Liquor Store Business Plan Template

Written by Dave Lavinsky

Liquor Store Marketing Plan

Brand & Value Proposition

Highball Liquor Store will offer the unique value proposition to its clientele:

  • Location is key – Highball Liquor Store will be held in a highly-trafficked and convenient retail location that is known and frequented by the majority of New Brunswick residents.
  • Competitive pricing and membership rewards program.
  • Large selection of popular beer, wine, and liquor, as well as a selection of alcohols that are not readily available in New Brunswick and are popular in other parts of the country.

Promotions Strategy

The promotions strategy for Highball Liquor Store are as follows:

Social Media

Joey Spaglio has hired a local marketing firm in New Brunswick that has helped with the logo design and creation of the business Facebook and Instagram social media accounts. This firm will develop and strategize on attractive and appealing posts for “Coming Soon” and will post daily specials and professionally photographed pictures of the alcohol selection that Highball Liquor Store will carry.

Brand Ambassadors

Highball Liquor Store will also take advantage of the neighboring college population and recruit brand ambassadors with more than 10,000 followers to increase the visibility of the store. The brand ambassadors will upload posts of appealing pictures of the liquor store and portray that it is the “coolest” place to purchase all your college party needs. Because the brand ambassadors have a large following, this is likely to steadily increase the visibility and popularity of Highball Liquor Store. The brand ambassadors will be compensated based on how many likes each post gets.


Highball Liquor Store will be located in a very convenient, highly-trafficked corner of New Brunswick that is surrounded by other popular retail stores, grocery stores, restaurants, and salons. The location itself will award Highball Liquor Store numerous customers because of the prime visibility.


The pricing of Highball Liquor Store will be moderate and on par with competitors so customers feel they receive value when purchasing their items.