Creating a Marketing & Promotional Plan - Minnesota Municipal Beverage ...
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Volume 72, Number 6, 2013/2014
OFFICIAL PUBLICATION OF THE
MINNESOTA BEVERAGE ASSOCIATION
www.municipalbev.com
Creating a Marketing
& Promotional Plan
PERMIT NO. 91770
CHANGE SERVICE REQUESTED
TWIN CITIES MN
PAID Minneapolis MN 55432
US POSTAGE
PRSRT STD
Box 32966
Municipal Liquor Store
Providing service and national brands to our customers with the
largest selection of Fine Wines, Distilled Spirits and Beer in Minnesota.
Providing Service and Brands to itsProviding
customersService
since and
1882Brands to its custom
with the
largest selection ofselling
Fine Wines, largestSpirits
Distilled selection
andof FineinWines,
Beer Distilled Spir
Minnesota
Now the following beers state-wide
Statewide
Statewide Wine & Spirits (651) 646-7821 or Wine & Spirits (651) 646-782
1-800-672-0970
Metro Area Beer (651) 646-6063 Metro Area Beer (651) 646
Wine, Spirits and Beer: (651) 646-7821 (651) 646-6063 1-800-672-0970
www.wirtzbeveragegroup.com www.wirtzbeveragegroup.com
www.wirtzbev.com · 489· North
489 PriorPrior
North Ave.Ave.
· St. Paul,
· St. · 489
MNMN
Paul, North Prio
55104
55104
THE EARTH FRIENDLY WINERY™
THE EARTH FRIENDLY WINERY™
®
VODKA O F F I N LA N D
MUNICIPAL
LIQUOR ON THE COVER
STORE Creating a marketing and promotional plan allows you to put into action
Volume 72, Number 6, 2013/2014 the vision that you have created for your liquor store, bar, nightclub or
restaurant.
Official publication of the Minnesota
Municipal Beverage Association. Published It aims to give you a practical plan that is easy to implement over the course
six times annually: September/October, of the year.
November/December, January/February,
March/April, May/June, July/August. For This plan will provide focus and direction while also encouraging you to
advertising and editorial inquiry conact monitor your results in order to improve.
Paul Kaspszak, Editor, Box 32966, Fridley,
MN 55432. Phone 763-572-0222 or In order to keep that register ringing, now is the perfect time to compile
866-938-3925. Advertising rates available and start implementing this crucial plan that will aid in the success of your
upon request. Change of address: List both old business.
and new address.
Learn how, beginning on page 7 .
DIRECTORS
Brenda VisnoVec GarY BUYsse
(President) rogers Liquor
Lakeville Liquor 22350 south diamond Lake road
20195 Holyoke ave. rogers, Mn 55374
Lakeville, Mn 55044 763-428-0163
952-985-4901 rwas0163@embarqmail.com
bvisnovec@ci.lakeville.mn.us
MicHaeL Friesen BridGiTTe Konrad
(Vice President) city of north Branch
Hawley Liquor P.o. Box 910
P.o. Box 69 north Branch, Mn 55056
Hawley, Mn 56549 651-674-8113
218-483-4747 bridgittek@ci.north-branch.mn.us
hawleyliquorstore@arvig.net
nancY drUMsTa VicKi seGersTroM
(sec./Treas.) Milaca off sale
delano Wines & spirits c/o Milaca city Hall
P.o. Box 108 255 First street east
delano, Mn 55328 Milaca, Mn 56353-1609
763-972-0578 320-983-6255
ndrumsta@delano.mn.us liquor@frontiernet.net
caTHY PLeTTa Toni BUcHiTe
Kasson Liquor Fifty Lakes Bar & Bottle shop
30 West Main street P.o. Box 828
Kasson, Mn 55944 Fifty Lakes, Mn 56448
507-634-7618 218-763-2035
liquorstore@cityofkasson.com toni@50lakesmn.com
sHeLLY L. diLLon Karissa KUrTH
city of callaway Po Box 13
Po Box 116 Buffalo Lake Liquor
callaway, Mn 56521 Buffalo Lake, Mn 55314
218-375-4691 320-833-2321
callaway@arvig.net buffalolakeliquors@centurylink.net
sTeVe GraUsaM Lara sMeTana
edina Liquor Voyageur Bottle shop
6755 York ave. south 205 - Main street south
edina, Mn 55435 Pine city, Mn 55063
952-903-5732 320-629-2020
sGrausam@edinaMn.gov lsmetana@pinecitygov.com
candice Woods Lisa KaMroWsKi
Liquor Hutch nevis Liquor
245 Washington ave. east P.o. Box 164
Hutchinson, Mn 55350 nevis, Mn 56467
320-587-2762 218-652-3135
cwoods@ci.hutchinson.mn.us nevismuni@hotmail.com
MMBA President’s Message
intertwine with councils, other 10) You have to meet deadlines that are
departments and civic unreasonable and deliver results that are
organizations. You have to put in unparalleled.
the overtime, do your due diligence
and promote both your operation a. Absolutely!! Thanks to our
and yourself. Respect is not issued, Finance Director who has always
it is earned. placed the liquor departments budget
Brenda Visnovec deadline the day following the Taste
President 6) You have to look like a fool while of Lakeville. In one week’s time,
you’re looking for answers you don’t we coordinate a 400 wine, 2,500
Typically, Paul has had to hound me for have. attendee wine tasting event, while
the President’s article, well I was review- submitting more than 100 pages of
ing my Facebook and an article slapped a. A daily occurrence. This is budget documents and projections.
me across the face.. It was the 19 things retail which is impacted by Good news though…. The budget
you must do in order to be successful. transportation changes, trends, deadline has been moved up two
what your competition is doing, weeks.
