How Colorado liquor stores can fight back against Proposition 125

PALMER LAKE, Colo. - April 3, 2023 - PRLog -- In the past, liquor stores could adopt a "build it and they will come" mentality. Now that grocery stores carry wine and beer, those days are gone.

The good news: we live in Colorado, where craft is king. Liquor stores have the opportunity to offer their customers what the big box stores don't and won't.

"Colorado is known for craft beverages," says Evergood Adventure Wines vintner and founder, Matthew Hexter. "Liquor stores survived the 2019 beer law – and can even thrive with this new wine law – by building an experiential business on local and craft."

Statewide, 49.4% of Coloradans voted against the recent wine ballot initiative which means half of voters understood that grocery and large retail stores only carry mass-produced, bulk brands. But Coloradans want the good stuff. If a liquor store owner personally likes whiskey, they can create a store that specializes in whiskey. Likes wine from a certain region in Italy? Be known as THE local red wine store. Or specialize in gluten-free, low sulfites or low sugar products.

Liquor store customers will now be more involved, discerning customers. They will spend time looking at bottles and cans, learning about products. They will want staff recommendations. Staff should become experts and liquor stores a gathering place, complete with background music and products to build a gift basket.

"Liquor stores must think like a business. They must differentiate themselves. Managers must take the store's passion to the 'front and center' for every customer who walks in," recommends Hexter. "Be known for something. Change your mindset from 'how do we survive' to 'how do we thrive'."

Communicate a specialty with low cost advertising: craft brand posters, social media, local TV and radio interviews, customer loyalty programs, an A-frame chalkboard on the sidewalk and written press releases posted (free!) on prlog.org.

Finally, free in-store tastings – grocery stores can't offer samples – will highlight a liquor store. Offer tastings so regularly that customers expect them. It's about building an experience.

Now is the time for Colorado liquor stores to take action. Specialize in craft beverages. Gather the staff to ask, "What are we going to be known for?" and then implement it. Offer customers a liquor shopping experience unlike the big box stores.

To learn more about Evergood's craft citrus wines, find a retail location and preview wine cocktail recipes, visit www.evergood.wine or search "Skier Pee wine" on social media.