Home' National Liquor News : NLN JULY 2016 Contents 50 | JULY 2016 NATIONAL LIQUOR NEWS
DAN: I have spent the last 12 years in the liquor
retail game, progressing from casual shop
assistant right through to now being a multi-
store owner. Before I started in this industry I
managed aquatic centres.
SHARRON: I have spent 13 years in the grocery
industry working for Arnott's biscuits as a
territory manager in the Northern Beaches. I
moved into the liquor industry 12 years ago, and
my first role was with McWilliam's Wines as a
merchandiser and then as a territory manager. I
moved to Calabria Family Wines four years ago.
HOW ARE YOU FINDING THE
DAN: The current market is challenging in the
mainstream sector, however, the opposite is true
for smaller wine producers and the boutique
craft beer sector in our stores.
SHARRON: Quite good, the run of great weather
in early autumn has been good for the industry.
Calabria's portfolio has some excellent alterative
wines in its private bin range, including an
Aglianico, Montepulciano, Nero d'Avola, just
to name a few. These are produced here in
Australia, giving us a point of difference which is
working quite well in the trade.
WHAT DEALS OR
PROMOTIONS ARE WORKING
FOR YOU AT THE MOMENT?
DAN: In-house deals are working very well as
always, especially when coupled with instant gift
with purchase. Everybody likes to take-away an
instant something with their purchase.
SHARRON: Multi-buys work well in the bargain
end of the market, in-store tastings are critical
for premiums and new lines into store. I am
proud to be working with the Calabria family as
they have given me the autonomy to work closely
with my customers to be able to structure deals
that suit demographics and seasonality, as I
cover a wide area with different needs.
WHAT DO YOU ENJOY MOST
ABOUT THE JOB?
DAN: Watching my staff grow as retailers and
leaders and of course spending time helping my
customers. We conduct regular tastings within
our stores especially new products which gives
us a great opportunity for feedback on new to
market products from our locals and staff in a
SHARRON: Wine, food, friends, what's not to
enjoy? There is a camaraderie in this Industry
with retailers and even fellow territory managers
that I have only experienced coming into this
industry, which has been very refreshing.
WHAT DO YOU ENJOY MOST
ABOUT WORKING WITH
DAN: Who Sharron? Who said I enjoy working
with her? Just kidding. Apart from Sharron
being a wonderful person, she takes the time
to understand our business and our goals,
and then ensures that both Calabria and our
businesses grow the products and prices that
are mutually beneficial.
SHARRON: Dan is a busy man operating two
stores and has an extremely organised approach.
He is clear on what he requires and his staff are
also fantastic, it's very much a team that I feel a
part of. Dan's team and I communicate face to
face, over email as well as telephone, so nothing is
ever missed. All lines of communication are open.
HOW DO YOU APPROACH
DAN: Generally assertively. Each rep is different
and needs to be approached differently as
every company has different goals and offers for
our stores. Sharron is great to work with so we
usually approach the relationship with coffee.
SHARRON: Preparation for each catch up for
me is the key. Listening to peoples' needs is also
important. It can be easy to be caught up in
trying to get through what needs to be done every
day, so understanding each customer and their
specific needs goes a long way to making sure I
present each and every customer ideas that will
work within their given demographic.
WE TALK SHOP WITH DAN MACKIE FROM THE BOTTLE-O
HAZELBROOK AND CELLARBRATIONS LAWSON IN NSW, AND
SHARRON FITZGIBBON FROM CALABRIA FAMILY WINES.
Managing director, The Bottle-O Hazelbrook and Cellarbrations Lawson, NSW
Territory manager Northern Beaches/North Shore/Blue Mountains/Central Coast,
Calabria Family Wines
"Understanding each customer and their specific needs goes a long
way to making sure I present each and every customer ideas that will
work within their given demographic."
- Sharron Fitzgibbon, Calabria Family Wines.
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