09/02/2026
Hellooo Valley!
I want to start by saying 2026 has been a tough year...it has been for many of us. We have endured a unique economic and political environment while the Aspen Acres fire has put the icing on the cake. We are all a bit tired and uncertain of what the future brings.
The liquor business has been especially tough. Liquor sales across the country have fallen 2.6% and volume has dropped 4.7%. This has resulted in closings, bankruptcies and mergers across the board from brewers/distillers, distributors and retail stores. We are seeing a structural decline in alcohol sales meaning, the decrease in alcohol consumption is here to stay as folks are migrating towards more health-conscious options and selective consumption. This decline has been magnified here at Gin & Bear It Liquor. Gin Bear is not happy.
Since September of 2025, our visits fell off a cliff. We went from averaging about 2,300 visits a month to about 1,200...that is a 48% drop in customer visits! That has translated to a drop in sales of over 20%...yikes. The Aspen Acres fire has added to the pain as many of us are focusing on rebuilding our homes and our lives. This was especially evident as we had four of our local businesses close in the past several weeks.
Where does that leave Gin & Bear It Liquor...I will say loudly, WE ARE NOT CLOSING! Despite the enormous challenges and headwinds, we are fighting and clawing our way back! Part of that strategy is pivoting the store away from just being the place where you can buy your booze...we are pivoting and rebranding to GIN & BEAR IT LIQUOR AND PROVISIONS, think...your local rural general store!
So, what does this mean!? You will start to see some of the LOCAL products that you enjoy and love at the Saturday Farmers Market inside the store. You have already seen local favorite BixPop popcorn on our shelves. In the coming weeks you will see beef and seafood products from local rancher Running Wild Ranch in addition to some of our other local favs. We have awesome talent here in the maker/food artisan/rancher space and we want to emphasize and celebrate that so we can create economic vitality and abundance in this community. As I'm sure many of you have experienced...the only ones that can help us is US! It is up to US to create the vision for our community that we are striving for. We have the talent to do that!
As I mentioned, you will start to see these changes over the coming weeks with the full rollout happening during the first week in October when the Saturday Farmers Market winds down for the year.
We thank you for the continued support and patience of the Valley. We consider you not only customers, but friends and neighbors. If you have any questions, please reach out.
See you at the shop!