Predictions For 2021 Holiday Liquor Sales In Massachusetts

Last holiday season was unprecedented, as COVID turned many large gatherings into small or virtual ones, and the most wonderful time of the year looked much different for most. People thought it was safe to assume that by the 2021 holiday season life would have returned to normal, and that holiday gatherings and spending would gain momentum.

Enter Delta variant and renewed restrictions in certain areas, and it looks like consumer trends may continue to shift. BevAlc recently released their top predictions for 2021 holiday sales, which highlights the uncertainty surrounding consumer behaviors during the months leading up to the start of 2022. Let’s take a closer look.

Before delving into what people will be consuming this holiday season, it is probably more notable to consider how they will be consuming. Celebrations will be mixed this year, as BevAlc reports that less than half of people surveyed will celebrate like they did in 2019, while a majority’s holidays will resemble those of 2020. Many are hesitant to make big plans in the ever-changing climate that has become pandemic life, and there will likely be a mix of pre-pandemic and pandemic celebrations.

Holidays wouldn’t be the holidays without gifts, and BevAlc believes that many gifts will continue to be purchased online this season. Drizly has reported significant growth in the gift giving sector, with share expanding from just 9% in 2019 to 20% by the end of 2020.

Retailers must pay attention to this significant shift, as it presents a valuable opportunity for them. Liz Paquette, Drizly’s head of consumer insights, comments that, “This is an awesome opportunity to drive valuable sales online”, as retailers can both acquire new customers online who perhaps wouldn’t normally frequent their store, as well as be introduced to new local shoppers.

People will be celebrating in different ways and making a lot of online purchases, but what will the drinks of choice be at these celebrations and for online purchases?

According to BevAlc’s report, tequila and whiskey will enjoy huge popularity, tequila making up 25% of liquor sales on Drizly.

Lander Otegui is the senior vice president of marketing at Proximo Spirits and remarked that “our customers like to enjoy tequila during celebratory moments”, and that “this is especially true during the holidays, a time when many are willing to spend more on premium offerings”.

Also making an appearance at holiday celebrations this year will be the newer-to-the-scene Ready to Drink cocktails. Drizly has reported an 85% increase in RTD sales, as hard seltzer sales decline and “RTDs could potentially be seen as a replacement for consumers for some secondary cocktail ingredients”, according to Paquette. If some are limiting their social interactions, hitting the liquor store or clicking around Drizly for the whole package might be all the rage this holiday season, rather than making multiple trips to multiple stores for cocktail ingredients.

And finally, champagne. “…in the U.S., Champagne is the wine for celebration”, according to Xavier Barlier, who is the senior vice president of marketing & communications at Maisons Marques & Domaines USA. Many felt cheated out of their 2020 holiday season, which is all the more reason to celebrate in 2021, whether at a small, socially distant gathering, a large reunion, or while catching up on Zoom. Champagne is also a great holiday and host gift, so people will be enjoying and gifting the bubbly.

“The more frustrated we get with COVID and Delta, “ comments Barlier, “the more we want to compensate. I think this year we’re going to splurge”.

For more articles on liquor licenses and liquor stores, check out our monthly magazine, The Advisor Magazine – Issue #9.