Forecourt licensing scheme celebrates success
Coors guide retailers through legal process
July 31 2002
More than 50 garage forecourt operators have successfully applied for licenses to sell alcohol thanks to a scheme introduced by Coors Brewers a year ago.
Coors is helping to guide petrol retailers through the legal maze of obtaining a liquor license from local
magistrates. A “no win no fee” deal on solicitors costs has so far seen 52 forecourt retailers make successful applications.
A similar scheme has been extended to operators of small shops such as newsagents and tobacconists keen to expand into off-licence sales. Coors Brewers is running the scheme in partnership with c-store supplier Londis.
An increasing number of filling stations, especially those in rural areas, now double up as local
convenience stores and are often the only shops serving their communities. Stewart Regan, Director of Sales for wholesale and independents at Coors, said: “In many cases turnover of these goods now outweighs sales of fuel and hundreds of rural filling stations now operate as convenience shops and general stores.
“We decided to launch the legal service because we considered the ‘no win no fee’ offer would give forecourt retailers the right incentives. The overall strategy is to help retailers expand into alcohol sales and thereby grow this sector of the drinks category.”
One of the first forecourt operators to benefit from the initiative was Leicester based Kalron, which operates four filling station sites. Turnover in the business has increased by 20 per cent at the site which has been selling alcohol for a year. Director Roni Dalal said: “It’s made a tremendous difference to the business which has included a spin-off in sales of other goods thanks to increased footfall through the site.”
