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Double celebrations for Monacellars

Morwell-based liquor business Monacellars is currently enjoying a double celebration

By Latrobe City Council - 27th May 2002 - Back to News

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Morwell-based liquor business Monacellars is currently enjoying a double celebration. Hot on the heels of being named as outright winner in the Service category of the 2002 Federation Health Gippsland Business Awards, the business is also celebrating its tenth anniversary.

Acknowledging the remarkable growth in business and the ten-year milestone, proprietor Mario Monacella contributed the success of the business to the huge commitment from his family over the years as well as having enjoyed the support of a dedicated team of employees.

"It is nearly 25 years since my father Guido set up a delicatessen in Church Street Morwell, laying the foundations for the future of the family business. The deli catered for the growing demand for European culinary delights, and this made the progression to wines an easy step to take," Mr Monacella explained.

"Business boomed and we eventually chose to specialise in wines, beers and spirits. We rebranded the business to include the family name and now employ eleven staff and have a fleet of five trucks, delivering to pubs, clubs, restaurants and general stores all over Gippsland, from Pakenham to Lakes Entrance including Phillip Island.

Mr Monacella explained the Morwell location had been pivotal in the growth of the business over the past decade. "Morwellís strategic central location means that deliveries can be co-ordinated far more effectively. Cost savings are maintained and customers benefit. With our own delivery trucks and warehousing, we can monitor and control all deliveries from the city-based suppliers through to wholesale and retail customers throughout Gippsland," Mr Monacella said.

Mr Monacella said that an intimate knowledge of quality product ensures the business is well positioned for another decade of growth. He regularly visits customers to promote new products, check on delivery arrangements and to provide good old-fashioned customer service.

"Personal interaction is of paramount importance to a successful business. For us here at Monacellars, customer service includes advising restaurants on how to compile wine lists. A wine list must match the customerís expectations and compilation of these lists is an art learned from within the trade," Mario continued.

To test his knowledge and be assured of his reputation, Mario and family are regular diners in Gippslandís restaurants, ordering from those very wine lists he helped to compile.

In congratulating Monacellars on the Business Award win and their tenth birthday, Latrobe City Mayor, Councillor Brendan Jenkins, said that local businesses of Monacellaís stature are a great example that being regionally- based can be a distinct advantage.

"A positive, dedicated customer focus combined with an intimate knowledge of the industry has proved to be the recipe for success for Monacellars. As wine and spirit merchants, Monacellars have used their central Morwell location as a positive, competitive advantage and we look forward to their continued presence as part of the successful business structure of this municipality," Cr Jenkins added.


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