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NH Liquor Tops $800M and Sets Sales Record

Published Tuesday Aug 10, 2021

NH Liquor Tops $800M and Sets Sales Record

The New Hampshire Liquor Commission (NHLC) generated an all-time high in total gross sales of more than $801 million during Fiscal Year 2021, an increase of nearly 5% or $35 million over the previous year. In addition, NHLC generated a record $176.6 million in total revenue for the state, a nearly 14% increase over the previous year.

Since the first NH Liquor & Wine Outlet opened in 1934, liquor and wine sales have provided more than $4 billion in funding for essential state services, including statewide education, health and social services, transportation, natural resource protection and substance use prevention and treatment.

NHLC was the only control state to be named one of the top-10 retailers in the country by Beverage Dynamics, the largest and most respected national magazine dedicated to the needs of the off-premise beverage alcohol retailer. NHLC earned the award based on its sales success, innovative marketing strategies, expansive selection and commitment to enhancing the shopping experience.

Beverage Dynamics’s Top 100 Retailers Awards recognizes off-premise retailers, such as liquor stores or supermarket chains, that demonstrate innovation, excellent customer service and superior beverage alcohol industry knowledge. NHLC, which also cracked the top-10 last year, operates 69 NH Liquor & Wine Outlet locations throughout the state.

The top-10 performing NH Liquor & Wine Outlets for Fiscal Year 2021 by gross sales were:

1. Nashua #50 (Willow Spring Plaza) - $39.6 million
2. Portsmouth #38 (Portsmouth Traffic Circle) - $34.6 million
3. Salem #34 (Rockingham Mall) - $32.7 million
4. Hampton #76 (Interstate 95 North) - $27.6 million
5. Nashua #69 (Coliseum Ave) - $21.7 million
6. Hampton #73 (Interstate 95 South) - $20.8 million
7. Bedford #55 (9 Leavy Drive) - $20.1 million
8. West Lebanon #60 (265 Plainfield Road) - $19.3 million
9. Seabrook #41 (Southgate Plaza) - $18.3 million
10. Manchester #10 (68 Elm Street) - $18 million


“NHLC is proud to have generated a record $801 million in gross sales this year, providing nearly $176.6 million in critical support to the state of New Hampshire,” said Chairman Joseph Mollica. “This milestone would not have been possible without our dedicated team who work tirelessly to provide the best shopping experience for our consumers. Our success is due to a number of factors, including the ongoing effort to relocate and renovate our Outlets, implementing strategic marketing efforts to maximize revenue and continuing to build strong relationships with suppliers to deliver the highest quality products and the most expansive selection to our customers.”

In May 2021, NHLC opened two new NH Liquor & Wine Outlets in New London and Littleton, both rebuilt and relocated with an expanded selection of spirits and wines at competitive prices. NHLC is also set to open a brand-new Outlet in Claremont later this summer, and announced plans to construct new Outlets in Rindge, Concord, and Manchester, all expected to open in 2022. Since 2012, NHLC has renovated, relocated or constructed new NH Liquor & Wine Outlets in 34 communities, all in efforts to enhance the consumer shopping experience and maximize revenue for the state.

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