July 19, 2021

JJ’s Wine, Spirits & Cigars has landed among the top 20 adult-beverage retailers nationwide in an annual industry ranking.

Beverage Dynamics, an industry trade magazine, ranked JJ’s at No. 15 alongside retailers that are considerably larger, owner Tom Slattery said.

“Literally every adult-beverage retailer in the country gets a copy of this magazine, and we feel they do a good job vetting those who make the top 100 list,” he said.

“To be considered as a relatively small retailer is exciting and gives me lots of energy moving forward.”

It’s the second consecutive year JJ’s made the top 100 list and its first time in the top 20.

Retailers apply for consideration, and Beverage Dynamics looks in detail at business practices, community involvement, product stocking, employee programs and plans for success.

“We talked a lot about how we handled custom engagement through COVID. We talked a lot about pivoting. And we talked a lot about our plans and strategy for exiting out of COVID and reengaging people in our on-premise situation,” Slattery said.

JJ’s never entirely closed during the pandemic, but it implemented email ordering and curbside delivery while “continuing personalized fulfillment without contact with the customer,” Slattery said.

He credits doubling down on COVID-mitigation tactics in the fall for customer retention. Masks were required, and once the bar reopened, tables were distanced. Wind breaks and heaters were installed on the patio so it could be used during the winter, and the event room was opened for in-house dining, allowing more space.

Virtual tastings “were regular and impactful,” Slattery added. “They increased and improved and maintained customer engagement. And through virtual events with local charities and nonprofits, we raised over $35,000 through virtual platforms during 2020.”

That community involvement likely contributed to the top ranking, he said.

“And I think it’s the component that puts businesses like mine into the top 20. It’s not only what you’re doing to improve the customer experience but what are you doing to improve the community around you.”

Looking ahead, some pandemic-related changes will stick, he said. JJ’s is adding even more to the patio to allow for year-round use. Email ordering and curbside delivery continue to be options. And hybrid tastings will be held, too, combining in-person and virtual attendance.

“We prefer in-person events, but to bring more iconic figures in our industry into the room, it’s definitely something we will utilize,” Slattery said, adding he also looks to the top 100 list for other industry-leading ideas.

“It’s all about sharing ideas and what works and what doesn’t within your business. We know we have a good platform, we know we have a good customer experience, and now we’re ready to move that forward and make it more fun and exciting for the customers and our team members.”