I took the liberty of abridging this list what consumers are doing. Not
down to 12 and gave it some thought as even Warren Buffet has all the 11) You have to be accountable for your
to whether or not I could be considered answers. No one ever looks like a actions even when things go wrong.
successful, and here is what I came up fool by saying let me get back to
with. you on that. a.Oh yeah…. It’s easy to put the
blame of theft, or failure on everyone
1) You have to make a call that you’re 7) You have to make mistakes and look but the person looking back at you
afraid to make. like an idiot. in the mirror. However, being the
manager of the operation, what
a. I guess asking city council to a. Constantly! But is Peyton happens in your operation directly
consider building a liquor store Manning not successful! A true falls on to your shoulders.
utilizing park property to build on, leader is not defined by how Accept that, learn from it and be
not within close proximity to any successful he/she is when things proactive!
other retail stores qualifies. And are going well, but how he/she
yes, we built the store and it did recovers after a fumble. 12) You have to keep moving
over $5 million last year! towards where you want to be no matter
8) You have to try and fail and try what’s in front of you.
2) You have to give more than you get again.
in return right away. a. You have to do the hard things, the
a. Well I could provide you hundreds things no one else is doing, the
a. That’s just a given to anyone who of examples here, but you deal with things that make you doubt yourself.
has a job and cares. it and try again. You can’t be If you do those tasks, you have then
successful if you don’t try in the first defined yourself as successful.
3) You have to fight when you are place.
already injured, bloody and sore. The only aspect of this article that I dis-
9) You have to be kind to people who agree with is that I believe in a business
a. No comment! LOL have been cruel to you. no single individual is a success. It takes
a team, surrounding yourself with others
4) You have to feel unsure and insecure a. We are all running municipal that are willing to aspire and challenge
when playing it safe seems smarter. liquor operations and there are themselves in the same manner you are is
people out there that condemn what will make the team a success.
a. Refer back to comment under government for being in the business,
number one! The best operations and there are the people who believe The simple truth is that in business, most
are those that are willing to they can run a liquor store better of the individuals that you may consider
commit, the ones that go outside than you because they worked as a a “success” are truly ordinary people who
the box to try new programs and stocker at the hardware store when are willing to do the hard things in life,
marketing schemes. they were 16. Respect them! and have surrounded themselves with
others who are willing to do the same.
5) You have to lead when no one else is You can’t change a person’s
following you yet. philosophy and everyone has a right Do the hard things. You might be
to their opinion.The operations surprised at how amazing you really are.
a. We’ve all been there! We work in success and the knowledge of a job
an environment where our jobs well done is your revenge!
MUniciPaL LiQUor sTore 4
Embrace the myth
In 1731, in accordance with
the Regulations relating
to His Majesty’s Service at
Sea, British sailors were
given a daily ration of rum.
Coincidentally, mermaid
sightings in the Caribbean rose
significantly around this time.
Sailors believed mermaids
rescued shipwrecked sailors
and brought them to Sugar
Island. Many great ships have
been lost at sea forever,
chasing mermaids and looking
for the mythical island...
SugarIslandRum.com
Enjoy Responsibly. ©2013 Sugar Island Rum Co., St. Helena, CACreating a Marketing &
Promotional Plan
By: Kristen Santoro, nightclub.com With this guide and calendar in hand, Go Back
along with continuous updates on
Creating a marketing and promotional Nightclub.com, you’ll be armed with Did you create a marketing and
plan allows you to put into action the ideas to attract crowds every day of the promotions plan last year? If so, take
vision that you have created for your li- year! The more you plan, the easier and the time to look back and objectively
quor store, bar, nightclub or restaurant. more successful your promotions will review the promotions that you executed.
It aims to give you a practical plan that become. Analyze why successful promotions
is easy to implement over the course of drove traffic to your business. Also
the year. This plan will provide focus Here we have provided some key evaluate what didn’t work so that you
and direction while also encouraging elements for creating your marketing don’t make those same mistakes again.
you to monitor your results in order to and promotions plan to help you get Sometimes a great idea fails because
improve. started. it was executed at the wrong time or
promoted to the wrong audience.
In order to keep that register ringing, objective
now is the perfect time to compile and Target audience
start implementing this crucial plan that What is the purpose of creating this
will aid in the success of your business. marketing plan? Do you want to Research shows that a carefully
And not to fret, we’ve assembled our increase new customer traffic? Provide executed promotion plan directed at
2014 Promotional Planning Guide, incentive programs for loyal customer? the appropriate audience significantly
including a calendar of events and Build brand awareness through social increases the effectiveness of the
holidays and some expert advice on media channels? Or, all of the above? It promotion. Identify the exact types of
getting started. is best to clarify the main focus of the customers you want to frequent your
plan upfront. establishment over the next year. It
is impossible to market to everyone
therefore this helps you to concentrate
on specific groups that fit your theme
Total Register Systems and brand.
4215 Louisiana Avenue New Hope, MN 55428
Budget
(763) 537-1906 • www.trs-pos.com Budgeting is a key element in planning
your marketing and promotions plan.
Point-of Sale & Inventory Solutions Make sure that you know how much
for the On-Sale / Off-Sale money you can allocate to your
Municipal Beverage Industry promotional strategies each month.
This will determine how many
Systems Include promotions you can realistically
implement based on the allocated
• ID Verfification portion of revenues that you put
• Credit Card Interfacing towards the plan. Promotional spend
varies from venue to venue; therefore,
• Sign Painting you need to determine what works best
• Gift Cards for your budget. If you’re a new venue
• Wireless Scanning budget more than you think you need.
