Market Watch, December 2020
DECEMBER 2020 MARKETWATCHMAG COM MARKET WATCH 75For example Mega runs both television and radio commer cials during the holidays along with occasional in home mail ers Monthly emails meanwhile are sent to thousands of customers and social media keeps patrons informed of new product arrivals specials and upcoming events A customer loyalty program is in the works Garcia says In store tastings and other events are offered every week at select stores Theyre usually organized around a theme such as Spanish wines California wines or whisk e y Garcia explains Some of the tastings incorporate food pair ings such as a recent taco truck and Tequila tasting at the Homestead location In addition two major tastings are hosted each year under an 80 by 40 foot tent in the Doral store parking although those events werent held this year due to the Covid 19 crisis We usually have 30 40 suppliers pouring wine and spirits along with food tastings says Garcia noting that events will resume once its safe to do so Off site the chain has also hosted wine dinners at local restaurants and private events And Mega looks to support community groups the chains recent Autism Awareness Day for example contributed a percentage of purchases of select products to autism focused charities in Venezuela Like other Florida liquor store operators Garcia expresses concern that changes to the states laws that would allow grocery stores to sell spirits could affect his business Wed be impacted by the convenience factor and would likely face increased competition for sales of major brands like Titos he says Still grocery stores wouldnt be able to compete with Megas more personalized service nor the immense variety his stores offer Garcia argues While Mega Wine Spirits has certainly made its mark on the metro Miami wine and spirits scene in a relatively short period of time the chain isnt finished building its network of stores At least one new store is planned for 2021 although Garcia declines to reveal the location Beyond that he adds Wed like to expand north But for now our focus is on the South Florida market mwMEGA WINE SPIRITS AT A GLANCE2001Owner Javier Macedo and general manager Manuel Manny GarciaMiami 14Undisclosed65 spirits 15 wine 10 beer and 10 miscellaneous itemsMegaliquors comAt press time Mega was planning to launch its e commerce business A 15th location is expected to open in 2021 FoundedKey ExecutivesHeadquartersNumber of StoresAnnual RevenueSales BreakdownWebsiteFuture PlansThe chain recently rebranded as Mega Wine Spirits Doral Florida unit top right to highlight a new emphasis on wine with top sellers usually from California above right and South America Beer above left remains Megas smallest category at just 500 SKUs
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