keep for years. I bought a lambic ale on saturday, which has an expiration date of 2030.

Edit: Here's a picture of my local off licence, to show what I mean.

http://bp3.blogger.com/_l3hE1L9RPR4/RuZcc8fc3xI/AAAAAAAABVA/ig87WcAIwsI/s1600-h/kw2.jpg

rediguana

I'm learning so much today. I didn't know beers could last so long! I have to start drinking more beers. I have wine coming out my ears but I never buy beers, even though I like Leffe. I'm missing out!

It's true that "World Beers" don't need to take up a lot of space but I still can't be convinced to keep a product that hasn't sold one unit in a month. That's literally a waste of space. I'm all for diversity in a range, but stuff should turnover at some kind of reasonable rate.

rediguana

Blisterman wrote: »

You don't need a lot of space to provide a good selection of beer.
I've been to tiny off licences, whch have had hundreds of different beers, packed tightly on unrefridgerated shelves.

Depending on the type of beer, it'll keep for years. I bought a lambic ale on saturday, which has an expiration date of 2030.

Edit: Here's a picture of my local off licence, to show what I mean.

http://bp3.blogger.com/_l3hE1L9RPR4/RuZcc8fc3xI/AAAAAAAABVA/ig87WcAIwsI/s1600-h/kw2.jpg

That's impressively-tidy merchandising! How come you have a photo of it? Anyway, obviously your local off-licence is a great place for someone who likes his beers. The fact that they have such long shelf-dates makes them viable, I guess. I suppose the main thing is not to run out of stock that actually sells because you're showcasing more boutique stuff.

r3nu4l

1. Staff Interest.
I like the staff to ask if I need any help when I enter the building. When I say 'No', I like them to bugger off and not approach me the minute I look like I'm about to lift a bottle off the shelf so they can tell me all about it and why I should buy it. F**k off! If I want your help I'll ask for it! :mad:


2. Merchandising / How products are arranged.
Meh, we know you have crate upon crate of bud/heineken/carlsberg/fosters etc. display the more interesting stuff with some degree of prominence.

3. Music.
As background only. As the OP (rediguana) said, something mellow and relaxed that encourages people to stay a while and browse for interesting beers. The 'two crates of stella' brigade already know what they want when they step inside the door. They don't care about the atmosphere.

4. Discounts.
Only on nice strong ales or interesting wines and spirits, not the usual suspects...

5. Signage.
Informative but not huge. Some small labels on the front of the shelf giving more information about particular bottles is always nice.

6. Samples.
Not bothered really, if the staff know the beer and can describe the flavour in words I'm happy.

Blisterman wrote: »

You don't need a lot of space to provide a good selection of beer.
I've been to tiny off licences, whch have had hundreds of different beers, packed tightly on unrefridgerated shelves.

Yeah, there's an off-license on Mill Road Cambridge called Bacchanalia, that is stocked from floor-to-ceiling with some absolutely amazing beers and spirits from all over the world and you won't find a tin of lager anywhere in the place. There are literally hundreds to choose from! They also have another outlet on Victoria Road in Cambridge. It's a very, very special place. They don't rely on music or signage, just people with a love of good beer Be warned, those guys can talk beer for hours if you let them. Best just to buy and leave

Blisterman

I think, beer enthusiasts would be willing to pay a slight premium, for harder to find beers. I know I would, which should hopefully make up for the lower turnover. Be aware, though that only certain beers can last that long. Generally it's higher alcohol, good quality beers, that stay good, or even improve with age, over time.

And, no, I don't keep a picture of the off licence, on my computer. I googled it, and found a picture on a beer blog.

BeerNut

rediguana wrote: »

Is it too much to ask that they stock ONE unusual beer or wine?

