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SALT LAKE CITY -- The busiest time of year for liquor sales has been busier than ever in Utah. State liquor stores are reporting a dramatic jump in sales all year long, especially in December. The state is toasting the New Year with record amounts of profits: $5.2 million in sales this week alone.
Hundreds of people are coming to the wine store on 280 W. Harris Ave. Denise Bruno says, "We're actually looking for a white and red wine, for New Year's Eve, to have with dinner this evening."
This is the end of a lucrative year for liquor store sales in Utah. The Department of Alcoholic Beverage Control reports a 4 percent rise in sales dollar-wise from this time last year. The number of bottles sold is up 6.5 percent. This year the record day was 257,000 bottles sold the day before Thanksgiving.
DABC Deputy Director John Freeman says, "It doesn't necessarily indicate that we're seeing higher consumption at an individual rate, but we're seeing the demographics changing and more individuals are consuming in the state."
People are buying more wine, and they appreciate the variety. At the 280 W. Harris Ave. location there are 4,300 varieties, that includes a relatively rare bottle of wine made from grapes grown on a 1-acre plot in Spain.
One of the trends the DABC is seeing is sales of vodkas that go for $50 are dropping off and people are going for cheaper alternatives.
More people are looking for a value when it comes to the traditional New Year's Eve bubbly.
Wine shopper Richard Matthews says, "Where $60 sounded pretty good in the boom time, right now $7 a bottle sounds pretty good."
Denise agrees. She says, "You can still enjoy a good wine, without the huge cost."
Two new stores with extensive wine selections opened this year in Cedar City and Hurricane.
New stores are planned to meet increasing demand. A Heber location will open on Jan. 13. Locations in Pleasant Grove, Holladay, Bountiful and Springville are also in the works.
Of the $267 million in profit last year, $26 million went to the school lunch program, $60 million went to the state's general fund and $15 million was paid to sales tax.
The DABC does walk a fine line between marketing alcohol and public safety. The department's staff takes that very seriously with programs to prevent minors from drinking alcohol.
E-mail: rpiatt@ksl.com
