Wise Guys Beer Depot

May 16, 2018
Wise Guys Beer Depot is on a mission to change the way people buy beer. Owner Joe Torok has combined his business expertise with manager Kenny Godbolt’s beer industry knowledge to transform their stores into a shopping experience consumers look forward to. Whatever they’re doing seems to be working. With plans to open a 3rd store after just a year and a half in the business, Wise Guys Beer Depot is on fire.
Heady Times (HT): You’re relatively new to the industry; how did you learn the ins and outs of the beer business?
Joe Torok (JT): When I first purchased the store, the previous owner stayed for a while and helped me learn some of the basics. My friend Kenny also had a lot of experience working in the beer industry and he came on board. He’s the backbone of this place.
HT: You recently opened your second location. What made you want to open another store and why did you choose Bath?
JT: Opportunity. Being a businessman, when opportunity is there, I take it. There are no other distributors or grocery stores in the area that I have to compete with, which is why I chose that specific location.
HT: What makes your store uniquely shoppable?
JT: There are three main things I rely on to make my store the best it can be: sight, smell and sound. We have colorful, organized displays and a nice flat screen tv. It smells clean in here, not like a typical distributor or warehouse. And we always have the radio playing and sometimes I catch customers singing along as they shop around. Aside from that we offer old-fashioned customer service. We have lollipops for kids, carry beer to customers’ cars and get to know people by name. 
HT: How do you get involved with the local community?
JT: At this location, we sponsor Joseph Adorno, a professional boxer from Allentown and at the Bath location, we sponsor a women’s softball team. We also participated in the One Love in the Valley event last year. We had a float in the parade. The purpose of the event was to raise money for scholarships and bring all ethnicities in the Lehigh Valley together.
HT: How has Origlio helped you be successful?
JT: Origlio.com is great; it’s very user-friendly. I place my orders online and they have always been delivered correctly. My sales reps are also top-notch.
WiseGuysBeerPa.com • 209 W Union St., Allentown • 610-351-3800
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