The average convenience-store shopper visits a c-store three times a week, according to NIQ’s July 2025 report, The State of Convenience. For retailers, there’s ample opportunity to harness incremental dollars across categories. For beverages in particular, one great way to encourage purchases is with cross-merchandising.
Cross-merchandising beverages strategically with other items available in the store—baked goods, salty snacks, grab-and-go meals, and more—can increase average basket sizes, but it can also reinforce the idea that c-stores are a one-stop shopping destination, perfect for last-minute needs.
Encouraging incremental purchasing with strategic product pairings
According to Gallo's proprietary consumer tracking data,, 46% of c-store cold box wine buyers add items from other categories (such as beer and spirits) to their carts during the same trip. This indicates that these shoppers are looking to get everything they need for their given occasion in as few trips as possible, without having to stop at more stores. Among these shoppers, the opportunity to harness incremental dollars is big. To maximize potential for add-on purchases, it can help to place items close together in the store. Additionally, showcasing suggested pairings can inspire impulse purchases.
Take, for example, VMC tequila-based canned cocktails. Created in partnership with world champion boxer Saúl "Canelo" Álvarez, VMC canned cocktails are available in Mexican-inspired flavors like Paloma, Margarita, Jamaica (hibiscus), and Tamarindo. Placing them next to items like tortilla chips, salsa, and nacho cheese may inspire some shoppers to pick up snacks to go with their beverages.
Similarly, Gallo’s Lucky One Lemonade (a vodka-based RTD made with real lemonade and no added sugar, artificial flavors or high fructose corn syrup) and Lucky One Sweet Tea could both pair well with grab-and-go sandwiches—perfect for a day at the beach or a picnic in the park. Chilled wine can be merchandised near items like cheese and meat snacks.
Focus on demographics
When brainstorming cross-merchandising ideas, retailers may want to keep in mind the demographics of shoppers in their stores and plan accordingly. For instance, if clientele skews a bit younger, product pairings that emphasize bold flavor or innovative format can be successful, as legal-age Gen Z shoppers over-index on flavor exploration. Pairings that include options such as a chilled 750ml bottle of wine or Barefoot’s 200ml Tetra pack wine—designed for occasions where glass bottles aren’t ideal—are a great option.
There are endless opportunities for cross-merchandising beverages in c-stores. Retailers can get creative with their product lineup and change things up periodically to match what their customers are most interested in, but the bottom line remains the same—highlighting popular pairings, and having a stock cold box with options, can be a highly effective way to encourage shoppers to buy more.
Gallo is proud to offer retailers the beverage variety they need to appeal to today’s consumers. To learn more about the beverages that shoppers are craving, visit here.
This post is sponsored by GALLO