spirits shops, Conti’ s remains recognized for its world-class whiskey program. Conti is a pioneer of single barrels in Connecticut, bringing in picks of Buffalo Trace, Four Roses and Russel’ s Reserve products for many years. His store selections of popular brands remain in hot demand. Additionally, when allocated items arrive, Conti and staff will place them in a locked glass case within a 14−foot-tall, 9−foot-wide whiskey barrel out on the floor. Customers can enter and see what rare items will be available to those with the most points.
“ The system prioritizes customers who shop with us,” Conti says.“ It prioritizes the folks who come and buy a sixpack and a bottle of wine once a week.”
In an act of transparency, the store publicizes the points rankings. Conti’ s will also run double-points days, or double-point items, to help drive sales.
“ The points have no financial value,” Conti said.“ Anyone can get access to bottles in this system.”
Individuals at the top of the points list get first dibs on sought-after picks like Weller Full Proof, EH Taylor and Four Roses Single Barrel. Those atop the list also get access to allocated items, with their names drawn out of a hand, when Conti opens the glass case inside the giant whiskey barrel during special release events.
“ We try to make this as fair and equitable as possible,” says Conti.“ That doesn’ t prevent us from getting hate. But those who do hate our system don’ t shop here anyways. They just want to come in and snipe a bottle.”
As whiskey sales recede from Covid highs, and spirits production remains high, Conti has scaled back what he puts in the glass case.
“ It’ s surprising how many bottles aren’ t considered allocated anymore,” he said.“ Bottles that used to go to allocation years ago now go on the shelves. Bottles like the Michter’ s 10 Year Olds, and Bomberg’ s and Shenk’ s, anyone could get those off the shelf at our store.”
Conti has run other programs in the past around allocated items.“ Our points system was birthed out of necessity to be in compliance with state liquor laws,” he said.“ Folks everywhere in the industry should make sure that they read their state liquor laws to see what they can and cannot do.”
Ghost Drops in New Hampshire are unannounced offerings.
www. beveragedynamics. com Winter 2025 • Beverage Dynamics 15