BACK to BARC
by KRYSTINA SKIBO AND KYLE SWARTZ
The ninth annual Beverage Alcohol Retailers Conference( BARC) took place June 15−17 at the Graduate by Hilton in Annapolis, MD, down the road from the U. S. Naval Academy. Attracting independent retailers from across the country— along with numerous industry professionals in various tiers and categories— BARC 2025 was three days of invaluable learning, sampling and networking.
WHAT ARE CONSUMERS DRINKING?
This year’ s conference kicked off with an Opening Keynote in which Desi and Patrick Johnson from The Wine Cellar and Chairman Joseph Mollica with the New Hampshire Liquor Commission( NHLC) talked about industry trends.
“ We’ re seeing great growth trends for the third year in a row,” Mollica mentioned.“ In 2023, we saw our first decline after Covid. It’ s been a challenge to get people into stores and to buy the right mix of products, but cannabis drinks have been a huge seller.”
“ A couple of years ago the curtain was pulled back, and we have since leaned into it harder over the last few years,” Patrick added.“ We’ re located in an area where domestic beer has been a staple for as long as I can remember, but over the last year, THC beverage sales have crept up to almost equaling domestic beer sales. We have 250 different varieties in our store now.”
Aside from the rapid rise in cannabis-infused beverages, Patrick noted how mocktails are another product helping to reel in customers— especially the younger generations who have a sharper focus on healthier lifestyles.
“ Non-alcoholic beer is very popular,” Patrick said.“ Athletic Brewing started that trend and it has grown a lot since then. Now, bigger names like Corona are coming www. beveragedynamics. com 2025 Top 100 Issue • Beverage Dynamics 21