Beverage alcohol retailers nationwide reported strong pre-holiday sales momentum, with summer wines, RTD cocktails, and tequila leading demand ahead of the July 4th weekend. Some retailers reported 3-5% sales increases compared to last summer, driven by consumers staying home more and seasonal category strength.
Sauvignon Blanc and rosé wines dominated summer sales, with Sauvignon Blanc up nearly 5% year-to-date in Pennsylvania, according to the Pennsylvania Liquor Control Board (PLCB). RTD cocktails also continued to see explosive growth, with canned varieties up 65% and spirit-based cocktails rising 38% in PLCB stores, boosted by a 2024 law expanding the sale of ready-to-drink cocktails in the state.
Tequila maintains momentum with 7% unit growth, particularly in reposado variants, as whiskey drinkers explored aged expressions. The convergence of holiday timing, new releases, and changing consumer preferences creates an optimistic retailer outlook.
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