When I began my whiskey journey, I never thought I would become a whiskey hunter or that sourcing a favored bourbon would be difficult. I figured all I needed to do was learn a little, taste a few, then make my purchases as needed. Just a few months into my odyssey, a world of whiskey availability and marketing challenges began to appear. I had to learn how they could and can be overcome.
Sure, there are plenty of folks who walk into their neighborhood liquor haunt, grab their regular mixer and maybe a favorite for sipping. But many of us whiskey adventurers are on the hunt for new favorites. There are hidden gems which others may have overlooked or do not yet know about!
Count me in this later group. I (like many) do have several bottles which I consider “daily drinkers”. I replace them as they are drawn down. But I’m always on the lookout for the latest Stagg Jr. or the newest Elijah Craig Barrel Proof release; and it’s impossible for me to pass on a Booker’s batch I don’t already have in the bunker.
As whiskey availability and marketing includes quite a array of subject matter, I’ll break it down over the next couple of articles, sharing a bit of what I’ve learned …
Idaho, a Liquor Control State
As I’ve mentioned in other posts, I live in Idaho, a liquor control state. Idaho’s liquor website details store locations, product inventories and monthly promotions. State and retail store sites are a GREAT place to begin a whiskey search. In Idaho, the spirits themselves are sold from state run stores, all of which are laid out pretty much the same, yet each manager has some autonomy in how product is merchandised. For example some place their small package (375 ml) liquor together near the front of the store for the impulse buyer (and security); others place the smaller bottles on the shelf with the distiller’s other offerings.
Stores in Idaho categorize spirits by group. Clear spirits are separated from dark and mixers are placed near the check-out for the impulse sale. Closeout, promotional, and Store Pick product are positioned near the front so patrons can see them as they walk by. In addition, some stores have special displays for locally sourced products.
… So, what can we, as buyers expect from our liquor sources, and where will the bottles be located in the shops we frequent? I’ve been in liquor retailers in Arizona, California, Montana, North Dakota, Oregon, Washington, and Wisconsin … all have similar layouts to those found in my home state..
On the lower shelves one will typically find budget priced spirits (<$25); on the middle shelves, mainstream popular and readily available products at a slightly higher price point ($25-$45). The top shelves (at eye level) house higher end elixirs (>$45) in effort to entice patrons to purchase. And some stores reserve special, out of view locations for rare and limited edition products (prices vary — $40-$150 or more).
The store manager can also partner with the state’s liquor control department and cater to their clientele’s needs. Some stores specialize in clear spirits, tequila or rum while others are more heavily stocked for bar business. The stores I shop cater to whiskey drinkers and tend to have a wider variety of product and harder to find bottles in this category.
When it comes to in-store whiskey availability, marketing, and merchandising, Scotch is separated from Canadian whiskeys, and Japanese and Irish whiskies have their own homes as do American ryes and bourbons. Yet all whiskeys can usually be found on one wall or section of the stores. I imagine the businesses you frequent have similar merchandising displays.
Bottom Shelf Whiskey
Bottles on lower shelves are generally main line and old standby whiskeys made by distillers in vast quantities with minimal aging. Most bottom shelf whiskey is great for mixing cocktails, yet any can be had neat or over ice. And many flavored whiskeys will be found on these shelves as well. Fast moving, high turnover product is merchandised on the lower shelves. These whiskeys sell well wherever they’re placed and don’t require any type of special marketing.
Middle Shelf Whiskeys
Bottles on middle shelves are typically a step up from those found just below. But what makes this so? All whiskeys are aged prior to bottling and middle shelf whiskeys usually have a few more years in the barrel. Extra aging adds more flavor and typically gives whiskey a fuller mouthfeel… Hence the higher price tags.
On middle shelves one can find whiskeys with wider aroma and flavor profiles of fruit, sweetness and wood. Distillers may choose to bottle older aged whiskeys at higher proof levels, so look for Bottled-in-Bond products in these rows. Whiskeys on the middle shelves can be mixers, but many people gravitate here to select one for sipping neat or over ice.
Top Shelf Whiskeys
The top shelves can be confusing and a source for buyer beware. Here, marketing really comes into play: fancy packaging, custom containers, wooden boxes, seasonal releases, etc. And some regional products, marketed as “premium” offerings may appear on these shelves as well. Packaging may appear similar to those on the lower shelf so pay close attention to labeling to make sure placement is not in error.
On the upper shelves, one will also find the full proof and barrel proof offerings enjoyed by so many. Generally, top shelf whiskeys will have longer aging but this is not always the case. Be an informed buyer. Do a little research or ask your expert about whiskeys on these shelves before laying down hard earned cash.
Rare and Limited Edition Whiskey
Rare whiskeys are another beast entirely. Whiskeys in this group are “unicorns” and are often prized by collectors, making them even tougher to secure. If this is your thing, make friends with your liquor store team. I typically ask the staff if they’ve received any “specials” recently … and as I’m in several stores on a regular basis, I’m frequently told what’s new even before I ask. And be sure to purchase regular shelf stock from them as well (responsibly) — Build a good relationship as a buyer.
Product marketing is a big topic, but with a little orientation, most people can be comfortable in their liquor store as they go in to make their purchases. Marketing and in-store product merchandising is just one aspect of finding the whiskey we want to purchase. In Whiskey Availability and Marketing part 2, I’ll dive into availability and provide a few of the reasons some whiskeys are so hard to find and purchase. Watch for my next post coming soon … Cheers!
Written by Brian Dawson
WhiskeyfortheAges.com editor
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