Independent liquor store owners are constantly seeking effective liquor store marketing strategies to boost profits. One proven approach is the Build Your Own Six Pack promotion. This strategy invites customers to mix and match beers into a personalized six-pack, appealing to the ever-growing craft beer audience. Not only does this tactic cater to customer preferences, it also drives impulse buys and higher sales per visit. In fact, mix-and-match six-packs became so popular that they accounted for over 1 million cases sold in 2015 and 2016 during the rise of craft beer. Clearly, build your own six packs tap into a powerful trend. But to truly harness it and boost liquor store sales, you need the right approach. Below are 9 actionable tips — along with essential tools and real-world insights — to help U.S. liquor store owners implement successful Build Your Own Six Pack promotions and maximize sales.
The foundation of any “mix-and-match” six-pack program is an enticing selection of beers. Stock a wide variety of craft beers – different styles, brands, and flavors – to give customers ample choice. Emphasize local and regional craft brews alongside popular imports and microbrews. Craft beer remains a vibrant segment; for example, U.S. craft beer retail sales grew about 6% to $28.4 billion in 2022, even as overall beer volume dipped. This growth reflects consumers’ willingness to seek out new and interesting beers. Leverage that craft beer sales growth by offering everything from hoppy IPAs and rich stouts to seasonal ales and hard ciders. The greater your assortment, the more customers will engage in building a six-pack.
Keep the selection fresh. Rotate in new releases and seasonal beers regularly so there’s always something novel to try. Conversely, remove slow movers before they expire. A stale selection can kill enthusiasm – industry analysts have noted that some mix-six displays failed when they became a “landing place” for near-expired beers. Avoid this pitfall by maintaining quality and freshness. One strategy is to negotiate with distributors for single bottles or to break cases in a way that spreads out dates, ensuring you’re not just using build-your-own as a clearance rack.
Real-world example: Kwenchers Liquor in Owasso, OK demonstrates the power of variety. With over 1,000 different beers in stock, their “Build-Your-Own Six-Pack” became the store’s top seller, featuring close to 400 beers to choose from. “You could come to the store every day for a year and have a different beer every day!” the owner notes. This extensive selection keeps customers coming back to discover new favorites. The lesson: curate a deep and diverse inventory – it directly fuels customer engagement for liquor stores and drives repeat visits.
An effective pricing strategy is essential to encourage customers to fill up a six-pack and to ensure your promotion boosts margins, not just volume. Many stores use a bundled discount approach: for instance, a flat price like $9.99 per build-your-own six-pack, which was a common price point as the trend took off. The idea is that the fixed price is a better deal than buying six singles separately, nudging shoppers to grab a full six instead of just a couple of bottles. Evaluate your beer costs and set a mix-six price that offers value while protecting your profit. If your average single beer is $2, a $10 six-pack delivers a small discount to the customer and increases the basket size. Clearly display the equivalent savings (“Save 15% by building a six-pack!”) to convey the deal.
For stores with a range of premium and standard beers, consider a tiered pricing or discount. For example, Molly’s Spirits in Denver offers a mix-six deal even on higher-end craft beers: customers pick any six bottles and receive 25% off the total. This generous discount entices customers to include a few pricier “upscale” beers in their pack, knowing they’ll get a quarter off the sum. The result is higher perceived value and movement of high-margin inventory. You can tailor this approach – perhaps 10% or 15% off is sufficient for your store – but the key is to reward customers for committing to a full six-pack. Another option is “Buy 5, get the 6th free”, which roughly equates to ~16.7% off and is easy for customers to understand. Whichever model you choose, make sure it’s clearly advertised in-store (signage) and at the point of sale, so every customer knows about the deal.
Finally, ensure your staff is trained to communicate the pricing perk. If a shopper comes to the counter with a few single beers, it’s an opportunity: a friendly reminder like “Did you know you can grab a couple more and make it a six-pack for a discount?” can often prompt an extra sale. This not only boosts revenue per customer but also delights the shopper with a perceived bargain.
