Crafty buyer breaks rules

Lloyd Cullen has never forgotten the advice from a merchandise manager when switching from supermarket management to the buyer's floor "many, many years ago".

The first pearl of wisdom was that the biggest mistake Cullen could ever make was to simply stock his
favourite brands. The second was that if he never made a ‘cock-up' and bought a ‘bum line' he wasn't doing his job.

Today, however, the beer manager at New World Victoria Park on the fringes of Auckland's CBD is rewriting the grocer's rule book with spectacular results. Not content to just stick with the obvious
supermarket lines, the beer, wine and gin-making hobbyist has put his reputation and personal
tastes on the line by stocking a head-turning range of local and international craft beer, the envy of
many specialist outlets.

He admits he's learning as he goes and flying by the seat of his pants but his palate hasn't let him
down yet, for every one of the 300-plus brews Cullen sells has been a winner.

"Fortunately, I haven't had any ‘bum-lines' - I'm wondering when it's going to happen," laughs
Cullen, who now fields calls from colleagues asking for stocking tips.

Cullen's remarkable run began modestly enough about four years back when, appalled by the small range at New World Victoria Park, he offered to do something about it.

Convinced the supermarket's innercity customers - many of whom are high income earners - would
appreciate a more discerning beer selection, he was given the all-clear to test the waters. 

It was just three or four new variants a week at first, mostly English through importer Beer Force, reflecting his own personal preference.

But when he got a random call from Renaissance Brewery in Blenheim requesting that he stock its range, the flood-gates opened for the booming Kiwi craft scene.

"In the end the boss said, ‘Don't ask me, just do it', and I've had the license to buy what I like since," says Cullen, who personally samples each drop.

The economic pinch, however, has had its effect, even amongst Cullen's clientele.  "Since the screws turned economically, I can't believe the comeback that Lion and Speights have made, and even Export -
they've really taken off."

The other recent buying trend, says Cullen, has been an explosion in the cider selection.

"It's absolutely dynamic. On my ordering screen six months ago I had one page - now I've got four
and half."

Cullen's best-selling Kiwi craft
Emerson's
Mike's
Epic
Renaissance
Moa
Scott's gluten free

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