for a consumer to look up products and see at which liquor agency they are available. "Right now, the website contains a lot of static information," said Stevenson. "We want to make it into more of a marketing tool." Goodman added that, in the future, "we may be able to allow a customer to order a product online and pick it up at the agency nearest to them."
Though it constantly strives to improve itself, the DLC is doing a pretty good job now, as evidenced by its
record sales and profits. When it comes to sales, "all of our categories are up," said Kappa. Stevenson pointed out, "Imported flavored vodkas are up by over 35%." One trend the DLC sees is that people are buying more expensive products. "Our dollar sales continue to outpace our gallon sales," said Stevenson. The DLC also sees other indications that the econ- omy is improving, in its own sales trends. Not only are customers "trading up," buying more expensive brands, but the DLC's wholesale sales, to bars and restaurants, have begun, once again, to grow. In an economic down- turn, alcohol sales will shift toward more off-premise purchases, as people begin to entertain at home, rather than go out, to save money. But if the DLC's wholesale trends are any indication – wholesale sales are up by over 4.5% year-to-date compared to growing by less than 1.0% the year before – then Ohio's hospitality industry may be reviving.
In other words, the economy may be looking up.
"And that's what we're here for," concluded Commerce Director Goodman.
SW
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StateWays s www.stateways.com s January/February 2012
