After several weeks of selling Yellow Tail, Cupcake, and Sutter Home, I had all but given on being able to sell the Cakebread Chardonnay and the Masi Amarone. Then along came a young, well-dressed man looking for a holiday gift for his boss.
In the process of becoming new business owners, the previous proprietors endowed us with three parting pearls of wisdom including, 1) “Don’t let people see into the windows”, 2) “You can’t make any money on beer”, and 3) “Concentrate on selling the high-end wines”.
In the beginning, there was beer. As a rebellious, newly legal-age drinker, I refused to drink the brand of beer my father drank. In my young mind, it carried the stigma of dad beer; budget-friendly, old-fashioned swill drunk by pot-bellied, blue-collar, middle-aged men. Instead I headed out to the local store to buy my own six-pack.
When I walk into a wine shop, I’m like a kid in a candy store, so buying a liquor store seemed like a good idea at the time.