Leaning into tastings, food pairings, shared cocktail recipes, and social media, retailers are accentuating the versatility of liqueurs this holiday season. “We are seeing continued strength in a variety of the numerous cream liqueurs and cordials,” says Dustin Mitzel, CEO, Happy Harry’s Bottle Shops in North Dakota. “This is a trend that has carried over in the last several years.”
Liqueurs are gaining consumer attention and traction at the retail tier as key ingredients in seasonal concoctions. “The premium at home cocktail creating trend is still strong and consumers are exploring a wide variety of these liqueurs,” Mitzel says. “We certainly see a lift in these categories as we get into the holiday season and our cold winter months.”
The five-unit beverage alcohol retailer with three stores in Fargo and two in Grand Forks plans to launch social media videos promoting holiday themed cocktails that can include liqueurs, such as the Peppermint Martini, Mulled Wine, Tom and Jerry, and Hot Toddy. “We will also be doing a series of food and cocktail pairings for the holidays,” Mitzel says. “If new liqueurs or cream cordials are introduced, we will feature them on our ‘New Arrival’ posts on social media and email blasts.”
During the holidays, top-selling liqueurs at Harry’s include Bailey’s Irish Cream, Kahlua Original (each $30 a 750-ml.), Rumchata ($21 a 750-ml.), Christian Brothers Holiday Nog Cream ($10), Jackson Morgan Salted Caramel Cream ($26 a 750-ml.), and Buffalo Trace Bourbon Cream ($25 a 750-ml.). Contemporary and traditional chilly weather cocktails are contributing to retail liqueur sales. “Certainly, Espresso Martinis are still very strong and drive a lot of coffee liqueur sales,” Mitzel says. “The ready-to-serve options are also strong. We still see consumers looking for products to make classics like Brandy Alexanders and Grasshoppers during the holidays. And of course, the classic hot chocolate with peppermint or butterscotch schnapps contribute to a lot of sales of these products this time of the year.”
While Mitzel looks forward to the expected holiday boost in liqueur sales, he acknowledges it has been a challenging year for beverage alcohol sales. “Like many retailers this year, sales have been off in many categories, including our liqueur category,” he says. “We have had an added impact in sales because of our Canadian business being down this year. Historically, Canadian consumers have contributed significantly to consistent sales, specifically with liqueurs and cream cordials.”
In Birmingham, Alabama, customers at LeNell’s Beverage Boutique reach more for the dark amaro liqueurs over the lighter ones as winter arrives. “Flavors like black walnut, allspice dram, and fig become even more popular than they are in warmer months,” says store owner LeNell Camacho Santa Ana. “I have several displays of holiday recipes for quick take home ideas for aperitifs, punches, and even digestif cocktails and holiday themed ones using fabulous holiday items like Clear Creek Cranberry ($32.50 a 375-ml.) Often as customers are checking out, I ask them if they’d like some cocktail ideas and print out recipes from my own files.”
Camacho Santa Ana notes liqueur sales typically increase in line with other categories during October, November, and December. “St. Elizabeth Allspice Dram ($63.50 a 750-ml.) is a huge holiday favorite for cocktails that taste like baking spices, and many customers use it in their egg nogs,” she says.
The beverage alcohol industry is also under pressure in Alabama with some customers buying less and/or trading down, according to Camacho Santa Ana. Some unique, high quality home-grown liqueurs, however, are holding their own with a loyal fan base and retailer support. “John Emerald Distillery’s Elizabeth Fig Liqueur ($42.25) is my best-selling holiday item,” she says. “It’s made here in Alabama from ‘Bama grown figs and a bit of rose hips. I love introducing customers to it as a sweetener in their Old-Fashioned cocktails.”
Liqueur sales have been steady at the single-unit Royal Wines & Spirits in San Jose, California, and owner David Tabibian anticipates category sales will pick up with the coming holidays. “We are seeing a lot more people going down our liqueur aisle, and I’m sure it’s going to increase, especially with the interest in amaro and fruit liqueurs,” he says. “The holidays definitely help because a lot of people are shopping for gifts.”
Tabibian is planning liqueur promotions to help drive sales throughout the holiday season. “We are advertising a lot more on social media such as Instagram and Facebook,” he says. “We also started doing single night flash sales of certain products to attract new customers who will usually buy something else.”
Popular liqueurs at Royal include Baileys ($30 a 750-ml.), Kahlua ($27 a 750-ml.), and Aperol ($30). Giffard Vanille De Madagascar Liqueur ($40 a 750-ml.), Jägermeister ($28 a 750-ml.), and other coffee liqueurs are also popular. “They are customer friendly,” Tabibian says. “For the holidays, our best sellers are usually cream-based whiskies and Bourbons, and holiday-based favorites like crème de menthe.”
Tabibian is looking for brisk liqueur sales to help his store finish the year strong. “We are hoping for better business this holiday season,” he says. “We are running a steady ship, but we are not exactly where we want it to be. Some customers do come in here and drop big bucks. We still feel the enthusiasm in some of the shoppers.”