Are consumers searching for wine in convenience stores?
The short answer is yes, for a couple of reasons, assuming the wines being stocked are good quality at popular price points, line up with current trends, offer a choice of packaging, are merchandised attractively and spoken of favorably by store personnel.
One reason is that visiting c-stores and purchasing alcohol is nothing new. With a decent selection of wine, many of these customers may choose to buy a bottle or two if their intention already is to select an alcoholic option. This is especially the case as many customers stopping for alcohol on the way to a get together choose to do so at the place where they already have to fill the gas tank.
Another reason is that c-stores have upped their game over the last 20 years or so when it comes to food offerings, and in so doing have begun to wash away much of the stigma that used to haunt them. That has opened consumers’ minds who weren’t already onboard to purchasing beverages there, as well. Also contributing to the rise in acceptability and sales is Americans’ nearly insatiable thirst for convenience and speed of service, which makes running to the liquor store an odious task.
Indeed, that willingness to go to the c-store to buy wine has been enhanced in recent years by consumers’ growing interest in picking up ready-to-drink cocktails and import beer there, making them much more of a destination location for alcoholic beverages in general.
That open-mindedness has resulted in makers of higher quality wines marketing their wares to the c-store channel, many for the first time.
All of that being said, retailers can persuade consumers to search for wine in their stores by employing some savvy strategies.
Begin by knowing your state’s laws regarding alcohol sales. The National Uniform Minimum Drinking Age Act of 1984 required states to set the legal age to purchase alcohol at 21. States and local municipalities often have additional regulations that sellers of alcohol must follow. Retailers should also have a written policy that details exactly what is expected of employees went it comes to liquor sales.
Study up on wine trends, and make sure your offerings follow them.
Second, make signage colorful and eye-catching, and see to it that merchandising is neat and easy to shop. Advertise wine offerings on social media, as well as out at the gas pumps. And be certain that pricing and margins are in line with current norms.
