Retailers Cautious On Upcoming Holiday Season

As retailers gear up for the holiday season—with today marking one of the biggest selling days of the year—they’re cautiously eyeing consumer trends in the drinks business. “The day before Thanksgiving is our second busiest day of the year. It’s very important we come out swinging because it’s going to set the tone for the next six weeks,” says Mat Dinsmore, manager of Wilbur’s Total Beverage in Fort Collins, Colorado, adding that December 23 is the store’s busiest day. “Holiday time is about 40% of our overall annual sales volume.”

Colorado independent beverage alcohol retailers face unprecedented challenges this season as a new state law enacted March 1 allows grocery and other stores with a retail beer license to sell wine. “We are trying everything we can to engage consumers about why they need to shop at a place that has service, selection, and price—not just convenience,” Dinsmore says.

Regarding holiday trends, Dinsmore notes, “We sell a lot of California Chardonnay and New Zealand Sauvignon Blanc with holiday fare.” For Thanksgiving, patrons splurge on Rombauer Chardonnay ($45 a 750-ml.) and Sauvignon Blanc ($30) and Sonoma-Cutrer Chardonnay ($25). “We will sell a ton of Prosecco with La Marca ($18) being the category leader,” Dinsmore says. “Natale Verga ($14) is a little bit off the beaten path but also does well for us. Among sparkling wines, Veuve Clicquot Yellow Label Brut ($45) continues to be king.”

At Wine.com, the outlook for the supply chain this holiday season is much stronger than the previous two years. “The constraints of previous years on Champagne, for instance, have subsided, and customers should have access to their favorite brands and an extensive list of interesting sparkling wines,” says founder and executive vice president Mike Osborn.

Nevertheless, retailers are approaching the holidays with caution. “We’re taking a bit of a wait-and-see approach by staying nimble and responsive,” Osborn says. “I’d expect a slightly lower average bottle price but higher quantity orders and for consumers to wait until the last minute for gift buying—a multi-year trend we have been seeing.”

Tagged : retail, Wine.com

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