Alright, it’s been three months since I took over the wine shop, and the big question is—am I crushing it, or am I failing miserably?
Spoiler alert: it’s been a rollercoaster, and I’m taking you through the highs and lows today.
For the past 10 years, I have wanted to own my own bar. When the opportunity to purchase this wine shop came up, my business partner and I knew we had to jump on it. It felt like the perfect addition to our lineup of future projects.
Today’s all about looking back at these first three months—because, let me tell you, a lot has happened!
From Vision to Reality
Our biggest goal for the wine shop was always clear: earning $30k a month. Don’t get me wrong—we knew this wouldn’t happen overnight.
Honestly, I didn’t expect to be there in the first six months.
But having that number in mind keeps me focused. It’s like our North Star—guiding every decision and every tweak.
Having a goal like this isn’t just about the money—it shapes how we run the shop day to day. It helps us zero in on where to focus, what needs to run smoothly, and what might need more attention.
And, hey, let’s face it, everyone needs a reason to get up in the morning—ours just happens to be a lot of wine.
So, did we come out of the gate hitting those numbers? Absolutely not. We’re about 40% down right now, but that’s better than 50%. There are a few key reasons why the numbers are down.
#1 – Shop Awareness
The shop itself is pretty new—it only opened in January. So, to be fair, not many people even know we exist. Awareness across the city is small but growing.
Before we took over, there was little advertising, and there was little during the first three months, though there was some social media presence. Still, we’re starting from scratch.
Sometimes, I’d catch myself looking out the window, just waiting for people to walk in, reminding myself that building awareness takes time.
We’ve got the wine; we just need people to know we’re here!
#2 – Summer Slowdown
We offered tremendous wine-tasting events, where we carefully selected some great bottles for people to try. These events were about tasting wine and learning and experiencing the stories behind each bottle.
But the results could have been better. It’s hard not to take it personally, but I must remind myself that people plan for the summer months in advance.
Vacations, weddings, live music, and more will take place over a wine tasting, and we are still a small and somewhat unknown business.
#3 – We’re Different
We’re not just another wine shop. We’re introducing something unique to Dubuque—wines from smaller vineyards, wines you won’t find at the grocery store or liquor store.
There’s a learning curve for people, which is fine, but we’re navigating it. It’s like trying to explain to someone why gourmet coffee is better than a cup from the gas station—it takes time, but once they get it, there’s no going back.
People here are starting to catch on, and it’s a fascinating journey!
Have you been to a wine shop, brewery, or cocktail bar and noticed how they differ from other places?
How did you feel about it? Let me know in the comments. I’d love to hear your thoughts.
Crunching the Numbers
As I mentioned, we set our sights on that $30k-a-month goal. But first, we needed to understand where we stood.
The plan for these first three months was simple: gather data, determine what works, and, most importantly, establish a baseline.
I wasn’t expecting perfection—I just wanted to sell wine, cocktails, and beer and offer a great experience to everyone who walks through our doors.
Little did I know that each month would feel like a rollercoaster
July Sales:
July started excitedly… but the sales didn’t match that energy. The extended hours and cocktails sparked some excitement, but the first week felt flat, especially since the 4th of July was on a Thursday.
People were out celebrating, but not with us.
A Look at the Numbers:
Unsurprisingly, wine made up over 60% of our sales. Let’s be honest.
We’re a wine shop, and I would be worried if wine wasn’t making up most of our sales. Cocktails followed at 22.5%, and the rest came from beer, NA options, and some food.
I thought it was a solid start—nothing mind-blowing, but a good baseline to build.
August Sales:
Now, here’s another spoiler: August was our biggest month. This was the month when things started clicking.
We saw more people coming in, and bottles of wine were flying off the shelves.
A Look at the Numbers:
Over 500 bottles of wine were sold. That’s right—500! Plus, we sold 442 glasses of wine, which blew my mind.
I could feel it on those busy days when the bottles were moving. My body a little soar the next day. It sucks getting old.
Cocktails stayed consistent, but beer and food saw a solid increase. It was like we finally found our groove.
August felt like the start of something unique. Could this be it? Could we finally be on track?
September Sales:
Then September hit, and just like that, it felt like we lost momentum. It was a gut check, for sure.
