Confessions of a retail buyer: Harrods

Nick Fleming, wine and spirits buyer for London institution Harrods, reveals the qualities that he looks for when deciding whether or not to list a new spirit.

Here at Harrods we have set criteria for any potential spirits before we can consider listing. All liquid is tasted in blind format alongside some or all of the current Harrods portfolio and other appropriate established brands on the market.

Apportioning points based on appearance, nose, taste, point of difference, we can then decide on initial selection, before revealing the product and making our final evaluation of the product. If I personally had to mention one single quality that influences my tasting decision, it would be balance.

Having been the spirits buyer at Harrods for over 20 years, I am extremely privileged to have seen and worked with some of the industry’s most exciting brands and exclusive launches.

I still get excited about working with innovative and imaginative people and their products, so this is something we continue to look out for.

I suspect my first interest in spirits was initially an unconscious cultural exposure. My grandfather and uncle had both produced barrels in a cooperage in Manchester and I heard many stories of the trade from my father as I grew up. Repeating the “Don’t be vague, ask for Haig” advertising slogan was apparently a trait of mine from a very early age whenever my father produced a bottle of blended whisky for a social occasion. It was indeed the philosophy behind blended whisky rather than malt or any other spirit that later captivated me.

Providing our customers with an unforgettable experience from the moment they walk through the door is essential, not only in The Wine & Spirits Rooms but throughout all departments in store. When customers are looking for a new spirit I like to use a “trinity” analogy which incorporates a) the customer expectation led by the Harrods experience; b) the integrity of the Harrods brand; and c) the emotional attachment of the customer to a particular spirit brand within the Harrods environment. The credibility of our brand partnerships is probably best exemplified by the exclusive launch periods we adopt for exciting new releases.

Remaining true to how we evaluate new liquid and our “trinity” analogy [is the most challenging part of my job]; it is customer engagement that is key to Harrods as a business and what we continue to strive towards.

Tasting and discovering great liquid is hugely satisfying; although seeing a product we have helped launch gain traction with the Harrods customer runs a very close second.

The more established brands that we have on shelf in The Spirits Room by their very nature fulfil the needs and expectations of a proportion of Harrods customers and we are very comfortable with that.

We firmly believe that “being spoiled for choice” isn’t an ideal luxury retail experience. However, an adventurous approach to spirits purchasing can be encouraged, for example by positioning a lesser known or new brand in close proximity to a known brand within the same basic flavour profile. This structured, consumer friendly approach means our staff can immediately engage with our customers on a more emotional level.

We believe there is a great opportunity for established American whiskey; apart from this I have just been introduced to an outstanding Armagnac, which ticks every box and is going to have significant impact.