• Touch Screen strategy
• Report Wizard
• Video Camera Interfacing Based on the previous steps and the
information that you have gathered it’s
Total Register Systems has 20 years of Experience in Retail Partnerships now time to define the key elements of
MUniciPaL LiQUor sTore 7the marketing and promotions plan and to paychecks to make sure everyone promotional plans are cohesive and
the lead time needed in order to execute is aware of the event as well as when well-planned.
successfully. Without deadlines little and how it works for staff and guests.
will get done. Lay out the opportunities
that you would like to take advantage Make sure to check in with the ap-
of and what/when tasks need to be
completed.
pointed staff member in order to keep
them on track and provide them with Attitudes
the proper support to ensure success.
Tactics
Tactics include defining exactly what
evaluate are
you are actually going to do for each Evaluation of the marketing and
promotion. Create a central theme
and develop a message to support that
promotions plan should take place on
an overall level at the end of the year
often used
theme. Get creative and fine tune the and an individual promotions level.
preliminary details of the promotions
prior to implementation. Most people
Did the promotions work? If so, great!
But, what elements contributed to the after the fact
start at this step and then wonder why success of these promotions that can
their promotions didn’t work. be applied to the others? What if your
execute
master plan didn’t work? What can you
learn from the promotion and make
to make sense
sure not to repeat.
A great promotion means nothing if
you can’t execute, so make sure your success of these promotions that can
out of an
staff is fully prepared and don’t spare be applied to the others? What if your
any details. Designate someone from
your staff to drive the promotion. Then
master plan didn’t work? What can you
learn from the promotion and make action that
provide them with a Promotional sure not to repeat.
Execution Guide.
Include the following:
do not has already
Do not fall prey to the latest trends or
• What — A summary of the
promotion and goal(s).
fads. Not all of them will compliment
your brand or relate to your target
occurred
audience. The most effective
• When — Pertinent “headline” dates
(start, end, contest dates, finals, etc.).
• Who — Who is doing what and by
what date? Sponsorships, POS
materials, drink development,
running the contest (if there is one)/
contest rules, media, staff, food, etc.
One Call.
If it has anything to do with beverages, ice
or refrigeration, call the Shamrock Group.
• FaQ — Think of all of the things
a customer or server may ask With our expert attention to detail, starting
and make sure you have an answer. with us will set you up for business success.
Can someone reserve a table? If so, n Over 100 beverages
who and how? Who handles n
reservations, and is there a special
Shamrock Beer Systems
n Walk-in Freezers/Coolers
reservation list? Is there an n
employee incentive? How does it Shamrock Water Filtration
n Bulk CO2, other gasses
work? What are the prizes? Are
there food specials? What are they? n Service, Repair, installation
n Ice machine rentals
A FAQ list can be hung on the n
“Perfect” Ace Ice
employee bulletin board or attached
MUniciPaL LiQUor sTore 8Dedicated to Sales and Service
Southern Wine & Spirits of America, Inc. is the
Nation’s largest wine & spirits distributor with
current operations in 35 states. On a national
Scale, Southern Wine & Spirits of America
employs more than 11,000 team members along
with 224 Minnesota based team members.
We are an Equal Opportunity Employer.Sauk Rapids Liquor Has Turnaround Year
By Kari Petrie, St. Cloud Times percent drop in net profits, according to Statewide, municipal liquor stores saw
reports from the State Auditor’s Office. a 33.7 percent increase in net profits
After several years of declining profits, from 2008 to 2012, according to the
the Sauk Rapids municipal liquor store In 2008, the store made $124,000. auditor’s 2012 report.
had a turnaround year in 2013.
Boulton attributes the turnaround to Off-sale stores, like Sauk Rapids, saw
The liquor store more than doubled its more advertising, using social media a 27.6 percent increase during that time
profits in 2013 compared with 2012. and better ordering. period.
In 2012, the store made a net profit of
$62,400, and in 2013, it made about He said they work to have comparable In 2012, municipal off-sale liquor
$140,000. prices with the other liquor stores in stores in outstate Minnesota saw an
the area. Boulton started managing the average net profit of $176,000, accord-
Liquor store manager Tom Boulton store in September 2012. ing to the report, which was released
gave the Sauk Rapids City Council an last month.
update on Monday about the store’s The store has started a wine club that
operations. had about 30 participants at an event In 2012, Sauk Rapids paid about
last week. $422,000 in operating expenses at the
He said 2013 was the best year the liquor store, according to the auditor’s
store has had since 2004. All the tickets for the April event are report.
already reserved, but Boulton hopes to
In recent years, the Sauk Rapids liquor add seats.
store has seen a drop in its net profits.
Boulton said the store has also Voids & Returns
From 2008 to 2012, the store had a 50 increased its options in craft beer, By Minnesota State Auditor
which has grown in popularity.
avoiding Pitfalls: cash register
Bad Reasons for Not Checking ID Theft schemes: Voids and returns
A Metro Minnesota police department clerk sold booze to a minor without ask- For public entities using cash reg-
recently ran stings at businesses that ing for ID but explained that “it was the isters, it is important to recognize
hold liquor licenses to make sure they end of his shift and there was a line, so that voids and returns can be used to
aren’t selling alcohol to minors. he was trying to move quickly. cover up cash register theft schemes.
