SAVANNAH, Ga.—Parker’s has opened Parker’s Spirits, a new liquor-focused brand under the Parker’s umbrella. The new store has an impressive selection of premier wines, craft beers, collectible bourbons and other packaged beverages.

Located next to an existing Parker’s convenience store in Pooler, Ga., Parker’s Spirits showcases the same quality and exceptional cleanliness that customers expect from Parker’s. The new store’s architecture, custom fixtures, coffered ceilings, under-lit countertops, premium casework and wide aisles emphasize the importance of an excellent customer experience.

“After 45 years building an award-winning convenience store brand, we’ve strengthened our commitment to customer service and are always looking for creative ways to improve, innovate and grow,” said Parker’s founder and CEO Greg Parker, in a press release.

“By opening Parker’s Spirits, we hope to elevate the liquor store experience and to raise the standard—much like what we’ve done in the convenience store industry—and to underscore our dedication to customer service, state-of-the-art store design and signature Southern style.”

Parker’s Spirits is the company's first liquor store and initial venture into the spirits industry, which has been greatly impacted by the pandemic and subject to new consumer trends. According to NielsenIQ market data, total alcohol sales outside of bars and restaurants increased by 24% during the pandemic.

“The pandemic’s impact on alcohol sales was a major factor in our decision to launch Parker’s Spirits, but we’ve also taken notice of millennials’ growing preference for spirits,” explained Brandon Hofmann, COO at Parker’s.

The Parker’s Spirits store is part of a new concept that is expected to expand throughout Georgia and South Carolina in the years to come, especially as private labels and brands are proving to be a reliable way of bringing in repeat customers.

C-store liquor sales have been one of the standout categories during the pandemic. Read about these “Rising Stars of the Pandemic” in the February 2021 issue of NACS Magazine.

Not a NACS Magazine or NACS Daily subscriber? Sign up for free to get industry insights each month in the print or digital edition of NACS Magazine, plus the latest roundup of industry news and trends in your inbox each weekday as a NACS Daily subscriber.