Presentation can make a big difference in how well your build-your-own program performs. Dedicate a prominent, well-organized area of your store to the mix-and-match selection. This could be a set of shelves, a refrigerated cooler section, or a standalone island display – ideally located where it will catch customers’ eyes. Use bold signage to draw attention, e.g. “Build Your Own Six-Pack Here!” with a brief “Mix & Match any 6 beers for one low price” description. Make the process intuitive: if possible, stock the singles in one section rather than scattering them, so customers immediately understand where to go to start building their pack.
Provide the essential tools for the shopper’s convenience. Chief among these is the six-pack carrier itself – have a stack of sturdy cardboard 6-pack carriers available so customers can easily collect their bottles. Many stores use blank carriers (often white or kraft brown); you might even customize these with your store’s logo or a fun message, turning it into a little bit of free branding when customers leave with their packs. Ensure the carriers are placed at the start of the mix-six section with a sign like “Grab a carrier and start building!” This small detail greatly improves the user experience.
Keep the area tidy and appealing: Organize beers by style or brewery, label prices clearly on each single, and make sure the section is always well-stocked. Customers are more likely to participate when the display looks abundant and inviting. Refrigeration is a plus – many shoppers prefer picking cold beers. If you can devote cooler space, do so for at least a portion of the selection. One successful retailer even added a large walk-in beer cooler to enhance the mix-six experience, stocking hundreds of cold single beers for customers to choose. The convenience of a chilled, grab-and-go mix-six cannot be overstated, especially for customers preparing for an immediate gathering or tasting.
Lastly, consider the aesthetics and signage around the station. Use posters or shelf talkers to highlight featured beers (e.g. “New Arrival”, “Staff Pick”) to guide indecisive customers. If the area looks like a curated beer discovery zone, customers will spend more time browsing – and the more they browse, the more they buy.
The build-your-own six-pack station isn’t just a standalone offering – it’s an opportunity to boost overall basket size through strategic cross-selling and upselling. Position complementary products near the beer selection to inspire add-on purchases. For example, set up a small shelf or bin for gourmet snacks that pair well with beer: artisan pretzels, mixed nuts, chips and salsa, or jerky. Customers grabbing beers for a weekend get-together might gladly pick up a bag of specialty pretzels or locally-made snacks when they see them conveniently nearby. Kwenchers Liquor, for instance, showcases a unique collection of local Oklahoma-made snacks and non-alcoholic treats in-store, which patrons often add to their purchase. By curating items like this (they even prepare gift baskets combining craft beer with local snacks during the holidays), the store not only increases sales but also reinforces its image as a one-stop shop for a complete experience.
Another cross-sell tactic is offering beer accessories. Consider displaying beer glasses, openers, koozies, or even t-shirts from popular breweries adjacent to your mix-six area. If a customer is excited about trying new beers, they might also pick up a branded pint glass or a novelty bottle opener on impulse. These items often have healthy profit margins, contributing further to your bottom line.
Upselling can be subtle but effective. Train your staff to engage customers who are browsing the singles. A staff member might ask, “Looking for a particular style? We have a great stout that just came in, it would round out your selection nicely.” Such interactions can encourage customers to add one more bottle than they initially planned. Also, if you notice a customer has only 4 or 5 beers in their carrier, a gentle reminder at checkout – “Feel free to grab another one or two, you’ll get the full discount for six!” – can spur them to complete the six-pack and not leave savings on the table.
Finally, use the data from these sales to inform larger package upsells later. For instance, if a customer’s mix-pack includes two bottles of a specific IPA they ended up loving, your staff can later point out that you sell the same IPA in a full six-pack or case. It’s the classic “try before you buy (more)” approach. The mix-six gets them sampling, and their favorites can turn into repeat purchases in larger quantities. By thoughtfully cross-promoting products and suggesting additional purchases, you transform a simple six-pack builder into a robust sales engine.
