Summer Wines, RTDs And Tequila Spark July Fourth Sales

Beverage alcohol retailers are upbeat about Independence Day revenues.

At The Wine House in Los Angeles, sales of rosés and Sauvignon Blancs heat up during the summer.
At The Wine House in Los Angeles, sales of rosés and Sauvignon Blancs heat up during the summer.

With Fourth of July strategically landing on a Friday this year, it’s showtime for beverage alcohol retailers. Sauvignon Blanc and rosé wines, spirits-based RTDs, and Tequilas are poised to capitalize on warmer weather and holiday celebrations. “We are looking for a 3%-5% increase over last summer,” says Glen Knight, owner of The Wine House in Los Angeles. “It seems our clientele is traveling a little less this year, so we are hoping for some steady sales.”

Knight has high expectations for Sauvignon Blanc and rosé. “The release of the 2024 rosé is catching on and Sauvignon Blanc from France and New Zealand are heating up as well,” he says, noting that top-selling rosé wines at his store include 2024 Tablas Creek Patelin de Tablas Paso Robles Rosé ($25 a 750-ml.), 2024 Love by Léoube Côtes de Provence Rosé ($23), and 2024 Miraval Côtes de Provence Rosé ($22). 

Popular Sauvignon Blanc wines at The Wine House include 2024 Lucien Reymond Sancerre ($32), 2023 Pascal Jolivet Sancerre ($40), 2024 Craggy Range Te Muna Martinborough Sauvignon Blanc ($22), and 2024 Frenzy Mount Richmond Estate Marlborough Sauvignon Blanc ($12.79). “We have been doing some summer sales leading up to Fourth of July weekend,” Knight says. “The week after we have a big Santa Barbara tasting July 12th and 13th with over 200 attendees expected.”

Sauvignon Blanc wines have also been trending strongly for the Pennsylvania Liquor Control Board (PLCB). “Sauvignon Blanc has been a bright spot in wine, showing an almost 5% increase year-to-date and nearly overtaking Pinot Grigio in sales dollars,” says PLCB chairman Darrell Clarke. “White and rosé wines naturally fare better in summer because they’re served chilled—there are even some Champagnes especially created to be served over ice. Rosé is off to a bit of a slow start this year, but our cold and wet May wasn’t conducive to kicking off summer early.”

At PLCB stores, canned RTD cocktails showed the most unit growth at 65.43% while non-canned, spirit-based cocktails followed close behind at 37.54%. “Independence Day is usually the peak of the season, with June and July being the highest sales months,” Clarke says. “May 2025 exceeded June 2024, and we’ve already passed last year’s sales. Vodka-based products, especially with lemonade or tea, are still the leaders.”

For the July Fourth holiday, The Pennsylvania Liquor Control Board is highlighting canned cocktails, Tequila, and crisp white wines (pictured).
For the July Fourth holiday, The Pennsylvania Liquor Control Board is highlighting canned cocktails, Tequila, and crisp white wines (pictured).

The PLCB’s Fourth of July marketing strategy focuses on special sales and showcasing RTDs. “Leading up to the holiday weekend, we’re highlighting limited-time offers on customer favorites like American-made spirits and crisp white wines. We’re emphasizing canned cocktails that pair well with summer gatherings,” Clarke says. 

The top five canned RTD growth brands at PLCB stores are Stateside ($20 an eight-pack of 355-ml. cans), Cutwater ($13 a four-pack of 355-ml. cans), High Noon ($22 an eight-pack of 355-ml. cans), Nutrl ($16 an eight-pack of 355-ml. cans), and Absolut ($11 a four-pack of 355-ml. cans). “Vodka unit sales are essentially flat, maybe because customers are buying vodka RTDs rather than mixing their own cocktails,” Clarke says. “Tito’s ($22 a 750-ml.) remains the undisputed leader, but fast-growing brands include New Amsterdam ($15), Deep Eddy ($20), and Absolut ($19).”

Led by big gains from Reposado variants, Tequila unit sales are up 7% at PLCB stores. Growth brands include Don Juilo ($59.29 a 750-ml. of Blanco), Lunazul ($26 a 750-ml. of Blanco), and Tortilla ($8 a liter). “We’re anticipating Tequila will continue to shine, particularly as more Bourbon and whiskey drinkers experiment with and shift to sophisticated, aged Tequilas,” Clarke says.

At Sal’s Beverage World, a three-unit retailer in the Chicago suburbs, rosé wines are up more than 51% over last May and June, according to store owner Vince Liotta. Top-sellers include Minuty M Rosé ($20 a 750-ml.) and Caves D’Esclans Whispering Angel Côtes de Provence Rosé ($17). California Sauvignon Blanc wines are up about 15% over last year, while New Zealand Sauvignon Blanc wines are up 2%. Top-sellers include Justin Central Coast Sauvignon Blanc ($15 a 750-ml.) and Yealands Marlborough Sauvignon Blanc ($12 a 750-ml.). 

The store is experiencing double-digit gains in RTD sales and promising beer sales. “RTD’s are still up over 20% in my stores with No. 1 seller High Noon Variety Pack ($27 a 12-pack of cans) followed by On the Rocks Cocktails ($20 a 750-ml.),” he says. “With THC cocktails on fire and RTDs still running strong, we should be able to hopefully start getting ahead of where we were last year.” He also notes that imported beer is up 4.7%, while domestic premiums are at a 7.6% increase. Miller Lite ($6 a six-pack of 12-ounce cans) is the No. 1 selling domestic beer, followed by Miller High Life ($4 a six-pack of 12-ounce cans), and Coors Light ($6).  

In other action, Tequila sales are up 4.6% in the three stores led by Jose Cuervo Gold 1.75-liter ($37) and Gran Centenario Reposado ($25 a 750-ml.). Vodka is up 2.1% over last year “with Absolut ($20 a 750-ml.) taking the No. 1 spot in my stores and Grey Goose ($30) a close second in dollar sales,” Liotta says.