Beverage Bulletin June 2009

California Beverage Retailers Association

P.O. Box 56686

Sherman Oaks, CA 91413

(818) 788-8120

Newsletter June 1, 2009


CBRA Website and Newsletter

Our website is open to the industry. You can read our monthly newsletter on the website or have it delivered right to your inbox. There are a lot of exciting features included and more to come. It gives members another way of keeping in touch with what is going on in the industry. Visit us at http// to subscribe and get your part of the action!



There are a number of proposals that will increase your fees and taxes or make it tougher for licensees to do business. Members are encouraged to log on, check what's happening and give us your input. Together, we can stop these threats before it's too late.

Quick Shots

A new consumer study by Datassential Research shows that:

1 . The New Value Shopper is EVERYONE. They are the typical consumer, not the exception.
2. Quality & Price Come First. Consumers want freshness with consistent quality at a good price.
3. The Search for Value Extends Beyond the Store. Comparison shopping and planning are key.
4. For Most, It's Back to Basics. Shoppers are stretching their food dollar and making trade-offs.
5. Customers Value Honesty. They like national and store brands that offer honesty and value.
6. Store Brands are Growing Fast. Consumers see store brands as just as good in quality and taste.


The Wine Institute reports that California wine sales were up 2% last year, but the total dollar value of sales was slightly off as consumers traded down.


Trends. What is up in sales? The AP says chocolate, running shoes, gardening seeds, tanning products, gold coins, laxatives, stomach remedies, and comfort foods like Spam, beef stew, chili, and macaroni & cheese. These resulted in record profits for Hersheys, Hormel, Philips, and Kraft Foods while postponed big ticket purchases drove auto and appliance companies to the wall. The National Gardening Association reports that home gardens have increased more than 40% this year as people are spending more time at home. The National Restaurant Association list of top 20 new trends includes micro distilled artisan liqueurs, culinary cocktails, food and alcohol pairings, and organic wine.


Meanwhile fast food restaurants are having a food fight. El Pollo Loco, Dennys, Kentucky Fried, Arbys, Jack in the Box, and many others are giving away meals just to get customers in.


Wine Reviews

As always our aim is to find good, sound, reasonably priced wines that our members can promote to build customer relationships and business. This month we attended a tasting by Wine Warehouse. We found two small wineries and one large worth talking about. The wines are all available through Wine Warehouse.

Kenneth Volk Vineyards has Jaybird Chardonnay, a nice, clean, light wine aged in small stainless steel kegs. One third of has been aged for three months, giving it an extra roundness that sets it apart from other chardonnays. Front line cost is $15. At 3 cases the cost comes down to $10. An easy promotion. For more information call National Sales Manager, Mike Brown at (714) 842-9656.

Pedroncelli Wines are big reds from Dry Creek. The 2007 Pinot Noir is full bodied and mellow. A good dinner wine with red meat. Cost is $12. The “Mother Clone” Zinfandel is from 100 year old vines and blended with 12% Petite Sirah. At a cost of under $8, this one will make aficionados very happy. Southern California Sales Manager Mark Abraham can fill you in on availability. (800) 331-2829 ext.3453.

The Louis Martini 2005 Napa Cabernet has true Napa character, is very reasonable at a cost of less than $17. The Gallo winery has maintained the high quality of this wine while keeping it affordable.

Wine Tastings and Industry Events

The Unified Grocers Show is June 3 & 4 in Long Beach.

The Christermon Foundation is hosting the Annual Beverage Industry Golf Tournament on June 19. Call Cheryl at (949) 837-5291 to play.

FPFC Expo 2009 will be July 14 at the Disneyland Hotel.

Call the CBRA office for further info on all these events.

Coming Promotions

Fathers Day is June 21, graduations and graduation parties will come this month, and the July 4th weekend will bring BBQs. All of these are opportunities for extra sales. Your customers may need to stock the home bar or buy wine and beer for the celebrations. Take advantage of distributor programs and displays...and be sure to advertise and promote!

CBRA Opens Membership for the first time in 20 years

Now, more than ever, access to your industry is paramount. The CBRA is California's only statewide association of licensed retailers, and our membership continues to be open for the first time in 20 years.


At CBRA we deal with licenses and regulations that affect the beverage business on a daily basis. That's why CBRA offers practical solutions, unique products, services, information, and timely advice for both large and small beverage businesses. With reasonable fees, superior service, and associates that are easy to reach, CBRA helps you to run your business better and easier.


California Beverage Retailers Association – We know how to get it done.