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Buehler’s goes live with new Ohio liquor branding

Store is first in state to employ OHLQ label

Russell Redman

April 5, 2019

2 Min Read
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Buehler’s Fresh Foods has opened Ohio’s first store to use the state’s new liquor branding.

Yesterday, Buehler’s opened the Massillon Liquor Agency next to its Massillon, Ohio, supermarket, which has fully implemented the Ohio Liquor OHLQ brand. Developed by the Ohio Department of Commerce Division of Liquor Control (OHLQ), the new name and logo is slated to roll out at merchants across the state this year, replacing the “State Liquor” brand.

Buehlers_Massillon_Liquor_Agency_store.PNG copy.pngIn Ohio, spirits are sold at retail only through state-licensed liquor agencies, operated by independent contractors, including some grocery store locations. However, beer and wine can be sold in supermarkets, drugstores and other licensed retailers.

According to Wooster, Ohio-based Buehler’s, the OHLQ brand is designed to bring a more distinctive look and feel to the state’s liquor branding and modernize the generic labeling now used in most Ohio agencies.

“We find the Ohio Division of Liquor Control to be a terrific partner and are very impressed with their vision and execution,” Buehler’s President and CEO Dan Shanahan said in a statement. “Under [Superintendent] Jim Canepa’s leadership, the division is fixing problems, branding for the future and growing again. We are happy to be part of it.”

Buehler’s noted that its Massillon location has a strong beer and wine assortment, including more than 500 beers and 1,000 wines available daily. Customers can get a 10% discount on wine case purchases, and liquor agency customers can use credit or debit cards for payment.

“We are proud to offer our customers the convenience of one-stop shopping and have strived to respect customers' considerations by offering two entrances into the agency, one from inside the Buehler store and another directly from the parking lot,” commented Ron James, director of beer, wine and liquor for Buehler’s, which operates 13 supermarkets in Ohio.

The Buehler’s Massillon Liquor Agency has business hours from 9 a.m. to 9 p.m. Monday through Saturday and is closed on Sundays.  

“The Massillon Team is excited to bringing this opportunity to our store,” added Ben Sigler, store manager for the Massillon Buehler’s. “We look forward to introducing a new service and meeting new customers.”

In response to rising alcohol sales in the state, OHLQ has been in an expansion phase. Currently, there are about 480 agency stores operated by state-licensed contractors, including roughly 20 locations opened last year.

“While the look is a big focus of the brand, it’s also about the feel,” stated Lindsey Leberth, brand manager for the Ohio Department of Commerce. “We want consumers to feel supported in their shopping experiences with educated and helpful staff willing to assist. We’re adding a level of sophistication to our locations.”

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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