Episode Transcript
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Professional Voiceover (00:01):
Welcome
to Spirited Discussions.
A podcast by Alcohol BeverageServices exploring alcohol
products trends and policies inMontgomery County.
Jocelyn Rawat (00:12):
Thank you for
joining us.
I'm your host, Jocelyn Rawat,and today our guests are going
to share the top 10 best-sellingproducts in each category, so
that's going to be beer, wineand spirits.
They're also going to help usunderstand how new products come
to the local market.
So from ABS, we have MelissaRomeo, who is a communications
manager and supervisor for thecommunication center.
(00:34):
Hi, Melissa.
And we're also joined by JoeGiardina, who is the division
sales director for BreakthroughBeverage, which acts as a broker
agent for the suppliers itrepresents, which doesn't
necessarily make a lot of senseto me.
So, Joe, could you explain that, tell me what Breakthrough
Beverage is and what role itplays in the alcohol industry,
(00:55):
particularly here in MontgomeryCounty?
Joe Giardina (00:57):
Hi Jocelyn, how
are you doing this afternoon?
First of all, I work forBreakthrough Beverage and we are
broker agents in MontgomeryCounty.
Well, I work for BreakthroughBeverage and we are broker
agents in Montgomery County.
What that means is, in the openstate we have a distributor
called Breakthrough and wedistribute to the open state of
Maryland In Montgomery County.
Montgomery County acts as adistributor, so therefore we are
(01:19):
the brokers for the suppliersthat we represent in the open
state.
Jocelyn Rawat (01:24):
So what does that
mean in terms of your
relationship with ABS?
I see you here a lot, so you'reclearly working hand in hand
right, right.
Joe Giardina (01:30):
So with ABS what
I'm doing is helping them
coordinate items that they'regoing to buy, corporate mandates
, the inventory levels oncertain items if there's
programs involved in it,coordinating programs with
Montgomery County, coordinatingcharitable programs with
Montgomery County Basically,every facet that you do on your
(01:53):
end as a distributor we're doingon our end as broker agents.
We're facilitating that forMontgomery County.
Jocelyn Rawat (01:59):
Okay, so that
means you also have a
relationship with the licensedestablishments, meaning the
private beer and wine stores andrestaurants and specialty
venues.
Correct?
Joe Giardina (02:08):
So in essence,
what we do is we call on the ABS
, the corporate headquarters,then we call on the 27 ABS
stores.
We act as their merchandisersin their stores.
Then we call on the beer winesand we represent the products to
the beer wines, we present newproducts to beer wines or we
(02:29):
help them with the inventoryissues on some of their items.
And we also call on all theon-premise accounts as well.
Jocelyn Rawat (02:36):
Okay.
So if a licensed establishmentisn't sure what they want to
provide, then you're a goodresource for them.
You help them understand theproducts and choose the right
ones for their establishment?
Joe Giardina (02:47):
Yes, and we'll
coordinate with the center here
in Montgomery County to makesure that the county is
facilitating what their needsare.
Jocelyn Rawat (02:55):
Okay.
So, Melissa, what's your rolewith ABS?
You're a communications manager?
Melissa Romeo (02:59):
Yes, I am the
communications manager here at
ABS, so I do a lot of ourwebsite and promotions.
We work really closely with allof the divisions here at ABS
with retail, our warehouse andour admin side.
I also manage our communicationcenter, which we say "we are
here for you for all of ourlicensees.
Not only do they process ordersfor all of our licensees but
(03:23):
they also provide assistance andproblem solving.
If any licensee should have anissue or a question about a
product, their order, theirdelivery, we're here to help
them and kind of their one-stopshop.
Joe Giardina (03:34):
So, to reiterate
what we do, we work directly
with the communication center.
We help each other to solve theneeds of the customers as
rapidly as we can.
Melissa Romeo (03:45):
Teamwork makes
the dream work, absolutely.
Joe Giardina (03:48):
Very much teamwork
with the communication center.
Jocelyn Rawat (03:51):
Okay.
So I don't think that peoplenecessarily have an
understanding of really thescope of the warehouse here.
Melissa, can you give us asense of it?
Melissa Romeo (04:02):
So it's a huge
scope.
We have over 200 employees justin our warehouse.
Our warehouse is about 210,000square feet, which houses more
than 35,000 products in activeinventory.
We also have a fleet of 27trucks that make over 86,000
deliveries per year, which iscrazy when you think of it that
(04:23):
way, because that means weprocess an average of 20,000
cases of product per day out ofour warehouse.
