Now in its fourth generation of family-member involvement, northern Florida’s Broudy’s Liquors has no intention of resting on its laurels. Indeed, with store renovations and expansions ramping up in recent years, the five-unit chain is just getting started, says Barry Broudy, third-generation co-owner with his (now retired) sister Joan Broudy. Driving the charge is the stores’ commitment to staying relevant in a changing marketplace and keeping beverage alcohol shopping fun and educational for its customers.

Broudy’s stores stretch from coastal St. Augustine, Florida to the greater Jacksonville area an hour north. Combined sales revenue across all locations is estimated to be between $25-$30 million annually, and the chain employs some 50 workers. As with other Florida liquor stores, spirits account for the majority of Broudy’s sales at 60%, followed by wine at 25%, beer at 10%, and miscellaneous items at 5%. The stores stock between 5,000-7,000 SKUs, Broudy says.

The first Broudy’s opened in the early 1950s in St. Augustine, operated by Barry’s grandparents, who he concedes may have “dabbled in running moonshine” in the area during Prohibition. Originally grocers, his grandparents added the liquor store right next door to their grocery store on North Ponce de Leon Boulevard, and it’s still in operation today. Barry’s father, Martin “Baby” Broudy, joined the business shortly after, and the store quickly earned a reputation as far away as Jacksonville for its low prices. Barry joined the family business in the early ’80s, and before long, Broudy’s opened a store in the Jacksonville market and a second location in historic St. Augustine.

Today, in addition to the stores in St. Augustine and Jacksonville Beach, Broudy’s operates locations in St. Johns and Fleming Island. And most recently, his daughter Natalie and son Porter have joined the chain—“working from the ground up,” Barry says—ushering in the fourth generation to the family business.

Independent Spirit

The St. Augustine-Jacksonville area has experienced population growth in recent years, a combination of infiltration by new residents and tourists. Broudy says that while the vast majority of his customers are locals, he tries to target the “Publix shopper,” a nod to the generally affluent consumer who frequents the grocery chain. With beer and wine sold in virtually all trade channels in the Sunshine State, competition is fierce for independent retailers like Broudy’s. Spirits can be a battle too, notes Broudy, citing powerful competitors like Total Wine & More, ABC Fine Wine & Spirits, and Publix, via its growing portfolio of package stores. “Being a small guy, you have to work that much harder,” he says.

Recent renovations and expansions at Broudy’s existing stores demonstrate how hard the retailer is working. The stores average 5,000 square feet in size, but the St. Johns store—located in the Julington Creek area—replaced a previous store last year and stands at 6,000 square feet. Broudy describes the store’s design as a cross between a Florida citrus plant—an homage to the local agricultural industry—and a spirits rickhouse. “I’ve been able to create something that is really unique to this market,” he says of the store, noting that he likes to incorporate the design and products of the places he’s visited into his stores, whether it’s a winery in California or a distillery in Kentucky. “I try to recreate those experiences.” 

The Julington Creek store also features painted concrete block, internal exposed steel, high ceilings, and wide aisles. The spacious feel of the store encourages customers to linger, and average transactions are 25% higher than at other locations, Broudy notes. Other store highlights include a walk-in beer cave and, as at the other locations, a drive-thru window. “With the drive-thrus, we were ready for the pandemic,” Broudy says of the low-contact windows. While not prevalent in the market, he says his customers enjoy the convenience of the drive-thru. “If you’re short on time, you can order online and pickup at the drive-thru,” he explains. “They’re also great if you have your kids with you.”

The Jacksonville Beach store, meanwhile, is located in a tony neighborhood and was recently expanded and renovated, complete with an events room for intimate tastings. Events in the space—such as a recent Barrell Craft Spirits cocktail hour—typically sell out, the retailer says. Indeed, tasting and events space will play a big role in Broudy’s renovations going forward. At press time, the addition of events space with a capacity to accommodate up to 50 people was underway at the Julington Creek store. “I want to provide our customers with an on-premise/off-premise experience so that when they come into the store, it’s fun, it’s educational, and they leave with something they can share with their friends,” Broudy says. An even larger shop with a footprint of 11,000 square feet is envisioned for a St. Augustine store relocation in the next few years.

