Retail unfiltered dives behind the counter to uncover the real people of Australia’s liquor retail industry. This week we get to know Joe Feliciotto, Manager of Edinburgh Cellars (The Ed) in Adelaide.
Located in a heritage-listed sandstone building in the leafy suburb of Mitcham, Feliciotto said what sets the store apart is its unique charm and unwavering focus.
“We have a strong emphasis on imported, old-world wines and classic European spirits, while also celebrating high-quality local producers. We’re a traditional drive-through bottle shop that prides itself on offering the same level of friendly, knowledgeable service whether you’re picking up a four-pack of beer or a bottle of top-end Champagne.”
Together with Cellar Manager, Sam Taylor, Feliciotto has operated the store for close to seven years and it is their collaboration and team focus that brings something special to The Ed.
“We like to think we’ve put our own stamp on the range while honouring the vision of the great liquor retailers who came before us. Sam’s palate and expertise are among the best in the business and have been instrumental in curating a selection that stands out from the big players.”
He added: “Every member of our team shares that same passion – they’re not just here for a job; they’re here because they genuinely love the industry.”
As a result, Feliciotto said the best part about what he does is being a leader for his team and watching them succeed in their careers.
“Maybe it’s the parent in me, but I really enjoy the people management. Over the years, we’ve had an amazing team of mostly budding winemakers, and it’s been a joy to watch them grow and carve out their own careers in the industry. The constant exposure to new drinks, fresh ideas, and great stories keeps me inspired and excited to come to work every day,” he explained.
Constantly evolving
Spending most of his career in customer service, Feliciotto said it was ultimately a curiosity surrounding the emerging craft beer scene that led him to liquor.
“It was clear that something exciting was happening, and I wanted to be part of that wave, and I’ve been riding it ever since,” he told National Liquor News.
It is also his curiosity for new and interesting products that has kept him active and engaged in the industry over the years.
“It’s all about the liquid. We’re privileged to work in an industry that gives us access to an incredible diversity of products from around the world. With constant environmental, social, and technological shifts, what’s coming across our counter is always evolving and that keeps things fresh and engaging.”
With that said, he notes that one of the biggest challenges for the store currently is keeping up with changing consumer patterns – especially in the younger generation.
“Keeping up with the drinking habits – or in some cases, the lack thereof – of younger consumers has been a real challenge. There’s been a definite shift among under-30s toward moderation and health-conscious lifestyles.
“From a societal point of view, that’s fantastic, but it does make marketing more complex. We’ve leaned into low-calorie, low-alcohol, and low-sugar options, but a growing number of people are opting out of alcohol entirely, which requires a whole new approach,” he explained.
In terms of what’s next for the market, Feliciotto said: “The non-alcoholic category will continue to grow as producers refine their craft and the quality edges closer to the real thing. From a retail perspective, I also see more sustainable and eco-friendly packaging becoming a major focus for the industry in the near future.”
Embracing change
As the market changes, an important part of Feliciotto’s job over the last few years has been to embrace emerging technologies, keeping The Ed relevant and engaged.
“We’ve put a strong emphasis on growing the e-commerce side of our business and expanded the website significantly. Managing such a large and diverse inventory online is a challenge for a small team, but we’re getting there. Regular email marketing and active social media engagement have become essential. Sam and I handle all of that ourselves, so what you see online is a direct reflection of what’s exciting us in-store at any given moment.”
Like many other businesses the team have invested in their social media presence and have especially found success when connecting with customers in specific categories.
“While our wine following has always been strong, we needed to build more engagement across other categories, so I invested a lot of time in craft beer Facebook groups over the years, which really helped to expand our reach and connect with passionate drinkers.”
Looking ahead Feliciotto said that he hopes liquor retail will continue to become a space that is inclusive for customers – no matter their tastes or preferences.
“I’d love to see a complete removal of snobbery and judgement. People should be free to enjoy what they like without criticism. Our philosophy is simple – we’re here to listen to our customers and help them find something they’ll love.”