Spirited Virginia Q4 2024 - 13

SPOTLIGHT ON SERVICE
Cindy Knowles, Manager, Store 82, Sterling
BILLY FELLIN
C
indy Knowles started with Virginia
ABC 15 years ago as a clerk in Sterling.
She soon became the manager of a store in
Herndon and currently manages Store 82 in
Sterling-the same store where she began
her ABC career.
Knowles notes local products that are
popular at her Northern Virginia store,
primarily from two distilleries. Like the
Sterling ABC store, Catoctin Creek Distilling
is in Loudoun County, less than 25 miles
away. A. Smith Bowman Distillery is Virginia's
oldest distillery, offering many popular
spirits, especially bourbons.
Why did you begin working with Virginia
ABC?
I owned a framing and needlework store for
32 years. With the economy declining and
disposable income dropping, I made the
decision to close down the store at lease
renewal in May 2009.
What are your current responsibilities?
I'm responsible for running a high-volume
store for Virginia ABC. I oversee the store's
growth and the employees.
What do you enjoy most about your job?
I enjoy training others to grow and develop
their skills for advancement. I also appreciate
the chance to be a resource for other
managers to call upon with questions about
the processes and procedures that we follow.
In what ways do you interact with customers?
My interactions involve helping customers
with their purchases and selections when
they're shopping.
What makes a quality Virginia ABC store?
An efficient and knowledgeable staff creates
a quality store.
What makes a quality ABC employee?
A good employee needs to have product
knowledge and engage with customers.
How do you learn about the many different
products on Virginia ABC store shelves?
I learn about our products by reading labels,
looking over the new product guide, reading
Spirited Virginia and other industry magazines
and tasting products.
What are the most popular products at your
store?
Tequilas and bourbons are popular here.
Are there any Virginia-made spirits that
your customers especially like?
Our customers like liquors from Bowman
Brothers and Catoctin Creek.
How can you help a customer find the perfect
product for themselves or to give as a gift?
I engage with them and find out what they're
looking for. I'll offer suggestions of trendy
items and products that are similar to what
they enjoy.
How do you apply Virginia ABC's core values
in your work?
One core value is " Accountability. " I'm
accountable for how the store operates,
making sure employees are trained to
follow processes and procedures. I'm also
accountable for ensuring that they're taking
ownership of their jobs and are responsible
for how they do their jobs.
Another core value is " Integrity. " I operate
with integrity in how I perform my job duties
and in interacting with the public.
Do you have a favorite cocktail? A favorite
liquor?
I tend to enjoy a good Martini or Old Fashioned
and a sip of tequila.
-Annie Tobey
SPIRITED VIRGINIA | OCTOBER | NOVEMBER | DECEMBER 2024 13
Spirited Virginia Q4 2024

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