Retailers See Gifting Boost Sales In Run-Up To Year-End
December 24, 2024With the holiday season in full swing, beverage alcohol retailers are finding creative ways to add customer value and finish the year strong. “We still see Bourbon and whisk(e)y being big for the colder season,” says Todd Randall, owner of the four Randall’s Wine and Spirits stores in Missouri and one in Illinois. “The $100 whiskies that have slowed over this past year will see an uptick for gifts as people always shop at that price point.”
At McCabes Wine & Spirits in New York City, owner Daniel Mesznik is optimistic that strong November sales will carry through until the end of the year. “What I am most encouraged by isn’t just the dollar sales, but we also had a higher number of transactions in November 2024 than we did in November 2023 or 2022,” he says, noting that the store is aggressive with its sales. “We had Kim Crawford on sale at two 750-ml. bottles for $35. That was a big driver for us.”
This month, McCabes has looked to drive sales with sale prices for Josh Cellars Cabernet Sauvignon (two 750-ml. bottles for $35), Silver Oak Alexander Cabernet Sauvignon ($89.89 a 750-ml. bottle), and Far Niente Chardonnay ($70 a 750-ml.). “December is all about flooding our windows with eye candy at every price point,” he says. “We probably have 50 feet of frontage along Third Avenue. We want to make sure we have things available at every price for every consumer.”
Tequila remains the largest category growth catalyst among spirits at McCabes, and the store has reduced prices for Patrón Silver ($99 a 1.75-ml.) and Fortaleza Añejo Jalisco ($239 a 750-ml.). “Casamigos ($65 a 750-ml. of Blanco) has a stronghold on the Tequila market,” says Mesznik. “Clase Azul ($169 a 750-ml. of Plata) and Don Julio 1942 Añejo ($215 a 750-ml.) are big movers around the holidays.”
At Randall’s, gift sets are topping up sales, especially for the market’s most vibrant brands. The chain is offering 25 to 30 branded gift sets, including Baileys ($30 a 750-ml. with glass) and Crown Royal ($32 a 750-ml. with flask). Other popular gift sets include Don Julio Blanco ($54 a 750-ml.), Grand Marnier ($39.97 a 750-ml. with two glasses), and Aperol ($29 a 750-ml. with Spritz glass). “The gift sets seem to work best for the brands that are really rocking,” Randall says. “It’s a nice incentive, but it doesn’t get consumers to buy random items.”
When it comes to buying single bottles of spirits as gifts, the $30-to-$50 price range drives volume at Randall’s. Popular brands include Woodford Reserve ($36.67 a 750-ml.) and Maker’s Mark ($28.97). “People are back to the basics from those $75-to-$150 artisanal offerings, which seem to be moving very slow. People have either had it before and aren’t going back, or they are just watching what they spend.”
Moving up the pricing ladder at Randall’s, Don Julio Rosado Reposado ($70 a 750-ml.) is poised to maintain strong trends. “This is just due to how big that brand is,” Randall says. The $50 price point is popular for 750-ml. bottles of wine bought as gifts. “We have a bunch of Bordeaux, Napa, and Sonoma in that price range,” Randall says. “We do a little bit of each.”
In Clifton Park, New York, Exit 9 Wine & Liquor Warehouse stocks about 30 gift sets, including Jack Daniel’s ($29.97 a 750-ml. with highball glass) and flavor extensions Fire ($30.07 a 750-ml. with two shot glasses), Apple ($30.17 a 750-ml. with highball glass), and Honey ($30.17 a 750-ml. with two rocks glasses). The store is also selling Advent Calendars featuring wine ($58.53 for 12 187-ml. bottles to $90.51 for 24 187-ml. bottles) and vodka ($26.88 for 12 50-ml. bottles). “Gift sets are always important this time of year,” says store owner Mark O’Callaghan. “Unfortunately, gift sets have been less and less each year, but they’re a great way for brands to build for the year to come.”
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Tagged : Baileys, Casamigos, Crown, Don Julio, Grand Marnier, Josh, Kim Crawford, Patrón
