GLWAS PRESENTS
THE JUICE HOLIDAY EDITION OCT, NOV, DEC 2021, ISSUE #10
Highlights Inside Q4 PRICEBOOKS CLOSEOUT WINES BALLER HOLIDAY WINES LIST HOLIDAY THEMED WINES NEW TO THE GLWAS BOOK PERFECT PAIRINGS FOR THE HOLIDAYS
CONTENTS
E L B A T
3 WINE & SPIRITS PRICEBOOKS 5 MLCC ANNOUNCEMENT FOR 6 SPIRITS CUSTOMERS THE GREAT DECORATE IN BIRMINGHAM 8 2021 HOLIDAY SEASON 10 R I E D E L G L A S S W A R E C A T A L O G HALLOWEEN THEMED WINES 11 THANKSGIVING THEMED WINES 12 HOLIDAY THEMED WINES 13 WINE TRENDS EXPERTS 14 E X P E C T T O S E E D U R I N G O N D CONNECTED BY TARA FORTNEY 16 BALLER WINES FOR THE HOLIDAYS 17 HOLIDAY FOOD & WINE PAIRINGS 19 W I N E C A L C U L A T O R F O R 20 H O L I D A Y G A T H E R I N G S NEW TO GLWAS 21 LINKS TO HELPFUL DOCUMENTS 25 CLOSEOUT WINES 26 FEEDBACK SURVEY 27 LINKS TO PREVIOUS ISSUES 29 CHANGES AHEAD
F O
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...starting with this issue and moving forward into 2022 we will now be releasing The Juice quarterly.
EFFICIENCY
WITH THE CAPABILITIES OF THIS PLATFORM, WE WILL BE ABLE TO UPDATE THE LISTS AND DOCUMENTS WE ADD TO EACH ISSUE MONTHLY WITHOUT HAVING TO RESEND A NEW LINK.THE LINK YOU GET WILL STAY UPDATED!
Price-Books for Q4 2021 are now Available
If you would like a physical copy, please let your sales rep know. YOU CAN ALSO DOWNLOAD THE PDF BELOW AND VIEW OR SAVE TO YOUR DEVICE! THANK YOU!
Click here for the GLWAS WINE Price-Book! Click here for the GLWAS SPIRITS Price-Book!
BIRMINGHAM, MI
FOR THE THIRD YEAR IN A ROW, THE CITY OF BIRMINGHAM WILL BE HOSTING A HOLIDAY TREE DECORATING CONTEST OVER THE HOLIDAY SEASON (NOV 18- DEC 31) TO BENEFIT MICHIGAN FOSTER TEENS CLOSE TO 'AGING-OUT' OF THE FOSTER CARE SYSTEM. EACH PARTICIPATING MERCHANT DECORATES A TREE THAT IS THEN LINKED WITH A CHILD. PEOPLE VOTE FOR THEIR FAVORITE TREE WITH DOLLARS ON THE GREAT DECORATE WEBSITE: WWW.THEGREATDECORATE.COM
IN 2020, DESPITE COVID-19 COMPLICATIONS, LOCAL BUSINESSES RAISED ALMOST $60,000 THAT WAS SHARED BETWEEN 20 FOSTER TEENS ACROSS THE STATE. IF YOU VISIT BIRMIMGHAM DURING NOV 18 - DEC 31, PLEASE LOOK OUT FOR BUSINESSES DISPLAYING TREES AND VOTE FOR YOUR FAVORITE! CLICK HERE TO SEE SOME TREES FROM
CLICK HERE TO VIEW OUR ON-PREMISE RIEDEL GLASSWARE CATALOG INCLUDES PRICING & PICTURES
Halloween Themed
Wines
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THANKSGIVING THEMED WINES
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Holiday Themed Wines
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What Trends Industry Experts Expect to See During OND
Sept 22, 2021
OND ( OCTOBER, NOVEMBER, DECEMBER) I S A MAJ OR SELLI NG SEASON FOR WI NE AND SPI RI TS. I NDEED, DRI ZLY TYPI CALLY SEES SALES SPI KES I N Q4, WI TH THE BI GGEST JUMP ON NEW YEAR’ S EVE. THI S YEAR OND I S STI LL “SHROUDED I N A BI T OF UNCERTAI NTY, ” SAI D DRI ZLY HEAD OF CONSUMER I NSI GHTS LI Z PAQUETTE. AS SUCH, DRI ZLY GATHERED A PANEL OF EXPERTS ON A WEBI NAR YESTERDAY TO SHARE THEI R PERSPECTI VE ON TOP PREDI CTI ONS GOI NG I NTO OND. THE PANEL I NCLUDED SERKAN PARLAK, PERNOD RI CARD USA E- COMMERCE STRATEGY L EAD; SARA HARMELI N, VP OF DI GI TAL I NNOVATI ON FOR ALLI ED BEVERAGE GROUP; AND JASON GOLD, OWNER OF GOLD’ S WI NE AND SPI RI TS I N RHODE I SLAND.
PANDEMIC BEHAVIORS PERSIST. For one, the panel expects the new normal is here to stay, e.g. we’ll see a mix of pandemic behaviors and pre-pandemic behavior persisting through the holiday season. “There’s going to be a mix,” said Sara. “Last year people missed out, COVID rates were up. There will be an increase in gatherings, but what we’re seeing is that off-premise sales are still happening.” Serkan agreed, noting that “off-premise will continue to be very strong.” In a recent consumer survey conducted by Drizly, they found less than half (42%) of respondents plan to celebrate the holidays like they did in 2019, while the majority expects to celebrate the way they did during the pandemic. Jason sees more larger events happening at home. “I think delivery is going to be a huge part of that,” he said.
