Progressive Grocer Independent

AUG 2016

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Piggly Wiggly Crestline bottles; customers can select different varieties to create their own 4-pack, which is espe- cially beneficial for the higher-priced brews that can run upwards of $20 for a 4-pack. "We single them out so somebody would be more inclined to try one," says Andy's son, Andrew, who does most of the buying for the craft beer department. "Hopefully, we can upsell them a little later on and create a demand for it." Growlers Success e Crestline Piggly Wiggly's growler station has eight beers on tap. e station features varieties that the store doesn't sell in bottles or cans, allow- ing brewers to send, and customers to experience, some items that would otherwise be unavailable in the store. Growlers, which are imprinted with the Piggly Wiggly logo, are available in 32-ounce and 64-ounce sizes, with the 32-ounce proving to be a hot sell- er. e smaller size allows customers to buy varieties whose prices might become prohibitive in the 64-ounce size, and are also more manageable to consume; once opened, the beer in the growler remains fresh for only about 24 hours. Adding the smaller size offers more versatility and hasn't led to a lower sales ring. Instead, what many customers do is buy two of the 32-ounce size growlers so that they can sample more varieties. Many of the craft brews are dis- cussed on the radio during the "Craftly Beerly" (a play on the Piggly Wiggly name) hour once a week, sponsored by the partners. e host talks about all of the new craft beers available in the store. Craftly Beerly also is used in in- store signage to help brand the name. e Crestline Piggly Wiggly has been welcomed back to the neighbor- hood with open arms, and much of the credit goes to the employees and the relationships they've built with custom- ers within the community, Andy notes. "It's really heartwarming to see the way the customers interact with the em- ployees, especially the ones we brought back. It's just like family," he adds. "I think it's a unique community." PGI GROWLERS The growler station features beers on tap that are otherwise unavailable in the store, and varieties are often small-batch brews that are hard for consumers to find.

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