ADVISOR T  H  E  THE NATION S LEADING LIQUOR STORE   LICENSE RESOURCE  M  A  G  A  Z  I  N  E  March 2021 Issue  1  2021 W...
ADVISOR T  H  E  THE NATION S LEADING LIQUOR STORE   LICENSE RESOURCE  M  A  G  A  Z  I  N  E  March 2021 Issue  1  2021 W...
Article byDan Newcomb
  We will forever refer to the world
as "pre-COVID" and "post-COVID". I
will  tell  my  grandkids  about  the
time when we were told to stay in
our  homes  and  the  world  slowed
down to a crawl.
Liquor  stores  were  deemed
essential  while  restaurants  and
bars closed their doors to in-person
visits.
People  found  other  ways  to
entertain themselves while drinking
alcohol  so  when  they  weren't
stocking up on booze at their local
liquor  store  they  were  enjoying
temporary  law  changes  to  allow
on-premise  establishments  to
provide alcohol in pick-up orders.
Online  ordering  and  delivery  for
convenience  and  as  a  preferred,
safer option for some allowed for
an increase  in  cart  value  across  the board
for  those  who  welcomed  e-commerce
options.
We are seeing insta-cart and other major
brands  warm  up  to  the  idea  of  catering  to
consumers  who  prefer  "Amazon-like"
service. Order online and within hours, it is
dropped on their doorstep.
Some retailers are embracing the idea while
others  are  lagging  behind.  The  pandemic
has forced owners  to adapt  on the  fly  to
consumer  demand  and  in  conversations
with  owners  who  have  been  around  for
years,  some  are  just  not  willing  to  put  the
time  and  effort  into  making  the  changes
needed, at the end of their career.
With  trying  to  keep  stores  staffed  and
stocked,  they  are  choosing  to  take
advantage  of  inflated  sales  numbers  and
exit their business for top dollar.
"Where people drink and how people think
about it, has fundamentally shifted.”
(Mr. Rellas, WSJ)1
 15-minute confidential
call with our Seller
Specialist will determine
your store value?
With all of the ways the world has changed,
owners  are  left  with  decisions  that  will
impact the rest of their careers.
There is no "right" answer - the question is
"which one are you?" If you are interested in
confidently  exploring  what  current
marketplace  value  of you  liquor  store  is  -
we're here for you.
Dan  Newcomb  is  the  CEO  &  Founder  of
Liquor License Advisor who has grown up in
the  industry  learning  from  his  Father
watching  him  expand  his  Mug'  N'  Muffin
Franchise to 23 locations.
DID YOU KNOW?
THE ADVISOR MAGAZINE  | 3
www.LiquorLicenseAdvisor.com

The $1.1 Billion Deal (includes Cash & Stocks)
Will Change The Landscape
by Glenn Lawler
www.LiquorLicenseAdvisor.comTHE ADVISOR MAGAZINE  | 4
Glenn Lawler is the Business
Development Director for Liquor License
Advisor with deep roots in the wholesale
market.
Article byGlenn Lawler
‘The eight-year-old Boston-based
company, which has a market-
leading footprint in more than 1,400
cities across the U.S., offers beer,
wine and spirits delivered to
customers in less than an hour’
(Bloomberg Opinion).5
With  a  stuck  at  home  order, a
virus  plaguing  the  nation,  and
many factors leading to the need
to  “take  the  edge  off”,  Drizly’s
alcohol  delivery  service
application  skyrocketed  with
1,600 percent growth.
As  restaurants  pivoted  to
cocktail-to-go service, Uber Eats
and  other delivery  apps  quickly
found  themselves  delivering
alcohol, ‘albeit through
software  that  can  verify  age  for  those
consumers.
U B E R   +   D R I Z L Y 
MAKING LIFE EASIER
“Wherever you want to go and whatever you
need  to get,  our  goal  at Uber  is  to  make
people’s lives  a  little  bit  easier,”  Uber CEO
Dara  Khosrowshahi  said  via  the  release.
