RETAILER PROFILE

THE 2018 ALIA LIQUOR STORE OF THE YEAR

WAYNE BAYFIELD & ANDY GERRY

WE CATCH UP WITH WAYNE BAYFIELD, THE CEO AND ANDY GERRY, THE GROUP OFF-PREMISE GM OF BAYFIELD HOTELS FOLLOWING BAYFIELD LIQUOR SUPERSTORE IN DEE WHY’S BIG WIN AT ALIA.

Q WHAT IS THE BACKGROUND OF THE BAYFIELD LIQUOR SUPERSTORES? WAYNE: In the late 1970s liquor stores were starting to take business away from hotels so we made a business decision to make it an important part of our business. We developed our drive-through bottle shop to a big box concept and we opened Liquor City on the Dee Why Hotel site. In 2010, after the development of the Dee Why Hotel site, we built a brand new bottle shop site in the car park of the Dee Why Grand and named it Bayfield’s. The concept is providing a wide range of products at competitive prices to our local community with friendly service.

Q HOW HAVE THE STORES EVOLVED SINCE THEIR INCEPTION? WAYNE: In the beginning a large proportion of the business was beer. These days it is very much dominated by wine and a more premium product. Online shopping has also become a part of our business and this is continuing to grow.

Q ARE THERE ADVANTAGES IN BEING A FAMILY-OWNED BUSINESS? WAYNE: Yes. Trust and loyalty is extremely important as is having a similar work ethic and goals. Staff also buy into this family-run concept and key staff have become a part of our extended family. We have staff that have been with us for over 24 years who also have the same work ethic, loyalty, trust and goals.

Q WHAT DID IT MEAN FOR YOU GUYS TO BE NAMED THE 2018 ALIA LIQUOR STORE OF THE YEAR? WAYNE: We were honoured to receive Liquor Store of the Year for Bayfield’s Liquor Superstore at the ALIA awards. To be recognised as an independent, family-owned operator is extremely rewarding knowing that all the hard work you put into the business is recognised and appreciated. To have that recognition in a forum of your peers from your industry also tells us that we must be doing something right.

Q WHAT DO YOU THINK IT IS THAT SETS BAYFIELD’S LIQUOR SUPERSTORE IN DEE WHY APART? WAYNE: It’s a local, family-owned, independent, large format bottle shop. We have a huge range at competitive prices and provide knowledgeable, friendly service. Being locals in the area we are also a part of the community.

Q HOW CHALLENGING IS IT TO BE AN INDEPENDENT RETAILER IN TODAY’S MARKET? WAYNE: It is extremely challenging to stay competitive. Over the years we have built very good relationships with our suppliers. We have gained respect and loyalty from these suppliers through these relationships by providing the same loyalty and respect in return.

Q ARE THERE ANY SPECIFIC DEALS OR PROMOTIONS THAT WORK PARTICULARLY WELL FOR YOU? ANDY: Being a ‘big box’ style store we do offer ‘mix any six bottles across the store’ for our low case prices and also do a lot of ‘Gift with purchase’ deals. We are always up-to-date on the latest craft beer offerings and newest wine releases and of course we will always go out and put the purchases in the car for our customers.

Q HOW IMPORTANT IS IT TO HAVE A STRONG LOCAL OFFERING AVAILABLE IN-STORE? ANDY: It’s very important. One of our key messages is to support us as a local business. We, in turn, try to do the same by supporting other local businesses in the area.