Spirits of Virtue Launches in Buc-ee's

From this week, Spirits of Virtue brands Glen Dochus, Pearsons Botanicals, CeroCero and Sobour are on sale in Buc-ee's, the travel centre chain that has become one of the most recognised retailers in the United States.

Buc-ee's is roadside retail on a Texan scale. The chain runs 58 travel centres across 14 states, with stores between 50,000 and 75,000 sq ft, with one holding the record as the largest convenience store in the world. Industry analysts estimate each location turns over ten to twenty times the convenience store average, with around two thirds of that spent inside the shop rather than on the forecourt. Shoppers stay an average of 20.8 minutes, close to double the time spent in other large-format convenience stores.

Big, then, and famous for doing things differently: a reputation built on world class bathrooms, whole walls of jerky and in-house beef brisket bars - so Spirits of Virtue is as eager as the Buc-ee beaver to have its zero proof spirits on shelf in the seven Texas stores leading the launch, in Waller, New Braunfels, Bastrop, Texas City, Baytown, Terrell and Fort Worth.

Roddy Nicoll, Spirits of Virtue Co-founder, said:

"As soon as I stepped into a Buc-ee's, I knew it was an account we had to have. This listing puts our bottles in front of ordinary Americans on the road, thousands of them a day, in a store they drive out of their way to visit. That is how this category gets to scale."

Mike Little, VP Commercial Strategy North America (pictured) added:

"Working with Buc-ee's is the stuff dreams are made of. Brisket flavoured ones!

They have told us our creativity is what got us in the door, and we are all about solutions that make non-alc spirits easier to sell, easier to buy and available where people actually are."

Texas Road Tripping

Spirits of Virtue's Mike Little and Joe Steinberg are currently hitting the road across the Lone star state, working the launch stores to meet managers, staff and customers to show how our range of non-alcoholic spirits can be promoted and enjoyed