From operating rooms to aisles of ales

Chris Hass launches FLX Beverage Co. on West State St.

After three decades in the high-stakes world of medical device sales, Chris Hass retired from that industry to launch FLX Beverage Co., a newly reopened and reimagined store located at 605 W. State St. in Ithaca. As the owner of the new shop, which was formerly Finger Lakes Beverage Center, Hass is aiming to turn heads with a fresh layout, curated selection and commitment to creating a community-centered experience.

The store has been open for about two weeks, and Hass said that he is looking forward to a busy summer.

Hass worked for 30 years in the field of medical device sales and service, travelling the country to assist surgeons with everything from correcting large tissue defects to cardiac surgery.

Then one day, a little over a year ago, he stopped by Finger Lakes Beverage Center expecting to pick up one of his favorite brews and discovered that the business was in the process of closing down.

He spoke with the then-owner and found out that the store has a specific type of New York state liquor license that may be acquired as an asset by a new owner.

It took a year to work through the state approvals, but Hass got the okay to start operations at the beginning of May. He retired from his long career in the medical sales field in January.

Hass was very familiar with the shop’s downtown location, not only because he was a customer but because his brother-in-law, Andy Boerman, along with Boerman’s wife, Marna, own the nearby Ithaca Agway and some of the neighboring storefronts, including the beverage store.

Other than help from his wife, Christine, Chris Hass is currently the sole worker at the store. He plans to hire several employees in the near future.

In his former career, Chris’ demanding schedule often required him to stay all day in operating rooms to meet with surgeons and provide advice on medical equipment. “We’re actually an industry consultant, even though we’re technically in sales,” he said.

He said this new phase of his life enables him to spend more time with Christine. They especially appreciate spending more time together now that their two adult children are living in Dallas, Texas, and New York City.

“I don’t miss the planes, hotels and eating out five days a week,” Chris said. “I do miss the surgeons and the things we were able to accomplish, but I’m happy to reconnect back into the community.”

Christine hails from Dryden and Chris is from Lansing, where the couple currently live in a farmhouse that has been in the family for generations. They have 180 acres that include apple orchards that supply Chris’ own hard apple cider hobby, and though he has no plans to sell homemade alcohol at the store, he said he used to microbrew beer, as well, and can relate to brewers in that way. 

In his former job, Chris kept what he describes as “farmers’ hours,” which meant getting up early and working until everything that needed to be done was done. He now turns that energy toward readying the store for the coming summer season.

“Yesterday I was here at 7:30 in the morning because it bothered me that we didn’t have singles yet,” he said.

He has taken on the extra challenge of renovating the interior space, one of the biggest changes being to the front of the store, where he took out much of the front counter to make an open space for displays.

“We’re bringing a different style to the business,” Chris said.

Another big change that regulars of the former store will notice: Chris organizes the beer selection by type, rather than brand. Bright signs indicate where shoppers can find their favorite style, whether that is IPA, pilsner, stout or any of the many variations and lesser-known varieties that a beer aficionado might be tempted to try.

Chris wants customers to be “pulled into” the experience of walking through the store by maintaining some excitement about what might be around the next corner.

He also plans to keep customers engaged with regular raffles, tastings and a lively social media presence to inform customers about everything currently being offered at FLX Beverage Co.

Currently, there is a raffle to win a backyard cooking package that includes a grill, chair and cooler. The winner will be drawn the week before the Fourth of July.

Chris plans to stock the shelves to 80% capacity with items mostly selected for the store by distributors, but he said he is saving another 20% for the slow install of items on people’s “wish lists” that he believes will be successful sellers.

“One of the unique things is we are going to be working with smaller brewers who do not have distribution access [to larger stores],” Chris said, adding that he has the ability to fast-track items to the shelves, which is something that larger grocery chains typically cannot do.

In addition to beer, the store also sells hard cider, kombucha, hard seltzer, hard lemonade and other beverages, including gluten-free and non-alcoholic options.

He currently has 150 kegs but has no immediate plans to offer beer on tap except for during tastings, at least until he has a better idea of how popular beer on tap will be.

Chris said he is looking forward to settling in and getting to know the locals this summer before the college students move back in the fall.

“It’s important to me, in this business, to look at what little things I need to work on to make sure we’re doing everything right before the students come back so there are no surprises,” he said.