middle class Indonesians are really starting to enjoy drinking wine, and this can be seen in the opening of many wine shops and bars since early 2000s VIN . is a pioneer in the retail wine industry in Indonesia, and since its opening in 2004, the brand has expanded to five stores across Jakarta and Bali. We meet the Director General of VIN . Kemang, Central Park and Street Gallery, Liz Yolanda Simorangkir, to discover the secrets of its success, and the company was affected by the Alcohol Tax tips of the last year.
When we hear the name VIN ., we automatically think of wine. Can you tell us the story of how the company was born and developed over the years?
In the early 2000s, there was free wine shops only available service that catered to specific customers as expatriates, diplomats and wealthy Indonesians. Basically, the wines were mainly consumed by these specific clients. However, after the economic crisis of 1998, we discovered that many residents of the middle and high class began to learn and wanted to buy wines.
We assumed the interest in buying wine at the time was because these people were exposed to wines while studying abroad, and when the economic crisis hit they were forced to return to Indonesia. After being away, they probably adapted to the lifestyle of drinking wine and wanted to keep that here in Indonesia. They began to look for places that sell wine, but are not able to have full access to the existing duty free shops. This is when VIN . was established; a wine shop with a large selection of wine to meet both expatriates and locals. The first output VIN . Kemang was opened in November 2004.
What are the core values ​​of your company?
Our core values ​​are to provide the best selection of wines and services to meet all levels; beginners who discover the wines, people with sophisticated tastes.
How successful has your concept - that of a wine shop along with a bar serving wine and food - was
This concept was very successful. After the first two years since our establishment, the store was very good, but customers also now looking for a place to drink their wines. In 2006 we decided to expand VIN . in a place of wine; a retailer, a lounge and a restaurant with a place to drink wine and enjoy the food as well. Since we launched this model, we have seen many sites with similar concepts open throughout Indonesia. One of them is Cork Screw, and many others.
The first VIN . was opened in Kemang, Jakarta. How many points do you have now and how many people work for you?
We have four outlets in Jakarta and Bali. In ., we have five outlets with approximately 300 people working for us.
What differences do you see in VIN . Seminyak Bali and your branches in Jakarta
The concept is still ?; the only differences are the customer profile and the interior and layout. In Bali we respond not only to residents of Bali, but also for tourists. In general, people in Bali prefer to drink white wine and Jakarta, they prefer the red. Our output Bali has a large outdoor area and Jakarta all zones are closed and the air conditioning.
Have you smoking areas non-smoking separate in your restaurants?
Yes, we do.
Let's talk about wine. Is VIN . saw a drop in sales from higher alcohol taxes last year? How do you handle this challenge?
The increase in alcohol tax has not had a big impact on the . turnover. What it does is, it is difficult to sell high-end wines because of high sales prices. However, the market continues to grow.
We are very involved in lobbying and ask the government to come up with a win-win solution for all (consumers, retailers and government). This is an ongoing process.
Do you foresee other price changes being delivered by the government?
Of course, the government still wants to improve earnings by raising taxes, but in doing so it will only encourage people to smuggling, which is another problem. Whether or not another increase will go through remains to be seen.
What is the most popular wine you sell?
wines with a sweeter taste are popular, as Moscato, Lambrusco, and wines with a below Rp.500,000 selling price.
Do you face challenges when importing wines? Are regulations change frequently?
There are always challenges when importing wines, but we are quite experienced and confident since we have been in the business for over 10 years. And yes, the regulations change frequently.
Where are the majority of your customers from? And how many people do you see on average a busy month
Our majority customers are people ?; 90 percent local and 10 percent of expatriates. On average, we see about 3,000 transactions take place in our stores every month.
What are the high and low seasons your job?
The high seasons are February (Chinese New Year and Valentine's Day), April and May (the wedding season), November (Thanksgiving), and, of course, December (Christmas and New Year) .
The low season is January, because people tend to cut after the long holidays and year-end holidays, and from June to August, during school holidays.
Do you have any upcoming events in the future?
In Kemang, every Monday in January is Hot Monday ', where members get 50 percent sirloin Grain reduction Fed Steak (for members only) and this special exchange offer all the months.
In our Kemang, Pondok Indah and branches Central Park, we Winderful Treat every day, where you can taste wine by the glass only Rp.50,000 ...
Our best known event is held each month, where we have a free tasting of the day open to the public. This usually occurs in the middle of each month and the dates for the next event to be announced.
Every month we will focus on different wines selected or new arrival wine with a special promotional discount of 20 percent, which is available in all outlets in Jakarta VIN . . In January, we focus on wine selected variants D'Arenberg.
What do you like most about your job? What do you look forward to work every day
I like the products we sell - wine! I like to share with the market and the education of our staff and the team on products and how to sell the products. I also really like to meet new customers. There is no limit to learning about wine and I think the wine brings people together.
Thank you, Yolanda. For more information, please contact Yolanda on yolanda@vinplus.biz