Within weeks of Covid being declared a national emergency on March 13, 2020, Austin, Texas-based Twin Liquors invested in its digital infrastructure—both customer-facing and operational—to launch e-commerce at more than 100 of its retail stores to safely meet demand. “Operationally, the increased agility and digital integration we developed during Covid have made us more open and responsive to new opportunities like adding platforms such as Favor and DoorDash, allowing us to stay relevant with the current market,” says marketing director Sandra Spalding. “The pandemic underscored the importance of being able to pivot quickly—whether that meant rethinking logistics, accelerating digital plans, or supporting team members in new ways.”
Another key pandemic takeaway is the value of building customer trust. “Consumers turned to brands they felt confident in—those that communicated clearly, prioritized safety, and delivered consistent service,” Spalding says. “That trust is earned and must be continually reinforced.”
Twin Liquors continues to build that trust by expanding its marketing efforts, enhancing in-store events, and investing in engaging in-store and online educational content. “With so many new products and shifting trends, retailers are not just points of purchase, they’re the storytellers and tastemakers,” Spalding says. “Embracing that role has helped us grow stronger relationships with our customers and remain a trusted destination in a competitive landscape.”
The flexibility, innovation, and resilience that retailers tapped during Covid remain essential with escalating competition for discretionary income. “The pandemic forced us to reimagine how we serve our clients, and we leaned into that moment,” says Jeff Zacharia, president of Zachys Wine & Liquor in Port Chester, New York. “The last five years have brought real evolution in how people engage with wine and spirits.”
With bars and restaurants shuttered overnight, the retail tier scrambled to meet doomsday demand. “The demand we saw during Covid was huge, but it has since toned down to 2019 levels,” Zacharia says. “The focus, however, has shifted toward quality, discovery, and intentionality. Consumers are drinking less but choosing higher-quality products, aligning with our mission blending tradition with innovation.”
Zachys also moved swiftly to invest in its infrastructure during Covid, including relocating its warehouse and retail operations from Scarsdale to Port Chester. “The warehouse is 30% larger and vastly more efficient with faster fulfillment and an improved client experience,” Zacharia says. “We simultaneously moved our retail store from Scarsdale to a new flagship location attached to the warehouse. That proximity allows us to offer quicker service and greater flexibility.”
During the pandemic, people got used to the ease of online ordering and curbside pickup. “The company faced direct-to-consumer competition and evolving product categories, leading to strategic adjustments in inventory management and marketing,” Zacharia says. “‘Buy online, pickup in store’ is now a major channel for us, and we’ve optimized the experience to be as seamless as possible.”
Zachys continues to focus on client services and adapting to consumer preferences. “There’s been a rise in experiential demand, prompting the company to enhance in-store and private event programming, as well as optimizing online ordering processes,” Zacharia says. “Our clients want to connect with the story behind the bottle, so we’ve expanded our in-store and private event programming to create more immersive experiences.”
In North Dakota, Happy Harry’s Bottle Shops, with five locations in Fargo and Grand Forks, had to cancel its major Penny Wine Sale in April 2020. “We made a lot of investments and changed some procedures, but the most significant retail change we made because of Covid was to our semi-annual Penny Wine Sale,” says CEO Dustin Mitzel. “As we entered Memorial Day, we needed to pivot, so we quietly launched the Wines That Make Cents Sale, allowing customers to buy one bottle at half price.”
The sale was successful and repeated in the fall over six weeks leading up to Thanksgiving. “We decided to bring the name of our Penny Sale back in the spring of 2021, extending it to four weeks from two and utilizing relaxed rules,” Mitzel says. “We most likely would never have had the courage to change things up had it not been for Covid.”
Retailers continue to face challenges, such as direct-to-consumer efforts by suppliers and major supplier shifts within wholesalers. “Some of this has been beneficial and made things efficient, but others have caused disruption and concern,” Mitzel says. “This has caused us to reprioritize and ensure we make the best decisions for our customers and ourselves.”
The pandemic strengthened the retail tier to face even bigger challenges. “The quick micro and macro decisions made during the pandemic’s height established a more outside-the-box approach to problem solving,” Mitzel says. “The last five years have shown the resiliency of beverage alcohol across all tiers and should help navigate our future.”