The Ohio Division of Liquor Control (OHLQ) has been on a roll lately, improving its selection and ratcheting up premiumization. “We seek out rare, premium, and small-batch bottles to carry the sought-after products Ohioans want,” says OHLQ superintendent Jacqueline DeGenova.
The OHLQ handles spirits with 21% abv or higher. It doesn’t manage wine, beer, or spirits-based RTDs, the biggest beverage alcohol growth catalyst of the past several years. Spirits’ dollar sales in Ohio last year decreased 1.2% to $1.75 billion on a 2.3% volume decline to 6.9 million 9-liter cases, according to OHLQ and Impact Databank. “The slight decrease in revenue is more than 36% above where we were in 2019, and 20% higher than in 2020,” DeGenova says.
The top three best-selling spirits brands in Ohio by dollar sales last year were Tito’s vodka ($20 a 750-ml.), Crown Royal Canadian whisky ($25), and Don Julio Tequila ($54). While Tito’s is the No. 1 spirits brand in the 17 control states combined, it’s unique to have two imported spirits—in this case a premium Canadian whisky and an ultra-premium Tequila—ranked No. 2 and No. 3. Moreover, another ultra-premium Tequila, Patrón ($53 a 750-ml. of Reposado), is ranked No. 4 by dollar sales and Jack Daniel’s Tennessee whiskey ($25) is No. 5. This sets Ohio apart from other control states. Three of the top four spirits brands in Ohio are imported and two are Tequilas.
Tito’s led dollar sales in the Buckeye State last year with a modest 0.6% gain to $129.1 million. Crown Royal was up 2.6% to $110.1 million. Don Julio emerged as the biggest winner in Ohio last year with sales rising 41.9%, or $21.47 million, to $72.7 million on a 42.3% volume gain. Patrón decreased 21.7% to $61.3 million and Jack Daniel’s declined 6% to $56.5 million.
Over the past 15 years, Tequila has gained the highest market share within the spirits category in Ohio, more than doubling from 6.2% in 2009 to 15.7% in 2024. American whiskey also increased share during the same time period from 13.5% in 2009 to 19.7% last year. Vodka, rum, Canadian whiskey, cordials, and gin all lost share over the time period. Ohio’s spirits market increased 53.4% from 4.5 million cases in 2009 to 6.9 million cases in 2024. “Our data-driven approach enables us to clearly determine what is effective and what needs improvement,” DeGenova says.
Since February 2023, OHLQ has utilized Microsoft Dynamics 365 Finance and Operations software to help keep operations, including in-store events, running smoothly. “Metrics and methods used to evaluate success include attendance, attendee satisfaction, digital engagement, return on investment, and partner feedback,” DeGenova says. “Initiatives recently achieving their defined goals and objectives include OHLQ Exclusives, Bottle Lotteries, Single Barrel Saturday, Luxury Collection, and Holiday Quest Lottery.”
While it remains to be seen how tariffs will impact Ohio’s lineup, Don Julio’s growth appears to be part of a bigger trend for a growing interest in high quality spirits in Ohio. The average price of a 750-ml. spirit sold in Ohio last year was $29. Weller Special Reserve ($27 a 750-ml.) was the No.-2 brand in the 750-ml. format after Tito’s, according to OHLQ. “The platinum tier ($199 and above) was up 15% in dollars and 7% in volume over 2023,” DeGenova says. “The luxury tier ($50- $199) was up 11% in dollars and 10% in volume over 2023. Ohio ranks No.-1 in luxury sales ($75 and above) out of all control states.”
The top-selling spirits brands in Ohio by volume tell a slightly different story than the dollar sales leaders. While Tito’s and Crown Royal were respectively No. 1 and No. 2., domestic brands rounded out the list: No. 3 Smirnoff vodka ($12 a 750-ml.), No. 4 Jack Daniel’s whiskey, and No. 5 Jim Beam Bourbon ($17). Of the top five brands by volume in Ohio, Crown Royal was the only brand to post an increase as it climbed 13,000 cases. Tito’s remained flat at 589,000 cases, while Smirnoff dropped 4.6% to 230,000 cases, Jack Daniel’s slumped 6.2% to 184,000 cases, and Jim Beam decreased slightly by 0.4% to 166,000 cases.
Adventurous Spirits
OHLQ’s Exclusives program helps drive trading-up trends, as it promotes availability of rare and highly allocated spirits. “Sometimes OHLQ Exclusives are unique blends or expressions, but often they are single barrels—unblended, distinctive selections retaining specific characteristics of the individual barrel in which they were aged,” DeGenova says.
Exclusive products are selections unique to OHLQ locations, such as single barrels and special blends. Throughout the year, exclusive products are released and consumers are notified through email and social media. OHLQ released more than 400 single barrels in 2024. Exclusive OHLQ whiskeys last year included John J. Bowman Single Barrel, ($57 a 750-ml.), Peerless Single Barrel Selection rye ($110), and Rolling Fork 11-year-old Single Cask Barbados rum ($90). “An OHLQ Exclusive is a barrel selection of a high-proof spirit sampled and chosen just for Ohio, by Ohioans,” DeGenova says.