Personally, I'm delighted that more and more non-specialist off-licences, convenience stores and supermarkets are stocking Samuel Adams Boston Lager and London Pride: two high-quality, highly accessible beers. It's not so much "unusual" beers that you want -- as you say you're not out to compete with Redmond's -- but a usual, good-quality alternative to pale lager is always welcome, and I believe there's a market for it.

rediguana wrote:

I have to start drinking more beers. I have wine coming out my ears but I never buy beers

Trying not to be trite here, but I think this is often a problem with upmarket Irish offies: they like the idea of having classy imported beers because it'll draw the right crowd, but it's pretty obvious that no-one working in the shop ever drinks the stuff or has much interest in it. Several times (mostly recently in D Six in Harold's Cross) I've bought a beer and had the staff examine it and ask me questions about it like it's some kind of bizarre artefact they never thought anyone would be mad enough to buy.

If you're going to get a decent beer selection in be sure you know it as well as you know the wine. In addition to their selections, what keeps me going back to Redmond's and Drink Store in Stonybatter is being able to chat with the staff about the stock and the general state of the industry. It's something beer fans appreciate just as much as wine connoisseurs do.

And if you'd like any beer tasting-note blurbs for sticking on the shelves, I'd be happy to draw them up. Anything to further the cause of good beer in Ireland.

daisydoo

Hi. Do you know what off licences sell Sam adams beer in the Kildare/ Carlow area? Lived in Boston for years and miss the stuff badly!

the beer revolu

I think everything has been covered already .

Make sure any out of date stock is clearly labelled as such and sold off cheap or removed from the shelves (any good supplier should take back any unsold stock). Finding out of date beer on the shelves is annoying and looks cheap.

Take a look at Redmonds and World Wide Wines. There's no better.

I took a detour when in Waterford recently cause I guessed that they'd have a particular sherry I was looking for. They did.

Educated staff.

BeerNut

daisydoo wrote: »

Hi. Do you know what off licences sell Sam adams beer in the Kildare/ Carlow area?

I don't, but I'd start looking in Tesco and Superquinn.

oblivious

I swear i saw the Boston lager in superquinn, it probably one of the more available of the "unusual beer"in Ireland. Also some of the centra's are done a good rang in different beer worth checking a few out

If your want more of their range probably one of the good off license in Dublin is your nearest bet.

Blisterman

I know Redmonds in Ranelagh and O Briens in Donnybrook, definately used to sell it.
Haven't been down there in a while though.

podgerdodger

Sam Adams lager is on sale in Superquinn,Supervalu,O'Briens and Molloys,Tesco also seem to have it on promo at the moment €8.99 for a 6 pack

oblivious

Blisterman wrote: »

I know Redmonds in Ranelagh and O Briens in Donnybrook, definately used to sell it.
Haven't been down there in a while though.

yep and the Holiday Porter is a must.

rediguana, it might be worth talking to Redmond, he is a nice chap and had been try to get a few additional uk distributors into Ireland maybe some joined up thinking would be beneficial to both

BeerNut

oblivious wrote: »

yep and the Holiday Porter is a must.

But the Winter Lager is to be avoided.

oblivious

hope that they don't do it to the rest of their range

BeerNut

Sell by the six-pack only? It depends on how it comes from the distributor. If it's in a six-pack, that's how Redmond's sell it. Boycott, I say!

oblivious

They break up 6 pack's of Bigfoot and others

BeerNut

OK, Bigfoot's probably a sensible exception. But the Winter Lager, Boston Ale and (IIRC) Boston Lager are six-pack or nowt.

Blisterman

That's annoying.
I like to go and get one each, of a few beers I hadn't tried before. If I had to get a six pack each time, this would be an expensive hobby, and I'd be an alcoholic.

oblivious

Annoying alright, but it could be worse in Pennsylvania I believe you are limited to buy a tray at a time

IronMan

Sam Adams black lager is another must try. Its has a long, nutty, very malty finish. Very dark colour, slight head, great stuff.

_blank_

IronMan wrote: »

Sam Adams black lager is another must try. Its has a long, nutty, very malty finish. Very dark colour, slight head, great stuff.

Yep, it's a nice beer alright, but I found the finish to be a bit lacking in flavour.

oblivious

Köstritzer Schwarzbier is some time available in Ireland its a has a bit more flavor

DaveyGem

DesF wrote: »

3. Music.

Made me laugh