As more and more states lock down, liquor stores and wineries are benefiting. You’d think Probation was about to return.
Like in any catastrophe, being confined to a home drives sales of alcohol just like they drive sales of toilet paper. When I lived in Maryland, a snowstorm set off an avalanche of alcohol sales. One store told me that the threat of three days of snow and an imminent disaster declaration resulted in his highest per-day sales. The threat of a hurricane had the same effect now that I’m in Florida. But, a snowstorm and hurricane are local. A national pandemic drives alcohol sales nationwide.
Several weeks into the pandemic, liquor stores are reporting strong sales. Nationally, sales of wines priced $15-20 were up 42 percent. Wines priced $20-$25 soared 75 percent. People hunkering down in the face of death aren’t drinking cheap wine.
Large wineries were reporting that grocery chains and big liquor stores were stocking up, so their large inventories may result later in a fall off as the pandemic eases. Bu people are definitely drinking what they buy. In San Francisco alone, alcohol sales are up 42 percent.
Also good for small wineries, direct-to-consumer sales were up. More people are joining wine clubs and ordering wine directly from producers. The ease of getting wine delivered to homes and the ability to avoid stores is more attractive than ever.
Producers and their marketing teams are coming up with creative ways for people to participate in wine seminars from their homes.
Segura Viudas is pushing its cava to enjoy while taking a virtual tour of The Museo Reina Sofia in Madrid. You can have the wine shipped via wine.com.
Oceano recommends its pinot noir and chardonnay while live streaming performances from The Metropolitan Opera. Its owners Rachel Martin and Kurt Deutsch are passionate about wine and theater. You can order their wines at oceanowines.com.
Far Niente and Nickel & Nickel are using the Zoom app to set up private or group virtual tastings for those who order wine shipped to their homes.
Hamel Family wines are selling “At Home with Hamel Family Wines,” a virtual tasting experience led by a professional via Zoom or FaceTime. Several packages of wine, ranging from $200 to $375, are being offered at its web site.
JUSTIN and Landmark Vineyards are also offering virtual tastings with Certified Winery Educator and Sommelier Jim Gerakaris with any wine order.