“That’s why we’ve been branching into new
categories like groceries, prescriptions and,
now, alcohol.” (Forbes).3
The concept  of drinking  has transformed
over  the  last  year.  More  casual,  more
frequent,  more  self-sufficient,  more
convenient. Society learned through TikTok
and  social  media  that  the  bartender  down
the  block  at  your  favorite  spot  actually
didn’t  have  much  on  you!  From
“Quarantini’s”  to  premixed  cocktails  to
booze  delivered  right  to  your  doorstep.
This is a great opportunity for liquor stores
to create  more revenue regulated  the  right
way.  Drizly  has  helped stores  set  up  web
pages while managing sales and delivery. It
can  preserve  local  small  businesses  and
grow to  serve  more  loyal  customers via e-
commerce.
Liquor store owners will soon be faced with
the  decision  whether or  not  to  enter  the
realm of delivery services to stay profitable
and  competitive  with  the  large  retailers.
Liquor  stores  can  certainly  expand  their
reach and the size of the basket in addition
to  reduce  risk  on  underage  deliveries  as
Drizly has a strict signing policy.
In  order  to  prepare  for  this  industry
transition, it’s important to weigh the pros
and cons of signing into a partnership with
Uber/Drizly. This model will be launched in
major cities first where it will be important
to  keep  a  close  eye  on  the  data  and
analytics  regarding  inventory  cost,
percentage  taken  by  the  service,  and
revenue accumulated.
With Drizly’s help, this seems like a perfect
way to bridge the gap between the old and
new generation  of  legal  liquor  drinkers, as
e-commerce  opens  a  new  window  of
opportunity for small businesses.
A  platform  filling  a  niche  that
other  apps  hadn’t  previously,
BOOMS  during  the  Coronavirus.
Drizly is an alcohol e-commerce
platform  that  facilitates  the
delivery  of alcohol.  Referred  to
by  some  as  the  "Amazon  for
liquor,"  Drizly  lets  users  order a
variety of beer, wine, and spirits
directly  from  local  retailers  to
their  location through  a  mobile
app or website.
“It takes the 21st Amendment into the 21st century."
(Michael Bilello, Wine and Spirits Wholesalers of
America).4
AMAZON FOR LIQUOR
temporary  regulatory  changes.
Along  the  way  Uber  bought
Postmates, further cementing its
push into delivering things other
than people.’ CNBC2
Things  came  to  a  head  for  the
two  apps  as  Drizly  continued
nearly monopolizing the delivery
liquor market, and Uber dug their
nails  in  to  keep  the  #2  spot
(after  DoorDash)  as  a  food
delivery  platform,  while  their
travellers continuously dwindled.
Uber  acquired  Drizly  for  $1.1
billion. 90% stock and 10% cash.
Uber’s  stock  was  up  more  than
9% the next morning.
Uber  loved  that  Drizly  was
already  compliant  with  local
regulations  in  1,400  U.S.  cities.
The  company  said  it  would
eventually  integrate  Drizly’s
marketplace  into the  Uber  Eats
app.
Alcohol  delivery  hasn’t  had  this
window  of opportunity  in  many
states for legal reasons. Drizly’s
app  began  bridging  consumers
to  local  retailers
selling/delivering  alcohol,  and
then  by  equipping  delivery
workers with iPhones to utilize a
THE ADVISOR MAGAZINE  | 5

The Liquor Industry Is In Never
Before Seen Territory
There's no doubt 2020 will go down in history as
a year that changed history. From now on, we will
reference life as "pre-COVID" and "post-COVID".
Society has shifted even more towards
convenience and technology than ever before and
it's been accelerated at a rate of adoption that no
one could have predicted. The way we live has
changed forever.
Specifically, our spending habits, weekend
routines, and social norms. With restaurants
shut down, capacities chopped, and cold weather
upon us; take out has become the new normal.
According to Neilsen, key categories in DTC
(direct-to-consumer) are seeing 3x bumps as
compared to off-premise sales for wine and that
trend isn't going away any time soon.
Since 2019, the volume of liquor sales has had a
significant increase of 15-20%. Call it quarantine
boredom, “taking the edge off” of stressful times,
or just simply not wanting to go out.
This leads us to what we call, “The COVID Bump”.
This inflation has shaped our present situation
for premium pricing. The valuation of your store
today is a multiple of what it would be if there
was no "COVID Bump."
