Customers looking to quench their thirst have options at Center Square in Oxford, Michigan. “We have 20 feet of liquor, a walk-in beer cave and 12 beverage cooler doors,” said owner Carlo Koza. “We offer so many different drinks, from the big names to the smaller brands, because the more you offer, the more customers will stay loyal to you when it comes to beverages.”

The Center Square store didn’t always have such an extensive beverage collection. It wasn’t until Koza took over in 2014 that the transformation into a beverage destination began.

Reallocating Space

The main thing that propelled Koza to purchase the store a decade ago was its 5,000-square-foot size. “The previous owner was ahead of his time with such a large store, which allowed me to increase the beverage selection, among other things,” Koza said.

He immediately applied for a liquor license to add spirits to the beer and wine already being sold. “We’ve become an old-school liquor store and enlarged our beer and wine selections, too,” Koza said. “Beer has expanded like crazy, along with the ready-to-drink seltzer market and classic cocktails already mixed in a can or bottle.”

Koza used his nearly two decades of experience in the convenience store industry to bring in a variety of beverages to slake customers’ thirst. “Carbonated beverages still sell well, and the energy sector is on fire,” he said. “Caffeine is a big thing too, with customers looking to get more caffeine in their systems through energy and soda, while sparkling water and hydration drinks have exploded, too.” In addition, he stocks a lot of carbonated beverage alternatives, such as carbonated natural fruit juices, and a wide selection of sparkling waters.

“Overall, customers are taking to all these new beverage products, and we need to keep up with the new drink products so our customers see us as the place to go to for beverage innovations,” Koza said.

To continue reading, check out the July issue of NACS Magazine.