There’s only one thing that could make the Village Beer Merchant (VBM) any better than it already is – a Tavern “Wine” license. With a tavern license granted, VBM Hertel is now able to serve up samples and pints. Judging by the future success of the Hertel operation, in regards to serving on the premises, the Elmwood location could also go in a similar direction some day.
“The Hertel location was already built to suit the requirements of the license, ready to go,” says Cameron Perry, VBM store manager (photo). “The Elmwood location could be switched over, but the cost is just not there, and Elmwood Ave. has a lot of great beer bars as it is.”
The idea behind the transition to incorporate beer tastings and pint pourings is to enhance the craft brew relationship between the customer and the in-house beer aficionados.
“The goal here is to educate customers on different beer styles,” comments Perry. “Our staff is very knowledgeable and capable of describing different styles to customers, but tasting the different styles is a better experience.”
As for the general vibe of the business, the new license is more about allowing beer lovers to sip and discuss the various craft selections, rather than simply establishing a bar atmosphere within the store.
“We don’t want it to be a bar, because we’re a very family oriented business. We have customers who bring their kids in every week and we want to maintain that atmosphere,” adds Perry.
Now, instead of taking someone’s word for the quality and taste of a beer, customers can now make an informed decision by sampling a couple of different selections. That should go a long way towards making every beer buying quest the most fruitful possible.
Village Beer Merchant Hertel | 1535 Hertel Avenue | Buffalo NY | 716-768-1436 | Open 7 days a week | Photos: Facebook