Interview, Part 2: Blake Leonard Of Tri-State Retailer Stew Leonard’s
June 28, 2024In the second part of our interview, Blake Leonard, consulting president of Stew Leonard’s, discusses spirits trends at the $100-million tri-state retailer, as well as growing consumer interest in hemp THC offerings and expansion opportunities looking ahead.
SND: For the last five years, spirits have been gaining share at Stew Leonard’s. What specific product trends are you seeing?
Leonard: Prepared cocktails remain on fire and we expect that to continue through the summer. With so many new products and flavors, it can be difficult to manage the category, but we’re seeing consumers gravitating toward variety packs. Still, at-home cocktail making remains popular. As a result, liqueurs, led by Aperol, are still growing at our stores, as is triple sec for Margaritas.
Our Bourbon sales are also up for the year. In addition to offering our own private barrels, our stores staff Bourbon experts and we host VIP whisk(e)y events that can attract more than 100 customers. We’re finding that some of our Bourbon customers are also interested in other aged products, like aged Tequilas.
SND: In what product categories do you see the most opportunity today?
Leonard: Just as we see with prepared food, customers are still looking for convenience, which is what prepared cocktails offer. We’re also seeing substantial growth for THC and CBD seltzers, such as Cann, Ayrloom, and Cycling Frog, which we carry in our Connecticut and New Jersey stores. They’re mimicking ready-to-drink cocktails in that they have low sugar, low calories, and natural ingredients. In traditional wine and spirits, organic and additive-free options, such as Dos Hombres Mezcal, are increasingly appealing to consumers.
SND: Are there any plans to add more stores or make adjustments that could affect your wine and spirits sales?
Leonard: We’re always looking to keep growing. We have a great recipe in New Jersey with marrying food and wine in one location. We’re excited about our future growth in our New Jersey stores.
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