RETAILER PROFILE - PAUL CAINS

Urban Cellars Prohibition

WE CHAT WITH PAUL CAINS, OWNER AT URBAN CELLARS PROHIBITION IN KINGSTON, ACT WHO WAS NAMED THE LIQUOR

Q HOW DID YOU GET INTO LIQUOR RETAILING?

PAUL: I worked with the Coles Liquor group for more than 10 years, starting as a casual employee at Liquorland and finishing up in a management role in their ‘big box’ brand, First Choice Liquor. An opportunity to take on a store of my own came at just the right time for me and my family, and with the support and encouragement of some great friends we took the plunge of owning our first independent liquor store under the Urban Cellars banner in February 2013.

Liquor Store Owner of the Year in 2018, Paul Cains.

Q WHAT TRENDS HAVE YOU BEEN NOTICING IN THE CURRENT MARKET? HOW DO YOU ADDRESS THEM?

PAUL: There seems to be a distinct move away from the long-standing favourite of Sauvignon Blanc, with more discerning drinkers now embracing the Pinot Gris and Riesling varietals. In our store, we have a strong support for locally produced wines, beers and spirits, and we promote these accordingly.

The boom in locally produced spirits, both from our Canberra distillers and our burgeoning Australian industry, is seeing a surge in premium and boutique spirit sales, and in our shop gin is certainly leading the way, often overtaking the sales for whiskies. To address this, we have a dedicated display space for gin, and we seek out new and quirky products to tempt our connoisseurs.

Q WHAT DO YOU EXPECT TO BE THE BIG DRINKS TRENDS IN 2019?

PAUL: We have seen a significant move away from the ‘classic’ styles of beer over the last few years, and we see many more buyers interested in buying a mix of six-packs rather than a whole case of a mainstream product. Boutique beers are a definite area for continued growth in the next 12 months, as more small batch brewers enter the marketplace. and specialty mixed drinks are on the rise again, and products that cater to this trend will be a thing to watch.

Q WHAT PLANS/INITIATIVES DO YOU HAVE INSTORE FOR 2019? WHAT ARE YOUR LONG- TERM PLANS?

PAUL: We are always looking for ways to best meet our customers at their point of need, and are exploring possibilities regarding online ordering, delivery and collection options. In partnership with another local business we have recently started offering custom-made gift hampers, tailored to the budget and brief of the customer.

An area we are keen to further develop is in-store masterclass tasting events, involving winemakers, brewers and distillers in the process of connecting with and educating our customers about their products. Our staff will be invited to participate in these to build and reinforce their knowledge base.

Q CONGRATULATIONS ON BEING NAMED LIQUOR STORE OWNER OF THE YEAR AT THE LSA NSW & ACT RETAIL LIQUOR INDUSTRY AWARDS FOR EXCELLENCE IN 2018. WHAT DO YOU THINK IT WAS THAT SET YOU APART?

PAUL: Last year there seemed to be an emphasis on recognising store owners who are actively engaged in the day-to-day operations of their store, and as a small operator I definitely meet this criterion.

Our store is located in a high population density area of Canberra that is still experiencing a significant level of growth as more residences are completed, and the occupants typically have a higher than average disposable income which has led to a consistent level of sales growth in our store over a three-year period, and we expect this to continue for a while yet as the area continues to expand. This presents some unique challenges in predicting the needs of our customers as we strive to keep pace with our customer base.

While we are part of the Urban Cellars (Liquor Legends) banner group, as a truly independent store we have the capacity to listen closely to our customers and to stock the things that work best for us and our customers. We get awesome support from the group, but also the freedom to make the business work for us and our customers, and so we are able to support a range of independent brands and products, especially those from our local region and bespoke producers, while also valuing our more mainstream suppliers.

Q WHAT ARE THE MAIN CHALLENGES YOU FACE AS AN INDEPENDENT LIQUOR RETAILER?

PAUL: The price wars from the big box sellers are always a challenge for us, as consumers become increasingly savvy in price comparisons. We have to maintain a solid focus on not necessarily being the cheapest, but on providing great customer service, sound product knowledge and access to an interesting range of products.

Building a quality staff team has always been critical to our success, and we have always been fortunate to have a great team along for the ride with us. To support our team with achieving our goals, we have always worked to expand their product knowledge through access to quality products and training opportunities.

Q IS THERE ANYTHING ELSE YOU’D LIKE TO MENTION ABOUT URBAN CELLARS PROHIBITION OR LIQUOR LEGENDS?

PAUL: Our store is situated in a unique location – it is an area of high population density, with many residents embracing the apartment lifestyle of the locale. But we also cater to many people who work and ‘play’ in the area, as it houses many professional and business enterprises and a significant amount of designated hospitality venues (pubs, restaurants and accommodation options), as well as people who pass through the area each week for purely recreational purposes as they enjoy the local attractions, such as walking or riding around Lake Burley Griffin.

We are proud to be a member of the Urban Cellars/Liquor Legends banner group. Our access to amazing support from our business development team, as well as administrative support is crucial to our business’ success. The Urban Cellars/Liquor Legends Member Rewards program is a recognised industry leader for our customers, but also in terms of the data that can be used by us to best meet the needs of our members.