High-quality, hyper-local, and unique spirits are anticipated to help spark vibrant retail sales leading to the New Year. Setting a welcoming mood is essential for beverage alcohol retailers. LeNell’s Beverage Boutique in Birmingham, Alabama creates a festive atmosphere for customers by offering free coffee, cookies, soup and even hot hibiscus tea in a vintage punch cup. “This holiday feels like a nurturing and nourishing season,” says store owner LeNell Camacho Santa Ana. “We’ve set up vintage punch bowls for sale and are offering free-spirited and spirit-free recipes encouraging communal gatherings around beverage rituals.”
Establishing a harmonious vibe leading into this holiday season, Camacho Santa Ana launched a “Black is Beautiful All Month Long” sale, which runs throughout November instead of just the weekend after Thanksgiving. LeNell’s is known for its whiskey selections, and Bourbon is a top-seller year-round. The store is also in tune with major industry trends. “The new Charbay Espresso Cocktail RTD ($30 a 200-ml.) is perfect for gift-giving,” notes Camacho Santa Ana.
Camacho Santa Ana is also unveiling a limited one-time release of her Black Unicorn beers ($50 a 22-ounce bomber or $70 for a set of two) aged for two years in Willett Bourbon barrels from a store pick years ago. “The holidays bring a lot of people looking for that bespoke gift for someone special they know they can’t find in state-owned liquor stores,” she says.
At the four-unit Sav-Mor Spirits chain in metro Boston, the staff is key for holiday success. “In this day and age, the only thing differentiating anybody is customer service,” says co-owner Michael Weiner. “You want to be attentive and friendly. Patience is important, especially with people speaking a different primary language than English. You need to be prepared to chat briefly with people.”
Bourbon and rye whiskies and spirits-based RTDs are popular at Sav-Mor. “Rye whiskey is picking up because there are so many Bourbon choices, people are willing to take a chance with something different,” Weiner says. “Sales are trending toward super-premium, and people are always looking for deals on hyper local brands.”
Shay’s Rebellion Berkshire Sam Adams Bourbon ($86.77 a 750-ml.), which is triple distilled from Samuel Adams Cinder Bock beer, is popular at Sav-Mor. “It’s very local, very Massachusetts,” Weiner says. “We are also seeing a lot of premixed cocktails, but not just in cans and four-packs. Bully Boy Old Fashioned ($34 a 750-ml.) is excellent. You aren’t searching for different accouterments to blend and make it. You got it all set and ready to go. Just pop it open. Pour it on ice and drink.”
Cream liqueurs sales heat up as temperatures chill, and brands are keeping pace with demands. Baileys ($30 a 750-ml.) expanded in September with the release of a Cinnamon Churros offering. RumChata ($25 a 750-ml.) extended its line with Pineapple Cream in March. Demand for lactose-free offerings is being met with variants like Baileys Almande almond milk liqueur ($30 a 750-ml.) and the newly released Misunderstood Oat Nog ($23 a 750-ml.). “It’s an oat-based eggnog that is lactose-free, gluten-free, nut-free, and egg-free,” Weiner notes. “They are trying a little bit of the old with a little bit of the new.”
Meanwhile, vodka remains fashionable. “People know someone will drink vodka,” Weiner says. “You can mix vodka with anything, and Tito’s ($20 a 750-ml.) is king.” Tequila sales are also hot. “The No.-1 seller for the last month is Jose Cuervo in 50-ml. minis ($2 each for Silver and Gold),” Weiner notes. “Sales leaders in larger bottles are Lunazul Blanco ($20 a liter), Espolon Blanco ($30 a 750-ml.), and Casamigos Silver ($45 a 750-ml.) and Reposado ($50).”
In North Dakota, Harry’s Happy Bottle Shops decorate the outside and inside of the chain’s three Fargo and two Grand Fork to help establish an upbeat, festive mood. Cordial and liqueur sales spike at Harry’s this time of year. “The variety of different Bourbon creams, along with the vast selection of Ole Smoky Creams ($25 a 750- ml.) and Sugarland Sippin’ Creams ($20), creates extra excitement this time of the year,” says CEO Dustin Mitzel. “We see a lift in our Scotch sales, but Bourbon is the ‘it’ gift for people who want whiskey.”
While the beverage alcohol industry continues facing competition from shifting consumer trends, retailers are doing their part to raise spirits sales. “Spirits, even taking out RTDs and ready to serve, have weathered far better than beer and wine,” Mitzel says. “It is not as strong as last year’s trend, but still has growth, and I anticipate that to carry through the holidays.”
No doubt, it’s showtime for retailers. “The six-weeks leading up to the New Year are the biggest weeks of the year. We will have tastings as we get closer and closer to the holidays for spirits and wine,” Weiner says. “We used to do about one-third of our business during that time and it may now be one-quarter of the business. There is a lot riding on it. You want to make sure your displays are fresh and your store looks good.”