What does it take to turn a niche idea into a flourishing retail business? 

Hector Diaz and Adriana Gaspar, co-owners of In Good Spirits, a non-alcoholic bottle shop in Chicago designed to serve the sober curious community, offer some clear answers. 

In just one year, they’ve transformed their idea into a standout retail experience rooted in community, education, and authenticity. 

Read on to hear their journey and learn the strategies, mindset, and actions that fueled their success. 

1. Build Your Brand Around Solving a Specific Problem

In Good Spirits launched to fill a meaningful gap in the market – the absence of welcoming, inclusive spaces for people exploring sobriety or alcohol moderation. 

Co-founders Adriana Gaspar and Hector Diaz recognized that the non-alcoholic beverage space was growing, but access to products and education about it was lacking. 

Their store sells carefully curated, alcohol-free options and cultivates a community where customers feel seen, supported, and empowered. Instead of the intimidation often associated with specialty retail, visitors walk into a warm, inviting environment where questions are encouraged, learning is an integral part of the experience, and every product is hand-selected.

If you’re launching a niche business, make sure your concept addresses a genuine need. Identify a challenge your target audience faces and craft your business around solving it. In this way, you can target a niche group of people who are directly invested in your brand. 

2. Create a Space That’s About More Than Shopping

Retail success today often hinges on the experience you offer, not just the products you sell. In Good Spirits excels at creating a “third space,” a social environment that falls between home and work. Their store hosts mocktail workshops, walk clubs, book swaps, and more.

These events help people feel connected, transforming the store into a place where everyone feels a sense of belonging. 

Adriana says, “We like to be inclusive for anyone who does not drink, does not want to drink, cannot drink… we want people to find community while they are on their alcohol-free journey.”

When customers associate your brand with connection and support, loyalty naturally follows. To attract repeat customers, focus on building a community of like-minded individuals.

3. Offer Personalized Service 

Adriana and Hector have one major competitive advantage: they know their customers. They remember names, preferences, and even personal details. That level of attention sets them apart, making every visit feel special.

Here’s how they personalize the customer experience:

• Greeting regulars by name
• Recommending products based on past purchases
• Offering tailored suggestions during tastings
• Following up with customers post-purchase to ask how they liked an item

To compete with larger retailers, make customer service your superpower. Doing so will enlighten customers and help you gain recognition as a thoughtful and attentive retailer.

4. Educate Your Customers to Build Confidence

Education can become your best sales tool. In an emerging category like non-alcoholic beverages, many customers are curious but still unsure. In Good Spirits regularly hosts tastings that guide customers through various flavor profiles, ingredients, and ideal pairings, so shoppers leave with products they’re excited to try. 

They also utilize content such as recipe cards and in-store signage to help people understand how to use their purchases at home.

Here’s how to make education a part of your business:

• Host in-store demos or tastings
• Provide quick reference guides or recipe cards
• Train staff to answer in-depth questions
• Share educational content through newsletters or social media

Education creates trust, and trust leads to repeat business. If you’re building a niche brand, consider making education a central element of your culture. Customers desire information and patience on niche topics, so stand out by providing it. 

5. Curate With Intention

Unlike traditional liquor stores with thousands of Stock Keeping Units (SKUs), In Good Spirits takes a curated approach. Every item is hand-selected and vetted by the owners. That means their shelves only carry products they stand behind, so that nothing feels overwhelming or random.

This approach builds customer trust. Shoppers know that they can rely on the shop’s expertise to guide them to quality.

If your inventory reflects your values and expertise, customers will trust your taste.
When creating a retail space, prioritize quality over quantity. If you do, you’ll be known as a discerning space and a go-to destination for your customers. 

6. Embrace Your Role as a Local Business

Adriana and Hector are proud to be located in the heart of Chicago. Rather than blending in, they lean into their neighborhood roots by attending local events, sourcing products locally when possible, and actively engaging with their community.

This commitment makes them active community members and earns them loyalty that online brands can’t replicate.

If you operate in a physical space, let people know you’re part of their community. To build local loyalty, consider attending other retailers’ events, hosting community workshops, and collaborating with local makers to showcase your commitment beyond your storefront.

7. Keep Evolving With Your Customers

The non-alcoholic beverage industry is undergoing rapid change. New brands, products, and customer expectations are emerging every month. In Good Spirits adapts by staying curious, testing new offerings, and listening to feedback.

This openness to evolution allows them to stay ahead of trends while staying true to their core values.

If your customers are changing, your business should be too. If you’re aiming for longevity, consider creating a customer-centric strategy and embracing change to be adaptable.

Conclusion

Building a niche retail business isn’t easy, but it’s possible with clarity, care, and a deep understanding of your customer. In Good Spirits shows that when your store is built on purpose, community, and thoughtful curation, you can create a meaningful impact.

If you’re thinking about starting or scaling a niche retail concept, take a page from Adriana and Hector’s playbook. Their journey serves as a reminder that the right idea, brought to life with the right values, can thrive even in a crowded marketplace.

Want to learn more about other Illinois retail leaders? Read inspiring stories from retailers across Illinois who are making a difference.

If you loved learning about the story of In Good Spirits and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!