Midwest Chain Hy-Vee Sees Consumers Hunting Value In 2025

Employee-owned grocery chain Hy-Vee Inc., with annual sales of more than $13 billion, operates nearly 300 stores in eight midwestern states, most of which sell wine, spirits, or beer in some capacity. In recent years the Iowa-based business has doubled down on beverage alcohol with standalone liquor stores under the Wall to Wall Wine & Spirits concept.

Wall to Wall—whose shops range from 15,000 to 30,000 square feet—now has four locations in Nebraska and Iowa, and the company tells SND that more could be on the way. “Based on customer response, the results have been very positive,” says Jay Wilson, vice president, wine and spirits at Hy-Vee and vice president at Wall to Wall. “While we have not yet publicly announced plans to add more locations, expansion is a possibility for the future.”

This year, Wilson has seen consumers prioritizing value across Hy-Vee’s beverage alcohol business. “We’re finding that most people are looking for value at all price points,” he says. “We have also found that most consumers using GLP-1 products are choosing to not drink alcohol and are looking to other beverages instead.”

The moderation trend has led to growth in non-alcohol beers and lower-abv products, Wilson notes. “We have had success with canned cocktails and ready-to-drink and ready-to-serve products,” he adds. “While sales of spirits like vodka, Bourbon, and rum have remained.

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