Dynamic Spirits

In just the last few years, Broudy has seen a dramatic change in spirits-buying trends at his stores. “Five years ago, vodka dominated my stores,” he says. “Today, Bourbon dominates, and Tequila is No. 2.” Brand proliferation has contributed to the growth in Bourbon, he notes, and consumers are quick to try new products. “When a new one comes out, it’s exciting, but customers will jump from the one that came out three months prior to the new one,” Broudy says, making it challenging for retailers to manage inventory. 

One segment where Broudy has been spot on is with the chain’s single barrel Bourbons, all of which he has been involved in picking. The stores offer 20-25 different single barrels a year, generally priced at $50-$100 a 750-ml., although a recent Willet Family single barrel fetched $500. “It even surprised me,” Broudy says of the pick, which sold out in less than a week.

Similarly, Tequila has exploded at Broudy’s and the stores work to stock as many as possible. Additive-free Tequilas are the latest craze, the retailer says, driven by the popularity of the Tequila Matchmaker app. As a result, the stores now feature additive-free Tequila sets. And as elsewhere, ready-to-drink cocktails sell well at the Florida chain, including new entries that harken back to established non-alcohol brands, says Broudy, pointing to the likes of the Absolut & Ocean Spray Cranberry line and Sunny D vodka seltzer (both $10 a 4-pack of 12-ounce cans). Overall top-selling spirits brands at the chain include Crown Royal ($24 a 750-ml.), Jack Daniel’s ($22), Smirnoff ($11), and Tito’s ($20).

In the wine category, “New Zealand Sauvignon Blanc is monstrous for us,” Broudy says, including brands like Kim Crawford ($13 a 750 ml.). Overall, the sweet spot for wines at the chain is about $15 a 750-ml., he says, but sometimes his customers feel the desire to splurge. “During the holidays we sold 100 cases of Caymus Cabernet Sauvignon at $80,” says Broudy. At the other end of the pricing spectrum, Woodbridge ($10 a 1.5-liter) is the chain’s top-selling wine. Beer category sales at the stores, meanwhile, largely follow national trends, the retailer notes, with top sellers including brands like Coors Light ($10 a 6-pack of 12-ounce bottles) and Modelo Especial ($18 a 12-pack of 12-ounce cans).

Online sales—with delivery handled by third-party platforms—account for a mid-to-high single-digit percentage of total sales. Like other beverage alcohol retailers, Broudy’s saw a surge in its e-commerce sales during the pandemic, but these days it’s settled back down. And that’s just fine for this retailer. “I’m much more focused on the in-store experience,” he notes.

Elevated Experience

Broudy’s relies on digital marketing to promote its selection and in-store events. Social channels include Facebook, Instagram, and You Tube. Broudy’s VIP Club loyalty program, meanwhile, is more than 10,000 customers strong, the retailer says, and members earn points that can be used to receive cash back. Members’ purchase history can also get them special consideration to buy allocated items, Broudy says.

Complimentary in-store tastings are ongoing at Broudy’s, and in recent years the owner has encouraged suppliers and distributors to offer sample sips of cocktails at the events rather than straight shots of liquor. The move has been popular. “With professional bartenders demoing the drinks, the events aren’t just a tasting but a mini cocktail class,” Broudy says. But free samples go beyond those offered by suppliers. Each store keeps open bottles of new releases behind the counter and sales staff direct customers to try out a new product on the house. 

With such a long history in the area, it’s no surprise that Broudy’s is very visible in supporting the community through donations and tastings. Broudy is a co-founder of the annual St. Augustine Spanish Food & Wine Festival, an event that last year raised more than $100,000 for Flagler College’s hospitality program.

While no new stores are planned, Broudy says that doesn’t mean new locations are off the table. For now, he believes that he, Natalie, and Porter have full plates with the completion of the Julington Creek store, refreshing other units, and an expanded suite of educational events. Moreover, the retailer is working with the city of St. Augustine to build a parking garage on a 6-acre site the family owns downtown, which would see the relocation and transformation of its existing downtown store into an 11,000 square-foot combined on- and off-premise venue. If Broudy receives final approval, the completion of that project is about three years away.

No matter the number of stores, the retailer says Broudy’s Liquors is committed to making the adult beverage experience in north Florida more elevated. With expanded classroom and events space, the chain is determined to raise the bar. “The future is all about education,” Broudy says. “The better I educate my staff and customers, the better my stores will do.”