Food & Beverage - New direction for liquid deli
New direction for liquid deli
Demijohn at Craigie’s Farm Shop
D
emijohn, the highly successful ‘try before you buy’ liquid deli, has opened a new outlet in Craigie’s Farm Shop just outside Edinburgh. The company which started in 2004 recently closed its own retail premises in Edinburgh and Glasgow to concentrate on a new sustainable business model, involving the setting up of a string of concessions and more
online sales. As part of the change the company has opened a shop within a shop, its fourth so far, in the highly successful Craigie’s. Customers can browse a range of large glass demijohns containing a selection of the finest artisan liqueurs, fruit vinegars and oils, as well as some gift products. The idea behind Demijohn’s way
of selling is for customers to taste before purchasing and then choose the size and shape of the re-fillable bottle. They can even have a personalised message added for free. Based on the Italian cantina method of selling this approach to sustainable retail appeals to many farm and food shops. There is minimum packaging, focusing instead on the provenance and quality of the
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