Less than two weeks after this issue arrives in your mailbox, the vomFass store in the Shops at Wiregrass mall will be closing. On May 3rd, local vomFASS store owner Paula Ayala (photo, left) publicly announced that her location (next to Victoria’s Secret) would be closing the weekend of May 25-26.
She wrote that, “These past eight years have been a tremendous journey, and I am immensely grateful to each and every one of you who has been part of this adventure…We will miss all of you…”
Paula’s franchise store beat the odds for many years. Hers was the only vomFASS store left open in Florida, and one of only a handful in the country. “Seven locations in South Florida closed within three years of opening,” she says. As to why those other locations closed so quickly, she says, “The [German] business model was not fully compatible with the U.S. market.”
Paula currently plans to keep food service operating through Friday, May 17, and the store open through the following weekend, after which it will close permanently. All items inside the store are now on clearance.
vomFASS is a franchise company that was founded in Regensburg, Germany, in 1994. The name of the store translates to “From the Barrel.” The company’s social media says that vomFass currently has 300 stores in 28 countries. These stores sell higher priced oils, vinegars, spirits and wines, with some unique offerings you can’t find anywhere else.
Paula said the higher price point on so many of her products was due to higher quality and lower volume, where you could find true one-off, rare, aged single barrels, unique flavor combinations and small-batch offerings. She says, “These are the special occasion products you break out with good food and good company.”
The best part of the store was that you could taste and sample anything you wanted for free (including the really expensive aged spirits that were up to 25 years old), to guarantee you liked them before buying them. You could also get the spirits in different sizes from the standard 750ml (also known as a “fifth”) to 200ml, which were great for gifts.
Paula says the best-selling products in her store were the pre-mixed Bourbon Old Fashioned (my personal favorite) and Northern Plains Bourbon Whiskey, which went into the smoothest tasting old fashioned house cocktail I’ve ever had (seriously), made right there at their bar. Even though the pre-mixed Old Fashioned was a huge hit, Paula says she had a hard time keeping some on the shelves because, “it was often on back order from corporate.”
While some of vomFASS’ big bottles of premium spirits cost less than $100, the most expensive one in the store was around $300. She notes, however, that even the more budget-centric ABC Liquors and Total Wine & More have many bottles way above that price, some into the thousands of dollars.
Paula says that ABC Liquors, located less than a half-mile from the mall, was not a huge competitor for her, but when Total Wine & More opened a few miles to the west in the space previously occupied by Earth Fare in 2021, she noticed a big impact in sales, “But that was nothing compared to what COVID did.”
When Paula and her family came to the U.S. from Venezuela in 2016, she was trying to escape poor conditions there. She was able to get a visa in 2015 because of the vomFASS opportunity, which she discovered during a franchise expo in Venezuela.
“I traveled here three times to get things ready… arriving in 2016 and opening that summer. I honestly thought Wesley Chapel was part of Tampa,” she said. Paula explained that there were multiple stores in the space she occupies that didn’t last. “When I first came [to the store], there were still changing rooms in the back.”
In order to do even minor food and alcohol consumption, Pasco required full licenses, and a facility with sinks and grease traps. She says this was a blessing in disguise, and gave her an advantage over other vomFASS stores.
When COVID hit, being able to fulfill online orders helped the store survive, but that was later cut off by corporate. Like many stores, Paula lost workers, and she had to help out family members who became very ill.
The Pivot
When she was able, in 2020, Paula added food and bar service to keep vomFass afloat, since it was equipped with a kitchen. The husband-and-wife team of Alvaro Barbado (an expert mixologist) and Ainara Arozena (a gourmet chef), emigrated from Spain and were able to find work at the store.
With bistro-style seating in the front, a bar in the corner, and a large party table in the back, the store transformed into something more relevant, where you could get unique cocktails made with the liquor sold in the store and gourmet dishes (like pillow soft octopus and tender herb crusted ribs) with perfect wine pairings. Paula says that for a couple of years, the addition of the food and on-site cocktails helped out, “but our costs kept increasing.”
In hindsight, Paula says there are a few things she would have done differently, but she was grateful that the business’ run was better than she expected.
For more information, visit vomFass Wiregrass (28249 Paseo Dr., #110) in person or call (813) 907-2167.
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