THE ADVISOR MAGAZINE  | 6
"...the volume of sales has
had a significant increase
of 15-20%."
by Dan Newcomb
RECESSION PROOF
The pandemic created a storm
of fear and the unknown. In hard
times, investors take their
money out of the stock market
and look to industries and
businesses that they consider
"recession-proof".
Our phones started ringing. It
was investors and buyers calling
about our listings.
Maybe you have had to scratch
and claw your way through 2020
with difficulty keeping your store
staffed.
We all know that the
government's financial support
has been welcomed with open
arms because in some cases it's
more lucrative than going back
to work!
Maybe you have had to be the one
behind the counter at times to keep
the doors open.
Maybe you have had to deal with
restrictions and new protocols that
have caused you to have to invest in
additional safety measures. Maybe
you worked so hard in 2020 that you
are feeling "burnt out" today and you
haven't had time to breathe. Maybe
you've been thinking about retiring
but were planning on waiting another
2-5 years. Maybe you're tired of
battling for "territory" with the grocery
store or box store down the street.
Maybe it's time NOW.
THE "MAGIC NUMBER"
We forecast that by the end of Q2 and
moving into Q3 sales will start to
level off in the off premise industry.
We predict this will very much be
aligned with the successful roll out of
the vaccine.
Once the world starts to find it's "new
normal" the "bump" will level off.
This leaves a small window of
opportunity for owners who are
looking to get the most ROI out of
their investment.
IS NOW THE
TIME?
NOW is the time to capitalize on the uptick in sales volume while
investors and buyers are willing to value your store at a premium. A
multiple of what you would normally receive.
Maybe you are a brick-and-mortar, independent liquor store. Maybe you
own more than one store. Maybe you are a part of a large liquor store
chain.
The fact of the matter is, when it comes to the impact of the pandemic
on the liquor industry, there are long-term and short-term trends that will
impact all of our futures.
THE ADVISOR MAGAZINE  | 7
"What's available right now?”
ADVISOR T  H  E  THE NATION S LEADING LIQUOR STORE   LICENSE RESOURCE  M  A  G  A  Z  I  N  E  March 2021 Issue  1  2021 W...
ADVISOR T  H  E  THE NATION S LEADING LIQUOR STORE   LICENSE RESOURCE  M  A  G  A  Z  I  N  E  March 2021 Issue  1  2021 W...
Dan worked diligently by our side from the start to the end of a
very difficult, emotionally charged, process with many unique
obstacles to overcome. Throughout the process, Dan was
thoughtful, respectful, and a great sounding board. He helped
negotiate a great deal and had a buyer for our chain of 3 stores
very quickly. At the end of the process, there is no doubt in my
mind why he put the word “advisor” in his business's name. I
am very glad we chose Liquor License Advisor to broker our
sale and would highly recommend their services to anyone
looking to sell a business.
www.LiquorLicenseAdvisor.com
How Do We Do It?
We've heard all of your questions, nothing is
a surprise to us anymore!
Over the decades and 1300+ transactions
later, we've developed systems and
processes that produce win-win-win results
for all parties involved.
The Match Method™ is our proprietary
system executed by our dedicated team of
seven.
We are here for you.
THE ADVISOR MAGAZINE  | 11
Founder, CEO
Liquor License Advisor
D A N N E W C O M B
dnewcomb@llausa.com
617-306-1551
Click To Play Video:
NAVIGATING THE NEW NORM
Some  are  calling  it  the  "COVID  Hangover"  while
others  are  preparing  for  the  "rebound  effect"
when  the  majority  of  the  population  reaches
"herd immunity" after the vaccine rollout.
One thing we can all agree  on is the past 12
months  have  been  a  whirlwind  and  a  time-warp
all  in  one.  Consumers  have  changed  and  thus,
the market has shifted for good.
As  a  liquor  store  owner  (or  even  a  keen
restaurant or bar owner looking to piggyback on
current  trends),  there  are  4  key  areas  that  we'd
recommend  focusing  on  for  2021  according  to
the current trends.
  Premiumization of Brands & Categories. With
consumers  spending  so  much  time  close to  home
they found ways to entertain while at home via Zoom
or simply to "treat" themselves.