We’re determined to bounce back and keep moving forward. Everything seemed to drop.
A Look at the Numbers:
We sold more wine by the glass than in any other month. That’s fantastic, right? But here’s the thing—I honestly have no idea why!
The number of flights of wine was down to 27, which is baffling. We’re still trying to figure out what people want.
What was it about in September? Was it something we did? Or just a fluke?
While August felt like a victory, September reminded me how unpredictable this journey is.
Expenses:
And, of course, with any business, there are expenses—sometimes more than you expect. The non-recurring costs were way higher than anticipated, like legal fees, equipment, and getting everything ready to serve cocktails.
Then there are the recurring expenses—rent, utilities, cost of goods—you name it, and they add up.
While I’m hopeful they’ll slow down by 2025, they’re making breathing challenging.
Some Surprises Along the Way
I want to clarify one thing—I love this journey. These are just a few things we’re working on, and that’s part of the process, right?
We’re not struggling financially, but we’re still figuring out some unknowns and navigating the ‘how-to’ of owning a wine shop.
And, like any good adventure, there have been a few surprises along the way—some good and some… let’s just say, eye-opening.
The Good Surprises:
Let’s start with the good because some moments have been heartwarming in ways I didn’t expect.
The Relationships:
First, I’ve been blown away by how many of EJ’s relationships, built over his 20 years in the industry, are crossover guests from my days at the Riverboat Lounge.
People come in to see EJ, grab a glass of wine, and then suddenly spot me behind the bar—it’s like a little reunion. They’re surprised to see me since I haven’t bartended in a year, and honestly, it makes me feel great inside.
There’s something special about reconnecting with old faces and having them support this new chapter and believe in what I have been doing.
The Cocktail Sales Surprise:
Another thing that surprised me is that the total percentage of wine sales would be higher, and cocktails would make up less, maybe 15% to 18%.
But cocktails are a bigger hit than I anticipated. And I think I get it—people know me for making cocktails, so maybe they’re coming in for that. Or, it could be that a friend or partner who doesn’t drink wine feels included when they can have a cocktail with their group.
It’s a win-win. What do you think—are people coming in for the cocktails, or is it just a happy accident?
The Tough Surprises:
Of course, not all surprises are the kind you write home about. Some have been tough reality checks.
Foot Traffic:
The biggest one, which totally blindsided me, was foot traffic. I assumed we’d be busier right off the bat. I know; I was probably a little naïve.
It’s taken longer to get people through the door than expected, which was a bit of a gut check for me. The wine shop has only been open since January 2024, and people are now finding out about us.
I am not sure why I thought foot traffic would be higher. I sometimes have higher expectations for things than reality. Riley tells me this all the time. I have to work on it because I let the disappointment of these things not happen, and I take it too personally. Like what did I not do or do to make it not happen?
Routines and Systems:
Another challenging surprise was how long it would take me to implement my systems. I struggled to establish my daily and weekly routines.
Things like inventory, ordering, and getting a good rhythm down took longer than I thought. And, to be honest, I’m still working on it. The good news is I’m starting to figure it out.
I’ll share more about how I’m building those systems and routines in a future video—so stick around if you’re curious about the behind-the-scenes!”
Adjustments & Lessons Learned
Now that we’ve hit the three-month mark and things have slowed down just enough to catch my breath, I’ve started making some fundamental changes to help get more people into the wine shop.
It’s all about finding that sweet spot between keeping things running smoothly and drawing in new guests.
Adjustments I Have Made
Running Digital Ads
When we first took over, I held off on running paid ads. We posted on social media occasionally, but I didn’t want to dive into ads immediately.
Why? Simple—I wasn’t ready for a rush. With so many systems still being worked out, we last needed many customers when we weren’t fully prepared.
It’s tempting to announce to the world that we’re open, but I knew we had to lay the groundwork first.
Now that things are running smoother, it’s time to spread the word. We’ve started promoting our extended hours and happy hour specials, focusing on building brand awareness.
The goal is to let people know we’re open, have great deals, and are ready to welcome them.
I’m rolling out ads, but we’re pacing ourselves, ensuring we have a solid foundation before going all in.
Direct Marketing
We’ve also started building a more direct connection with our guests by collecting emails and phone numbers for email and SMS marketing.
