Beverage Dynamics Winter 2024 | Page 4

EDITOR ' S NOTE
Kyle Swartz Editor , Off-Premise

RECOGNIZING WHAT WORKS

It ’ s interesting how much consumer trends can change from state to state , region to region and even store to store . In late October , I traveled on my annual retailer road trip . Every year I drive through different parts of the country , and visit with leading independent beverage alcohol stores to talk trends with the staff . This year I visited the Midwest . Beginning in De Pere , WI ( a huge thanks again to Patrick of The Wine Cellar for an unbelievably amazing start to the trip — cheers !) and then worked my way down through Green Bay , Appleton , Milwaukee , Racine , Chicago , Greenfield and finally Indianapolis .
Besides lots of farmlands along the highways and thoroughfares , what I observed was beverage alcohol retail markets that mirrored one another but also evolved in notable ways . Perhaps most striking in these differences was the success or not for THC beverages .
In some markets — Green Bay , Milwaukee and their surrounding suburbs — cannabis drinks were booming . Multiple stores there had recently increased their sections for these products significantly , tenfold in some cases . Reportedly , the demo was everybody . And all levels of cannabis concentration , from 3 MG THC drinks all the way up to 50 MG beverages , which several stores told me they struggled to keep in stock due to soaring popularity .
Some retailers , including one spot in Chicago , had already made room in their coolers to sell THC beverages cold . But other locations , including most other Chicago spots , were not yet committed to offering this product on a large scale . Some stores sold edibles , some did not . Cross over into Indiana , and I did not see a single THC drink on a shelf .
Reflecting nationwide trends , wine was getting crushed in a number of stores , while others reported minor gains or flat sales . Retailers who had not yet seen wine numbers dip typically were known locally as leading destinations for this category , or had dialed into niche subcategories that still attract younger consumers . Specifically , this included $ 20− $ 30 easy-drinking red blends and whites , and all-natural wines .
Craft beer performed similarly . Nationally , it ’ s down , as many stores described . But some retailers reported stability for craft , typically because they had built up a loyal following for this category . One spot in Green Bay had a rule that every individual can in the store , including seltzers and RTDs , could be grabbed for a mix-six . Hell on inventory , this strategy nevertheless kept folks coming back for craft beer .
Which is all to say that it ’ s as critical as ever to know your market and understand how consumers see your store . Recognizing what does and does not appeal to your particular subset of customers is key to survival in our ever-evolving industry .•
Beverage Group Vice President Jeremy Nedelka Tel : 763-383-4413 email : jnedelka @ epgacceleration . com
Editor , Off-Premise Kyle Swartz Tel : 763-383-4447 email : kswartz @ epgacceleration . com
Trade Managing Editor Krystina Skibo Tel : 763-383-4419 email : kskibo @ epgacceleration . com
Contributing Editors Melissa Dowling , Marnie Old , Tom Shay
National Account Director Debbie Rittenberg Tel : 763-383-4455 email : drittenberg @ epgacceleration . com
Marketing and Engagement Sales Manager Jamie Boldt Tel : 763-383-4456 email : jboldt @ epgacceleration . com
Associate Managing Art Director Nicole Siewert
Senior Product Manager , Data & Insights Marina Velez Tel : 763-383-4453 email : mvelez @ epgacceleration . 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 , visit https :// epgacceleration . com / marketing-services / or email us at info @ epgacceleration .
Sr VP / Audience Development Joanne Juda-Prainito Corporate Operations Director Bernadette Wohlman CEO Marion Minor
Retailer Editorial Advisory Board
Jess Bailes
ABC Fine Wine & Spirits , FL
Chuck Ferrar
Bay Ridge Wine & Spirits , MD
Ron Junge
Brown Derby Stores , MO
Charles Sonnenberg
Frugal MacDoogal ’ s , TN
Jason Daniels
Half Time Beverage , NY
Hal Gershman
Happy Harry ’ s Bottle Shop , ND
Ted Farrell
Haskell ’ s , MN
Ed Mulvihill
Peco ’ s , DE
Mat Dinsmore
Wilbur ’ s , CO
Chris Ciskey
Yankee Wine , CT
BRAND ACCELERATION
Beverage Dynamics is published by EPG Brand Acceleration Editorial and executive offices at 7760 France Avenue South , Suite 810 , Bloomington , MN 55435 .
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