Idaho state liquor stores had an estimated $10 million in additional sales 6 percent of their total from Washington customers in 2013, the head of Idahos state liquor division told lawmakers Friday.
Thats because when Washington privatized liquor sales in June of 2012, the changeover bumped up prices enough that more customers crossed the state line to North Idaho.
Its not so much that weve sold a lot more volume, Jeff Anderson said. The increase, instead, came in higher-priced premium and super-premium liquor products. Idaho already had a price advantage over Washington in lower-tier products, Anderson said, but previously, a bottle of Patron Tequila that sells for $52 in Idaho might have sold for $53 in Washington, not enough to get a customer to make the trip across state lines. Now, with Washingtons new tax structure and fees on liquor, It could be as high as $70 or more out the door, he said. Thats enough to bring buyers across the Idaho line.
There are instances where they have lower prices than us on certain items, Anderson said, but overall, We still retain a pretty significant price advantage.
Questioned by members of the Joint Finance-Appropriations Committee, Anderson said he thinks the sales increase from Washington has peaked, and those numbers likely will remain stable now.
Idahos liquor division is projecting $170.4 million in sales this year, up from $164.5 million in 2013 and $153.6 million in 2012. Sales have been rising for years; 2010 sales were $137.6 million; 2005 sales were $95.2 million. Proceeds from state liquor sales go to the state general fund, cities, counties, courts, schools, community colleges and substance-abuse treatment.
Anderson said Idahoans per-capita consumption of distilled spirits remains well below the national average; the long-term sales growth been driven by population increases and the fact that Idaho has followed the national trend, in that alcoholic beverage consumers increasingly are moving from beer and wine to distilled spirits.
Theyre just trading, Anderson said. Someone might say, OK, Im going to have a strawberry sorbet vodka martini instead of a glass of chardonnay or a beer.
As part of that national trend, the number and type of liquor products has been exploding, Anderson said. Product innovation is one of the reasons why weve seen challenges at retail if we get 500 new products proposed and we accept 150 of them, thats 150 products on the shelf that we have to find room for. Thats part of the reason the division is proposing remodels or relocations of seven state liquor stores next year, including stores in Coeur dAlene and Sandpoint.
The innovation wave started with vodka products, Anderson said. Consumers have discovered that the flavored items are lower proof, they have less calories, and they taste better. Now its migrating into brown spirits, with flavored bourbons and tequilas.
One other change Idahos liquor system has seen: 31 of the states 44 counties now allow Sunday liquor sales, after the state gave counties the option in 2004. The most recent was Boundary County, which approved the change the year before last. The 13 that still dont allow Sunday sales are concentrated in eastern Idaho.
Anderson said Idahos state-run liquor sales system is efficient and works. Because state liquor stores serve only those 21 and older, they see less theft and more age-restriction compliance than broader-based retailers in other states, he told lawmakers.
I think the Legislature recognizes that what we do has value to the people, and our prices are competitive.