CHAMPAGNE BECOMES THIRD BESTSELLING WINE CATEGORY. Champagne has surpassed rose as the third best-selling wine category this year. We have seen a 24% increase in Champagne average unit price in 2021 compared to 2020. Not to mention, 53% share of Champagne sales have been gift orders this year. “We can only expect that behavior to increase in OND,”. However, there is the issue of shortages. “We’d all like to have more,”. The beginning of the pandemic, when Champagne saw a huge decrease, the question was ‘how do we sell more Champagne? And now they’re asking ‘how do we stop selling Champagne?’ Shortages with major brands like Veuve Clicquot and Moet & Chandon does provide opportunities for smaller, lesser known Champagne/sparkling brands.
Story Continued... PREMIUM DRIVING SALES. Consistent with industry trends, premium tequila and mezcal were the most popular price segment, making up 29% of retailer revenue. As an added bonus, online tequila/mezcal shoppers tended to buy more than one bottle at once. The average cart value came out to $80.22. CONSUMERS THAT PREFER IN-STORE SHOPPING STILL SPEND A FAIR AMOUNT ONLINE. Consumers that prefer to shop in-store, like retirees and wealthy small families, had comparable cart values to shoppers that prefer shopping online. Retirees had an average cart value of $70.60 per check-out for tequila and mezcal and wealthy small families– who typically prefer “luxury offline shopping”– had the highest cart value at $90.49, buying an average of 2.41 items. Thirstie notes that “tequila and mezcal suppliers should not overlook them in their ecommerce digital marketing strategy.”
SINGLE SUBURBANITES DRIVING ONLINE TEQUILA/MEZCAL SALES. Thirstie’s report provided a full look at consumer demographics purchasing mezcal and tequila via the web. Single suburbanites made up almost a third of online tequila and mezcal sales, at just over 30% share. The next largest group was wealthy small families, which made up about a quarter of online tequila and mezcal shoppers. Other categories included single urbanites (at about 18% share); large families (14.6% share); and retirees (12.6% share). The single suburbanite demographic also had the most varied purchases, buying more premium spirits than any other group, but also purchasing more value products (at 14.5% share) versus the price segment average of 5.6%.
SPIRITS-BASED RTDS HAVE SEASONAL STAY. Ready-to-drink cocktails have grown share by 85% year-over-year in August on Drizly. There’s also been a slew of innovation in the category, with the number of catalog items on Drizly up 50% year over year in 2021. New RTD flavors pose an opportunity to avoid the seasonal drop off in share that’s typically experienced in the hard seltzer category. Serkan said Pernod is building a lot of RTDs around Absolut, Malibu and Kahlua.
MORE ONLINE GIFTING. Drizly has seen a huge jump in gifting. This year gifting is already 10% share of total sales on the platform, compared to just 5% in 2020. Looking at December alone, gifting was up from 9% share of sales in 2019 to 20% share in December 2020. Gifting typically takes off starting mid-October. The majority of gift orders on Drizly are from out of market purchasers, according to Liz. And because of that, Jason noted that “one of the biggest things” in terms of gifting is “market exposure.” “Gifting is huge,” Jason added. “It’s like a Christmas gift to me, almost. The volume spikes, the average ticket spikes.” The top gifted categories on the Drizly platform are: Champagne, red wine, Scotch, bourbon and tequila. Digging further into specific category insights…
SINGLE URBANITES DRIVING GIFT GIVING. Single, young-to-middle-aged urban consumers tend to be the biggest online tequila and mezcal gift givers, making up 27.66% of gift-giving purchases for the category, more than ten percentage points higher than the average across all consumer groups (17.36%).
CONNECTED BY TARA FORTNEY
wines for the holidays
Use this 'wine calculator' to never run out at dinner parties again! Source: https://www.thedrinksbusiness.com/
Figuring out how much wine to stock up on before throwing a dinner party can be a daunting task. Now, there's a failsafe formula for getting it just right. Working out how much wine to buy for a party or event can be tricky. You don't want to run out of course, but nor do you want to be left with a surplus that you and your other half will end up 'accidentally' demolishing over the next week.
A magic formula created by Bon Appetit claims to help you settle on the perfect number of bottles. And it works like this. Number of Guests × Number of Estimated Glasses Per Guest ÷ 4 = Number of Bottles Needed. The formula works on the basis that a 750-ml bottle of wine contains four reasonably-sized glasses of wine, plus "two chugs straight from the bottle for the dinner party host." It also hinges on each of your guests drinking a bottle of wine during the course of the evening. One glass before dinner, a few during dinner, and another glass after dinner (there's your bottle gone). If you really want to play it safe, it's worth accounting for "an extra two guests" as you never know whether someone will surprise you by bringing a plus-one, or if someone who hasn't RSVPd will show up on the night. If you're terrible at maths, or it's a slowdrinking night, and you find yourself with several half-full bottles, check out our tips on how to repel fruit flies using wine corks. What there isn't a formula for, unfortunately, is how to get everybody to leave when you're ready to call it a night.
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Links to Helpful Documents
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Loyal Friends & Customers,
Another crazy year has flown by, and despite all of the changes to our world and our industry, I am so comforted by the things that do remain the same, like our long-term relationships and friendships with our customers. With all of the choices you have, thank you for choosing us. Truly. Wishing a wonderful holiday season to you and yours.
Your friends at Great Lakes Wine & Spirits