To reduce the risk of becoming a
According to the local newspaper, 10 At another location, a 63-year-old target of such a scheme, remember
out of 56 establishments failed the com- employee said he simply “totally forgot” to segregate duties: the person ring-
pliance check. And asked why they sold to ask for ID after he was caught selling ing up the sale should not be able to
booze to underaged folks, three of the to a minor red-handed. approve voids or returns.
busted employees, in particular, offered
One very simple internal control is
up humorous excuses. At least those guys had excuses. How-
the use of void and return forms at
ever at an asian diner, a 22-year-old
each register. A form should identify
In one instance, the clerk said he was manager checked a minor’s ID, but then
the amount of the void or return,
so blinded by a 19-year-old customer’s proceeded to sell them booze anyway.
the employee working the cash
beauty that he decided to press his Perhaps she didn’t realize employees
regiter, and the customer involved
store’s magic button. don’t get any points merely for making
in the return. A form should require
an effort.
a manager’s approval of the void or
The 62 clerk, never asked for an ID.
return. If the manager is the person
He stated the 19-year-old customer While their excuses may have been
initiating the void or handling the
was very pretty. He further stated she amusing, the penalties the aforemen-
return, a second person’s approval
appeared to be over 30 and there was a tioned employees face are not. All who
should be required. Once the void
button he could press at the register that failed the compliance checks have
or return is approved, the form
allowed him to bypass the date-of-birth been charged with gross misdemeanors
would be placed in the cash register
entry. and face maximum penalties of a year
drawer and maintained with the cash
behind bars and/or a $3,000 fine.
register tapes
At another establishment a 68-year-old
MUniciPaL LiQUor sTore 10Fun Alcohol Quiz
By Betty Stein for The News-Sentinel 11. A Belorussian who is Caucasian 19. It was a wildly popular song back
shares this name with an alcoholic in the big band days, and then Spike
My daughter and I were talking about beverage. What’s the name? Jones took hold of it with a hilarious
— what else — the weather, and she version.
mentioned a tropical paradise. She went 12. It’s also a girl’s name, but she
from there to Hawaii and came up with doesn’t have salt around her edges. 20. A lovely Viennese waltz is “Wine,
the idea for this column: How about What’s the drink? Women and Song.” Name the composer.
alcoholic beverages? They keep people
warm, don’t they? 13. What is Martini & Rossi? There you have it. A bonus? You want
a bonus? OK: Who starred in “Cock-
So that’s what this is about. Every 14. Why is the real Champagne always tail,” a film about a charming, flashy
question has a connection with an alco- capitalized? bartender?
holic drink or alcohol.
15. Why has news person Elizabeth Answers: 1. Ogden Nash; 2. J.D. Salin-
1. Who wrote the immortal words Vargas been in the news very recently? ger; 3. Mint julep; 4. A wine steward;
“Candy is dandy, but liquor is someone really knowledgeable about
quicker”? 16. It’s a drink often associated with wines; 5. Scotch tape; 6. Flute; 7.
brunch. It consists of orange juice and Clydesdale; 8. Robert Burns; 9. “Days
2. The novel “Catcher in the Rye” is Champagne and is also the name of a of Wine and Roses”; 10. Screwdriver.
back in the news. Who wrote that gem? tree with colorful flowers. Its name, 11. White Russian; 12. La Margarita;
please. 13. an Italian alcoholic beverage
3. What is the drink we associate with company specializing in vermouth and
the Kentucky Derby? (No, not Four 17. It’s a lovely song from Cole wine; 14. Champagne is a region of
Roses!) Porter’s “Anything Goes,” which fits France; 15. She announced she had
into this quiz. You’ll get a kick out of become addicted to alcohol and is
4. What is a sommelier? being right. now a member of Alcoholics Anony-
mous; 16. Mimosa; 17. “I Get No Kick
5. You use it to securely wrap a gift, 18. It is a city in Israel, principal city from Champagne”; 18. Beersheba;
it’s manufactured by 3M and it’s a of the Negev, and goes back to ancient 19. “Cocktails for Two”; 20. Johann
transparent adhesive tape. What is it? times. It lends part of its name to this Strauss Jr.
quiz.
6. What do we call the tall, slender Bonus: Tom Cruise
glass usually reserved for Champagne?
(OK, so it’s also a musical instrument.)
7. It’s a breed of a large, heavy draft Managers Men tend to use
horse with heavily feathered legs and
is associated with a popular American are often
beer. Its name? talk to emphasize
uncomfortable
8. Which Scottish poet wrote “Comin’
Thro’ the Rye”? discussing status, while
9. It was successful first on television’s performance women generally
“Playhouse 90” and then hugely
successful as a movie starring Jack weaknesses
Lemon back in 1962. The title song
directly with
use it to create
was great, too. What is the title?
10. Its name also is used for a very employees connection
helpful household tool. Name the drink.
MUniciPaL LiQUor sTore 13Things They Didn’t Tell You About
Retail
By Bob Phibbs, Retail Doctor • 99% of the time, that 800 number on or employee.
your caller ID is probably a merchant-
• As soon as you figure out what your services telemarketer trying to get you • 20% of your customers are respon-
customer wants, they will want some- to switch to them. sible for 80% of your sales.
thing totally different.
• Sometimes a Tuesday might be your *• You can always be told “no” and say
• What customers say with their mouths best day of the week; other times it will “no.”
is interesting, but what they say with be a Saturday. In retail, there is often no
their wallets is how they really feel. consistency. • Organization is a skill worth working
on; it’s what can make or break you.
• You will always remember the cus- • There will always be customers who
tomer who managed to get under your won’t respect your store, products, or • You need to listen for what custom-
skin and got you to lose your cool... employees. ers actually spend their money on, not
even if you were right. what they say they want.
• Without a sense of humor, you will
• Every big event coincides with a never survive. OK, you may survive, • You’ll discover an employee you
terrible storm. but you will be miserable. loved during the interview is unable to
do the job.
• Customers will have suggestions for • The customer is not always right.
every part of your business - what you • The best parenting advice in the world
carry, what events you should hold, etc. • There are many businesses out there doesn’t mean a thing if you don’t know
But what they buy, attend, and other- whose only business is to rip-off and what YOUR baby needs. Retail is no
wise support, is another matter entirely. scam other small businesses. different. Know your baby.
