Small Business Q & A: Sherlock's

 general manager and Decatur store partner Craig Maske holds a postgraduate degree in Finance from Kennesaw State University. 

The East Cobb location at 2156 Roswell Road is one of five in the Sherlock's family. Like other package store owners in Georgia, Maske is assessing the impact of the Nov. 8 elections allowing Sunday retail alcohol sales.

(There will be a similar referendum in unincorporated Cobb on March 8 that would impact both the Sherlock's East Cobb and Barrett Parkway stores.)

Maske projects that Sherlock's Buckhead and Decatur stores will experience "a little bump" in sales because of the approval of Sunday sales in Fulton County and Decatur.

"I've looked at other markets' data, and it's doubtful that we'll see a gain in sales after the newness of being able to buy alcohol on Sunday wears off."

"Our Decatur store is already open Sundays because we have a partnership with The Cook's Warehouse there, so, no extra staffing needed."

Maske explained that the Georgia Alcohol Dealers Association has been active in lifting the blue law for years. He shared that the enacted GA SB 10 is the first version of the bill to include the sale of distilled spirits.

Privileged license to sell spirits is separate from privileged licenses to sell beer and wine.

"The failed bills that omitted liquor from Sunday sales would have prohibited package stores from being open on Sundays," Maske explained.   

Q. What's the best thing about your job?
A. All the people I get to meet and get to know. I've known some of our customers since I first started working here in 1989, see them when they're celebrating birthdays, babies, the holidays.

I get to hear great stories and learn history from our producers. I get to know the wine makers, distillers and master brewers.

We went and visited Bill Samuels at Maker's Mark before he retired as president. He drove us around and shared an oral history of his part of Kentucky. He's 7th generation distiller, has great stories.

Alcohol has been part of American economy since the first settlers. There's a lot of interesting history.

Q. What is the best thing about East Cobb?
A. I grew up here, my parents are here. I think the area has good education, good local businesses, lots of places to shop. It's a great place to raise a family.

Q. Why did you choose to open your business in East Cobb?
A. Growth opportunities.

Q. Why did you pick this kind of business?
A. I needed a job to help me get through undergraduate studies. I started at Roswell Rd store. I learned that I enjoy retail and being part of the alcohol business.

Q. What are some of the services you offer that people don't know about?
A. We carry high quality bar supplies and gifts. WMF barware and Riedel glassware.

Q. How long have you been in business?
A. Doug Bryant bought Sherlock's on Roswell Road in 1986. His dad was one of the original partners of the, already established, neighborhood store.

Q. Do you have advice for anyone who'd like to start a small business in this area?
A. The biggest thing is to have a plan. You also have to do industry and market research.

You need to know what's going to make you different from the other businesses serving the same market need.

If you're not going to be different from what's already there, you might want to try something else.

Q. Is there anything else you'd like our readers to know?
A. We're on the web. We've got a main website and each store has their own site, Facebook and Twitter communities. Join us and get industry news, marketing promotions, and event information.