StateWays - March/April 2016

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

Issue link:

Contents of this Issue


Page 11 of 51

StateWays n n March/April 2016 12 [ PROFILE ] pliers to connect with each other in a variety of formats. It also helps the commission sell a lot of wine. "Wine Week has turned January into one of our peak sales months. Before we launched the event series 11 years ago, Jan- uary was one of our slowest months of the year," she says. "This past January, 56% of all products sold were from featured per- sonalities that were here for Wine Week. We take orders at many external events, and sell products at those held at our state stores. Customers placing orders can also choose to purchase and pick up their or- ders at a later date from the NH Liquor & Wine Outlet store of their choosing." One way consumers can place or- ders during Wine Week is through a mobile application that launched at the event back in 2014. The app lets visitors browse products, add tasting notes and order items. Although Wine Week is the NHLC's signature event series, it's not the only way for people to engage with industry leaders in conjunction with the commission. Numerous other events and gatherings are held throughout the year to provide education and networking opportunities. Each November, the Distiller's Showcase of Pre- mium Spirits allows more than 1,000 guests to try more than 400 premium and super-premium samples, along with various food and wine pairings. Other smaller tastings and educational events are offered at retail locations and restaurants during the year. While these activities all appeal to the local population, they've also served to make New Hampshire a popular tourist destination: 50% of the agency's customers come from out of state. Jordan credits the success of these events to the agency's strong relationships with brokers and suppliers. "They do so much to help us put on these events, and it truly is a joint effort," she says. "It's in everyone's best interest to work together to keep people engaged." Special events are a focus for the NHLC, including its annual "Wine Week" in January that attracts thousands of consumers. $ $ $ 56% of all products sold this past January were featured personalities from Wine Week.

Articles in this issue

Archives of this issue

view archives of Stateways - StateWays - March/April 2016