• You will work weekends, nights and • Sales reps lie...even the good ones. • Consistently great customer service
holidays; if you don’t like it, don’t go will make your business thrive, but one
into retail. • If you let your vendor substitute one bad customer’s experience, in the face
item for another one time, the next time of social media, can close your doors!
• Just because someone asks for a they will simply send you whatever
discount, doesn’t mean they won’t buy they feel like sending you, to the point • Even with all of the maddening things
if you don’t give them one. that you won’t even recognize it as that come along with being a retailer,
your order. the things you will learn about yourself,
• Customers never read the small print your customers, and your community
on coupons. • You’ll have to fire the friend you were will make your life more rewarding.
sure would be a great business partner
Edina Liquor Has New Tagline
Edina Liquor has created a new tag line - “Where profits get
poured back into the community” - which is
proudly displayed in their
advertisements and other materials.
More of their new branding can be found on
the liquor store website.
www.edinaliquor.com
MUniciPaL LiQUor sTore 14Regardless where you are,
we've got you covered.
Rely on the MIIMA members for 'bottled water' quality ice,
first-rate service and fast, dependable delivery.
Minnesota Independent Ice Manufacturers Association
MIIMA Members:
Ace Ice Company
2900 Fifth Avenue South
Minneapolis, MN 55408
612.824.9600
800.862.9273
Contact: Matt King
Carlson’s Lakeshore
Ice Company
602 Ogden Avenue
Superior, WI 54880
888.943.2665
Contact: Chuck Wessberg
MID-CENTRAL ICE LLC
Duluth/Superior Crystal Springs
Perham Ice Company
25503 Russell Road
Pine City, MN 55063
866.629.6267
Contact: Tom Valvoda
Pine City
Mid Central Ice
Belgrade 39072 County Hwy. 49
Perham, MN 56573
218.346.4423
877.346.4423
Minneapolis Contact: Dave Chase
Precise Ice Company
608 Parkway Drive
Belgrade, MN 56312
Waterville 320.254.8018
320.293.0010 (cell)
Contact: Mike Buckentine
Waterville Ice Company
14853 E. Benton, Suite 1
Waterville, MN 56096
507.362.8177
Minnesota ice for 888.362.8177
Contact: Bernie Akemann
Minnesota businesses.Beware of Unseen Consequences
Recently, the Rochester Post Bulletin Current legislative action regarding
printed an editorial endorsing Sunday liquor sales on Sunday, would not come & strong beer sales in grocery and
Sales of alcohol. without a cost. I do not believe the cost convenience stores.
is worth the added convenience.
The thought, “beware of the unseen In a state where elected officials tout
consequences” entered my mind. Opposition to Sunday sales is a matter their allegiance to ‘Mom & Pop’ busi-
of economics for store owners and nesses this legislation could prove
Sunday sales could affect so many managers. detrimental.
people in so many ways. From the
obvious, of a family owned store It will spread six days sales, over seven “Why in our right mind as Minneso-
being forced out of business to the days, with additional labor and utility tans would we perpetuate policy that
incremental of losing the sponsor for costs. exports our commerce to neighboring
an adult softball team. states?” Drazkowski asked.
The result would ultimately drive profits
Some argue the law is antiquated, but down or prices to the consumer, up. Perhaps the answer to this question is
the economics of Sunday sales are very not the days that Minnesota stores are
present day. The proponents who glibly offer, that a open, but rather the fact that the sales
liquor store does not have to open on tax on beer and alcohol in Wisconsin
I would encourage you to contact Sunday, or could be closed another is 5.5 percent while in Minnesota it is
your representative and make yourself day of the week, do not understand 9.37 per cent.
heard! competitive industry.
Catherine Pletta
My letter of response to the Post Sunday sales, could lead to the elimina-
Bulletin, which was limited to 200 tion of 3.2 beer and thus, result in wine
words:
A little boy was in a Fergus Falls Journal Editorial
relative’s wedding. Make no mistake, it would be beneficial to consumers if the Legislature
As he was coming down passed a bill to allow liquor stores to sell alcohol on Sunday.
the aisle he would face However, the hardship it would put on liquor stores, including municipal
the crowd, put his hands liquor stores in Fergus Falls and the surrounding area, seem to outweigh the
up like claws convenience to consumers.
and roar loudly.
Since the days of prohibition, the laws preventing the sale of alcohol at liquor
stores on Sundays was to maintain control over the sale of a product that
So it went, step, step, clearly can be harmful if abused.
ROAR, step, step,
That said, the fact is that Minnesotans are used to the law, and have planned
ROAR all the way
their shopping patterns around it.
down the aisle.
Changing it would mean liquor stores, both private and municipal, would
When asked what he spend more money on staffing, utilities and other expenses, and would not
likely see an increase in revenue, since sales would be spread out over seven
was doing, the child days instead of six.
said, “I’m the Ring
Other than convenience, there does not seem to be a dire need to change the
Bear!” law. Let’s just leave it as it is.
MUniciPaL LiQUor sTore 16Ways to Analyze Your Operation
The first part of the New Year always • I run productivity reports to see if look back further than 2 years, so why
seems to go by really fast for me, as I’m utilizing my staff in the proper keep data I never look at.
this is the time to analyze our business way and making sure I have the best
in 2013 and look ahead to 2014. coverage during peak times. • If you run the ARS POS system,
you can also call TRS and have them
I also make sure this time of year I These are some of the things I do to help you. If you have their new
clean up my computer to make it run help me run our stores to be the most maintenance contract they can remote
more efficiently. profitable they can be. into your system and show you how to
clean up the data base.
