Business booming at Utah's state-run liquor stores despite so-so customer satisfaction


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SALT LAKE CITY — Selection, beer and cold were among the words state-run liquor store customers used most in the Utah Department of Alcoholic Beverage Control's new online feedback system.

Overall, consumers rated the agency's wine and liquor outlets a 3 on a scale of 1 to 5. As of Tuesday, the agency had received 2,355 responses — mostly through mobile devices — to its customer satisfaction survey that went up about two months ago.

Cade Meier, DABC deputy director, said the rating isn't satisfactory.

"We're chasing after 5s," he said.

Common complaints include long lines, not enough parking, lack of staff knowledge, poor product selection and absence of cold beer. Stores are not equipped with coolers. One survey respondent said the outlets need to run more like an Apple store, "not post World War II Eastern Europe."

"What we love most about it is people are being real, which is just fine with us," Meier said. "We're attempting to put on our thick skin and do our best to hear these."

On the positive side, customers called workers friendly and that the stores have a good selection of products.

"I just want those who come into our stores to have a pleasant experience, but I want to stay within the bounds that the law has set. I think we can do that. I think we can modernize some of our stores into a way that people will have a pleasant experience," Meier said.

State law calls for alcohol to be reasonably available while ensuring public safety and curbing underage drinking and over-imbibing.

Sales booming

Despite some of the negative feedback, sales at the state's 45 liquor stores are booming.

Revenue for fiscal 2018 (July 1, 2017, to June 30, 2018) totaled $453.7 million, a 6 percent increase over the previous year. From 2014 to 2018, sales revenue rose $105 million, marking a 6.8 percent annual growth rate over that period, according to the DABC retail sales report.

Alcohol profits — which totaled $191 million in 2018 — mostly go to the state's general fund, school lunch program, underage drinking prevention campaigns and public safety to enforce liquor laws.

Distilled spirits made up 54 percent of all sales, followed by wines at 33 percent and heavy and full malted beer at 11 percent.


What we love most about (the survey response) is people are being real, which is just fine with us.

–Cade Meier, DABC


State liquor stores did 11.3 million retail transactions last year, with the average sale being $37.56.

December and March were the top-selling months, accounting for about 20 percent of the department’s annual sales.

Outside of the DABC Salt Lake City club store, which sells primarily to restaurants and bars, liquor outlets in suburban Cottonwood Heights and Sandy sold the highest volumes. Three of the four Park City outlets were also in the top 10.

Barton Vodka was the highest selling product, totaling $3.1 million on 270,996 bottles.

Five new state liquor stores in Salt Lake, Davis and Utah counties are in the development or construction phase.

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Dennis Romboy
Dennis Romboy is an editor and reporter for the Deseret News. He has covered a variety of beats over the years, including state and local government, social issues and courts. A Utah native, Romboy earned a degree in journalism from the University of Utah. He enjoys cycling, snowboarding and running.

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