Long before online ordering and curbside pickup, beverage alcohol retailers throughout the United States have kept the industry supply chain well-oiled via the convenience of drive-through windows. Quick service and available products are the key to success. “Customers don’t want to wait,” says Brian Lucas, owner of the two-unit Big Bear Wine & Liquor in Pueblo, Colorado. “We run sales reports at each location seeing what the top-sellers are. We keep the items close to the window so we can get the customer taken care of quickly.”
The shops offer a vast array of products via the drive-through window. Some of the most popular brands include Bud Light ($11 a 15-pack), Jack Daniel’s ($24 a 750-ml.), and Natale Verga Moscato D’Asti ($12.25 a 750-ml.). “We also sell a lot of 50-ml. and 375-ml. bottles of spirits and a variety of liquors,” Lucas adds.
When the first Big Bear store opened about 10 years ago, Lucas incorporated a drive-through during the design phase of the free-standing liquor store. “When we built our second location, we tweaked our drive-through by increasing the stacking capability and adding a more prominent structure featuring the drive through because of the success of the original drive through,” Lucas says. “It’s fast, convenient and easy.”
Even before Covid-19, Big Bear had a successful delivery and pick-up service through its website and app, which allows customers to order online and receive their items at the drive-through. During the pandemic’s onset in 2020, drive-through beverage alcohol sales accelerated. “It was a huge benefit to our customers that didn’t feel comfortable shopping in-store,” Lucas says. “Our drive-through windows in conjunction with our online ordering capabilities helped sales surge during Covid.”
In Scottsdale, Arizona, Liquor Vault sees the majority of its business come from the drive-through window. “During our four hottest months of June, July, August, and September, the drive-through does roughly 70% of our sales with about 30% inside sales,” says owner Peter Vassallo. “From October to May, drive-through accounts for 60% of sales. Liquor makes up about 50% of sales with beer and wine each around 20% each. Cigarettes, sodas, mixers, and snacks make up the last 10%.”
Tito’s vodka ($23 a 750-ml. to $40 a 1.75-liter) is the top-selling brand at Liquor Vault’s drive-through. Bourbons and Tequilas are also big movers. “The Bourbon boom has added a lot of sales as people are out collecting every day,” says Vassallo. “We also offer our own store-picked barrels. High-end Tequilas, such as Don Julio 1942 ($200 a 750-ml.), Clase Azul Reposado ($170), and Casamigos, are also very popular.”
Liquor Vault and Big Bear are both capable of completing most drive-through orders within a couple of minutes. “Our store is only 1,400 square feet but we have it packed in so we can grab stuff quickly and closely,” Vassallo says. “Speed is key. People don’t want to wait ten minutes for an order. A lot of my employees were former bartenders, so we can sling pretty fast. We have a couple speed boxes right by the drive-through window with the most common spirits.”
During the early stages of Covid, about 75% to 85% of all Liquor Vault sales were from the drive through. “We had our doors open but in early stages everyone was very afraid of contact, so the drive through really helped our business,” Vassallo says. “Many folks were working from home and all the bars were closed for several months so drinking at home became the new norm. Want to stay in your pajamas? No big deal—use the drive-through.”
The busiest time for Liquor Vault’s drive-through is from 3 p.m. to 7 p.m. when people get off work and enjoy the convenience of not getting out of their car. “A lot of regulars buy six-packs of beer or a bottle of wine,” Vassallo says. “We also get a lot of people making large purchases. Every weekend we get large groups loading up for weekend parties. Carrying things to the car, knowing people’s names and orders, and treating people like family makes them come back.”