Issue link: https://digital.copcomm.com/i/5037
with Baileys S teven Johnson remembers the very day that Baileys fi rst made its debut on the shelves of U-Save Liquors in Santa Cruz, one of two Central California retail stores (with Leo's U-Save in Scotts Valley) that he has owned with his business partner since 1978. Original Baileys was introduced in the United States in 1974, and in 2006 the company launched their Mint Chocolate and Caramel fl avors. Based on the success of those versions, they introduced a Coffee version to the shelves in 2008. Johnson learned the off-prem- ise business from the ground up and has seen many changes in the competitive landscape and retail economy over the last 31 years. "Our businesses have a very loyal customer base; we cater to a diverse clientele that includes the traditional Italian community and we're keeping an eye on the buying habits of the Millennials as well," he reports. "One of the best things that Baileys has going for it is year-round marketability, but during the holidays, the product literally fl ies off the shelves." Johnson has an impressive point-of-sale display near his cash wrap that clearly positions Baileys as a gift item. Festive gift boxes that bundle Baileys with two Old Fashioned glasses represent a holiday best buy for the store. "Our approach to marketing is simple: We offer our customers value, a very high level of customer service and an attractive store." —D.P.W. With wines and spirits, specialty deli items and wide selection of tea—a staple in every Irish house- hold—Tannous has established just the right product mix for one-stop shopping, and he understands the importance of marketing to his audience as well. In 2009, he spon- sored the Gaelic Games, an event that attracted not only his custom- ers but athletes from around the country and the world. Tannous stocks hundreds of imported products and bever- ages, one of the most popular be- ing Baileys Irish Cream. "Baileys is very popular with the ladies," says the retailer. "We've carried almost every cream liqueur that has come onto the market, and Baileys is by far the best; they continue to be recognized as the category leader." — D.P.W. december 2009 / the tasting panel / 53 Seasonal Plus Ribbons set a festive mood for Baileys POS displays. PHOTO: DEBORAH PARKER PHOTO: DEBORAH PARKER J ohn Akeley worked in a wine shop while he studied eco- nomics in Delaware, and when it came time to choose a career, the wine shop won out. Akeley is a veteran retailer who worked with Beltramo's and Draeger's prior to joining Robert's of Woodside as buyer and manager of their wine and spirits department in 1994. With more than 2,500 SKUs to manage in the wine and spirits department at the single-location store, Akeley has seen a shift in consumer buying habits over the last 15 years towards ultra-premi- um spirits like blue agave tequila, high-end rum, single malt scotch and whisk(e)y. "Baileys has always been a solid performer," he tells THE TASTING PANEL. "Custom- ers like the fact that, at 17 percent ABV, it's relatively low in alcohol." The idyllic town of Woodside was once a summer destination for San Francisco's elite and is now home to a highly sophisti- cated and well-traveled clientele who know and demand quality. "Quality is a Baileys hallmark; it's a natural product that doesn't require any preservatives—some- thing that is evident in its taste." With a customer-service-fi rst policy, Akeley strives to please. "Baileys is on my short list of must-have bottles in your bar," notes Akeley; "it's one product that has been consistently good both in quality and in sales for over 30 years." —D.P.W. When Only the Best Will Do John Akeley is buyer and manager of Robert's of Woodside.