November 2026 / Package Liquor Store Month
Local stores.Local trust.
Good advice. Close to home.
Get to know the people behind your local independent beer, wine and spirits store.
November 2026 · #PLSMonth
01 / The people behind the counter
A local business earns its reputation every day.
Personal guidance
Ask about an unfamiliar label, a holiday meal, or a gift. Tell a knowledgeable employee what you like and what you want to spend.
Local ownership
Learn who owns the business and how it became part of your community. Every store has a story worth knowing.
Responsible sales
A license carries obligations. Checking identification, training employees, and following applicable laws are part of earning trust.
02 / Part of a larger economy
The contribution behind the storefront.
Direct jobs
Direct wages
Direct economic impact
U.S. off-premise alcohol retail sector. Source: John Dunham & Associates for ABL, 2024 study. Including supplier and induced effects, total economic impact is $154.7 billion. Read the study data (PDF).
03 / Take part
Start with a conversation.
For adult shoppers
- Get to know an independent beer, wine and spirits store near you.
- Ask a question about your preferences, an occasion, or your budget.
- Learn about the people who own and work in the store.
- Consider a local retailer for your holiday purchases, including Small Business Saturday on November 28.
For retailers and associations
- Display a poster and share a campaign post beginning November 1.
- Introduce an owner or employee with a real photograph and a short story.
- Use the press and opinion templates to approach local media.
- Share your activity with ABL using #PLSMonth.
04 / Local knowledge
Meet the person behind the recommendation.
A useful conversation can help you understand your choices. Ask what makes a product different, what fits your budget, or how a store selects what it carries.
Retailers and affiliates can introduce an owner or employee with a real photograph and a verified story. Use the social captions in the Affiliate Materials document to get started.
What do you like?
What is the occasion?
What do you want to spend?
05 / Campaign resources
Make the campaign local.
Use these editable templates and graphics to recognize the retailers in your community. Add verified local details before publishing.
Your consolidated guide: schedule, economic figures, press release, letters to the editor, local op-ed, member email, proclamation, and social media copy.
33 ready-to-post graphics in square, portrait, and Story formats; logos, banners, posters, infographics, and editable SVG layouts.
Choose a campaign logo, add your store or association name, and export a PNG.
Letter size. A tabloid version and Small Business Saturday poster are included in the design assets.
Direct sector jobs, wages, and impact, labeled with the study year and scope.
Use as the main campaign identity. Download the alternate logos below.
November 28, 2026 / Small Business Saturday
Shop local.
Know your store.
If your holiday shopping includes beer, wine and spirits, consider a local independent retailer. Check holiday opening hours before visiting.
About Package Liquor Store Month
What is a package liquor store?
A store that sells beverage alcohol for consumption elsewhere. Depending on the state and community, customers may know these businesses as beer stores, wine shops, liquor stores, or package stores.
Who organizes the campaign?
American Beverage Licensees works with its off-premise state affiliates to recognize independent beverage retailers during November.
How can a store or association participate?
Download the toolkit, share campaign materials, and tell a verified local story. Use #PLSMonth and send ABL examples of your activity. Templates can be adapted to the terminology and laws in your state.
Where do the economic figures come from?
John Dunham & Associates prepared the 2024 Economic Impact of America’s Beer, Wine & Spirits Retailers study for ABL. The downloadable source sheet explains the coverage.