Some  of  the  categories  that  benefited  from
consumers levelling up their tastes were Super (+16%
growth) and Ultra Premium (20.4% increase) Tequila,
and Cognac (+25.5% in 2020).7
The affinity for local and craft also grew through 2020
especially in the premium craft beer and non-alcoholic
and  functional  drink  categories.  These  segments
allow owners to cater to specific groups and create a
community within a community if done correctly.
by Dan Newcomb

Some retailers and  grocers are
taking it to a whole new level by
creating  their  own  "dark  store"
similar to a warehouse that they
take  online  orders  for  and  are
able to fulfill them using robotic
storage  and  retrieval  systems.
Companies  like  Instacart  are
looking  to  open  as  many  as  50
over the course of the next year
according  to  the  Financial
Times.
                 Premixed  &  Canned
Cocktails.  For  those  looking  for
a  particular  taste  and  either
don't  have  the  time  or  the
patience to learn how to bartend
themselves,  they  look  to
premium canned cocktails.
This  segment  grew  at  an
incredible  amount  of  55.2%  in
2020  according  to  Sip  Source's
Annual Report for 2020.7
        Active Agers & Alcohol. Maybe
one  of  the  most  under  marketed
segments of the liquor industry is the
55  plus  demographic.  The  average
age of  the  country is  growing  older
and  older  when  traditionally
marketing is focused on the younger
generations.
They  are  more  open  than  ever  to
trying new brands and categories and
have the money to do so. Their habits
are  consistent  drinking  at  a  more
moderate  pace  whereas  the  younger
demographics  are  more  focused
around celebrations.6
LEVERAGING THE NEW NORM
Whatever  your  niche,  any  time  you
can increase the cart size, it's a great
idea.  Based  on  your  location  and
current  customer  demographics,
there may be an obvious choice from
our 4 key areas discussed here.
If you are in the 3-5% of owners who
are  looking  to  exit  their  business  in
the  next  2-3  years,  increasing  your
annual sales totals will net you more
money at the end of the day when you
decide to sell your store.
If you'd like to take advantage of the
COVID Bump and be rewarded at the
highest  level  since  prohibition  for
your store, let's talk.
We expect  the  window to be  closing
for buyers honouring increased sales
numbers to end near the end of Q2 or
beginning of Q3 - not to mention the
unknown  coming  with  the
Cumberland  Farms  ballot  vote.  2021
just might be your year.

"Amazon-like" Technology. With consumers being able to access
anything they want at their fingertips, why not alcohol too? The shelter
in  place  efforts  forced  consumers  to  get  creative  with  how  they
purchased their alcohol. Apps like Drizly exploded as well as stores and
restaurants with delivery services thrived as many people were willing to
put a price on convenience and feeling safe.
This is no surprise for the younger generations however for the 55 plus
category, they also moved outside of their comfort zone to order online.
Owners who leverage the technology have added another layer to make
their  business  recession-proof  and  safeguard  against  consumer
preference for more convenient e-commerce options.
THE ADVISOR MAGAZINE  | 13

Ben Jerrom
Buyer Specialist
Glenn Lawler
Seller Specialist
Dan Newcomb
CEO, Founder
Michelle Hansford
Listing Concierge
Jennifer Medico
Transaction Specialist
Natali Williams
Project Specialist
HOW HAS COVID IMPACTED THE VALUE OF YOUR BUSINESS?
I T O N L Y T A K E S 1 5 - M I N U T E S .
G I V E O U R T E A M A C A L L T O D A Y :
7 8 1 . 3 1 9 . 9 8 0 0
FIND OUT WHAT YOUR
STORE'S WORTH.
Sherri Beauchamp
Marketing Specialist
W E ' R E H E R E F O R Y O U ,
ADVISOR T  H  E  THE NATION S LEADING LIQUOR STORE   LICENSE RESOURCE  M  A  G  A  Z  I  N  E  March 2021 Issue  1  2021 W...
The Advisor Magazine runs on a monthly basis to keep stakeholders in the
liquor store & liquor license industry in the loop.
Liquor License Advisor
Suite 1, 2036 Ocean Street
Marshfield, MA 02050
781.319.9800
www.LiquorLicenseAdvisor.com
Come back for Issue #2 which will address the impact
of the vaccine roll out and further loosening of
restrictions on industry trends & numbers.