Name, décor change and improved smells designed to appeal to hip, younger crowd during 75th anniversary
In an effort to update the sober image of Virginia’s government - controlled liquor industry, Doswell ABC store #3458 beside the truckstop has been selected to be an upgraded prototype, designed to make the stores more inviting to a new, younger generation of hard drinkers as part of its 75th anniversary initiatives as dictated by Governor Kaine.
“Virginia’s ABC stores provide pleasant, convenient shopping for people 21 and older who choose to drink. We indeed walk a fine line in marketing and PR,” says Virginia ABC Spokewoman Barbara Bateman. “We are trying to strike a balance between the tightly-controlled, socialistic business model of Virginia and the freewheeling, cut-rate, open-all-night model of Maryland. The purpose of our store renovation is not to make alcohol appealing to those too young to drink, but to enhance the liquor-purchasing experience for our regular customers. The main initiative behind our renovation project is five-fold: First . . .”
While Ms. Bateman rambled on and on some crap about “social responsibility” and “market shares”, Newsfromdoswell wandered off on a self-guided tour of the newly-renovated pilot store. It was in stark contrast to the typical Eisenhower-era stores of yore, designed using stainless industrial metal, polished wood and iron. LED spotlights on flexible wires dangled from the ceiling, providing hip, directional lighting. The typical gruff, middle-age flannel-shirted employees had been replaced by younger, way-too-pale, artsy "Carytown"-types, complete with skinny jeans, black sneakers and T-shirts, with greasy black, poorly-cut hair. A young woman working there wore black glasses and carried a vintage metal Jetson’s lunchbox for a purse – a sure sign of coolness.
The store also has eliminated the previous characteristic antiseptic vomit smell typical of Virginia’s ABC locations, replacing it with overpowering cheap cologne popular with today’s younger, active alcohol shopper. One could close one’s eyes and swear they were inside a Hollister’s or American Eagle. Piped-in thumping techno music provided auditory stimulation, temporarily distracting frantic patrons from their beeline to their favorite row and shelf.
“We want to discourage our buyers from rushing in and out, and encourage our liquor and wine purchasers to browse,” says Bateman, when confronted by bleary-eyed customers furious at having trouble finding their favorite alcoholic libations. “Therefore we have rearranged the products in a more pleasing and . . . sir, would you please back up? . . in a more . . .Sir, I’m not kidding.”
The store also has done away with the unpopular brown paper bag so reviled by both the casual and chronic liquor purchaser, instead utilizing silver plastic bags, decorated with rivets and tied with a drawstring. “Our patrons will look like they just staggered out of an upscale clothier, not a liquor store.” Says Bateman.
Bourbon Outfitters will have its grand opening May 25, 2009 at 8 AM. ABC regulations prohibit spending the night or throwing up in the parking lot.
In an effort to update the sober image of Virginia’s government - controlled liquor industry, Doswell ABC store #3458 beside the truckstop has been selected to be an upgraded prototype, designed to make the stores more inviting to a new, younger generation of hard drinkers as part of its 75th anniversary initiatives as dictated by Governor Kaine.
“Virginia’s ABC stores provide pleasant, convenient shopping for people 21 and older who choose to drink. We indeed walk a fine line in marketing and PR,” says Virginia ABC Spokewoman Barbara Bateman. “We are trying to strike a balance between the tightly-controlled, socialistic business model of Virginia and the freewheeling, cut-rate, open-all-night model of Maryland. The purpose of our store renovation is not to make alcohol appealing to those too young to drink, but to enhance the liquor-purchasing experience for our regular customers. The main initiative behind our renovation project is five-fold: First . . .”
While Ms. Bateman rambled on and on some crap about “social responsibility” and “market shares”, Newsfromdoswell wandered off on a self-guided tour of the newly-renovated pilot store. It was in stark contrast to the typical Eisenhower-era stores of yore, designed using stainless industrial metal, polished wood and iron. LED spotlights on flexible wires dangled from the ceiling, providing hip, directional lighting. The typical gruff, middle-age flannel-shirted employees had been replaced by younger, way-too-pale, artsy "Carytown"-types, complete with skinny jeans, black sneakers and T-shirts, with greasy black, poorly-cut hair. A young woman working there wore black glasses and carried a vintage metal Jetson’s lunchbox for a purse – a sure sign of coolness.
The store also has eliminated the previous characteristic antiseptic vomit smell typical of Virginia’s ABC locations, replacing it with overpowering cheap cologne popular with today’s younger, active alcohol shopper. One could close one’s eyes and swear they were inside a Hollister’s or American Eagle. Piped-in thumping techno music provided auditory stimulation, temporarily distracting frantic patrons from their beeline to their favorite row and shelf.
“We want to discourage our buyers from rushing in and out, and encourage our liquor and wine purchasers to browse,” says Bateman, when confronted by bleary-eyed customers furious at having trouble finding their favorite alcoholic libations. “Therefore we have rearranged the products in a more pleasing and . . . sir, would you please back up? . . in a more . . .Sir, I’m not kidding.”
The store also has done away with the unpopular brown paper bag so reviled by both the casual and chronic liquor purchaser, instead utilizing silver plastic bags, decorated with rivets and tied with a drawstring. “Our patrons will look like they just staggered out of an upscale clothier, not a liquor store.” Says Bateman.
Bourbon Outfitters will have its grand opening May 25, 2009 at 8 AM. ABC regulations prohibit spending the night or throwing up in the parking lot.
