Beverage alcohol retailers are jumpstarting spring wine sales with seasonal displays, in-store educational events, signage, online promotions, and tastings. “We typically see a noticeable increase in white wine sales as consumers lean toward refreshing, easy-drinking options,” says Sandra Spalding, marketing director of Austin, Texas-based Twin Liquors. “Rosé also continues dominating spring sales, extending its popularity well beyond the summer months.”
Off-premise operators are preparing to meet consumer demand for lighter wines. “We’re keeping an eye on wines that fit seamlessly into an outdoor lifestyle,” Spalding says. “California’s Fairweather ($11 to $30 a 750-ml.) and Oregon’s 30A ($10 a 12-ounce can to $25 a 750-ml.) are gaining traction with their vibrant, high-quality offerings that are perfect for warm-weather sipping.”
At Twin Liquors’ approximately 100 retail locations, alternative packaging like canned wine continues to grow in popularity and sparkling wine sales remain brisk. “Consumers are looking for convenience without sacrificing quality, and these formats are delivering,” Spalding says. “So far this year, we’ve noticed consumers are still purchasing sparkling wines—such as Prosecco and Cava—to use in Spritzers.”
Sweeter wines are also attracting younger entry-level adults to the category. “Moscatos, off-dry Rieslings, and fruit-forward rosés are bringing in a new wave of customers looking for approachable options,” Spalding notes. “These trends will likely continue into spring.”
Wine tastings and educational events play an important role at Twin Liquors. “While we engage with sales and promotions, what excites us even more is the educational component and helping customers find the perfect pairings for their Easter and Passover meals,” Spalding says. “We focus on storytelling, showcasing how different wines enhance traditional holiday dishes, both in-store and through digital content.”
At Summerland Wine & Spirits in South Florida, rosé and white wine consumption increases as the temperatures rise. “February, as usual, showed an exponential surge in rosé volume, with Miraval ($25 a 750-ml.), Whispering Angel ($25), Fleurs de Prairie ($16), and Hampton Water ($20) leading the way,” says Summerland owner Ian Aker. “The main volume movers over the last two weeks and historically are Chardonnays from Josh ($12 a 750-ml.), Kendall Jackson ($14 same size), Jam Cellars ($17), and Wente ($13).”
Aker is seeing an uptick in white wine sales at Summerland and his other store, Florida Cork & Bottle in Indian Harbour Beach, Florida. Trending wines include Pinot Grigios from Ruffino ($9), Santa Margherita ($25), Scarpetta ($15), SeaGlass ($10), and Santa Cristina ($11). Sauvingon Blancs from Oyster Bay ($13), Kim Crawford ($14), Josh ($12), Fault Line ($16), White Haven ($20), and Dashwood ($13) are also selling well. “Newer Sauvignon Blanc brands doing well versus last year are Dashwood ($13), Drylands ($20), and Rapaura Springs ($17),” Aker says, adding that Josh Cellars’ new Seaswept Pinot Grigio and Sauvignon Blanc blend ($12) is “a big hit.”
The Summerland store hosts a wine tasting from 2 to 5 p.m. every Saturday, and a major spring sale that runs from March through May is featuring wines such as Joel Gott 815 Cabernet Sauvignon ($14 a 750-ml.) and Meiomi Pinot Noir ($18). In the red wine category, Aker notes Pinot Noirs are up and Cabernet Sauvignon sales are steady, but Merlots and Zinfandels are down. “White wines are gaining in popularity and market share,” Aker says. “Pricewise, expensive luxury wines continue to move unimpeded. Mid-tier ($20 to $40) is down substantially, and value wines are selling briskly. I expect these trends to continue throughout this year.”
In Pennsylvania, Pinot Grigios, Proseccos, Chardonnays, Moscato, and Cabernet Sauvignons are all doing well this season. “Light, fresh, lower-alcohol content, and value seem to be the continuing trends as we head into spring,” says Darrell Clarke, chairman of the Pennsylvania Liquor Control Board (PLCB). “Seven of the top 10 top-selling wines by units were in the 1.5-liter format and all were less than $20 a bottle.”
The PLCB plans to feature specific wines and brands prominently in dedicated seasonal displays at its Fine Wine & Good Spirits retail stores. This spring, the PLCB is introducing new brands XXL ($11 a 750-ml.), available in Peach, Pineapple, or Strawberry & Grapes offerings, and Icon Blackberry Moscato ($10). A “Hello Spring” end cap will showcase eco-friendly and sustainable wines for Earth Day. “Our premium collection program features lighter wine styles perfect for spring,” Clarke says. “We will also use point-of-sale materials like shelf talkers and other in-store signage to highlight wines suitable for Easter and Passover celebrations.”
The PLCB’s website Finewineandgoodspirits.com will have a dedicated landing page for spring wines, while online content includes tips, product recommendations, and wine-based cocktail recipes. Email marketing will feature lighter wines for spring, kosher wines, and wines that can be mixed in cocktails. “On both Instagram and Facebook, we’ll use reels and polls to create interactive content to drive engagement and excitement around spring wines,” Clarke says. “Cross-promotional strategies include pitching media segments focused on lighter wines for the spring season and relevant pairings.”
Most of the PLCB’s stores offer tastings for customers. “This time of year, we encourage the stores to focus on lighter wines and wines appropriate for the spring season and holidays,” Clarke says.