Liquor Commission highlights nationwide decline in spirits and wine sales amid cannabis trends

The Fiscal Committee of the New Hampshire Legislature convened on April 18, 2025, to discuss various issues impacting the state's liquor commission and sales trends. The meeting highlighted significant concerns regarding the decline in alcohol sales, particularly in light of the growing cannabis market.

The discussion began with a recognition of the support from both the Senate and House, as well as from governors who have historically backed the liquor commission. A key point raised was the noticeable impact of cannabis sales on liquor sales, which have reportedly decreased as a result. The commission presented a heat map from SIPSource, an independent alcohol information sourcing company, illustrating a nationwide trend of declining sales in both spirits and wine. The data revealed that the Pacific Rim region experienced the most significant drops, with spirits down over 17% and wine down over 19%. In the Northeast, where New Hampshire is located, combined sales of wine and spirits were down 10.5%, with wine alone decreasing by 14.8%.

In response to these trends, the liquor commission is exploring ways to adapt, including expanding their offerings of nonalcoholic wines and cocktails. This initiative, which began four years ago, is now being ramped up as the market for low and no-alcohol products shows substantial growth. The commission aims to enhance its selection of these products in stores, anticipating a positive reception from consumers.

The meeting concluded with an acknowledgment of the ongoing discussions and a commitment to further explore these issues in future sessions. The committee's focus on adapting to changing consumer preferences and market dynamics underscores the challenges faced by the liquor commission in maintaining sales amidst evolving trends.