“We feel a real obligation to look out for the physical, emotional and economic wellbeing of our employees and the community,” he adds. We actually lowered our margins, because we’re sensitive to what’s going on in our economic community.” “We felt that we had to protect our employees and our community,” Shpall says. When the crisis first hit in March, Applejack management made the decision to close the store for two weeks - despite being deemed essential - and pivot to pickup and delivery only. Gregg estimates that the store has had to change 90% of its procedures due to the pandemic. We went from being a business where people walked in and bought, to one with curbside and delivery and other options where you don’t walk in.” But this is “somewhat of a false narrative,” Shpall says, “because we’re also seen a significant rise in costs. Like other retailers, Applejack has experienced increased sales during the pandemic. “Even part-time employees we had who told us they were going to lose their full-time jobs, we made them full-time,” explains Elizabeth Gregg, general manager. Many new hires included bar and restaurant employees laid off by on-premise closures, as well as caterers and ex-brewery staff. After Covid-19 reached Colorado, the business increased their workforce by 40%. “There’s a real obligation beyond yourself to succeed for everybody.” “I said, ‘These are the people whose lives we touch, along with their families,” Shpall recalls. In this packed room, Shpall asked everyone to look around at one another. Pandemic Responseīefore the Covid-19 outbreak, Applejack held a holiday party attended by nearly 100 employees.
At just under 30,000 sq feet, it contains 15,000 SKUs. I really felt this through the pandemic.” A change in Colorado law in 2016 allowed Applejack to open a new, second location, in Thornton, CO. “And it’s given me the chance to create a lot of opportunities for a lot of people. I guess, like me, the kids just think it's cute name, rather than referencing a particular drink.“I’ve enjoyed having the ability to work with great people, and it’s stayed exciting because it’s ever-changing,” Shpall says. I associate the name with the character on My Little Ponies, which is a kid's cartoon, so it's a bit strange that they chose to name her after an alcoholic drink.
I didn't realize that applejack was basically an alcoholic drink, like hard apple cider. So, not the kind of thing you want people thinking of when you're making a cartoon for kids. I guess most of the time my friends call it apple cider if they are going for something for the taste rather than just trying for something that's cheap to get drunk on. Rightly or wrongly, I associate applejack with home stills and people basically brewing their own alcohol because it's cheaper.Īpplejack can be really tasty, but it can also be quite disgusting if it's made without skill, and with an eye to get the hardest drink possible. With that said, I hope they keep making it, because I don't think there's a real substitute for it and sometimes you just need that real apple flavor. I like using applejack in a cocktail and I keep a bottle in the cabinet but I don't use it that often. I think that your friends might be confusing the term applejack with some other kind of alcoholic drink that happens to be made with fruit. June 18, - Real applejack is produced in a particular way, which is why it's not that common anymore.
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