Issue link: https://digital.copcomm.com/i/49694
Doubling Up at Jons Marketplace When Jack Berberian and his brother John first founded Jons Marketplace in 1977, they never suspected that they would have to create a specialized department and staff up for the wine, beer and spirits category. "Thirty-four years ago we carried half a dozen vodkas; today, we are providing space for more than 70 vodka brands on our shelves. And also to my surprise is the rise of the brown spirits popularity," Jack notes. The Berberians beefed up the department with Doug Threadgill as Category Manager and Varujan "VJ" Martirossian as Liquor Field Supervisor. We met with Berberian at one of his 15 Southern California stores on the day he received his first delivery of Johnnie Walker Double Black. As the merchandisers were stacking the display to the ceiling with the new item, Berberian gave us a tour of the store. "This is a neighborhood market. Our managers for each store understand the needs of each of their communities. We carefully analyze the ethnic mix of the three-mile radius, but we pull from seven miles. Known and respected for great At Jons Marketplace in Van Nuys─one of the retailer's 15 popular neighborhood stores in Southern California—co-founder Jack Berberian (center) oversees the building of the Johnnie Walker Double Black display with Jons Spirits Field Supervisor VJ Martirossian (left) and Jason Perry, California Director, Off- Premise Trade for Pacific Wine & Spirits. values, Jons Marketplace—from Ventura to the southern tip of Orange County—is a showcase for fresh produce, an international service deli in every store, and above all, a warm, inviting atmosphere for customers. But the spirits sales story here is tremendous, and every year the fam- ily-owned chain experiences growth. "When we heard that Johnnie Walker was coming out with a new expression, I immediately called Aki Toumasis of Pacific Wine & Spirits. I knew carrying a line extension for one of the most popular-selling units in our chain would boost business. It's like bringing in a new novel from Stephen King—you know it's going to be a bestseller." —Meridith May december 201 1 / the tasting panel / 45 PHOTO: ROB BROWN