IN THIS ISSUE

Volume 138, No. 4 • Winter 2025

BEYOND THE REGISTER

Hiring and Training a Liquor Store Team By Krystina Skibo

HANDLING ALLOCATED WHISKEYS

What’ s the Most Effective Manner? By Kyle Swartz

A FAMILY LEGACY AT WILBUR’ S IN FORT COLLINS, A COLORADO STAPLE

By Kyle Swartz Photography by Christa Tippmann Photography

4 Editor’ s Note

CATEGORY TRENDS

Visiting the 2025 Kentucky Bourbon Fest By Kyle Swartz

5 On The Web

6 Data Driven

Spending Down, Price Sensitivity Up By Melissa Dowling

8 Vinsights

In Pinot Veritas: Grape Genetics 101 By Marnie Old

9 Retail Strategies

The Difference One Word Can Make By Tom Shay

25 On The Shelf

27 Wine Reviews

The Best of 2025

Beverage Dynamics( USPS-505-810)( ISSN-1523-0392) is published four times per year Spring, Summer, Fall and Winter by Beverage Information Group, a division of EPG Brand Acceleration, 7760 France Ave S, Suite 810, Bloomington, MN 55435. Periodicals postage paid at Minneapolis, MN and additional mailing offices. Postmaster: Send address changes to Beverage Dynamics, P. O. Box 96 Port Jervis, NY 12771-0096. Subscriptions: Single copies $ 12 U. S. Subscription rates: 1 year, $ 47 U. S. All subscriptions payable in U. S. dollars. Payment must accompany order. Call the Beverage Dynamics customer service number at 763-383-4492 or email customerservice @ epgacceleration. com. Editorial: © Copyright 2025 by EPG Brand Acceleration, 7760 France Ave S, Suite 810, Bloomington, MN 55435. Reproduction without the express written consent of the publisher is prohibited. Not responsible for return of unsolicited materials. EPG Brand Acceleration publishes Beverage Dynamics, Cheers, StateWays, Wine & Spirits Industry Marketing, Liquor Handbook, Wine Handbook, Beer Handbook, Industry Overview, and Licensed Beverage Fact Book.

www. beveragedynamics. com Winter 2025 • Beverage Dynamics 3