PLCB toasts success of its innovations

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January 7, 2006

By FRANK SOJAK The Tribune-Democrat Sat Jan 07, 2006, 11:22 PM EST

Gary Chamberlain considers himself a wine connoisseur.

As manager of the Wine and Spirits Shoppe at 501 Chestnut St. in East Conemaugh Borough, Chamberlain has the opportunity to share his knowledge of wines with customers.

And in a small way, he helped state liquor stores across Pennsylvania set a sales record in December.

If customers ask for a good, red, table wine, Chamberlain shows them the store’s vast selection and explains the differences that set each brand apart.

All employees of the Wine and Spirits Shoppes across the state have completed wine-tasting courses and are sharing that knowledge with customers, he said.

Efforts of employees at the liquor stores statewide and innovative ideas launched by the Pennsylvania Liquor Control Board are paying dividends.

The agency announced Thursday that sales from Dec. 20-31 increased 7.6 percent to more than $111 million, or $7.8 million more than during the same time last year, despite one fewer shopping day.

In addition, the PLCB broke a sales record during that time.

“We sold $18.9 million worth of wine, spirits and other products on Dec. 23 and set a record for the highest one-day sales volume in the PLCB’s history,” said agency Chairman Jonathan Newman.

“While the holiday season is our busiest time, sales continue to be strong year-round. To date, total sales are 7.3 percent ahead of last year, putting us on track for a third consecutive year of 7 percent growth,” Newman said. “The PLCB has not seen this type of consistent growth since the end of World War II.”

So far this fiscal year, retail sales are 8.6 percent ahead of last year and retail wine sales ar10.2 percent higher.

Newman attributed the strong overall growth to the positive impact of the enhanced employee training that Chamberlain spoke about; recent marketing initiatives such as increasing the number of Premium Collection Stores, outlet stores and One Stop Shops within grocery stores; improved selection and pricing; and the introduction of an e-commerce Web site, in-store tastings, instantly redeemable coupons and accessories.

Chamberlain, who also is a Sunday manager at the Wine and Spirits Shoppe at 1735 Lyter Drive, Westwood, said store clerks now spend much more time with customers to ensure the customers make the best choice.

Too many times in the past, he said, customers who were not knowledgeable about wines would simply select the same brand as always.

Now, the clerks spend plenty of time with the customer to make sure the most appropriate beverage for the occasion is selected.

Chamberlain said another reason for the increase in sales is that more people seem to be drinking at home to avoid getting into trouble by driving drunk.

Wines and pre-mixed drinks were the most popular items during the holidays at the two stores where he works, Chamberlain said.

In Boswell, Allan Milkovich, manager of the Wine and Spirits Shoppe, 212 Ohio St., said sales at his store during the holiday period were about the same as last year.

The instantly redeemable coupons that Newman spoke about helped to sell more of the items that don’t move as well as others, Milkovich said.

The most popular items this past holiday season at his store were spice rums, vodkas and beverage wines, he said.

Frank Sojak may be reached at fsojak@tribdem.com or 532-5058.

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