Here are some of the things that help If you need any help in setting up or
me analyze my operation: running these reports, feel free to con- • Something to consider... If you
tact me or another board member and are replacing computers in your store
• I run sales analysis reports to show we’ll be happy to help. this year, keep one of the ones your
me my top sellers in sales and profit. replacing to use as a backup. If a
I do these reports as overall items and I also know that for my POS system to computer crashes, you will be able to
by department such as liquor, beer run the best, I need to do some cleaning use one that you replaced in a pinch. It
and wine. These reports let me know up of files and data and this time of the may run slow, but it beats not having
what items made me the most money year is the best time. a replacement and being without for a
and helps me set my displays for the few days.
first part of the year. I can also • Delete inactive items. You can
work with my vendors in hopefully run a delete inactive item report and I hope I have given you some ideas
getting better deals when they see eliminate hundreds of items that are for things to do to help you succeed in
how their product performs. just taking up data space. Do not just 2014.
delete items - you need to run the
• I also run 12 month sales reports to report. I purge all the records I can to Good luck and I wish all of you a very
see what trends are happening at clean up valuable data space. I can help prosperous 2014.
different times of the year. walk you through this if you would
like. Remember our board is here to help,
• I run “last received” and “last sold” but you need to take that first step.
reports to help me get rid of slow • When purging the “trans log” file,
items so I can make room for new I only keep 2 years. The same for the Steve Grausam
products that hopefully will sell sales history file. I have found I do not Edina Liquor
better.
Always take
Save the Date
personal
2014 MMBA Annual
responsibility.
Conference This is what
May 17, 2014 will set you
Arrowwood Resort apart.
MUniciPaL LiQUor sTore 17MMBA Commercial Members Are Available to You! Contact Them!
Platinum Member Diageo Spirits and Wine
Contact: Chris Gotziaman
Wells Fargo Insurance Services
Contact: Tony Baldwin
E-3 Lighting, LLC
Contact: Bob Thompson
Cell: (612) 353-7918 Address: 4300 MarketPointe Drive, Suite 600 Address: 107775 Crow Hassan Park Road
Anheuser-Busch, Inc. Fax: (612) 824-4670 Bloomington MN 55435 Hanover, MN 55341
Contact: Marques Simmons E-mail: chris.gotziaman@diageo.com Phone: (952) 830-7353 Phone: (763) 498-9148
Address: 10252 Grand Isle Place Web: www.diageo.com Fax: (952) 830-3048 Fax: (763) 498-7613
Woodbury MN 55129 E-mail: tony_baldwin@wellsfargo.com E-mail: bob@e3lightingllc.com
Cell: (443) 797-5868 E&J Gallo Winery Web: www.e3lightingllc.com
E-mail: marques.simmons Contact: Brandon Colpitts Wirtz Beverage Group
@anheuserbusch.com Phone: (612) 840-4272 Contact: Brad Redenius Forestedge Winery
Web: www.budweiser.com Address: 626 19th Ave NE Address: 489 N. Prior Avenue Contact: Paul Shuster
Minneapolis, MN 55418 St. Paul, MN 55104 Address: 35295 State 64
Beam Global Spirits & Wine Email: Brandon.Colpitts@ejgallo.com Phone: (651) 646-7821 Laporte MN 56461
Contact: Justin Ashton E-mail: Brad.Redenius@wirtzbev.com Phone: (218) 224-3535
Address: 3601 W. 76th Street Suite 20 Fax: (651) 646-1497 Fax: (218) 224-3502
Edina, MN 55435 J.J. Taylor Distributing Web: www.wirtzbeveragegroup.com/ E-mail: shusters@paulbunyan.net
Phone: (952) .830.1131 Company of Minnesota, Inc. minnesota.asp Web: www.forestedgewinery.com
Fax: (952) 830-0123 Contact: Mike Bamonti
Cell: (612) 961-147 Address: 701 Industrial Blvd. NE Hagen Beverage Distributing
E-mail:
Web:
justin.ashton@beamglobal.com
www.beamglobal.com Phone:
Minneapolis, MN 55413
(651)482-1133 Silver Member Contact:
Address:
Mark Hagen
PO Box 156
Fax: (651) 482-9810 Worthington, MN 56187
Oven Baked Eats E-mail: mike_bamonti@jjtaylor.com Crystal Springs Ice
Contact: Nic Boyer Web: www.jjtaylorco.com Contact: Tom Valvoda Phone: (507) 376-5903
Address: 16101 W 78th Street Address: 25503 Russell Road Fax: (507) 376-5951
Eden Prairie, MN 55344 Johnson Brothers Liquor Company Ine City, MN 55063 E-mail: hagenm@frontiernet.net
Phone: 1-866-787-8862 Contact: Michael Johnson Phone: (866) 629-6267
E-mail: nboyer@deliexpress.com Address: 1999 Shepard Rd E-mail: crystalsprings@live.com Locher Brothers, Inc.
Web: deliexpress.com St. Paul, MN 55116 Contact: Tim “Jonesy” Hukriede
Phone: (651) 649-5800 / (800) 723-2424 Address: 18098 – 365th Avenue
MillerCoors Brewing Company
Contact: Jon Chance
Fax:
E-mail:
Web:
(651) 649-5894
mjohnson@johnsonbrothers.com
www.johnsonbrothers.com
Bronze Member Phone:
P.O. Box 35
Green Isle, MN 55338
(507) 326-5471
Address: 248 Cygnet Pl
Orono MN 55356 Bellboy Corporation Fax: (507) 326-5487
Phone: 612-718-6862 Life Media, Inc. Contact: Dave Gewolb E-mail: jonesy@locherbros.com
Fax: (952) 285-6862 Contact: Mike Juszczak Address: 2200 Florida Avenue South
E-mail: jon.chance@millercoors.com
Address: 2928 Dean Parkway, Suite 51 Minneapolis, MN 55426 Madison Bottling Co.
