Sound Business

In just four years Sound Shore Liquor Pantry has become one of the most successful wine stores in Westchester. Owner Robert Varbaro explains how. By Robyn Moreno, Beverage Media, October 2004

When Robert Varbaro asked his wife, Donna, what she thought about selling their business, a successful chain of deli’s, to open a venture he knew almost nothing about, she told him to do what his heart told him to do.

“Thank God, it worked out,” laughs Varbaro. A half a million dollars invested and four years later, the citizens of Westchester are thankful, too. Sound Shore Liquor Pantry, the 3,200 square foot wine mecca that Robert built in Mamaroneck, NY, has become the go-to store for connoisseurs, suburban moms, and everyone else looking for a great, yet reasonably priced bottle of wine. Not bad for a guy who, four years ago, couldn’t discern a “a red from a white.”

The reds and whites Varbaro was more versed in were more of the Marinara and Alfredo variety. For twenty three years before Soundshore, Varbaro ran a deli and café chain that specialized in fresh Italian products. But what put them on the map were the chicken cutlets and meatballs made by Varbaro’s mama and auntie. “We had a huge following because everything was homemade from the fresh mozzarella to the fresh dough. My philosophy is: do it right or don’t do it, period.”

Varbaro was happy doing it right in the food biz until his two daughters went away to college and he found himself longing for a new adventure to fill the empty nest. Recognizing his hometown area, near Rye and Harrison, was in need of a quality wine and liquor store, Varbaro approached a good friend in the beverage business for advice and support. Armed with his newfound knowledge, his wife’s blessing, and what he calls “guillons,” Varbaro put everything he had into his store by the shore.

“I was nuts,” remembers Varbaro, “I figured I’d learn from my mistakes.”

Sound Shore opened in November of 2000 and was flooded immediately with holiday shoppers. Varbaro’s inherent businesssavvy has kept his mistakes minimal. Since opening in 2000, business has increased every year by 20 to 30 percent, even after September 11 when almost all businesses took a hit. And his store, which boasts almost 3,000 different wines and a serious selection of vodkas – over 30 brands – and stellar single malt Scotches, like Lagavulin and Oban, has expanded to include a hugely successful on-line store.

“Customers love the store,” says Varbaro. “Women love it because it’s warm and inviting, men love it because we have a great selection of $12-$24 bottle of wines. Everybody wins.”

While he does have a can-do attitude, Varbaro employed other strategies to ensure his success.

Dedication
While Varbaro likes to joke about his initial lack of wine knowledge, his store now features an exciting variety of Australian and Spanish labels, as well as a huge number of Amarones – which he loves – and California cult faves like Plumpjack. “I did lot of reading,” he explains, “Wine Spectator, The Wall Street Journal.” He also enrolled himself in sommelier school in Manhattan, and went to every wine tasting he could. His diligence has paid off, as happy customers can testify. Varbaro brings this zealousness to his work ethic as well. “I put in 100 hours a week,” says Varbaro. “I haven’t had dinner at home in four years.” While his work situation could worsen with the new 7-day-a-week law, Varbaro is actually ready to take it a little easier. Last year he took his first vacation in years. “I took my wife down to Aruba. There comes a time in your life when you need to be with your family.”

Giving Back
Sound Shore has built a loyal clientele by creating a welcoming store with a wonderful selection of everyday wines, but Varbaro’s standing in the community has helped solidify the store as a neighborhood institution.

Every year Sound Shore hosts a holiday kick-off party for over a 1,000 guests including vendors, customers, and even local politicians. The fiesta includes free wine and food as well as discounts on wine and liquor all day. “I want people to come in and enjoy the store.”

Varbaro also donates to a staggering number of organizations each year, well above and beyond what’s expected from a community leader. “Every year we sponsor a Latino night, where I’ll donate Spanish and Argentinean wines to help impoverished Latino kids in our neighborhood.” He also supports the local police and fire services with donations to silent auctions, and even recently raised money for computers for the local schools. And it’s not just inventory he donates; he’s often there in person, pouring wine and mingling with people. “My community helps me out all year, it only makes sense that I return the favor.”

Looking Ahead
“I have one daughter going after her Ph.D and the other pursuing her Masters degree. I’m not retiring any time soon,” laughs Varbaro.

So what does a company do that has increased exponentially every year? Keep it up.

“I’m still the little baby in the industry,” says Varbaro, who plans to add a section of half bottles and dessert wines early next year.

He’s also investing in his staff. His manager,Wille Hernandez recently graduated from the same sommelier school Varbaro attended, on Sound Shore’s tab.

And he’s about ready to visit the appellations he stocks in his store. “I hate to be away from my store,” he admits, “But I think I’m ready to go.”

Winning Web site
One sales area Varbaro always recognized as imperative is on the Internet. And consequently, he has created one of the most successful sites in the industry. His great selection, low price mantra has been transferred to the web where customers find an engaging and easily navigable store. Features of the site include weekly specials, invitations to wine tastings, a newsletter, printable coupons, and a loyalty program.

What’s especially helpful and important for an on-line store, without a salesperson nearby, is the in-depth descriptions of wines and liquor. Click on a Castello Banfi Brunello Di Montalcino 1999 and you’ll find tasting notes, reviews, and even food suggestions. And Sound Shore ships everywhere allowed.