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On-PremiseSPOTLIGHTCraft Beer OutletLife in the beer business began three years ago for Mark Sablowsky whenhe received a phone call from his father-in-law, suggesting they open abeer distributor together in Northeast Philadelphia. “It sparked myinterest,” said Mark, “I thought…why not? I like beer.” Now a thriving D,The Beer Outlet, on Franklin Mills Boulevard is only one of the businessesthat Mark manages. After a couple years learning the distributor side ofthings, Mark saw a need for a takeout store in the area. “I kept hearingthe same concern. Customers were hesitant to buy an entire case of acraft or specialty beer. The cases are expensive and without knowingwhat the beer tasted like, it was hard for people to commit to thepurchase. I thought it would be a great idea to open a takeout store withan array of craft and specialty beers where people could purchase singlebottles. It’s less intimidating and if they found something they liked, I couldsend them to our distributor to get a case,” laughs Mark.And so it began. Two years ago, the Craft Beer Outlet opened its doors.Situated in a newly refurbished strip mall on Frankford Avenue, thetakeout offers a selection of over 900 beers. The Craft Beer Outlet is aunique destination that caters to consumers searching forvariety. All products are available single-serveand anything offered can be mixed andmatched to create a 6 pack. “Being able tobuild your own 6 pack is a great way to getcustomers to try new things,” says Mark,“That’s the whole purpose of the store.”With an amazing 22 door cooler lining anentire wall of the immaculately kept store, 95%of the inventory is kept cold. Mark explains, “Iwanted the cooler to be really impactful. Idesigned the rest of the store around it.” Brightlylit and extremely clean, with every bottle faced perfectly, the cooler doorsare separated by beer category and labeled accordingly. Prices areprominently displayed on shelf strips underneath each product, taking outthe guess work for the customer. “I didn’t want anyone to come to theregister and be surprised about what they were paying,” explains Mark.Spotless, yet inviting and cozy, the Craft Beer Outlet offers seating for 30.“I wanted to make the space one where people would feel comfortableand want to hang out. On weekend nights, we have a fairly large crowdwho come in, buy a few beers and share them with their friends. I love it.”Because it is a “takeout” store, Mark is not able to sell draught beer bythe keg. “I needed to find a way to sell beer from breweries like DockStreet who don’t sell their beer in bottles or cans,” says Mark. And he didjust that. The Craft Beer Outlet is equipped with a six tap draught system,situated in the front of the store, welcoming customers as they walk in thedoor. Mark is able to sell pints of beer as well as growlers for takeout.“People often buy a pint and then browse the store to check out what elsewe have. They seem to really like it.”Although a craft beer haven, Mark is very aware that not everyone enjoyscraft beer. “I make sure to carry a decent amount of domestics too. I knowmy client base and there are a significant amount of people who come infor Coors Light—I try to carry something for everyone.” However, Mark’sgoal is to get people to try new things. Although he carries domesticoptions, they have their place in the very last cooler, forcing customers toCraft Beer Outlet owner, Mark Sablowskywalk past all of the craft and specialtyoptions on the way. “This way, people haveto check out the selection. If someone leaveswith a 6 pack of Coors Light and a bottle ofStone IPA, I know I’m doingmy job.”Mark and his staff are wellversed on craft and specialtybeer and they love to teachinterested customers what theyknow. “I think it’s mostimportant to be familiar withthe different styles of beerrather than what each beertastes like. There are so manybrands, I would almost be adrunk if I tried them all! If a customer isinterested in trying a new beer, we havefound that it works best to ask what beersthey like and offer options of the same stylefrom different breweries.” It also helps himwith inventory. “If certain styles tend to sellwell, it makes it easier to decide which newbeers to bring in.”Mark advertises the store in the food sectionof the Inquirer and beer samplings are heldevery Friday night, promoted both on theirwebsite as well as a chalkboard in thestore. Mark explains, “Samplings areanother great way to get people in the doorand introduce them to new beers that theymay have otherwise never tried.”Obviously, Mark is great at what he does,demonstrated by his smart businesspractices, creativity and ability tounderstand the needs and wants of hiscustomers. But what shines through the mostis how much he thoroughly enjoys what hedoes. He shares, “I genuinely love to cometo work everyday—it’s a great business tobe in.”www.origlio.com HeadyTimes v.63 3