We recently connected with Nicolette Siragusa and have shared our conversation below.
Hi Nicolette, thanks for joining us today. Can you tell us about an important lesson you learned while working at a prior job?
Like most people, I’ve had a lot of different kinds of jobs. From a brief summer as a waitress, to a part-time receptionist job, to three years as a case manager, to fifteen years of ministry, to owning a non-alcoholic bottle shop, the thread that ties them all together is the importance of listening well. I’ve never worked in retail, and I’m not interested in selling you something that you don’t want or need. What I am good at is listening to people – why did they come in today? What flavors do they enjoy? – and introducing them to products I believe in. One aspect of owning this store that has surprised me are the personal disclosures that people feel comfortable sharing. People will tell me they’re recently pregnant (sometimes before they tell close family members), or share their battles with addiction, or ask how to support a sober loved one. Of course, we also have people who simply come in who are curious and want to learn more, and I’m happy to share what I know. I love inviting someone to the tasting bar, asking them what flavors they enjoy, and watching their faces light up when I pour them something unique that fits their profile.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
In late 2023, a tasting changed everything and introduced us to the world of “sophisticated non-alcoholic (N|A) sips.” My partner, Tom, and I attended a wine tasting and came across a new kind of non-alcoholic beverage. Instead of trying to taste like a particular kind of alcohol, it was a botanical blend that could stand on its own in terms of flavor, with the added benefits of being functional (that is, having ingredients that help with your mind, mood, or energy). A few months later, a chance encounter with the original Point 5 in Richmond, Virginia, and good chemistry with the founder Jodi Sidle, led to us becoming her first franchise.
Part of what drew us to work together was our shared value of being welcoming of all people, including a commitment to being a safe space for people to ask questions and explore, regardless of their relationship with or their choices around alcohol. Our customers range from sober, to sober-curious, to trying to moderate, to wanting an interesting mixer. Our goal is not to convert anyone, but simply to educate about the variety of options and empower them to make their own choices.
Another reason we wanted to work with her was because, as a veteran of non-alcoholic spaces, Jodi was able to help us curate our initial selection of beverages. While groceries and liquor stores may have a small selection of non-alcoholic options, they are limited by what their distributers carry. In contrast, we are able to direct order from companies on the leading edge of the industry.
A year after opening, we have over 250 products in the shop, from well-known national brands to unique imports to locally produced beverages, and our list is constantly being curated. Tara (my sister and another co-owner) is the one who develops relationships and continues to refine our collection as new drinks are introduced into the market.
We know our products well, and are eager to help customers who are seeking to satisfy the ritual of making a classic cocktail, or looking to pair a delicious sip with a meal, or want something fun to enjoy with friends. Our selection of functional drinks have ingredients that can enhance your mood, improve your memory, help your body process stress, and support cognitive functions. Many of these ingredients provide that relaxing feeling you get after the first few sips of alcohol, but leave your mind clear so you can enjoy the fun and sensation of being relaxed, with none of the regret.
People choose non-alcoholic beverages for a variety of reasons. Some are sober-curious, some want healthier options, some are trying to be more mindful of their alcohol intake, some choose to abstain from alcohol all together, some simply want to know what options exist. No matter your reason for coming in, Point 5 is a safe space where your choices aren’t questioned. We are focused on helping you curate delicious adult beverages that encourage you to stay present and remember every moment of time well spent with loved ones.
What do you think helped you build your reputation within your market?
What sets us apart is our focus on customer service, education, and inventory curation. As northern New Jersey’s first stand-alone non-alcoholic bottle shop, there wasn’t a lot of direct competition. However, local grocery stores or liquor stores that are volume businesses can afford a smaller margin on products. We offer a highly curated selection of the best products on the market, and our knowledgeable team can help customers make an informed decision. In addition, we have a rotating selection of samples to try. Our free samples are offered as a high-end experience at our bar, using real glassware, as we guide you through a tasting. There is the opportunity to purchase a full-sized cocktail to drink on premises (we have a lovely porch) or to go. We are also known for ‘underselling.’ Considering buying a four-pack, but you’re not sure if you’ll like it? We’re quick to point out that you can buy a single can to try it first. We offer a discount for a mixed six-pack (with holders carefully engraved by Tara) and first timers often leave with a variety of cans in different flavors and styles, and then come back with pictures of their favorites. We have worked hard to earn our customer’s trust, and they share their experience with others.
What’s worked well for you in terms of a source for new clients?
The first should be of no surprise: personal referrals. When we first opened a year ago, our store was busy with people who were strolling the cute shops of downtown Chester. They were curious about who we were and what we offered, but only a small percentage became repeat customers. However, when those same people later learned that a friend or family member didn’t drink alcohol, they would tell them about our shop. By November, we were a destination for people who were hosting holiday gatherings and wanting to be more inclusive. Most of our most loyal customers were introduced to us by a friend or family member who knew what we offered would be of interest to them.
The second surprised us: being listed on various brand website’s store locators. When companies such as Little Saints started investing heavily in social media, more people were using their store locators to find where they could buy products locally. Though they could buy directly from the company online, the order minimums often deterred people who were new to the brand. Coming into our store, they would not only find the product they were looking for online, but they also were introduced to a whole host of other brands. A recent customer said that every brand’s ‘store locator’ she looked at included us, until she finally decided to make the trip to come in, and discovered we had more than she even knew about. Interestingly, this is how we found the original Point 5 in Richmond, Virginia. After Christmas gifts for family living in Virginia were lost in the mail, we looked up a place to buy Three Spirits Nightcap, and found that Point 5 Richmond was only a mile away.
Contact Info:
- Website: https://point5jersey.com
- Instagram: point5Jersey
- Facebook: point5jersey
Image Credits
Ryan Greene of Artemis Photo LLC