by KYLE SWARTZ

Even before the Covid era , so much of our lives took place online . The pandemic with its subsequent shutdowns and people sheltering in place only drove more of our everyday dealings onto the internet . Today , consumers routinely interact with brands and stores through social media . These sites have become a crucial tool for beverage alcohol retailers to drive sales and differentiate from competitors .

And yet , so many stores do a poor job of leveraging this critical medium . A large number of retailers barely use social media , or have no active profiles at all . The businesses that badly underutilize the sites will often post simple , ineffective photos of products , generating little buzz . This is no way to stand out from the crowd .

It ’ s a mistake to ignore or underuse social media . Problem is , retail store owners and employees hardly have the time for this daily task , which can be a grind . Hiring a social media manager , even if just part-time , is one solution . Or finding someone on-staff who can pick up those additional duties is another way to remain ac-

tive online . Either way , you do not want to be one of those businesses getting left behind in the critical digital channels .

Facebook seems to be fading for content creators , whereas Instagram and TikTok remain vibrant . Consistent , shortform content is key . There are so many stories you can tell from within a liquor store . Today ’ s consumers are as eager as ever to learn about the products they purchase and enjoy . Every brand and bottle on the shelf is a potential story , from the people who produce it , to the styles and practices the product represents . Even something as simple as “ Why do we swirl wine ?” can find success as a video online . It ’ s been done , many times to much success .

Many beverage alcohol retailers do excel at social media . We recently reached out to three stores in particular that shine online . We asked a series of questions answered by Diane Jamgochian , social media manager at Gary ' s Wine & Marketplace in New Jersey ( Instagram : @ garys _ wine ); Sandra Spalding , director of marketing for Twin Liquors in Texas (@ twinliquors ); and Carly Hollowell , VP of marketing for The Good Pour in Florida (@ goodpourgives ).

BEVERAGE DYNAMICS : WHY IS SOCIAL MEDIA SO IMPORTANT FOR BEVERAGE ALCOHOL RETAILERS ? Diane Jamgochian : Social media is important for beverage alcohol retailers because , like any industry , ours is constantly evolving . There ’ s always a new product , vintage or trend happening , and social media is the perfect place to showcase what ’ s new in a fun , user-friendly way . Like all media these days , it ’ s information at your fingertips ! Sandra Spalding : We pride ourselves on our engaged employees and customer interactions , so it is important that our social reflects that . Carly Hollowell : In our industry , there is a lot of opportunity for retailers to own a space on social media , but a lot of that relies on having a brand personality and curating content that resonates with your desired audience and demographic . There ’ s so much that can be done to enhance the social experience in the retail industry where it doesn ’ t feel like you ’ re selling all the time , but rather creating opportunities to engage with your audience and build a loyal audience that will think of your brand when they go to purchase alcohol .

14 Beverage Dynamics • Spring 2025 www . beveragedynamics . com