MOST OF US alcohol collectors have done it . During this lockdown we have all had that night ( or two , or many ) when a rare bottle in our collection — one that has sat there for years — suddenly comes leaping out . Turns out we have been saving these gems for just this very moment .

What was yours ? Personally I ’ ve popped a 2008 Dogfish Head Olde School barleywine , and polished off the last of my 2018 Thomas H . Handy Antique Collection rye .

We all deserve this : indulgences from our collections . COVID-19 and the economic lockdowns have brought immense stress into all our lives . So I say , continue to treat yourself . Eventually we will emerge on the other side of this pandemic . In the meantime , cheers to us .

Speaking of the coronavirus , be sure to check out our tech feature in this issue . We highlight all the ways that technology companies have helped beverage alcohol retailers adapt and thrive in this rapidly changing world . Never before has ecommerce and social media been so important .

If you are not online , if you are not presenting your inventory digitally , then you risk losing out to competitors who are more tech savvy . As always , you must position your products where the customer wants to buy . And that increasingly means offering people the ability to peruse your SKUs , and purchase alcohol directly , through digital channels like social media and mobile devices .

Whiskey is another focus of ours in July and August . In my article I write about seven trends currently defining this category , including newer developments like younger whiskey suddenly tasting better .

Other topics we cover in this issue include sparkling wine , craft distilling during the crisis and ratings for American wines in 2020 . There ’ s much here that should help you and your business , so please enjoy this magazine issue with something fine brought up from your cellar .

Beverage Group Content Director Jeremy Nedelka Tel : 763-383-4400 x2213 email : jnedelka @ epgmediallc . com

Editor , Off-Premise Kyle Swartz Tel : 763-383-4400 x2225 email : kswartz @ epgmediallc . com

Contributing Editors Marnie Old Tom Shay Melissa Dowling

Sales Managers Bruce Kostic Tel : 763-383-4400 , x2215 email : bkostic @ epgmediallc . com

Mark Marcon Tel : 763-383-4456 email : mmarcon @ epgmediallc . com

Debbie Rittenberg Tel : 763-383-4455 email : drittenberg @ epgmediallc . com

Senior Art Director Nicole Siewert

Sr Media Coordinator Kelsey Larson Tel : 763-383-4450 email : klarson @ epgmediallc . com

Senior Product Manager , Data & Insights Marina Velez Tel : 763-383-4400 x2212 email : mvelez @ epgmediallc . com

LIST RENTAL Kris Grauer email : kgrauer @ npsmediagroup . com Tel : 203-822-7933

REPRINTS For more information on e-prints or reprints from Beverage Dynamics magazine , contact Wright ’ s Media , MBrewer @ wrightsmedia . com - Marcia Brewer , 877-652-5295 .

Kyle Swartz Editor , Off-Premise

Sr VP / Audience Development Joanne Juda-Prainito Operations Director Bernadette Wohlman CEO Marion Minor

Beverage Dynamics is published by EPG Media & Specialty Information Editorial and executive offices at 10405 6th Ave N , Suite 210 , Minneapolis 55441 Telephone : 763-383-4400 Fax : 763-383-4499

6 Beverage Dynamics • July / August 2020 www . beveragedynamics . com