Alabama currently has 4,000 different products in its warehouse . Expanding product offerings is a constant desire for the agency Expanding product offerings is a constant desire for the agency .
Alabama currently has 4,000 different products in its warehouse . Expanding product offerings is a constant desire for the agency , in terms of growing trends , a diverse array of products and expanded flavor offerings across all categories . The ready-to-drink category is by far the highest-growing category across the board in Alabama . Following that , super-premium and ultra-premium tequila continue experiencing high growth , along with bourbon , primarily super-premium and above , which is a consistently high-performing category across the state ( sometimes even higher than vodka sales ).
Despite its focus on additional product offerings , the Alabama ABC is not currently looking to expand its retail footprint by much . A handful of new stores have opened during the past several years , but the agency is primarily focused on the stores it already has . The Alabama ABC has heavily invested in remodeling many of its stores during the past several years , and the result has been a 6 % growth in sales in the first year after stores have been remodeled . Every store is different , and products are generally allocated on a by-store basis . New products are usually released monthly , and special-product release events are incredibly popular , offered at a select number of stores on a quarterly basis .
“ We hold a sweepstakes where people can sign up online to win a place in line at our stores and get priority access to products with limited availability ,” says Neil Graff , operations director for the Alabama ABC . “ More than 18,600 people signed up to participate in 2023 . We accommodate 150 people in line for each event and will generally draw 400 to 500 people total into our stores on those days , so it ’ s been very well-received .”
Each year , the agency holds a large annual release event that typically coincides with the release of Buffalo Trace ’ s new Pappy Van Winkle products . There is also a special release process for big barrel releases . Additionally , the Alabama ABC will occasionally hold in-store celebrity bottle signings , such as several recent signings featuring former professional basketball player Charles Barkley , who owns Redmont Vodka , a distillery in Alabama . Agency stores also occasionally offer new product tasting events .
The Alabama ABC has also worked to improve its special order process , which Graff admits has been a challenge . A new system that was recently implemented allows suppliers and brokers to ship special order product directly to ABC stores . The state agency is in the initial stages of this initiative . The new process has successfully cut the special order timeline down from an average of two months to approximately five days , making more products easily accessible to consumers .
By law , the Alabama ABC is not allowed to advertise in a way that encourages the sale of alcoholic beverage products . The agency provides product availability and pricing information to the public using its published pricelist , in its stores , on its website and through its smartphone app . All media messaging from the Alabama ABC focuses on promoting temperance ; preventing youth access to alcoholic beverages , tobacco products , alternative nicotine products , and electronic nicotine delivery systems ; and discouraging abuse of these products .
PROTECTING ALABAMA RESIDENTS
The Alabama ABC oversees alcohol licensing , tobacco permitting , and education across the state . The agency licenses everyone who sells alcohol and permits those who sell tobacco , tobacco products , alternative nicotine and electronic nicotine delivery systems . The Licensing and Compliance Division also regulates these li- www . stateways . com Spring 2024 • StateWays 11