The New Hampshire Liquor Commission (NHLC) marked a historic milestone earlier this year when it eclipsed $3 billion in total net profits since the first New Hampshire Liquor & Wine Outlet store opened in 1934. Thus far this fiscal year, NHLC sales are outpacing last year’s sales by $17.5 million and gross profits are up by $5.2 million. NHLC attributes these record gains to the strategic renovation and relocation of stores, innovative sales and marketing efforts and improved customer service. NHLC is expecting to net an additional $1 billion for New Hampshire’s General Fund in the next seven years. Fiscal Year 2013 represented the best sales year in history, with $603.5 million in total sales and $145.6 million in revenues benefiting education, health and social services, transportation and natural resource protection through the New Hampshire General Fund.
“We are so proud to be able to reach this incredible milestone and we will do everything in our power to continue to deliver significant revenue for the people of New Hampshire. Combining innovative marketing and promotional campaigns with the strategic relocation and renovation of NH Liquor & Wine Outlets has paid fantastic dividends for the state of New Hampshire,” said NHLC Chairman Joseph W. Mollica. “Coming off our best sales year on record in Fiscal Year 2013 and with sales this year outpacing last year, we expect to reach the $4 billion revenue mark within the next seven years.”
This year alone, five stores have experienced sales increases of at least $1 million each compared to last year’s sales figures:
. Store #59 Merrimack – Sales are up 26.5 percent or $1.1 million compared to last year.
. Store #55 Bedford – Sales are up 17.0 percent or $1.07 million compared to last year.
. Store #2 West Chesterfield — Sales are up 29.4 percent or $1.1 million compared to last year.
. Store #49 Plaistow — Sales are up 20.5 percent or $1.6 million compared to last year.
. Store #22 Brookline – Sales are up 27.9 percent or $1.34 million compared to last year.
Chairman Mollica tied NHLC’s sales success to a variety of factors, citing sales efforts, such as Outlet Price Busters and Wine Power Buys, innovative concepts like the In the Mix Kitchen Series at the Nashua Liquor & Wine Outlet, and the ever-expanding success of New Hampshire Wine Week, which brings the titans of the wine world to New Hampshire each year for a week’s worth of wine dinners, tastings and educational events.
Improving customer experience has been of particular focus and has also contributed to sales increases, according to Chairman Mollica. NHLC has focused on developing a knowledgeable and friendly sales staff by providing employees with hand-on experiences through tasting and training sessions so they can get a stronger understanding of products and better advise customers. NHLC employees recently completed a two-day training session centered on northern Italian wines they and regularly participate in spirit trainings and customer relations seminars throughout the year.
Since 2012, NHLC has renovated or relocated 15 NH Liquor & Wine Outlets in the following communities: Bedford, Concord, Gilford, Hampstead, Lebanon, Lincoln, Manchester, Merrimack, Milford, Nashua, North Hampton, Peterborough, Plaistow, Portsmouth, and West Chesterfield. A prominent new 12,000-square-foot store opened on May 16 on Elm Street in Manchester. NHLC recently announced a new 12,000 square foot NH Liquor & Wine Outlet will be built in Epping’s bustling Brickyard Square at the junction of Routes 101 and 125.
“This latest milestone represents the New Hampshire Liquor Commission’s significant contributions over the course of its history,” said Governor Maggie Hassan. “And as this year’s sales outpace last year’s record numbers, NHLC will continue to provide an important boost to our state.”
NHLC has seen double-digit percentage growth at many new and renovated NH Liquor & Wine Outlets, such as stores in Bedford, Chesterfield and Milford. NHLC, together with the Common Man family of restaurants, is also making swift progress on its plans to build two, state-of-the-art, 20,000-square-foot NH Liquor & Wine Outlets along Interstate 93 North and South as part of the new Hooksett Welcome Centers redevelopment.
“With more new and renovated stores and our continued focus on innovative marketing and developing a great shopping experience, there is every indication that sales figures will continue to grow,” said Richard Gerrish, NHLC Director of Marketing, Merchandising and Warehousing. “We will continue to make every effort to meet the needs of our expanding customer base by making sure our selection of wines and spirits is as expansive and accessible as possible.”