Wednesday, 24 September 2014 10:18

‘Sip and stroll’ while you shop at Horrocks

Written by  Joe Boomgaard
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Horrocks Farm Market Horrocks Farm Market

A growing store in Lansing aims to spice up the typically mundane grocery shopping experience.

Starting in July, Horrocks Farm Market opened an in-store tavern with 30 taps of craft beers for patrons to consume while strolling the aisles.

The feature has been so popular that the company, located at 7420 West Saginaw Hwy. just east of I-96 in Lansing, already started on an expansion project to add another 20 taps. The vast majority of the beers Horrocks features are made in Michigan, with a handful of craft beers and ciders coming from out of state.

“We wanted to let people buy a glass of wine or beer so they could sip and stroll,” said Dan Dunn, the store’s general manager.

To date, the tavern operation has exceeded expectations. In about the first month, Horrocks Tavern sold more than 600 growlers “and filled many more than that.”

“Our first month was way beyond what we’d expected,” Dunn said, noting most patrons just buy one glass to consume while they’re shopping or come in for growler fills.

The company also wanted to expose customers to smaller Michigan breweries such as Grand Rapids-based Hideout Brewing Co. or Tapistry Brewing Co. from Bridgman — both of which have limited draft distribution to bars and restaurants and no retail presence in bottles or cans.

The current plans calls for the tavern to maintain a rotating tap list, perhaps on a seasonal basis, Dunn said.

A Horrocks store in Battle Creek also features tavern space.

“There’s been nothing negative,” Dunn said. “So far, everyone’s been really positive about it.”

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