Minneapolis, MN 55416 Phone: (952) 544-8178 Contact: Dave Bergerson
Web: www.millercoors.com Phone: (612) 920-5433 Address: RR2 Hwy 40 East
Toll Free: (800) 819-2355
Fax: (952) 881-7797 Madison, Minn. 56256
Minnesota Independant Ice E-mail: mike@lifemediainc.com Bernick’s Phone: (320) 598-7573
Web: www.lifemediainc.com Fax: (320) 598-3738
Manufacturers Association Contact: Gary Barby
E-mail: dbergerson@madisonbottling.com
Contact: Steve Kelly Address: PO Box 7008
Address: 2900 5th Ave. So.
Majestic Fine Wines St. Cloud, MN 56302 Web: www.madisonbottling.com
Contact: Allison Quam Phone: (320) 252-6441
Minneapolis, MN 55408
Phone: (612) 824-9600
Address: 4026 Vincent Ave N, Fax: (320) 656-2121 Minnesota State Lottery
Minneapolis, MN 55412 E-mail: gbarby@bernicks.com Contact: Amy Jaeger
Fax: (612) 824-1974 Cell: 612.619.1848
E-mail: steven@shamrockgroup.net Web: www.bernicks.com Address: 2645 Long Lake Road
E-mail: allison.quam@majesticfinewines.com Roseville, MN 55113
Web: www.aceice.com Web: www.majesticfinewines.com
Dahlheimer Beverage Phone:
Fax:
(651) 635-8233
(651) 297-7497
National Alcohol Beverage Mike’s Hard Lemonade Contact:
Address:
Nick Dahlheimer
3360 Chelsea Road West E-mail: amyj@mnlottery.com
Control Association Contact:
Phone:
Noah Mason
(952) 898-5576 PO Box 336 Web: www.mnlottery.com
Contact: Jim Sgueo Monticello, MN 55362
Address: 4401 Ford Avenue #700 çell:
Fax:
(612) 850-4988
(952) 898-4083 Phone: (763) 295-3347 Quality Refrigeration
Alexandria, VA 22302-1473 Fax: (763) 295-4947 Contact: Ken Fricke
Phone: 703-578-4200 E-mail: nmason@mikeshardlemonade.com Address: 6237 Penn Avenue South
Web: www.mikeshard.com E-mail: nick@dahlh.com
Fax: 703-820-3551 Richfield, MN 55423
E-mail: jim.sgueo@nabca.org Phone: (612) 247-5802
Web: www.nabca.org Palm Bay International Dakota Worldwide Fax: (612) 861-7366
Contact: Dominic M. Giuliani Contact: Len Sage
Address: 8200 So. Humbolt Ave.,Suite 302 E-mail: ken@qualityrefrig.com
Ste. Michelle Wine Estates Address: (612) 850-4988 Web: www.qualityrefrig.com
Phone: 763-607-2556 Minneapolis, MN 55431
Contact: Randy Dobratz Phone: (952) 835-4505
Address: 16540 Hyland Court E-mail:
Web:
dgiuliani@palmbay.com
www.palmbay.com Fax: (952) 835-4461 Reco Store Equipment
Lakeville, MN 55044 E-mail: l.sage@dakotaww.com Contact: Peter Gelhar
Phone: (952) 250-9837 Address: 1617 5th Street S.
Fax: (952) 891-1560 Paustis Wine Company Web: www.dakotaww.com
Hopkins MN 55009
E-mail: randy.dobratz@smwe.com Contact: Cody Olson Phone: (952) 935-4330 Ext. 21
Web: www.smwe.com Address: 17300 Medina Rd. Suite 100 Summit Brewing Fax: (935) 935-6875
Plymouth, MN 55447 Contact: Mark Stutrud E-mail: peterg@recoverysys.com
Phone: 763-550-9545 Address: 910 Montreal Circle
Trinchero Family Estates E-mail: colson@paustiswine.com St. Paul MN 55102
Web: www.recostoreequipment.com
Contact: Terri Uitermarkt www.recoverysy.com
Phone: (651) 265-7800
Minnesota District Manager
Address: 17800 Firebird Court Pernod Ricard USA Fax: (651) 265-7801
Ringdahl Architects
Contact: Will Arend E-mail: mstrudrud@summitbrewing.com
Farmington, MN 55024 Contact: Richard Hardine
Phone: (952) 432-2661 Address: 16280 Grinnell Avenue Address: 510 - 22nd Avenue East # 102
Fax: (952) 432-2661 Lakeville MN 55044 The Wine Company Alexandria, MN 56308
Cell: (612) 281-4271 Phone: (612) 802-6774 Contact: Chris McDonnell Phone: (320) 766-1797
E-mail: tuitermarkt@tfewines.com E-mail: will.arend@pernod-ricard-usa.com Address: 425 Minnehaha Avenue West Web: www.ringdahlarchitects.com
Web: www.tfewines.com Web: www.pernod-ricard-usa.com St. Paul, MN 55103
Phone: (651) 487-1212
E-mail: chris@thewinecompany.net Stantec
Retail Information Technology Contact: Paul Bilotta
Gold Member
Web: www.thewinecompany.net
Address: 2335 Highway 36 West
Enterprises St. Paul, MN 55113
Contact: Rick Feuling
Supporting Member
Phone: (651) 967-4572
Address: 1001 2nd Street South, Suite 100
Arctic Glacier Ice Sartell MN 56377
Fax:
E-mail:
(651) 636-1311
paul.bilotta@stantec.com
Contact: Jon Stelley Phone: (320) 230-2282
Address: 1654 Marthaler Lane Web: www.stantec.com
W. St. Paul, MN 55118
Cell: (320) 761-6423 2 Gingers Whiskey
