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Posted by on in September 2015 Editions
Boost Sales With Hot New Vodkas

Vodka is the Switzerland of spirits. But who knew something ostensibly colorless, odorless and lacking any perceptible taste could cause such a fuss.
Nevertheless vodka has sparked a heated debate
within the drinks community about its place in
contemporary mixology.

On one side you have practitioners who say the neutral spirit contributes nothing to cocktails but ethyl alcohol and that in almost every instance there’s a more appropriate liquor choice. Furthermore, they contend its weed-like proliferation has stifled the growth of other more worthy spirits and the differences between new marques are growing indistinguishable. 

Those in the other camp counter that denigrating vodka’s neutrality is like condemning an artist’s canvas for being white and unsullied. And like a blank canvas, it has afforded mixologists unlimited latitude, a free-styling creativity that has contributed greatly to the prevailing cocktail culture. Then there’s the fact vodka accounts for nearly 35% of all the distilled spirits sold in the United States, inescapable evidence of its mass popularity. 

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You Can’t Sell from an Empty Cart

Twenty-five or so years ago, the floor, shelves and cooler of Bowie Liquors in Bowie, Maryland was chock full of wine, liquor and beer.  A customer entering the store was greeted immediately by one of the owners, and was asked “May I help you?” If the customer said no, he/she was free to walk the narrow aisles of products to peruse and shop the wide-ranging inventory. The stacks of beer, wine and liquor seemed to be a complete listing of all the products advertised in the Beverage Journal.  But, it was up to the consumer to choose what to buy with or without the owner’s advice.

At some point during this time period, Tony Gentile co-owner of Bowie Liquors said these important words to me - “You can’t sell from an empty cart.”  His words and this thought have stuck with me as being one of those immutable truths of retailing that ranks up there next to the well-worn maxim “location, location, location.”

Prior to joining his older brother Fred and his father Fred Sr. in the retail alcohol business, Tony worked for one of the area grocery chains.  He learned a valuable lesson from that experience.  It was obvious to him that a successful retailer had to have what a customer wanted, when he wanted it or risked losing a sale or even worse losing a customer.

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Heavy Seas Intros 'Fielder's Choice' Lager

It's no mystery that I am a big fan of baseball.  That's why when I heard Hugh Sisson and his crew at Heavy Seas Beer had something in the works to honor the 20th anniversary of Cal Ripken, Jr. breaking Lou Gehrig’s record for the most consecutive games played (2,131), I was flooded with memories of Camden Yards and the absolutely amazing evening that was.

Heavy Seas Beer has created “Fielder’s Choice,” a limited edition American Premium Lager in honor of 'The Iron Man.' The commemorative brew is now available in select stores throughout the Baltimore-region, as well as in-stadium at Oriole Park and Leidos Field at Ripken Stadium.  And --- like Cal --- everything Hugh does, he does with class ... with each case of “Fielder's Choice” sold, Heavy Seas will make a donation to the Cal Ripken, Sr. Foundation (The Cal Ripken, Sr. Foundation helps to build character and teach critical life lessons to at-risk young people living in America’s most distressed communities through baseball- and softball-themed programs).

“Twenty years ago, Cal Ripken Jr. became baseball's Iron Man and Heavy Seas started brewing in Baltimore,” said Hugh. “I am very excited about this project. ‘Fielder’s Choice’ celebrates a milestone for both a great local business and a truly great local sports icon. All Baltimore-area residents can share in these success stories, and indeed, in the hopes for continued success in the future for us all."

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