Beverage alcohol brands are embracing red, white, and blue packaging punctuated with commemorative offerings honoring the nation’s creation. “This being the 250th anniversary of the birth of America, we are seeing some cool packaging and concepts coming through,” says Ryan Maloney, owner, Julio’s Liquors in Westborough, Massachusetts. “The combination of the 250th Anniversary and the World Cup has given us a bolster of people having get-togethers.”
Maloney recently held a tasting of commemorative offerings on a Wednesday night and quickly sold out of 60 available tickets ($10 each but redeemable for a store gift card). “You must be proactive to bring people in with formal tastings, not just floor tastings,” he says.
Commemorative whiskeys at the tasting included three Lost Lantern variations ($380 for three 750-ml. bottles): two are Bourbons (Blue Label is 50% abv and Red Label is cask strength) produced with Bourbon from every state, and the 1776 Edition (Black Label) is produced with Bourbons from each of the original 13 colonies. “The blends are tapping into the appeal of collectors who want a Bourbon that is different and tastes great,” Maloney says.
The tasting also featured Smoke Wagon Bourbon ($30 a 750-ml.), Copper and Cask Rye Whiskey ($75 a 750-ml.), Evan Williams Single Barrel 117.76 proof ($40 a 750-ml.), Bully Boy 250th Anniversary Bourbon ($40 a 750-ml.), Proof & Wood Loch & K(e)y The Original 13 Bonded in Battle 13-year-old Rye 100 Proof ($100 a 700-ml.), and Great Lakes 250th Independence Double IPA ($12 a six-pack of 12-ounce cans).
Maloney is running “2 for” sales on select brands leading up to July Fourth. He’s promoting sales via Instagram and running 30-second commercials on local network television. In other action, sales of rosé wines are “hot” again this summer at Julio’s. “We are seeing an uptick in some of the European wines, such as Côtes du Rhône, now that some of the tariffs have gone away,” Maloney says. “Sales of higher scale wines like Sancerre are having an uptick in the $25-$30 a bottle price range.”
Heading into Independence Day weekend and peak summer, RTDs remain the Pennsylvania Liquor Control Board’s (PLCB) strongest growth driver, with steady gains through June into early July. “The fastest momentum is coming from our mid- and higher-priced RTDs, supported by strong seasonal demand and the rollout of our summer limited-time items,” says PLCB Chairman Darrell Clarke. “Retailers continue expanding visibility for RTDs during the summer, and that helps our products stand out. This increased presence, paired with consumers’ preference for convenient options, is driving solid year-over-year growth across the category.”
The PLCB is also focusing on promoting products made in Pennsylvania, popular summer wines like rosés and Sauvignon Blancs, and spirits for summer cocktails. “Summer is a great selling period for us driven by many consumer occasions – parties, backyard BBQs, family gatherings, lake or river trips, poolside cocktails – and the time around Independence Day is one of the strongest sales weeks of the summer,” Clarke says. “Across our marketing channels and within our stores, we’ll be focused on driving inspiration around the solutions we have associated to these occasions, reminding customers that ‘we’ve got a bottle for that’ and celebrating Pennsylvania as the birthplace of our great nation.”
Philadelphia is considered America’s birthplace since the Declaration of Independence and U.S. Constitution were both signed there. Pennsylvania lawmakers recently approved Philadelphia 250 permits, permiting qualified licensees within Philadelphia to temporarily extend their liquor service two hours beyond their normal closing times. “To date, dozens of licensees have received their permits and can extend their liquor service hours during an unprecedented stretch in Philadelphia’s hospitality history – the World Cup, the 250th birthday of the country, and the Major League Baseball All-Star Game,” Clarke says.
At Downtown Spirits in Seattle, Washington, the popularity of spirits-based RTDs also continues growing. “The biggest trend we are seeing is that spirit-based RTDs have become the clear driver within beverage alcohol RTDs,” says store CEO Sadr Amir.
High Noon ($14 a 4 pack of 12-ounce cans) and Cutwater ($4 a 12-ounce can) continue to be the fastest moving RTD brands at Downtown. “More cocktail-focused options such as Tip Top ($6 a 100-ml. can) and Straightaway ($8 a 100-ml. can) are gaining attention with customers looking for higher-quality, ready-to-serve drinks,” Amir says. “For July Fourth specifically, the products that are winning are portable, easy to chill, easy to share, and well-suited for boats, patios, parks, and backyard gatherings.”
Downtown’s July Fourth marketing includes targeted emails. “Throughout the week leading up to the Fourth, we run a series of targeted emails featuring wines and beverages that fit the occasion, from crowd-pleasing summer whites and rosés to reds for BBQs,” Amir says. “We also launched an e-commerce promotion July 1st for customers planning ahead, while supporting in-store traffic with a themed tasting July 3rd.”
Seattle is poised to receive a major boost to the July Fourth holiday weekend, with the United States Men’s National Team advancing to the 2026 FIFA World Cup Round of 16 game versus Belgium at Lumen Field (Seattle Stadium) on Monday, July 6. Amir notes that while domestic spirits and beer have been softer compared with historic levels, the World Cup could generate a meaningful lift. “National pride and local excitement tend to translate well into beer, American whiskey, RTDs, and other celebration-driven purchases,” he says.