More than 180 Christian retailers learned yesterday how to turn their stores into "a special coffee destination."

Sponsored by WinePress Group Media Solutions, the Book Brew Breakfast offered retailers a complimentary meal and an overview of a new Christian retail program that was dubbed "a great espresso machine alternative or complement."

Book Brew Coffee President Joshua Williams told the crowd that his company's gourmet coffee products-featuring book-themed varieties such as Reader's Choice, Best-seller's Blend, Writer's Roast and Dictionary Decaf-were "uniquely designed for book buyers and readers who enjoy a great cup of coffee."

"Book Brew Coffee is designed to help you generate new sales and expand your clientele," said Williams, who also serves as manager of the Salt Shaker Christian Bookstore in Enumclaw, Wash., an hour south of Seattle. "We have 26 espresso shops in a four-block radius. There's a Starbucks (on) every corner, yet I'm able to draw customers. ... We can help turn your stores into a special coffee destination."

Marie Palmer, co-owner of IHS Christian Books, Gifts & More in Livonia, Mich., told Christian Retailing that Book Brew Coffee products "might be an answer to prayer."

"We're in a strip mall that has two restaurants, and none of them sell coffee," she said. "Across the street, we have a Ford plant where about 1,500 people work. It would be a good way to pull in the non-Christians who work there. ... I'm going to strongly consider it and pray."

Thomas Bither, who is looking to open a Christian bookstore in West Covina, Calif., concurred. "It's a unique concept," he said. "I don't know of any other business that's like that in the Christian market."

Williams said it was too soon to tell the number of stores that signed up for the program, but his company had set a goal of 150 retailers during the show. "The retailers were really receptive," he said.

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