NHLC sets new sales record, topping $800 million; Top-10 retailer named

·5 min read

Jul. 29—CONCORD — The New Hampshire Liquor Commission (NHLC) continues to build momentum as one of the most successful control states nationwide, generating an all-time high in total gross sales of more than $801 million during Fiscal Year 2021, an increase of nearly 5% or $35 million over the previous year. In addition, NHLC generated a record $176.6 million in total revenue for the state, a nearly 14% increase over the previous year. Since the first NH Liquor and Wine Outlet opened in 1934, liquor and wine sales have provided more than $4 billion in funding for essential state services, including statewide education, health and social services, transportation, natural resource protection and substance use prevention and treatment.

NHLC was the only control state to be named one of the top-10 retailers in the country by Beverage Dynamics, the largest and most respected national magazine dedicated to the needs of the off-premise beverage alcohol retailer. NHLC earned the award based on its sales success, innovative marketing strategies, expansive selection and commitment to enhancing the shopping experience. Beverage Dynamics's Top 100 Retailers Awards recognizes off-premise retailers, such as liquor stores or supermarket chains, that demonstrate innovation, excellent customer service and superior beverage alcohol industry knowledge. NHLC, which also cracked the top-10 last year, operates 69 NH Liquor & Wine Outlet locations throughout the state.

"NHLC is proud to have generated a record $801 million in gross sales this year, providing nearly $176.6 million in critical support to the state of New Hampshire," said Chairman Joseph Mollica. "This milestone would not have been possible without our dedicated team who work tirelessly to provide the best shopping experience for our consumers. Our success is due to a number of factors, including the ongoing effort to relocate and renovate our Outlets, implementing strategic marketing efforts to maximize revenue and continuing to build strong relationships with suppliers to deliver the highest quality products and the most expansive selection to our customers."

The top-10 performing NH Liquor & Wine Outlets for Fiscal Year 2021 by gross sales were:

1. Nashua #50 (Willow Spring Plaza) — $39.6 million

2. Portsmouth #38 (Portsmouth Traffic Circle) — $34.6 million

3. Salem #34 (Rockingham Mall) — $32.7 million

4. Hampton #76 (Interstate 95 North) — $27.6 million

5. Nashua #69 (Coliseum Ave) — $21.7 million

6. Hampton #73 (Interstate 95 South) — $20.8 million

7. Bedford #55 (9 Leavy Drive) — $20.1 million

8. West Lebanon #60 (265 Plainfield Road) — $19.3 million

9. Seabrook #41 (Southgate Plaza) — $18.3 million

10. Manchester #10 (68 Elm Street) — $18 million

In its ongoing effort to maximize revenue to benefit the state of New Hampshire, NHLC is committed to providing its 12 million annual customers the best shopping experience possible, both virtually and in-person. NHLC launched a new website in December 2020 featuring intuitive online ordering capabilities, curbside and in-store pickup options, and The Tasting Room, a robust online platform with exclusive access to live and virtual educational experiences with celebrities in the industry.

In May 2021, NHLC opened two new NH Liquor & Wine Outlets in New London and Littleton, both rebuilt and relocated with an expanded selection of spirits and wines at competitive prices. NHLC is also set to open a brand-new Outlet in Claremont later this summer, and announced plans to construct new Outlets in Rindge, Concord, and Manchester, all expected to open in 2022. Since 2012, NHLC has renovated, relocated or constructed new NH Liquor & Wine Outlets in 34 communities, all in efforts to enhance the consumer shopping experience and maximize revenue for the state.

Beverage Dynamics Top-10 Retailer

NHLC, widely considered the most profitable and progressive control state in the country, made its mark as a top-10 retailer for a variety of factors, including its expansive selection of more than 14,000 wines and spirits, its continued sales success and its commitment to the best customer service.

"Earning the recognition as one of the top-10 retailers in the U.S. for the second straight year, especially as the only control state to earn this honor, is a true testament to our drive to exceed expectations year after year," Chairman Mollica continued. "We are grateful to Beverage Dynamics for this recognition of our success and growth in such a highly competitive market. We look forward to building on our success as a crucial resource for the state of New Hampshire."

Aside from NHLC, the complete Beverage Dynamics top-10 list featured large, private, and national competitors, such as Gary's Wine & Marketplace (Wayne, NJ), Liquor Barn & Party Mart (Louisville, KY), Macadoodles (Pineville, MO), Applejack Wine & Spirits (Wheat Ridge, CO), The Party Source (Bellevue, KY), ABC Fine Wine & Spirits (Orlando, FL), Garfield's Beverage Warehouse (Norridge, IL), Bay Ridge Wine & Spirits (Annapolis, MD), Buster's Liquors & Wines (Memphis, TN).

To be considered for the Beverage Dynamics Top 100 Retailers Awards, retailers may nominate themselves or be nominated by an industry member, such as a distributor, supplier or industry association. The nominees are judged by the Beverage Dynamics editorial team, and winners are chosen to represent a diverse cross-section of the off-premise industry.

All winners were featured in the Top 100 issue of Beverage Dynamics magazine in July. The Top 100 Retailer Awards were presented to winners at the fifth-annual Beverage Alcohol Retailers Conference, held on June 9 in Austin, Texas, as well as a virtual presentation on June 21.

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