Aligning your build-your-own six-pack initiative with seasonal and thematic promotions can create excitement and drive higher sales during key periods. Shoppers love timely offerings – it makes their experience feel special and relevant. Start by planning seasonal beer rotations. For example, as autumn arrives, stock pumpkin ales, Oktoberfest märzens, and dark harvest stouts in your mix-and-match section and label it a “Fall Favorites Six-Pack” promotion. During summer, highlight refreshing wheat beers, pilsners, and fruit ales for a “Summer Sampler.” Themed groupings and signage (think “Spring Beer Fling – Pick 6 Blossoming Brews”) can inspire customers to try styles they associate with that season. It also signals that your store is on top of trends and occasions.
Capitalize on holidays when alcohol sales naturally surge. Research shows that December in particular brings a significant boost in alcohol purchases – liquor sales jump up to 25% and beer sales about 30% in December compared to November. With more parties and family gatherings, customers are seeking variety. Promote your mix-six as the perfect solution for holiday entertaining or as a great gift. You might create a “Holiday Cheer 6-Pack” where customers mix winter ales and festive brews, perhaps bundled with a ribbon or holiday carrier. Similarly, for sporting events like the Super Bowl, market a “Game Day Six-Pack Sampler” of popular beers. During St. Patrick’s Day, encourage a mix of Irish stouts and ales for a themed pack. Tying your promotion to these moments gives customers a new reason to engage with it and often leads to higher volume sales.
Don’t forget to advertise these seasonal promotions through all your channels. In-store, use thematic decorations and posters. Online, announce the seasonal specials via social media and email (e.g., “Build your own Halloween Beer Six-Pack – now featuring pumpkin ales!”). Seasonal rotations also give you a chance to clear out appropriate inventory at the end of a season by making it part of the themed mix. By syncing your build-your-own six-pack with the calendar and community events, you keep the concept fresh throughout the year and continuously engage customers with something new.
To sustain long-term success from your build-your-own six-pack offering, focus on building customer loyalty. A well-designed loyalty program can dramatically increase repeat business and customer lifetime value. In fact, boosting customer retention by just 5% can increase profits by 25% to 95%, according to Harvard Business School research. This underscores that retaining engaged customers is just as important as attracting new ones – and your mix-and-match promotion can be a key retention tool.
Consider rewarding customers each time they purchase a build-your-own six-pack. For example, you might award points for every custom six-pack bought, which accumulate toward a reward (such as a free beer, merchandise, or a discount on a future purchase). Alternatively, use a punch-card or digital tracking: “Buy 10 mix-six packs, get the 11th free.” This gives enthusiasts a reason to keep coming back to your store rather than a competitor, as their repeat business earns them something extra. Ensure your staff mentions the loyalty program to every customer building a six-pack: “By the way, you earned points today – after a few visits you’ll have a free six-pack!” This highlights the added value they get exclusively at your store.
Modern point-of-sale systems often have built-in loyalty features that make managing this easy. If you have one, leverage it to track customer purchases and points automatically (no one wants to keep track of paper punch cards in 2025). If not, even a simple spreadsheet or third-party app can do the job for a smaller store. The important part is to make customers feel recognized and rewarded for their patronage.
You can also create exclusive perks for loyalty members around your six-pack program. For instance, give members first access to rare beers in the single selection (notify them by email when a limited-release IPA is available to mix). Or host a “members-only mix-six night” where loyal customers are invited to a special tasting event and sale. These VIP touches not only drive sales but also strengthen the bond between your store and its best customers. By layering a loyalty incentive onto your build-your-own six-pack promotion, you encourage customers not just to try it once, but to incorporate it into their regular shopping routine – which is exactly what boosts your revenue over time.
A formal yet welcoming in-store experience can significantly amplify the impact of your build-your-own six-pack initiative. Think of it this way: you’re not just selling beers, you’re selling an experience of discovery. Staff expertise and customer service are critical here. Train your team to be knowledgeable about the craft beers you stock. They should be ready to answer questions and make recommendations for anyone building a six-pack. For example, if a customer seems unsure how to fill their carrier, staff might ask about their taste preferences and suggest a few varieties (“If you like citrusy beers, this hazy IPA is a must-try, and it pairs well with that sour you picked.”). When customers feel guided by a friendly expert, it elevates their shopping trip from a simple transaction to an engaging experience.
