Successful beverage alcohol retailers know how to develop and express a strong sense of community. “It is important to be not only responsible members of our community, but to give back to that community as well,” says Josh Robinson, owner of Argonaut Wine & Liquor in Denver. “There are so many great causes that need help. Making a difference—no matter how small—has always been something we strive to do.”
Argonaut has a long history of contributing to charitable endeavors. “We try to keep relationships with a few main causes and then help others on a case-by-case basis where we can,” Robinson says. “We try to stay away from simply donating money and look for other opportunities to help, such as donating product or time and offering advertising space on our socials or in our email blasts.”
The Denver retailer’s largest fundraiser in the last few years was a silent auction of a vertical of the Pappy Van Winkle line: 10-year-old ($70 a 750-ml.), 12 year old ($80), 13-year-old Rye ($120), 15-year-old ($120), 20-year-old ($200), and 23-year-old ($300). The fundraiser brought in more than $20,000 for the Food Bank of the Rockies.
A charity that Argonaut has been involved with for a long time is Urban Peak, which helps homeless youth. “If people know their purchase will help their community, they are more likely to spend money at our business,” Robinson notes. “Supporting charities in our community is a win-win, and we hope to be able to do so as long as possible.”
In Fargo and Grand Forks, North Dakota, Happy Harry’s Bottle Shops contributed to more than 150 different organizations and events in 2022. “As a business, you need to give back to your community and not just take,” says CEO Dustin Mitzel. “It is extremely important that we not only support our community, but also give back to a wide array of organizations and charities.”
One of the retailer’s most significant donations is its sponsorship of the YWCA Women of the Year event held in Fargo. The retailer provides wine for the 800 guests and an additional 100 bottles of wine with a value of $20 to $200. “We put $1,500 worth of Happy Harry’s gift cards ranging from $50 to $100,” Mitzel adds. “The guests purchase a bottle for $66 and get the chance at receiving a higher value wine or a big gift card with a bottle.”
The $66 price is the cost for the YWCA to house a woman for one night at its emergency shelter. “The women have fled abusive relationships and usually have small children,” Mitzel says. “All our various contributions for the evening raise around $20,000 for the emergency shelter.”
Happy Harry’s is active in local annual fundraisers, including the Happy Harry’s/Empire Arts Center Charity Golf tournament. “We organize and run the entire tournament and have raised more than $650,000 for the Empire Arts Center over 20 years,” Mitzel says. In addition, the retailer sponsors an independent minor league baseball team and hosts Happy Harry’s Ribfest at the Fargodome parking lot in early June with concerts during each of the event’s four evenings.
In Canandaigua, New York, Ryan’s Wine & Spirits works with several charitable causes and community and private fundraisers. Ryan’s annually supports the Embrace Your Sisters Tea for Two Breast Cancer Fashion Show through advertising, wine, and sponsorship packages. “We also sold special lots of wine in the store, with $2 from every bottle going to Embrace Your Sisters,” says wine buyer and general manager Stephanie Rudat. “We were successful in this same promotion with Family Promise of Ontario County, an organization that helps low- and no-income homeless families achieve sustainable independence.”
The retailer annually supports the local Humane Society by donating gift baskets auctioned off at their various fundraisers. “We are a dog-friendly store—everyone knows they can bring their four-legged friends in, and we have treats waiting for them,” Rudat says.
Since 2015, Ryan’s has participated in Vintners & Valentines, an annual fundraising dinner held around Valentine’s Day at Finger Lakes Community College in Canandaigua. Culinary students from the college prepare the dinner which raises funds to help buy expensive equipment for the college’s viticulture program. Each sponsor’s table features wines from a local winery, and the winemaker or winery owner usually attends.
Ryan’s owner JR Miller has achieved acts of community service as a Rotarian, on the county Historical Society board, and on the Canandaigua National Bank board. The store has also participated in the regional Polar Plunge and worked with the local food pantry during the holidays to serve meals to the homeless. “We always see ourselves as giving back to the community that gives to us,” Rudat says. “Building strong communities through charitable work means a stronger and more loyal consumer base as well.”
Times are changing with how businesses connect to customers. “The money we invest in these organizations and events is the best investment we can make,” Mitzel of Happy Harry’s says. “We have shifted considerable budget dollars from traditional advertising to charity and event sponsorships in the last 10 years. It makes you feel good in addition to having a positive effect on our communities.”