
Retailers are tapping email blasts, webpage banner ads, and Instagram reels to promote tastings, deals, and events in the run up to Valentine’s Day. “We put a lot more energy recently into social media, especially engaging and interactive marketing such as reels and stories,” says Preston Hunt, wine manager, Frugal MacDoogal Liquor Warehouse in Nashville. “Leading into Valentine’s Day, we’ll do a general email blast to tens of thousands of customers and a wine-specific email to a couple thousand customers who have a high level of engagement based on purchasing and wine club members.”
Hunt anticipates sparkling wine sales to rise in February. “Sparkling wine has been our No. 1 category for a couple of years now,” he says. “It continues to be the case, especially through the holidays and Valentine’s Day. My team loves Champagne. We are big bubbles people. Our customers are, too. With the holiday, customers are willing to spend a little bit more. Champagne will be big for Valentine’s.”
This February, in-store signage and red balloons will welcome customers onto the retail floor, where a table in the middle of the wine department will feature about 10 staff picks, including sparkling wines and offerings that pair well with a romantic dinner. “We will do write-ups about the wine, pictures if we’ve been to the wineries, and maps,” Hunt says. “It’s a fun, interactive thing. We weren’t sure how it would go but customers love it. People like the education piece.”
Valentine’s Day staff picks include Charles Mignon Premium Reserve Brut Champagne ($40 a 750-ml.), LunaGaia Logistilla Nerello Mascalese ($18), and Natale Verga Brachetto ($15). Hunt also plans to pour these wines for tastings paired with local gourmet chocolate at some nearby luxury condos. Other store tastings will include Cosa Salvaje Plata Pink Tequila ($50 a 750-ml.), Casamigos Tequila ($50 to $60 a 750-ml.), Nütrl Watermelon and Raspberry vodka seltzers ($10 a four-pack of 355-ml. cans), and Bulleit Bottled Old Fashioned ($25 a 750-ml.).
Customer engagement on the retail floor is important. “My team loves talking about wine pairings,” Hunt says. “It’s a great opportunity to talk to people about what they are going to be cooking and try to have fun helping customers fit bottles to their meal. Valentine’s Day is a good holiday for that.”

In Minneapolis, Haskell’s The Wine People stores are offering customers a “Bouquet of Rosé,” including six 750-ml. bottles for $75. Selections include Fog Mountain Rosé ($14), Rosé d’Anjou Les Ligériens ($13), and Tavel Cuvée Royale ($18).” It’s our big package we do for Valentine’s Day,” says Ted Farrell, president of the 11-unit chain. “We push it out there, and it’s arguably cheaper than a dozen roses and probably has a better effect.”
Farrell also plans to highlight a couple of sparklers with hot deals such as Moët & Chandon Impérial at $45 a 750-ml. In addition, Haskell’s offers six 750-ml. wines for $60 each month. “Last year we sold 5,400 units of the six-pack,” he says. “It’s usually two whites and four reds. Occasionally, we’ll swap out some rosés and sparklers. We will probably end up doing two sparklers in February.”
While Valentine’s Day is not a huge beverage alcohol sales day in comparison to other holidays, Farrell notes it’s a nice way to say farewell to dry January. “You see a lot more people entertaining at home,” he says. “Valentine’s is a dreamy kind of holiday.”
Julio’s Liquor in Westborough, Massachusetts, is hosting an array of activities involving wine, spirits, and beer leading up to Valentine’s Day. “It’s not a huge holiday, but you have to build it,” says owner Ryan Maloney. “You make the event and the excitement, and people will show up. People are getting a little bit of cabin fever.”
The store kicks off festivities on February 6th with a “Wine Tasting and Floral Arrangement” workshop ($75 a ticket) with Gulbankian Florist of Southborough. Other celebrations include an Angel’s Envy tasting ($10 a ticket) on February 12th and a “Sparkles and Frosting!” cupcake decorating event on February 13th ($30 a ticket). “Angel’s Envy just fits in with Valentine’s Day and Cupid,” Maloney says. “We will run specials with 15% off that day.”
Julio’s will also have all Champagnes and sparkling wines on sale at 15% off February 13th and 14th. “It’s time to celebrate,” Maloney says. “We are going to give people reasons to pop open sparklers.”