Confessions of a retailer: Craft Cellars

Darcy Wood, managing partner of Craft Cellars in Calgary, Canada, tells us why he is passionate about promoting small, craft producers.

Darcy Wood, managing partner of Canada’s Craft Cellars

Where we like to separate ourselves and be leaders in the industry is in our ability to find the small producers – interesting craft brands that have a real passion for what they do. We see their passion and we wholeheartedly support their vision.

One of the products we recently added to our portfolio and one that really excites us is Sonoma County Distilling’s Rye and Bourbon whiskeys – an independently owned, small-batch craft producer that focuses on grain to glass. Every level of the production is handled in-house, including the mashing and fermentation of grains. We were fortunate enough to have the head distiller/owner in recently and his passion for his products really shone through and had us excited.

Here at Craft Cellars we like to promote the small, local producers as we see an ever-growing consumer demand for this and we want to be leaders in filling this request. We are seeing the most growth in the small-batch American and Canadian whiskies, and of course the craft beer movement is substantial.

We are fortunate to have a large in-store tasting bar stocked full of exciting products for our customers to sample so they can educate themselves on which products they will support with a purchase.

For me, becoming a spirits buyer was born out of a passion for the product. Anyone keen to move into the spirits buying industry must also be keen on pursuing their knowledge so they can learn to be an authority in their field. Passion for what you do is a huge benefit, but expanding your knowledge through industry certifications, professional courses and extended education is an absolute must.

People can also attend tasting and educational events here hosted by a variety of proprietors of distillers, breweries and wineries from around the world. They get to hear about and live the stories of these producers, from their humble beginnings to their exciting futures. To be able to share this with people is why we started this in the first place.

We are bringing such a unique experience to the people of Calgary and it sets us apart from your typical store. With the emphasis on ‘craft’ we attract the consumer who wants quality and is willing to pay a little extra to support small, local, independent or small-batch production. The consumer wants handcrafted products that use quality ingredients; they want variety and are not brand-loyal. They like to try something new and limited with each visit.

The most challenging part of the position here is being cutting-edge and having your fingers on the pulse of the industry. We are listening intently and anticipating what our customers are looking for, and then we endeavour to make a concerted effort to deliver the best possible product mix and shopping experience in our market.

The most exciting part for me is discovering new labels, meeting the people and hearing their stories of what’s behind the label. This is what makes us passionate about what we do. When we love a product we want to share what we have learned with our customers, and hopefully get them interested and excited about also supporting it.

We see the most growth in brown spirits as we watch the flavoured vodka category decline substantially. In particular, I think the demand for small craft producers of American Bourbons and whiskeys will continue to grow, and maybe also Cognac for the premium buyer looking at other options from the ever-increasing prices and limited supply of some single malt Scotches. In a similar way, we are also seeing an increasing demand for speciality flavoured bitters and craft gin, as is evident in local cocktail bars.

People are always looking to support local. It fosters a sense of community and attachment to the business where you live. As such, our focus is supporting smaller craft and local suppliers where we can. Supporting a large international brand goes unnoticed by the conglomerates that own them. When you support small distillers as well as those within your community, they appreciate it, and they will give back because of it, both to their product and their communities.