Home' National Liquor News : NLN MAY 2018 Contents 50 | MAY 2018 NATIONAL LIQUOR NEWS
Q ABOUT US:
CHRIS: I started as a sommelier in restaurants, held numerous positions as
manager, buyer, area manager and now I’m owner of L Maestro, The Liquor
Master. I have been in the liquor industry for more than 20 years. I’ve known
and worked with Daryl for as long as I can remember.
DARYL: For longer than I care to remember Chris and I have worked together
at various stores in which he has managed and owned.
Q HOW ARE YOU FINDING THE CURRENT MARKET?
CHRIS: The current market is flooded and overpopulated by commercialised
products because the government has sold the industry out and allowed a
duopoly to be created, with huge market share being owned by two big box
retailers and online retailers. Our challenge as a small business is creating
a niche within the market by finding the best products and re-educating the
customers about the industry by showing them quality for money, expertise,
knowledge and fantastic service. Going the extra mile!
DARYL: The current market is challenging but thinking back it has never
been easy, and everyone is chasing the next big market trend. I am all for
developing new varieties and brands in the market-place to give yourself a
point of difference. Although sometimes the simple things work best, like
talking to a retailer and finding out what price point, margin and flavour
profile they want on something boring like Chardonnay and delivering it to
them. This makes everyone happy and gets sales for you and the retailer.
Q WHAT ARE THE BIGGEST CHALLENGES YOU ARE FACING?
CHRIS: To develop market share within the industry as a small business
owner and re-educating customers about quality products for the money
rather than selling branded less quality products. Introducing and explaining
varietals from Australia and all over the world and giving our customers a
unique and different experience.
DARYL: The changes in the WET tax for small wineries is really going to
impact on small wineries to play in the under $10 LUC price point, which will
leave this category to big companies because of the economies of scale they
have, I am concerned the diversity in that category will reduce. Also many
wineries are walking away from buyers own brands made for retailers, which
has been a critical part of margin for retailers in the past.
There has also been talk of a wine shortage hitting the market due to
China’s ever growing need for wine and a few vintages being down in
volumes from a few regions, which could lead to few price rises, which slow
sales in the trade.
Q WHAT DEALS ARE WORKING FOR YOU AT THE MOMENT?
CHRIS: Consistently doing in-store tastings, putting on special our left field
products with small producers, which introduces people to new styles of
wines, beers and spirits.
Also, replacing big branded commercialised products with smaller and better
value, quality producers.
DARYL: This sounds boring but the ‘two for offers’ (eg buy two for $30) seem
to working the best in most cases. Shelf talkers with third party endorsements
prepared by the supplier are also very effective.
Q WHAT DO YOU ENJOY MOST ABOUT THE JOB?
CHRIS: I am able to share my passion, knowledge and background of all
products which gives our customers an experience of enjoying liquor and
not just drinking it. Finding the very best products with so many suppliers in
the market and passing on my expertise to both customers and suppliers.
Establishing long term friendships with suppliers like Daryl and customers.
DARYL: There are two things that I enjoy, firstly the relationships and
friendships you make with customers, this industry is very incestuous and
close, and people you form friendships with end up moving from store to
store. Secondly I have a passion for wine, I love drinking it (sometimes too
much), I love talking about it, I love the stories behind the wine, the vineyard
it came from and people who made it.
Q WHAT DO YOU ENJOY MOST ABOUT WORKING WITH EACH OTHER?
CHRIS: The fact that we share a lot of knowledge within the industry and
sourcing the best products within Daryl’s portfolio. Always having a lot of
stories to share with one another but keeping our professionalism intact.
Also, we are both small business owners who do all the fundamentals within an
industry to provide a better level of expertise and service to the community.
DARYL: Chris has a passion for wine like me and I enjoy working with
people like that because you share that in common. Sometimes you get
lost in talking about a wine that has nothing to do with the wine I am trying
to sell him. Chris will also call it how it is, if the wine is crap he won’t buy it
just because the deal is great, he stands behind every wine in his shop and
customers are learning that and keep coming back to him for advice.
WE TALK SHOP WITH CHRISTOPHER GOODWIN, FROM
L MAESTRO, THE LIQUOR MASTER IN EAST KILLARA, SYDNEY
AND DARYL FISHER FROM FISHER FINE WINES.
CHRISTOPHER ADAM GOODWIN
Owner/Operator, L Maestro, The Liquor Master, East Killara, Sydney
General Manager, Fisher Fine Wines
Links Archive NLN APRIL 2018 Navigation Previous Page Next Page