State's Largest Liquor, Wine Outlet to Open in Salem

On Thursday, the New Hampshire Liquor Commission (NHLC) will open its largest NH Liquor & Wine Outlet to date in the Rockingham Mall shopping plaza in Salem, across the street from Rockingham Park, according to a press statement.

At more than double the size of the existing South Broadway store, the new 24,000-plus-square-foot location is anticipated to generate more than $25.7 million in annual revenue – a $2 million increase over Fiscal Year 2014 figures.

A customer grand opening celebration for will take place in late July featuring wine and spirit tastings and special discounts.

“As our largest NH Liquor & Wine Outlet to date, this Salem location is slated to become one of our top three performing stores and will contribute significant revenue to the State of New Hampshire,” said Chairman Joseph W. Mollica. “This strategic location positions our NH Liquor & Wine Outlets brand alongside several popular national retailers in a convenient and highly visited destination. Customers will find the brands they know and love at unbeatable prices combined with a vast array of specialty wines and spirits available only in New Hampshire.”

Located at 92 Cuff Crossing Road, the relocated Salem NH Liquor & Wine Outlet is situated alongside popular stores including Kohl’s, Bob’s Stores, TJ Maxx, Christmas Tree Shops, Bob’s Discount Furniture and Shaw’s Supermarket. This site offers exposure to 40,000 motorists daily, a 66-percent increase over the previous location and serves the communities of Salem, Atkinson and Windham, along with adjacent communities in Massachusetts, and motorists traveling on Interstate 93. The new 24,000 s/f location was designed with an eye toward energy efficiency and offers three times as much parking compared to the previous location.

With over 1,400 spirit and 4,200 wine SKUs, the Salem outlet features a close-out sale section highlighting last chance deals, as well as Price Busters and Wine Power Buys. The Salem store also holds a unique distinction for wine retailing. Constellation Brands used state of the art technology to collaborate with NHLC to determine the point of optimization in pricing, promotion, shelving, and assortment – with the goal of maximizing profitability for NHLC and elevating the customer experience. The result is the largest wine shelf set that the Constellation Brands Category Management Team has ever completed in the country.

Since 2012, NHLC has renovated or relocated 19 NH Liquor & Wine Outlets in the following communities: Bedford, Concord, Gilford, Hooksett, Hampstead, Lebanon, Lincoln, Londonderry, Manchester, Merrimack, Milford, Nashua, North Hampton, Peterborough, Plaistow, Portsmouth, Salem and West Chesterfield. New locations are planned in Epping’s bustling Brickyard Square at the junction of Routes 101 and 125 and in New Hampton on Route 104.

Photo captions: The New Hampshire Liquor Commission (NHLC) opened its largest NH Liquor & Wine Outlet to date in the Rockingham Mall shopping plaza in Salem, across the street from Rockingham Park. At more than double the size of the existing South Broadway store, the new 24,000-plus-square-foot location is anticipated to generate $25.7 million in annual revenue. Since 2012, NHLC has renovated or relocated 19 NH Liquor & Wine Outlets contributing to record annual sales, which reached $626 million in FY 2014.