ALEXANDRIA, Va. – The craft beer segment is a healthy category for U.S. convenience stores, posting double-digit increases in both sales and units last year, per the recently released NACS State of the Industry Report of 2016 Data. Craft beer also offers great opportunities for c-stores to grow sales and be more local.
On this week’s Convenience Matters podcast, we sat down with Chris Van Orden, manager of marketing and beer strategy at Port City Brewing Company in Virginia, to talk about what it’s like to be first, local, relevant and interesting. Port City is the oldest packaging brewery in the metropolitan Washington, D.C, area, and the first to open in the area since Prohibition.
“There’s a lot of beer being sold these days and people want to drink what they know and really feel passionate about,” says Van Orden. This idea resonates with convenience retailers who are always looking for new ways to engage with their local communities.
Van Orden discussed how retailers can engage their customers by “surveying the scene” in the neighborhood and finding ways to celebrate being local. Hosting events like Joggers & Lagers, Pedals ‘N’ Pints and BeerYoga helps Port City embrace a calories in/calories out mindset that helps customers enjoy their favorite craft brews and remain active.
Convenience Matters focuses on topics related to convenience stores. Episodes can be downloaded on iTunes, Google Play, Stitcher and at convenience-matters.com.