New Cornell research shows that allowing grocery stores to sell beer not only increases alcohol sales but also drives higher overall store visits and spending. In Colorado, where full-strength beer was introduced in grocery stores in 2019, households visited 3.6% more often and increased grocery spending by 8%, with complementary items like snacks, cheese, and soda seeing a 17% jump.
This natural experiment supports the idea that beer serves as a “destination category,” attracting customers and boosting profits in the razor-thin margin grocery industry. The findings also reflect a broader trend toward privatizing alcohol sales, though the debate continues in states like New York, where opponents cite potential harm to small liquor stores.
As regulatory changes loom, the study highlights the economic potential of expanding alcohol sales in supermarkets nationwide.
FingerLakes1.com is the region’s leading all-digital news publication. The company was founded in 1998 and has been keeping residents informed for more than two decades. Have a lead? Send it to [email protected].