Recently, there has been a strong focus on innovation in spirits. Shane Goodbody and his team at The Good Spirits Company in Glasgow, SLR’s Spirits Retailer of the Year, is dedicated to providing a wide range of spirits with an emphasis on value for money as opposed to promotions and deals.
A dedicated off-licence, the Good Spirits Company is a joy to visit, which probably explains why its clientele is so fiercely loyal. Boasting one of the most expansive and interesting ranges of spirits anywhere in the UK, from whisky to rum and everything in between, GSC highlights how a strong USP can make a business. With oak shelving, vinyl LP background music, and staff who love their jobs, The Good Spirits Company is an inspirational store that values quality over quantity and premium over promo.
The store is not a traditional convenience store, but any c-store owner looking at how to execute a perfect spirits offering should consider a visit to Glasgow. Not only is the range exceptional, but what marks the store out is the level of knowledge among the staff – by knowing the products they sell inside out, they are able to offer customers detailed advice and recommendations, which makes upselling far easier, and ensures repeat custom.
For GSC’s prize, Maxxium sent Shane and the team on a trip to the Famous Grouse Experience at Glenturret Distillery. “The trip was an excellent experience and we were looked after very well”, Shane says.
Shane adds that while the store’s knowledge of whisky production in general is pretty thorough, they were still able to discover more about whisky production methods at this particular distillery, meaning that their bank of knowledge has increased even further – while surrounded by all manner of exceptional whisky. And it doesn’t really get much better than that. Shane says: “We learned slightly more about the distillery and the intricacies of their practice, and that’s always useful. It’s important to know as much as you can about what you’re selling.” For retailers who want to improve their spirit sales, Shane advises “knowing your product and paying attention to what’s available on the market at the moment.”
If you think your store can give The Good Spirits Company a run for its money, you should enter this year’s SLR Rewards. Maybe we’ll be seeing you in June.
