Booths is raising a glass or two this week to celebrate winning a national beer award.
The leading regional retailer beat off competition from national supermarket giants Tesco and Morrisons to be voted Multiple Beer Retailer of the Year in the Drinks Retailing Awards 2010, organised by trade publication Off Licence News.
Small independents to the major multiples went head to head to be recognised and commended for excellence in drinks retailing.
The judging panel was formed from an academy of top industry representatives and journalists organised by Off Licence News. The judges were on the look out for winners who have inspired the rest of the drinks trade, have demonstrated that they have worked hard to understand their market and have a service that rises above the norm.
Booths has one of the largest and varied range of beers, with more than 450 different bottled ales and lagers, over 80 of which are from the regions of Cheshire, Lancashire, Yorkshire and Cumbria, alongside a wide range of genuine imported beers and more than 80 premium ciders.
Booths worked with the Australian government to source seven new beers from smaller brewers to coincide with last summer’s Ashes series, and names such as Bluebottle, Cricketers Arms and Red Angus made an appearance on the UK shelves for the first time.
A CD of podcasts from the brewers was produced and sent out to licensed managers in stores to improve their knowledge of the beers and so they could pass their stories on to customers. The was followed up by beer tastings in store to get a full appreciation for the product.
Booths licensed managers receive regular training on the history of beers , styles and bottle conditioning, which has included staff spending a day being a brewer at the Black Sheep brewery, to give them greater insight into how beer is produced.
Booths also goes the extra mile to display beers by region, strength and by style, making it easier for customers to make their selection.
In 2007, Booths beat Waitrose and Tesco again for the title of Multiple Beer Retailer of the Year.
Off Licence News is widely regarded as the most important source of information for anyone wanting to keep up-to-date with the latest news and issues currently facing the industry.
Off Licence News is the only fortnightly magazine solely on the take-home drinks market and is read by wine merchants, high street chains, supermarkets, independent drinks stores, wholesalers, head offices, licensed convenience stores and grocers across the UK.