Investing in staff training and a customer-centric culture pays off. At Molly’s Spirits, a large Denver liquor store known for its innovative approach, leadership credits much of their success to their people. All 52 staff members are trained to act like welcoming hosts, knowledgeable and enthusiastic about the products. This hospitality-focused model means shoppers get personalized advice and feel at home browsing the vast selection. The result? Strong customer loyalty and higher sales. Emulating this in your store – even on a smaller scale – can differentiate you from competitors. Encourage your employees to initiate conversations, offer pairing ideas, and share their favorite beer combos. Enthusiasm is infectious; if your staff is excited about the mix-and-match concept, customers will be too.
Another powerful engagement tactic is hosting in-store tasting events. Many states allow liquor stores to hold small sample tastings (always check local regulations first). You can organize a weekly or monthly beer tasting where a handful of the singles in your mix-six program are opened for sampling. Call it a “Try Before You Mix” event. This invites customers to discover new beers risk-free, which often leads to them adding those beers to their custom six-pack. It’s also an opportunity to bring in brewery reps for “tap takeover” nights or beer education sessions, turning your store into a community hub for craft beer aficionados. Even a mini beer festival vibe in-store for an afternoon can draw a crowd. These experiences deepen customer engagement and often generate immediate sales (people tend to buy what they enjoyed tasting).
Finally, create an atmosphere around your build-your-own section. Good lighting, clean and creative signage, maybe some background music – all contribute to a pleasant shopping environment. If you have space, you could set up a small table or bar area where new arrivals or staff picks are highlighted each week. By focusing on customer engagement for liquor stores through knowledgeable service and fun experiences, you make your store the go-to destination for beer enthusiasts, which directly translates to higher sales.
Don’t rely on foot traffic alone – a strong digital marketing push will amplify your in-store promotion significantly. In today’s connected world, nearly everyone finds businesses and deals through digital channels. (In fact, 97% of consumers search for local businesses online), so if your liquor store isn’t visible on the web, you’re missing a huge audience.) To drive more traffic to your store, make sure your build your own six pack offering is front-and-center in your online marketing.
Start with your social media presence. Highlight your mix-and-match program regularly on platforms like Facebook and Instagram. For example, post a photo of an eye-catching custom six-pack a customer built (with permission) or a lineup of new beers just added to the single selection. Craft engaging captions using keywords and local hashtags: “New arrivals alert! 🍻 Build your own six-pack now features these limited-release local brews. Come mix & match your perfect six! #craftbeer #YourCityBeer”. Encourage interaction by asking followers what beers they’d put in their dream six-pack. Some stores even run social media contests – e.g., “Comment with your ultimate six-pack for a chance to win it!” – to boost engagement and spread the word. This not only markets the promotion but also builds an online community around your store.
Ensure your website (if you have one) mentions the promotion prominently. A dedicated landing page or banner for the “Build Your Own Six-Pack” explaining how it works can help with SEO (so that people searching for mix-and-match beer in your area find you). Include details like pricing, selection highlights, and any rules (for instance, if the discount applies automatically at checkout). If you offer online ordering for in-store pickup, consider allowing customers to select singles on your website to reserve their custom six-pack – convenience can be a huge draw, especially for busy shoppers.
Local SEO is crucial: update your Google Business Profile with information about your craft beer selection and mention “mix and match six-pack available” in the description. This way, when someone searches “craft beer store near me” or “liquor store marketing strategies for craft beer” (as an informational query), your store has a better chance to appear. Collect and showcase positive reviews, especially if customers mention your beer variety or unique promotions.
Additionally, use email marketing to your advantage. Send out a monthly “Beer Bulletin” to subscribers featuring new beers in the build-your-own section, upcoming tasting events, or seasonal six-pack ideas. This keeps your promotion in customers’ minds and prompts return visits. For a more advanced tactic, try targeted online advertising. A Facebook ad or Google Ad targeting your city and keywords like “craft beer” or “mix and match beer” can reach local craft beer enthusiasts who haven’t visited your store yet. The ad could offer a small incentive, such as “Show this ad for $2 off your first custom six-pack,” to entice new customers to come give it a try.
