The beverage retail sector is on the verge of a transformation. Traditional stores with purely functional product displays are no longer enough to sustain customer enthusiasm. With the GVP beverage store in Weiden, Getränkehaus Plöchl has addressed this very issue—and implemented a concept that consistently redefines the customer experience, product depth, and brand identity.

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The result: the award for “Best Beverage Retailer 2026” in the specialty beverage store category at the prestigious RUNDSCHAU competition.

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In collaboration with Kesseböhmer aspartner a store that not only sells products but also inspires—and serves as a blueprint for the future of the specialty beverage retail industry.

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From a beverage store to a specialty store

The initial question was as simple as it was crucial:

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Why would a customer still go out of their way to visit a beverage store today?

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For Managing Director Ludwig Maximilian Plöchl, the answer was clear: only by offering real added value.

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An expanded product range, an immersive experience, and clear positioning were intended to make all the difference. The market in Weiden was therefore deliberately designed as a flagship project—a place that sets new standards.

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Interview: “Why Was Weiden Named the Best Beverage Retailer of 2026?”

Ludwig Maximilian Plöchl, Managing Director of Getränkehaus Plöchl, on vision, implementation, and the courage to embrace change

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Mr. Plöchl, why was es important es to set new standards with this market?

The beverage store first had to evolve into a specialty store. Many product lines typically es grocery stores are missing from traditional beverage stores. At the same time, customers need a real reason to visit in the first place. These reasons are primarily product selection, the shopping experience, and the feel-good factor—and that’s exactly what we wanted to take to the next level in Weiden.

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Was es specific reason that sparked this idea?

I realized early on that the industry needed to move in this direction. But as a junior manager, I didn’t initially have the opportunity to implement everything right away. That had its advantages, too: I was able to test out many ideas on a small scale. Eventually, it became clear that we had to do es and create a comprehensive concept that truly stands out.

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Partnership as a Key to Success

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Why was Kesseböhmer chosen aspartner?

It all starts with people. From the very beginning, our collaboration has been pleasant and based on mutual respect. At the same time, Kesseböhmer is extremely solution-oriented—something that’s not always a given these days.

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How did you find the project phase?

Very direct and to the point. Es no detours, no “game of telephone.” Changes were implemented quickly, and special requests were accommodated. That’s exactly what you’d expect from a collaborative partnership.

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Focus on the shopping experience

At the heart of the concept is a well-designed shopping experience:

Clear customer guidance, maximum visibility, and consistent product availability.

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What was particularly important to you during the design process?

The store is fully stocked, so customers can access small-format bottles at any time. What sets us apart is that we offer nearly every case assortment as a six-pack as well—a feature es rarely see es .

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And what about customer service?

Customers should feel comfortable and be able to explore the entire selection—without having to rush or cut corners.

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Brand Identity and Scalability

What began in Weiden has long since become more than just a single project.

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What role does brand identity play?

A very big one. The concept from Weiden is currently being rolled out to other markets. es goal is es develop a clear, recognizable brand identity.

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Is that even scalable in such a highly individualized market?

That was precisely the challenge. Together with Kesseböhmer, we developed solutions that can also be adapted to smaller spaces.

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Enthusiasm that resonates

Customer feedback strongly confirms the effectiveness of this approach.

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How do visitors react to the market?

We were thoroughly impressed—by the atmosphere and the way the products were displayed. We often hear descriptions like “a cathedral of beverages” or “a beverage store of superlatives.”

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What surprises first-time visitors the most?

It's clear: the decor and lighting. You wouldn't expect that in a liquor store.

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Special Solutions in detail

In addition to its design and product range, the store also stands out for its innovative detail.

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Are es you're particularly proud of?

Our refrigeration concept. Instead of traditional cold storage rooms, we have integrated modular refrigerators and incorporated them visually into the overall design. This not only makes the layout clearer for customers, but is also significantly more scalable.

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What role do sustainability regionality play?

A very big one. We are strongly committed to reusable products and make a conscious effort to support regional producers. For us, regionality isn’t just a trend—it’s a conviction.

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Courage, passion—and a clear vision

The path to market launch was challenging:

A former bowling alley was completely renovated—with an investment that was well above average.

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What was the boldest decision made during the project?

To even attempt this transformation.

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Was es particularly defining moment?

The grand opening—and, of course, the award for Germany’s best specialty beverage store. This shows what’s possible when everyone works passionately toward a common goal.