There is a downside to getting the volume discount price from the distributor.  The keyword is VOLUME.  We don’t buy in volume because it  means commitment to storage space, minimizing ‘facings’ or number of unique products, being stuck with an overexposed product, and making our business less nimble to move on current trends and demand.  If we had to buy 10 cases of blah blah just to get the discounted price, then we have to get it out the store quickly before the next hot product comes  which means a ‘sale!’  At SWAM, we will rarely discount items at 50% off. Why? because we don’t normally mark anything up over 50%. In the clothing world, you can expect to sell a t-shirt 75% over cost and still maintain customer loyalty.  If I priced Crown Royal at 75% over cost, I can assure you I will not be in business very long.  Keeping in line with competitive pricing is relative to how low you want your profit margin to be.   I’ve recently attended a Johnny Cupcake seminar and he made a great point about ‘sales’ and markdowns.  When we continue to discount 20 to 50% off the retail price, we train our customers to shop only for discounts and therefore decreasing the value of the store’s image.   We have recognized that having a ‘sale’ is not always good thing at SWAM.  Regular customers will often question why an item is discounted.  They will ask ‘Is it junk, Jill?’ or ‘Is it old?’   We appreciate that customers hold us to a higher standard that we are capable to sell what we have and bring in new items consistently.   And about getting ripped off at SWAM,  no I don’t drive new Mercedes every year.

For an interesting read, check out this book…

Feb 8, 2012 Update:  Just received the February Hawaii Beverage Guide which coincidentally shares a story called “Small is Beautiful” by Brandy Rand

Old friend, Brenton Sugibayashi, will be here to demonstrate three of his cocktail creations.

-Marc Bredif Vouvray
-Fevre Chablis
-Layer Cake Pinot Noir
-Educated Guess Cabernet Sauvignon
-Qupe Syrah
-Hybrid Petite Sirah

-Casa Lapostolle Sauvignon Blanc
-Snapdragon Pinot Noir
-Sterling Napa Merlot
-Terrazas Malbec
-Sterling Vintners Meritage
-Smirnoff Fluffed Vodka
-Smirnoff Whipped Vodka
-Godiva Chocolate Vodka
-Nuvo Lemon Sorbet

-Caposaldo Prosecco
-Root 1 Chardonnay
-Root 1 Carmenere
-Fat Bastard Merlot
-Crusher Cabernet Sauvignon
-Project Paso Red

-Edna Valley Chardonnay
-Waterbrook Melange White
-Primarius Pinot Noir
-Waterbrook Merlot
-Ladera Cabernet Sauvignon
-Waterbrook Melange Red
-Risata Il Rosso
-Masterson’s Rye

Joshua Perez will demonstrate 3 cocktails.
Looking forward to his creations. Visit Josh at Du Vin’s Cask Room on Fridays.

Fig’nFernet’boutit

2 oz. Fig infused Fair Trade Quinoa Vodka**
1/2 oz. Fernet Branca
1/2 oz. Galliano
Pinch of Salt
Flamed orange zest

**Infuse fresh figs with 750ml vodka for one week

Smokin da Goji

1.5 oz. Blended Scotch
3/4 oz. Fair Trade Goji Liqueur
3/4 oz. fresh Orange Juice
1/4 oz. St. Elizabeth’s All Spiced Dram
1/4 oz. rich Simple Syrup
Drops of Laphroaig Quarter Cask
Orange twist

Cafenating the Kraken

3/4 oz. Brandy
3/4oz. Fair Trade Cafe Liqueur
1 oz. Kraken Spiced Rum
2 oz. Milk
1/2 oz. rich Simple Syrup
Grated fresh Nutmeg

-Jos Joh Spatlese Riesling
-Michel Picard Bourgogne Chardonnay
-Vina Alicia Moreno
-Antinori Villa Toscana Red
-Domaine Eden Cabernet Sauvignon

-Pacific Rim Riesling
-Foghead Chardonnay
-Foghead Pinot Noir
-Cht. St. Michelle Merlot
-Irony Cabernet Sauvignon
-Veramonte Primus

-Willow Crest Riesling
-Butternut Chardonnay
-Alto Cedro Ano Cero Malbec
-La Madrid Reserve Bornada
-Magnificent Wine Co. Merlot
-The Volunteer Cabernet Sauvignon