The bottom line: a cohesive digital marketing strategy – social media, local SEO, email, and possibly online ads – will significantly boost customer engagement and foot traffic for your build-your-own six-pack program. Meet your customers where they are (on their phones and computers) and direct them right to your store.
Once your build-your-own six-pack promotion is up and running, the work isn’t over – the next step is to analyze performance and refine your strategy. Use the tools at your disposal (your POS system reports, inventory management software, or even manual tracking) to collect data on what’s selling and how customers are behaving. Key metrics to watch include: which individual beers are most frequently selected; average number of mix-six packs sold per week; time periods (or seasons) when sales peak; and the overall effect on your store’s revenue and inventory levels.
Analyzing this data will reveal patterns that you can act on. For example, you might discover that IPAs and pale ales make up 50% of the beers sold in custom six-packs, whereas porters are rarely chosen. That could inform your buying decisions – maybe dial back on porter inventory and bring in more trending styles like hazy IPAs or hard seltzers. Or you may find that certain beers consistently languish in the singles section; this is a sign to swap those out for new options. Don’t let slow-movers gather dust. One best practice is what a forward-thinking retailer like Molly’s Spirits does: they review sales data weekly and rotate out products that aren’t selling, making room for new items. This agile approach means the selection always reflects what customers want, and it helped Molly’s double their overall sales in a few years. Emulating such data-driven agility in your store will keep your mix-and-match offer efficient and profitable.
Also pay attention to the broader impact. Has the build-your-own promotion increased your average transaction value? Are customers who partake in it returning more often? Perhaps your loyalty program data shows a high overlap between mix-six buyers and your top spenders – indicating this promotion builds valuable loyalty. Look for these signs of success to know what’s working. Conversely, if something isn’t meeting expectations (e.g., very few customers use the mix-six during winter months), investigate why – maybe the selection needs a seasonal refresh or your marketing needs a boost during that period.
Be prepared to experiment and adjust. You might try changing the discount level or pricing structure to see if sales volume rises. Or test a new display method (say, integrating singles in the cooler vs. on warm shelves) to observe any difference in uptake. Solicit feedback directly: ask customers at checkout what they think of the build-your-own experience and what beers they wish to see. Their insights can be gold for fine-tuning your offerings. Remember, the craft beer market is dynamic with new trends (today it might be hazy IPAs and sour ales, tomorrow it could be non-alcoholic craft beers or canned cocktails), so staying attuned to changes is vital.
In summary, treat your build-your-own six-pack station as a living, evolving part of your store. Use sales data and customer feedback as your guide. By continually adapting – introducing fresh products, retiring duds, tweaking pricing, and updating marketing – you’ll keep the concept profitable and exciting for customers well into the future. This continuous improvement mindset is an essential tool in maximizing sales from the program.
Customized six-pack promotions present a win-win opportunity: customers enjoy freedom of choice and discovery, while you boost liquor store sales and move inventory strategically. By implementing these nine strategies – from carefully curating your beer selection and perfecting pricing, to engaging customers through loyalty rewards, events, and digital outreach – you create a shopping experience that sets your liquor store apart. The success stories of stores like Molly’s Spirits and Kwenchers Liquor show that with variety, creativity, and customer focus, build your own six packs can become a cornerstone of your sales growth strategy.
However, maximizing the impact of any in-store promotion also requires savvy marketing and consistent execution. This is where having the right partner can make all the difference. Ready to take your liquor store’s sales to the next level? Our team at Intentionally Creative specializes in helping liquor store owners grow their business with targeted digital marketing and proven growth strategies. We understand the unique challenges and opportunities in the beverage retail industry. In fact, we’ve helped stores like yours achieve remarkable sales increases in as little as six months through improved online visibility, customer engagement campaigns, and conversion-driven marketing.
Don’t let your great in-store ideas go unnoticed – let us amplify them. Visit IntentionallyCreative.com to discover how our expert digital marketing services can bring more customers through your door and keep them coming back. Together, we’ll build on promotions like the mix-and-match six-pack and transform them into sustained revenue growth. Contact us today for a free consultation and let’s start maximizing your sales!
