business news in context, analysis with attitude

by Kevin Coupe

Some retailers sell beer.  But some retailers celebrate beer.

Dayton, Ohio-based Dorothy Lane Markets this week announced what it is calling its first Local Craft Beer Show - and this is just so smart.

The show will take place on one night, August 3, from 7-9 pm, at its Springboro, Ohio, store.  Customers will be charged $75 apiece to come and try beers and ales from more than 20 local craft breweries (as well, I'm sure, as taste numerous snacks and foods crafted by DLM).  If you're a frequent shopper, you can trade in points for a ticket discount.

This is not new territory for DLM - for years they've had a highly successful holiday show at which they charge customers to come in and taste wines and try lots of different foods in advance of the end-of-year holidays.

Some retailers sell six packs or cases of beer.  But Dorothy Lane Markets is selling an attitude toward beer, creating an environment in which people pay for the privilege to be pat of the celebration.  This creates more than shoppers - it creates Eye-Opening connections between customers and retailer that are deeper and more sustaining.