Read up on store's 'beer library'

Editor's note: Joseph Jones is a Register correspondent representing vermiliondaily.com. VERMILION — A small convenience store in Vermilion on the Lake is drawing attention with a creative new twist, and owner Brian Pullis said it is already bringing more people through the door. Inside Aunt Ruth's Family Store, 3807 Edgewater Drive, Pullis has introduced what he calls the beer library, a redesigned walk-in cooler that organizes single cans and specialty drinks in a way meant to feel more inviting and fun for customers. A creative idea takes shape Pullis said the idea started taking shape as he reworked the cooler space with new shelving and lighting. "I knew we were going to put racks this way — and, in my mind, it was like, 'You can call this the beer library,'" he said. He said Bartlome Electric handled the lighting work, while much of the design was done in-house with some help from distributors who liked the concept. The goal, Pullis said, was not just to organize the cooler but to create an experience. Customers can now walk through the space, browse individual selections and interact with the theme in a way that feels different from a typical convenience store setup. Building buzz, bringing people in Pullis said the response so far has been positive. "It's bringing people in, and it's creating some conversation on some of our posts," Pullis said. Customers have already started playing along with the idea, joking online about "picking up a good book" when they stop in. Pullis said he is also considering creating novelty library cards that customers could carry on their keychains. Social media has played a major role in the store's recent growth. Pullis said the effort to promote the business online has helped reach people who had never visited before. "I've had people come in here that have lived down here for 20 years and never came in my store because they saw me on Facebook," he said. A longtime business adapting A Bowling Green State University graduate with a background in marketing, Pullis said he leaned into promotion and low-cost improvements as a way to help the longtime family business stand out. He said the store was struggling a couple of years ago, and he knew he had to find new ways to get attention and products that meet the changing needs of the community. This includes another addition customers may notice: the introduction of locally sourced meats from Dalton Farms. Based in Wakeman, the family-run farm produces high-quality beef and other products, bringing a true farm-to-table option into the store. Store representatives said the addition has already been a game changer, giving customers access to fresh, locally raised meats while supporting a nearby producer. That approach, along with the beer library concept, appears to be paying off as the store builds buzz and gives customers something memorable to talk about.