Home' National Liquor News : NLN JUNE 2016 Contents ABOUT US:
BASIL: I have been involved in retail liquor for
33 years. For the past 14 years I have been
managing Liquor Barons Carlisle, overseeing
DAMIAN: I began working part-time in hotels
while studying full time 25 years ago, this soon
led to working full time in hospitality, including
various management positions. After two years
wholesaling with ALM, an opportunity in wine
sales at Houghton kick-started the last 15 years
in representing Fine Wine Partners, Accolade
and now McWilliam's Wines since 2013. I have
enjoyed various roles servicing the independent
channel (on- and off-premise) including area
manager, field sales manager, key account
manager and brand ambassador.
HOW ARE YOU FINDING THE
BASIL: The current market is challenging. Lower
consumption and the economic downturn are
having an impact on business. Retailers need
to offer a variety of quality products that give
consumers great value. We will continue to focus
on customer service and convenience, while
offering an extensive range of quality products.
DAMIAN: Over the past few years it's certainly
been challenging. From the supplier side it's great
to be with a family business of scale that has such
quality wines which consumers enjoy. McWilliam's
Wines continues to remain relevant to our valued
retailers in this dynamic trading environment.
WHAT DO YOU ENJOY MOST
ABOUT YOUR JOB?
BASIL: Our industry caters for everyone from
all walks of life, I have met so many interesting
people over the years. The changing trends in
the products we sell never cease to amaze me. I
can't wait to see what they'll come up with next.
DAMIAN: The interaction with people at all
levels and the opportunity to develop long and
successful business-to-business relationships.
I am proud to work for one of Australia's 'First
Families of Wine' in McWilliam's, now a seventh
generation family-owned business. It's a privilege
having the opportunity to represent both
McWilliam's, an iconic Australian wine producer
and arguably the world's finest family-owned
Champagne House in Taittinger.
WHAT DO YOU ENJOY MOST
ABOUT WORKING WITH EACH
BASIL: Our relationship is easy going, Damian is
a genuinely nice guy. Professionally he's on the
ball and socially, well he's Irish, always up for a
drink and a laugh.
DAMIAN: Basil understands his local market,
customers and importantly is on top of trends,
while also being open to new concepts or ideas.
As a long-term dedicated employee of this
family-owned business, Basil always treats the
business like his own when making decisions.
Basil is an all-round gentleman with a business
first approach, passionate about wine and
possessing a wonderful sense of humour.
ARE WORKING FOR YOU AT
BASIL: Bundled offers are popular. Our
consumers are looking for value for money. They
tend to trade up on the weekend and when
entertaining with friends. Consistent pricing,
good in-store ticketing and floor displays are
used on our focus products. McWilliam's Wines
and its portfolio provides us with the opportunity
to deliver value to our customers at various
DAMIAN: We have plenty happening and on offer
at McWilliam's right now. They include the arrival
of our new McWilliam's cool climate range 'High
Altitude' made up high in NSW for independent
on- and off-premise customers, a fantastic retailer
incentive across our expansive fortified portfolio
and consumer offer with Evans & Tate Classic.
HOW DO YOU APPROACH
BASIL: A good representative is a valuable
resource to the retailer. Ideas about promotions,
displays that may work well in your store and
incentives are all critical to a successful business.
The role of the representative is to showcase
products to the retailer, offer the best deals and
most importantly deliver. I've worked with many
great representatives over the years and value
DAMIAN: As a sales representative you need to
get to know your customer and identify his or
her needs for their business. Strong business-
to-business relationships are built on mutual
respect and trust over time that comes with
consistent service, offering solutions and good
product information. It may sound a little old
school but a sale isn't a sale until the stock is
sold by the retailer. As a representative you need
to be focused on the sale of wines from the
retailer to consumer as much as the sell into the
retailer. Most retailers appreciate this approach
WE TALK SHOP WITH DAMIAN MCCAGUE FROM MCWILLIAM'S
WINES AND BASIL GIGLIA FROM LIQUOR BARONS CARLISLE
IN WESTERN AUSTRALIA.
Store Manager, Liquor Barons Carlisle, Western Australia
Customer Account Manager, McWilliam's Wines
50 | JUNE 2016 NATIONAL LIQUOR NEWS
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