Fax: (320) 230-1796 Contact: Liam Scott
Phone: (651) 455-0410 ext. 213 - office E-mail: rick@rite.us Address: 23 SE 4th Street #217
Sunny Hill Distributing
Fax: (651) 455-7799 Web: www.rite.us Contact: Mike Baron
Minneapolis, MN 55414 Address: East Highway 169
Mobile: (507) 421-4893 Phone: (612) 545-5555
E-mail: jstelley@arcticglacierinc.com P.O. Box 333
Web: www.arcticglacierinc.com
Southern Wine and Spirits Fax: (612) 353-6014 Hibbing, MN 55746
Contact: Chris Morton E-mail: liam@2gingerswhiskey.com Phone: (218) 263-6886
Address: 701 Industrial Blvd. NE, Suite B Web: www.2gingerswhiskey.com
Pabst Brewing Company Minneapolis, MN 55413
Fax: (218) 263-6111
Contact: Jeff Van Schoick, Phone: (612) 217-5197 American Income Life
Address: 5552 Queen Ave Fax: (612) 217-5196 Contact: Laura Wilson Thorpe Distributing Company
Minneapolis, MN 55410 E-mail: cmorton@southernwine.com Address: 411 Main Street, Suite 303 Contact: Jack Stevenson
Phone: (612) 760-2313 St. Paul, MN 55102 Address: P.O. Box 120
E-mail: jvanschoick@pabst.com Rogers, MN 55374
Web: www.pabst.com Stan Morgan & Associates Phone: (952) 994-7717
Phone: 763-463-2000
Contact: Skip Troyak Fax: (651) 222-3296
E-mail: lmwilson@ailife.com Fax: 763-463-2001
Address: P.O. Box 149 E-mail: jackstevenson@thorpedistributing.com
Web: www.ailife.com
Silver Plus
Excelsior, MN. 55331 Web: www.thorpedistributing.com
Phone: (952) 474-5451
Cell: (612) 860-6612 C & L Distributing
Toll Free 1-800-826-1982 Contact: Joe Dick Tushie Montgomery Architects
Bacardi USA Fax 952-474-8253 Address: 1020 Industrial Drive So. Contact: Gary Tushie
Contact: Jeff Lange E-mail: sales@stanmorganassoc.com Sauk Rapids, MN 56379 Address: 7645 Lyndale Ave. So., Suite 100
Address: 6531 106th Ave North Web: www.stanmorganassoc.com Phone: (320) 251-7375 Minneapolis, MN 55423
Brooklyn Park, MN 55445 Fax: (320) 259-7981 Phone: (612) 861-9636
Phone: (763) 428-1048 Cell: (612) 861-9632
Fax: (763) 428-1048 Total Register Systems E-mail: JDick@CandLDistributing.com
E-mail: garyt@tmiarchitects.com
Cell: (763) 234-8181 Contact: Brian Anderson Web: www.tmiarchitects.com
E-mail: jlange@bacardi.com Address: 4215 Louisiana Avenue Cannon River Winery
New Hope, MN 55428 Contact: John Maloney
Web: www.bacardi.com
Phone: (763) 537-1906 Address: 421 Mill Street West Z Wines USA
Cannon Falls, MN 55009 Contact: Roy Goslin
Fax: (763) 537-1504
Cold Spring Brewing E-mail: banderson@trs-pos.com Phone: (507) 263-7400 Address: 17620 35th Avenue North
Contact: Mike Feldhege Fax: (507) 263-8400 Plymouth, MN 55447
Web: www.trs-pos.com
Address: 219 Red River Ave N E-mail: john@cannonriverwinery.com Phone: (763) 745-0620
Cold Spring MN 56320 E-mail: roy@zwinesusa.com
Phone: (320) 266-5714 U.S. Bank Government Banking Web: www.cannonriverwinery.com
Web: www.zwinesusa.com
Contact: Jennifer Vucinovich
E-mail: mfeldhege@coldspringbrewingco.com
Address: 101 East Fifth Street Carlos Creek Winery Zabinski Business Services, Inc.
St. Paul, MN 55101 Contact: Tamara Bredeson
Dailey Data & Associates Phone: (651) 466-8750 Address: 6693 County Road 34 NW Contact: Paul D. Zabinski
Contact: Mary Dailey Alexandria,, MN 56308 Address: P.O. Box 15
Fax: (651) 466-8910 Annadale, MN 55302
Address: 701 Decatur Ave. N E-mail: jennifer.vucinovich@usbank.com Phone: (320) 846-5443
Golden Valley, MN 55427 Fax: (320) 846-7191 Phone: (320) 286-1494
Web: www.usbank.com E-mail: zbsonsite@yahoo.com
Mobile: (612) 275-9900 E-mail: tami@carloscreek winery.com
Fax: (763) 253-0481 Web: www.carloscreekwinery.com Web: www..zbsonline.biz
Web: http://daileydata.com/ Vinocopia
Contact: Marion Dauner
Address: 6636 Cedar Avenue South #300 CNH Architects
Minneapolis, MN 55423 Contact: Wayne Hilbert
Diageo Phone: (612) 455-4000 Address: 7300 West 147th Street #504
Diageo Guinness USA Fax: (612) 455-4001 Apple Valley, MN 55124
Contact: Matt Larson Cell: (612) 532-0406 Phone: (952) 431-4433
Address: 3653 Lincoln St NE E-mail: marion@vinocopia.com E-mail: whilbert@cnharch.com
Minneapolis, MN 55418 Web: www.vinocopia.com Web: www.cnharch.com
Office: (612)760-5289
Fax: (952) 435-7216
E-mail: matt.larson@diageo.com
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