Dive - Episode 59 Guide

Mastering Alcohol Sales: Knowledge, Compliance, and Responsibility

Host: Mike Hernandez
Series: Dive from C-Store Center
Duration: 22 minutes

Episode Description

Master one of the most crucial responsibilities in convenience store operations: alcohol sales! In this essential episode of Dive, host Mike Hernandez reveals how proper alcohol handling impacts not only your store's compliance but also community safety. Learn from real examples, like the store that lost its alcohol license for 30 days due to a single ID verification mistake. Discover comprehensive protocols for legal compliance, product knowledge, and customer service techniques that protect both you and your store. Whether you're checking IDs, handling difficult situations, or making product recommendations, this episode equips you with the confidence to handle alcohol sales professionally and responsibly in every situation.

What You'll Learn

• Legal compliance fundamentals that protect you, your store, and your community
• ID verification techniques to spot fake identification
• Signs of intoxication and third-party sales to watch for
• Product knowledge across beer, wine, and ready-to-drink categories
• Professional approaches to refusing sales while maintaining customer relationships
• Operational best practices for inventory management and quality control
• Documentation procedures that provide legal protection

Key Segments

1. Legal Compliance Fundamentals  
   • Age verification procedures and acceptable ID types
   • The REAL method for spotting fake identification
   • Signs of intoxication requiring refused sales
   • Third-party sales prevention techniques
   • Required documentation and manager notification protocols
2. Product Categories and Knowledge  
   • Beer categories: domestic and craft selections with price points
   • Wine categories: red, white, and specialty options
   • Ready-to-drink beverages: seltzers, cocktails, and malt options
   • Proper storage temperatures for each category
   • The HOPS system for describing beer flavor profiles
3. Customer Service Excellence  
   • The TASTE approach for making responsible recommendations
   • Three-step process for professionally refusing sales
   • De-escalation techniques for difficult situations
   • Building trust with regular customers while maintaining standards
   • When to involve management for support
4. Operational Best Practices  
   • Inventory management using the FIFO method
   • Temperature monitoring requirements for different products
   • Display requirements using the Three Vs approach
   • Handling damaged products correctly
   • Sales restrictions and quality control procedures

The Five Pillars of Alcohol Sales

1. ID verification for anyone who appears under 30
2. Temperature monitoring every shift
3. Proper documentation of all incidents
4. Professional refusal when necessary
5. Constant display maintenance

Key Protocols to Remember

• REAL ID Check: Read birth date and expiration, Examine photo and physical features, Ask questions about information, Look for security features
• TASTE Recommendations: Talk about preferences, Ask about occasion, Suggest similar products, Talk about price points, Explain storage recommendations
• Three Vs of Displays: Visibility of prices, Variety of categories, Verification signs posted
• SAFE Emergency Procedure: Stay calm, Alert management, Follow protocols, Emergency services if needed

Temperature Guidelines

• Beer and seltzers: 36-38°F
• White wine: 45-50°F
• Red wine: 68-72°F
• Storage room: Below 70°F

Daily Checklist

• Check and log all cooler temperatures
• Verify ID checking equipment is working
• Review any new promotions or restrictions
• Inspect displays for proper signage
• Confirm incident reporting forms are ready

Pro Tips

• Use your index finger to point at each number when checking ID birth dates
• Watch for groups splitting up after entering the store together
• Document everything - it's your best protection
• Never accept expired IDs, even for obviously-of-age customers
• Trust your instincts - if something feels suspicious, it probably is

Connect With Us

Visit cstorethrive.com for additional training resources, compliance updates, and career development opportunities.

Dive from C-Store Center is a Sink or Swim Production dedicated to helping convenience store professionals enhance their skills and advance their careers.

*Tags: #ConvenienceStore #AlcoholSales #ComplianceTraining #ResponsibleService #IDVerification #CustomerService #ProductKnowledge #RetailSkills