What specific adult beverage segments proved to be impactful to drive the fortunes of the category?
Since our state regulations prevent us from selling spirit-based ready-to-drink (RTD) cocktails, we strategically pivoted to high-alcohol-by-volume wine-based products that deliver a similar consumer experience. BeatBox emerged as a standout performer, capitalizing on bold flavors, portability and high-energy brand appeal that resonates with younger demographics. Hard seltzers saw a resurgence with higher-ABV extensions from brands like White Claw Surge, catering to consumers seeking a stronger but still refreshing option. With beer, we saw a notable surge in Michelob Ultra, reflecting the broader trend of moderation and better-for-you beer choices. 
 

What aspects of the category do you appreciate most?
Its constant evolution and deep collaboration between retailers, vendors and distributors. The industry thrives on innovation and working closely with our supplier partners to identify emerging trends, optimize promotions and refine our product mix. Whether it’s leveraging data to fine-tune our assortment, securing exclusive promotional opportunities, or working together to navigate supply chain challenges, these partnerships are the foundation of our category success. We build a roadmap for sustained growth alongside our partners.


What have been your most vexing challenges in 2024?
Regulatory limitations on ready-to-drink. The inability to sell spirit-based RTD cocktails in our state has required us to think outside the box. While this has forced innovation, we’re still competing with liquor stores who have access to full RTD lineups. We continue to find ways to bridge the gap by curating a strong lineup of alternatives, educating consumers on options and ensuring they have a comparable experience in our stores.

What impactful consumer purchasing trends from last year are you looking to take advantage of further in 2025?
Consumers are showing an increasing preference for higher-ABV products across all segments. We plan to further capitalize on this by expanding high-ABV offerings, strategically promoting premium brands and leveraging limited-time exclusives to drive excitement. We are doubling down on beer loyalty, ensuring that consumers know our stores are the go-to destination for exclusive deals they won’t find anywhere else. We’ve seen increased demand for non-alcoholic beers and plan to integrate health-conscious selections to cater to both sides of the spectrum.