Jocelyn Rawat (04:29):
Okay, so those
are some big numbers.
And here's another big number:
there are about 1,100 different (04:31):
undefined
brands offered here in thewarehouse, so it's a big deal to
break into the top 10 of themost purchased products.
So these lists that we'retalking about today are based on
the total number of cases soldfrom our warehouse, so that's
going to include sales torestaurants, private stores and
(04:51):
the ABS retail stores.
So if everybody's got yourguesses ready, let's start with
the top 10 in the liquorcategory.
Melissa Romeo (05:00):
Let's go.
All right.
So coming in at number 10 isthe Aperol, 750 milliliters.
Number nine is our Bowman'sVodka, 1.75 liters.
Number eight is our High NoonTropical Variety Packs.
Number seven is the SurfsideVariety Pack.
Number six is our Tito'sHandmade Vodka, 750 milliliters.
(05:23):
Number five is our High Noon8-pack variety, number four,
high Noon Variety Pack.
Of the 12 packs, number threeis our Don Julio Resposado,
number two is our Tito'sHandmade 1 liter and our number
one is our Tito's Handmade Vodka, 1.75 liters.
Jocelyn Rawat (05:43):
Okay.
So I don't think any of us aresurprised that Tito's Handmade
Vodka is at the top of the list,but with three in the top 10,
it's really dominating the field.
Joe, you represent this product.
Why are there three in the top10, and what makes the product
so special?
Joe Giardina (06:00):
Well, thank you
for asking that question.
Tito's is a unique product inthe beverage industry.
It's a handmade vodka, andvodka is extremely compatible
with blending and in mixeddrinks, so it's very versatile
to begin with.
But the stories of Tito's isvery unique.
He started Tito's in hisbasement, making it for friends,
(06:22):
and it's grown into one of thebiggest spirits in the world.
Tito's has a unique position inthe market where it doesn't
have any other offshoots besidesthe Tito's vodka.
So the on-premise is extremelypopular.
It's the number one sellingspirit in the on-premise.
In the off-premise it's thenumber one selling spirit with
(06:44):
the half gallons and it has alot of strength throughout the
market because of itsversatility, its handmade vodka
uniqueness and its reputation inthe market.
Jocelyn Rawat (06:56):
So I heard you
say it's compatible with mixed
drinks, so does that mean youhave a good cocktail recipe you
can share with us?
Joe Giardina (07:04):
So the way that I
look at these with Tito's,
Tito's goes with anything, soyou can make as simple as Tito's
and lemonade, which is great.
You could add a littlecranberry in there to make it a
very good.
You could also make a Tito'sMule, which is Tito's and ginger
beer, Tito's Bloody Mary, whichyou just use a nice Bloody Mary
(07:27):
mix.
Whichever you want to do, Ilike it a little spicy Spicy me
too, so I add jalapenos to it aswell, and I like a Tito's Soda
with a dash of orange in it.
So anything you want to havewith Tito's is mixable and
compatible.
So enjoy mixing away.
Jocelyn Rawat (07:44):
Okay, that all
sounds good.
So these lists we're going tosee are going to represent the
big tried- and- true productsthat we all know, but lots of us
are looking for new experiencesand new products to try.
So, Joe, what's the process fora supplier to bring a new
product to the Montgomery Countymarket?
Joe Giardina (08:03):
So the supplier
gives me a list of what his new
products, his or her newproducts are that they want to
present to the county.
Then I go through the listingcommittee to present the new
products to a board and theydecide what, how they're going
to make it, whether they'regoing to make it a stock, a
specialty item in the county, orwhether they're not going to
(08:23):
accept it at all.
So it goes through a process ofvetting.
But any store in the countyon-premise or beer wine can get
anything that is available inthe open market, as long as they
go through the communicationcenter, which is an asset to
them, and request it, or theirlocal source and request it.
Jocelyn Rawat (08:43):
OK, that's an
important point.
I think that some people don'tnecessarily understand that if
it's available in the state ofMaryland, it's available here in
Montgomery County ABS.
Melissa Romeo (08:52):
Absolutely.
Jocelyn Rawat (08:52):
Absolutely OK.
All right, let's move on to.
Let's move on to beer and wine.
So if everybody's got theirtheir guesses ready, Melissa,
what have you got for us?
Melissa Romeo (09:04):
Back on Top 10
for wine.
