‘The consistently cheapest liquor in Christchurch’

Press, 3 June 1981, Page 16

‘The consistently cheapest liquor in Christchurch’

When it comes to Christchurch's cut-price liquor war. the managing director of the Imperial Hotel's new Robbie Burns Shoppe (John McCarthy) has no doubts that he will continue to win the battles. The Imperial started the whole business about five years ago by first offering cheaper liquor. Wholesalers have always existed and many other cheap liquor sources have sprouted in recent years. Now, due to the increasing demand at the Imperial’s Old bottle store, the 372 sq m Robby Burns Shoppe opens today as a bigger supermarket, offering what John claims to be the "consistently cheapest liquor in Christchurch — no-one can touch us. “We are owner-operated, which gives us the chance to sell cheaply.” he says. “We have our fingers on the pulse, and we test our customers’ reactions, which

keeps us in touch with the prices offered by any competitor. “We bulk-purchase and are the direct importers of our wines and spirits, with no middle-man. We bargain with our suppliers to get liquor at the lowest possible prices and, therefore, for our customers. "Being owner-operated means we all work on the floor, resulting in very low margins and allowing us to offer below-cost specials every week. "On our supermarket floor we offer a huge range, right across the board. Whereas, in the previous store we just didn’t have the room. "Not being wholesalers, we do not have a minimum limit of eight litres per customer. We offer single bottle sales or as much as you want to buy. "I would like to point out that the Imperial's Robbie Burns Shoppe is not part, of a monopoly in any way. In fact, we don't like them. “If customers can prove that any product is available more cheaply anywhere else, we’ll go below that price. W'e refuse to let anyone go below our prices. “We now also offer improved car park facilities, and if you are in a hurry, we guarantee to get you through very quickly — or you can stay as long as you like. “For this efficient turnover, we have studied and learnt a lot from supermarkets, and this should help the buyer a great deal also. “I must emphasise again that we are cheaper than wholesalers — we just offer cheap prices and quality. "For example, Wilson’s whisky is available for $7.99 — well below our competi-. tors’ prices.

“Fill-vour-own flagons of top quality sherry sell for $3.90. ‘‘We cater for the wine connoisseurs, and by making massive bulk purchases from the wine companies we can offer top quality at cheap prices. “We are sufficiently confident in all our products to guarantee them all. If our customers don’t like something, we will take it back and refund their money,” John McCarthy says.