Beverage Bulletin July 2009

California Beverage Retailers Association

P.O. Box 56686

Sherman Oaks, CA 91413

(818) 788-8120

Newsletter July 1, 2009


CBRA Website and Newsletter

Our website is open to the industry. You can read our monthly newsletter on the website or have it delivered right to your inbox. There are a lot of exciting features included and more to come. It gives members another way of keeping in touch with what is going on in the industry. Visit us at http// to subscribe and get your part of the action!



There are a number of proposals that will increase your fees and taxes or make it tougher for licensees to do business. Members are encouraged to log on, check what's happening and give us your input. Together, we can stop these threats before it's too late.

Quick Shots


In a recent speech Dave Ferguson, who was the former CEO of Wal-Mart Europe told how Walmart satisfies customers. Wal-Mart Europe is a $22 Billion dollar operating company with the Wal-Mart Operating entity. Wouldn't these same 9 points work for your company?

  1. Commitment to customer service is not a program, it’s a culture,

  2. Hire nice people and be one yourself,

  3. Put yourself in your customer’s shoes,

  4. If someone in your organization is ultimately going to say “yes” to a customer, let it be the

first person,

  1. Do not second guess the front line employees, who touch the customer,

  2. Use common sense. It’s not that common,

  3. Eliminate obstacles and try not to be one,

  4. Learn from your mistakes,

  5. If your customer or employee benefits from a decision, it’s probably a good one.


According to FMI President Leslie Sarasin, price is the number one reason customers pick a store to shop. These days a big part of price advantage is the use of private label or control label products. Industrywide private label sales are running 10% ahead of last year. Are you getting your share? If not, it's time to look at your private label program.

Wine Tastings and Industry Events

FPFC Expo 2009 will be July 14 at the Disneyland Hotel.

The California Restaurant Show, Expo Comida Latina and All Asia Food and Beverage will be in San Diego August 30 to Sept 1. Admission Badges are free to CBRA members registering before July 31.

The Rhone Rangers Wine Tasting August 9 Sunday in Santa Monica. 150 wineries.

Call the CBRA office for further info on all these events.

Coming Promotion

Summer is here. Weekends will bring BBQs and get togethers. All of these are opportunities for extra sales. Your customers may need to stock the home bar or buy wine and beer for their guests. Take advantage of distributor programs and displays...and be sure to advertise and promote!

CBRA Opens Membership for the first time in 20 years

Now, more than ever, access to your industry is paramount. The CBRA is California's only statewide association of licensed retailers, and our membership continues to be open for the first time in 20 years.


At CBRA we deal with licenses and regulations that affect the beverage business on a daily basis. That's why CBRA offers practical solutions, unique products, services, information, and timely advice for both large and small beverage businesses. With reasonable fees, superior service, and associates that are easy to reach, CBRA helps you to run your business better and easier.


California Beverage Retailers Association – We know how to get it done.