The OHLQ is also tapping an increasing number of special events to promote premiumization, including the Irish Cask & Craft Collection, in-store raffles and bottle signing events, Single Barrel Saturday, Holiday Lottery Quest, and the Ohio Liquor Luxury Collection. Ireland’s Bord Bia teamed with the OHLQ last year to host three Irish Cask and Craft events to promote Irish whiskeys at three Ohio retailers—Chateau Wine & Spirits in Columbus, Jungle Jim’s International Market in Cincinnati, and Giant Eagle in Cleveland. The Irish Cask and Craft Collection featured an exclusive lineup of craft, limited-production, and single-cask spirits from more than 20 Irish distilleries.
More than 1,900 bottles were sold at the three events last year for a total of about $147,000. This year, OHLQ and Irish distillery representatives hosted Irish Cask and Craft events at Joseph’s Beverage Center in Toledo, Proof Liquor Co. in Strongville, and Giant Eagle Market District in Hilliard. Irish distilleries represented at the events include Jameson, Bushmills, Midleton, and Ahascragh. Exclusive events were held for on-premise partners and OHLQ customers in Cincinnati, Cleveland, and Columbus. Attendees met with distillers and brand ambassadors and sampled and purchased Irish spirits. Post events, OHLQ installed Irish Cask and Craft displays in more than 130 OHLQ locations.
Special Events
Last year, OHLQ hosted nearly a dozen in-store raffles, including visits and bottle signings from master distillers. Customers were offered the opportunity to purchase a bottle to be signed by master distillers and entered for a chance to purchase a highly sought-after product. “In-store events create an opportunity to build customer relationships, enhance the OHLQ brand value, and drive product exploration, resulting in incremental sales,” DeGenova says.
For the third consecutive year, OHLQ hosted Single Barrel Saturday, last year on November 16, 2024. Featuring more than 150 exclusive barrels at more than 200 OHLQ locations, this event is OHLQ’s largest one-day release, resulting 29,784 bottles sold on the first day, and 95% sold out in 30 days. While participating OHLQ locations are not announced until the morning of the event, products are revealed on social media and in emails daily leading up to the event.
Popular single barrel offerings from OHLQ last year included Weller Full Proof ($59 a 750-ml.), Wild Turkey Jimmy Russell’s 70th Anniversary 8-year-old ($50), and George Dickel 15-year-old Single Barrel ($70). “With the anticipation of product reveals and location announcements, OHLQ saw a 54% increase in daily reveal opted-in users compared to last year,” DeGenova says.
In other action, a select store bottle lottery offered customers the opportunity to enter to win the chance to purchase one of nine highly sought-after products at 231 locations. The lottery ran for two weeks and resulted in more than 170,000 entries statewide. Brands featured in last year’s lottery included Blanton’s Gold ($145 a 750-ml.), Maker’s Mark Cellar Aged 2024 ($175), and King of Kentucky ($350).
Last year, OHLQ introduced the Ohio Liquor Luxury Collection, rare and collectible international spirits currently priced from $180 for a 750-ml. of Don Julio 1942 to $7,250 for a 750-ml. of The Macallan M. Driving more than $1.3 million in sales, this collection was featured in a custom catalog, in select OHLQ locations, and on OHLQ’s digital platforms. “The Luxury Collection transcends borders and generations and celebrates traditional craftsmanship and modern innovation to delight the senses and mark life’s milestones,” DeGenova says.
Strong Social Presence
OHLQ maintains a strong social media presence, with 45,885 followers on Facebook and 8,422 followers on Instagram. OHLQ has email programs for business-to-consumers (B2C) and business-to-business (B2B). OHLQ has 206,858 B2C subscribers, boasting an email open rate of 74%, along with an email open rate of 56% among 11,632 B2B subscribers. “Both are well above the industry average of 35%,” DeGenova says. “By the end of 2024, we had more than 207,000 email subscribers and more than 21,000 OHLQ.com accounts.”
There are currently 481 OHLQ retail contract or state liquor agencies in Ohio. These privately owned locations contract with OHLQ to sell high-proof liquor on consignment. The Division selects and prices products and manages the sale of liquor in Ohio. “The planning system forecasts sales versus inventory and attempts to maintain two and a half weeks’ worth of safety stock to safeguard against variance,” DeGenova says OHLQ carries 4,762 SKUs on average throughout the year, or 1,000-2,500 per OHLQ location and a total of 5,345 SKUs. Prices range from $5 for a 750-ml. of Barton Traveler vodka to $10,000 for a 750-ml. of Eagle Rare 25-year-old Bourbon. Last year, 16 OHLQ locations closed. Eleven of those were Rite Aid locations as the company filed for bankruptcy. Nine new OHLQ locations opened last year, and one has opened so far in 2025, as of press time.
OHLQ is a partnership between the Ohio Department of Commerce’s Division of Liquor Control and JobsOhio Beverage System, colloquially called JOBS, formed to use spirits sales profits to fund job creation. “OHLQ will continue to focus on selling high-proof spirits fairly and responsibly and providing unique, first-ever, and exclusive experiences for our wholesale and retail customers,” DeGenova says.
Looking ahead, OHLQ plans to continue driving sales with in-store activations, reliable data, and meeting consumer demands. “We will remain focused on providing the best overall experience,” DeGenova says. “In-store elements connect the OHLQ digital experience with the shopping experience, highlighting seasonal offerings, gift sets, and providing gifting and hosting inspiration.”