Coming in at number 10 is ourSutter Home Pinot Grigio.
Number nine is the ApothicCalifornia Red Blend.
Number eight is our Sutter HomeSauvignon Blanc Number seven,
Josh Sellers Cabernet.
Number six is the Buzz BallsChiller Lime Rita.
(09:25):
Number five is the Kim CrawfordSauvignon Blanc.
Number four is our WycliffeCalifornia Brut Champagne.
Number three is our Sutter HomeChardonnay, Number two is the
Kendall Jackson Chardonnay andnumber one is La Marca Prosecco.
Jocelyn Rawat (09:45):
I heard some of
my favorites on there.
So Joe, Breakthrough representsspirits and wines.
So what are your thoughts onthe best-selling wines?
Joe Giardina (09:53):
So I'm fortunate
enough to represent Tito's,
which is the number one spirit,and La Marca Prosecco, which is
the number one wine, and LaMarca Prosecco is a great
universal Prosecco that has afresh tasting quality to it and
it also is very mixable.
Once again, what we're seeingwith spirits and wine is a
(10:14):
mixability to it.
The number one cocktail rightnow is the La Marca Prosecco
with aperitif involved.
So these wines are availablehere and they're very good in
getting the quantities that areneeded.
I represent Josh as well JoshSellers on this and Josh has
just blossomed into anincredibly popular wine in the
(10:38):
category.
Jocelyn Rawat (10:39):
Okay, thank you,
Joe.
I can't stress enough how muchABS values its partnership with
Breakthrough Beverage and withthe other wholesalers.
These relationships ultimatelybenefit consumers.
Joe Giardina (10:50):
Thank you.
Jocelyn Rawat (10:51):
Okay, so we've
got one left, Melissa.
Let's hear our top 10 beers.
Melissa Romeo (10:55):
Okay, coming in
at number 10 is our Corona Extra
4 6-pack bottles.
Number 9 is our Modelo Especial2 12-pack bottles.
Number 8 is our Miller Lite30-pack cans.
Number 7 is our Heineken 212-pack bottles.
Number 6, Heineken Loosebottles.
Number 5, our Modelo Especial24 Loose bottles.
(11:18):
Number 4, Modelo Especial 24loose bottles.
Number four Modelo Especial 212-pack cans.
Number three Modelo Especialsuitcase cans.
Number two are Corona Extra 212-pack bottles and number one
is our Corona Extra loosebottles.
Jocelyn Rawat (11:35):
Okay, it's
interesting that the top 10 is
comprised of different varietiesof really just four brands.
The first time we see anotherbrand is at slot 18 with
Milwaukee's Best Ice, wow.
So this list is based on casesof beer, but the warehouse also
manages kegs and there's animpressive keg room.
Is that right, Melissa?
Melissa Romeo (11:54):
Yes, there is.
Our keg room can hold up to3,500 kegs with a total value of
about $300,000.
There is a constant turnoverwith these kegs.
Jocelyn Rawat (12:04):
I guess that
makes sense.
You want your kegs to be fresh,so the best selling kegs just
for your information, that's nota part of our top 10 list.
So that's Guinness Stout atnumber three, Stella Artois at
number two and Miller Lite atnumber one.
So there's a lot going on atthe warehouse, Is it a 24-hour
operation?
Melissa Romeo (12:24):
Almost.
The warehouse runs about 20hours per day, but we are 24
hours with the ordering, so youcan order 24 hours per day
through our iStore ordering.
Jocelyn Rawat (12:34):
Okay, so you can
order 24 hours a day.
That's licensed establishments,correct?
I can't order from my home.
Melissa Romeo (12:40):
No, no, no, just
our licensed establishments, all
right.
Jocelyn Rawat (12:43):
Thank you,
Melissa Romeo and Joe Giardina,
for participating in today'sSpirited Discussion.
Joe Giardina (12:50):
Thank you very
much.
Appreciate it.
Jocelyn Rawat (12:52):
If there's a
topic you'd like us to cover on
the podcast, email us at abs.
spiriteddiscussions@montgomerycountym d.
gov, and thank you for listening.
Professional Voiceover (13:03):
Alcohol
Beverage Services is the alcohol
wholesaler of beer, wine andspirits for Montgomery County
and it operates neighborhoodretail stores.
Abs also manages alcohollicensing, enforcement and
education for more than 1,000businesses.
Its profits are used to pay forresident services that
(13:24):
otherwise would be funded bycounty tax dollars.
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