With Toast’s integration, it’s easy to offer both—some people prefer emails, and others like a quick text, so why not give them the choice?
The best part? We’re tying it into a loyalty program. When guests sign up, they get extra perks, making them feel valued every time they visit. It’s not just about selling drinks—it’s about creating a lasting connection.
I’m thinking about making a video about how we’re using email and SMS marketing to grow the business. If you’re interested, let me know!
Adding Specials
I’ve learned quickly that specials can make or break your slow days. So, I’ve added a few to get more people through the door.
We now have Happy Hour from 3 pm to 5 pm and again from 9 pm to close.
But the one I’m excited about is our ‘Bottle Progression’ on Tuesdays and Wednesdays.
Buy one bottle, get 1% off; buy two bottles, get 2% off—up to 24 bottles for 24% off.
I haven’t seen anyone go for all 24 bottles yet, but there’s still time for you to come down and be my first guest, too!
Lessons Learned:
From the different surprises and lessons I have learned, foot traffic is the biggest. These three adjustments should help increase that traffic greatly.
My worst nightmare is that we have this great product and this incredible experience to offer, and people just need to learn about it. So, my number one goal right now is making sure we’re on everyone’s radar.
Staying focused on this goal will help achieve the primary goal of getting to 30k a month.
Looking Ahead
Reflecting on what we’ve done right—and wrong—has been invaluable in shaping our future. But now, it’s time to shift focus and prepare for what’s ahead, setting fresh goals and building on what we’ve learned.
Holiday Season Focus:
The holiday season is fast approaching, and we’re getting ready to make the most of it. In the coming weeks, we will focus on increasing exposure and showing people we have the perfect holiday gifts for wine lovers.
But beyond that, we want to position our shop as the go-to spot for visiting with friends and family.
Whether they’re shopping for gifts or just looking for a cozy place to unwind with a glass of wine, we want them to think of us.
New Short-Term Goals
I’ve set some key goals to take us to the next level over the next few months:
1. Increase Social Media Content
I want to go beyond just promoting our products and educating. One of the most significant barriers to enjoying wine is a lack of knowledge, so we’re working on creating straightforward, approachable content that helps people feel confident in their choices.
We’ll release short, easy-to-digest videos like “Top 5 Wines for Thanksgiving” or “5 Alternatives to Pinot Noir.”
These quick videos will highlight great wine options and build a sense of community around our shop. People who know more about wine will be more excited to explore what we offer.
And this isn’t just for the wine experts—for anyone curious about wine, whether they’re seasoned connoisseurs or total beginners. Our goal is to make everyone feel welcome and comfortable.
2. Increase Overall Sales in Each Category
Right now, we’re about 40% below our target—and that’s okay. We’re in this for the long haul. Instead of focusing on hitting the big number right away, my short-term goal is to increase sales by 5% each month.
It might sound small, but that steady, consistent growth is what we’re aiming for.
With a mix of digital ads, engaging social content, and building more vital brand awareness, I’m confident we can hit these goals. It’s all about taking it step by step—slow and steady wins the race, right?
If you believe we can hit these goals, let me know by hitting the LIKE button! Your support means the world to us.
Raising a Glass to the Future
At the start of this video, I asked if we were crushing it or failing. After breaking down the last three months, the answer is clear: we’re crushing it… kind of.
But there’s always work to be done, and that’s why I made this video—to show you how we’re tackling challenges while celebrating the wins.
I’m thrilled with our progress so far. We’ve come a long way, but the journey is far from over. There are still plenty of unknowns, and things can change quickly—that’s part of the adventure.
It’s been a wild ride, and I’ve learned so much about running a business and about myself. The challenges have pushed me in ways I didn’t expect, and I’m proud of how far we’ve come.
The next three months? I’m excited for them, and believe it or not, I’m already thinking about 2025. It feels like we’re building something special here.
We’re sticking to our plan but staying flexible. If I’ve learned anything, it’s that being ready to pivot is critical. With hard work and the proper adjustments, I’m confident we’ll hit our goals.
If you’re curious about why we decided to buy a wine shop in the first place, check out this video (gesture to the link)—it’s a wild story, and I think you’ll enjoy it.
Thanks for being part of this journey with me. Cheers to the next chapter!