Issue link: http://digital.copcomm.com/i/61075
Beachy-Keen Pinots A Santa Barbara Pinot Noir is the sole red in the SeaGlass portfolio. "Crisp, clean and charming with tangy red cherry and lively acidity—an amaz- ing value!" says THE TASTING PANEL's Editor- in-Chief Anthony Dias Blue. She Sells SeaGlass by the Seashore: Cape Cod Popular varietal Pinot Gris will be the next member of the SeaGlass lineup, launch- ing next month. Retailers can expect brisk sales on beach-going days. Unlike the "summer people" who flock to Cape Cod, Andrea Pendergast grew up there. Her grandfather founded the Cape Cod Package Store in 1939, and her father, John, took over the business in the 1950s. Although her dad "never really retired," Andrea now runs the operation, which, in celebration of its 70th anniversary, underwent a major renovation two years ago. "We're not your everyday packy!" she says with considerable pride (and bit of New England jargon). SeaGlass was a no-brainer for this busy wine and liquor empo- rium, which was one of the first accounts to carry the brand when it launched in 2008. "Around here, the beach becomes part of your make-up," Andrea says. "That name— Owner/manager Andrea Pendergast at the Cape Code Package Store, where SeaGlass is a huge seller. SeaGlass—was key for us in making the decision to carry the brand," says Andrea, who has collected sea glass since she was a child. "The label is beautiful, and they do a great marketing job." With more and more year-round residents on the Cape, Andrea's customer base has expanded considerably. But whether they're Cape Cod dwellers or seasonal visitors, "the ocean has a tendency to attract people," and SeaGlass has become a staple for shoppers headed for beachside get-togethers. SeaGlass varietals can also be found in Andrea's in-store Enomatic, for try-before-you-buy tastings. Which SeaGlass varietal do Cape customers like best? "The Sauvignon Blanc is hands-down the best seller, a huge hit on her shelves the minute she saw it. "Now it has a life of its own." Coastal Enthusiasm: Curtis Liquors Rick Curtis didn't waste any time finding his life's calling: He started his own liquor store his first summer out of college, in 1976. Now, 36 years later, Curtis Liquors has two 15,000- and 20,000-square-foot coastal Massachusetts locations, in Weymouth and Cohasset. Wine has soared from 18 percent of Rick's sales in his first year to more than 50 percent today—a statistic that he attributes largely to the famous 1991 "French paradox" segment on 60 Minutes: "It catapulted our industry. " Rick decides on all new products for the stores and bought SeaGlass "the minute it came out." When consider- ing new brands, the savvy retailer has what he calls a lit- mus test: "When my distributor comes to me not just with a good product, but with a national program of advertising and creative POS materials, it's hard for me to say no." With the TFE team doing their work, Rick also kicks in enthusiastically with his own marketing efforts. "When I bring a product in and it shows that it has legs, I start to advertise—local full-page ads, the marquee on the store. You have to continue that work of marketing that the supplier has already started. And you've got to have tastings!" Rick can taste a thousand potential customers on the brand within three hours. "That's how you build a brand." His efforts pay off. Rick moved 500 cases of SeaGlass last year, 80 percent of it the Sauvignon Blanc, so it's easy to Rick Curtis, owner of Curtis Liquors, with his SeaGlass display. see why the savvy retailer is keen on this brand, as are his customers—and, as he says, "There's no question about it: they are customers." And when the SeaGlass Pinot Gris launches in May? "I'll have my arms wide open!" april 2012 / the tasting panel / 79 " says Andrea, who was convinced SeaGlass would be PHOTO: MICHAEL QUIET PHOTO: MICHAEL QUIET PHOTO: STEFFEN PHOTOGRAPHY