In a year marked by extraordinary achievements, Ohio Liquor (OHLQ) has emerged as a trailblazer in control state practices, clinching the prestigious StateWays Overall Best Practices Award for 2024. This accolade is a testament to OHLQ’s innovative spirit, dedication to education and compliance, and transformative impact on economic development.
“I could not be more proud of this extraordinary honor,” says Jackie DeGenova, superintendent of the Ohio Division of Liquor Control (DOLC). “This is a clear result of our unique partnership and the team that dedicates so much time and effort to its success.”
OHLQ is a unique public/private partnership between the Ohio Department of Commerce’s DOLC and the JobsOhio Beverage System (JOBS). It ensures the safe and equitable distribution of high-proof liquor across Ohio, and the profits from the sale of high-proof liquor in Ohio fund job creation and bring new capital investment to the state. Together these entities are known as the retail brand, Ohio Liquor (OHLQ). The commitment to safe and equitable distribution is not just about business — it’s also rooted in a culture of responsible consumption and innovation in customer engagement. DOLC selects, prices and manages the sale of liquor in Ohio. JOBS supplies these products to OHLQ stores and keeps the profits from high-proof liquor sales statewide. All 479 privately owned OHLQ stores — also known as Contract Liquor Agencies — sell high-proof liquor on consignment through OHLQ.
From groundbreaking partnerships to cutting-edge technology, OHLQ’s remarkable initiatives have not only set a new standard for control states but have also redefined what it means to excel in this field. Below, we dive into the dynamic strategies and key initiatives that have propelled OHLQ to the forefront of industry excellence.
Innovating Distribution Strategies
Starting in May 2023, the OHLQ’s Whiskey Gold Rush set a new benchmark in consumer engagement with the first-of-its-kind bottle lottery.
Customers were invited to enter for a chance to purchase a bottle of Blanton’s Gold, a highly sought-after whiskey, at one of 101 participating retail locations. Each store distributed tickets featuring a unique QR code, allowing customers to enter the lottery. The twist? Customers could increase their odds by visiting multiple stores, although they could only enter once per location, verified by driver’s license, and win the opportunity to purchase just one bottle. Each location had an equal number of winners, creating an exciting and fair competition for all.
The surprise announcement of the Whiskey Gold Rush added to the buzz. Each location featured a whiskey display built overnight, showcasing OHLQ Exclusive single barrels available for purchase. This initiative was designed to drive store visits and consumer engagement while encouraging additional purchases of single barrel products.
With comprehensive support, OHLQ stores received marketing materials, customized planograms for their Whiskey Gold Rush displays, and hands-on assistance from OHLQ staff, who provided training on brand knowledge and built engaging consumer displays. The results were staggering. The Whiskey Gold Rush garnered 78,734 entries, generated an incremental $506,000 in sales of OHLQ Exclusive single barrels, with 63% of the stock selling out in just 10 days. Overall, participating locations saw a +9.8% sales increase, equating to a $1.313M boost compared to the same period the previous year.
On the marketing front, the initiative was equally successful. OHLQ grew its email subscriber base by 17,000 during the initiative, while the Whiskey Gold Rush page on OHLQ.com received more than 60,000 pageviews the day of launch. Social media efforts yielded more than 85,000 impressions, 27,000+ content engagements and 8,720 clicks to OHLQ.com. Monthly web traffic surged by 58%, affirming the power of the Whiskey Gold Rush to elevate both brand awareness and sales.
“This innovative, fair approach to allow customers a chance to purchase a highly allocated bottle was a win-win for our OHLQ locations and our customers,” says Lorraine Terry, VP of JOBS.
Fostering Global Partnerships
OHLQ’s recent collaboration with Ireland’s Bord Bia redefined on-premise partnerships with the largest-ever collection of craft, limited-production and single-cask Irish whiskey and gin throughout Ohio. Exclusive gatherings in Cleveland, Columbus and Cincinnati attracted members of Ohio’s bar and restaurant communities to sample premium products, connect with distillers and brand ambassadors, engage in meaningful conversations and pre-order product ahead of retail release. Attendees walked away with custom-branded carrying cases and “Journey Across the Isle” booklets that told the story of each distillery, blending education with entertainment.
More than 20 renowned distilleries participated, each presenting two standout products to nearly 200 on-premise buyers. These face-to-face interactions sparked excitement, resulting in $106,000 in wholesale pre-orders — a testament to the impact of bringing together key players in the spirits industry.
Mark McLaughlin, global brand ambassador and whiskey specialist at Dead Rabbit Whiskey, summed it up perfectly: “The real insight gleaned from this experience is the potential for similar approaches to be adopted by all control states in promoting Irish products,” he says. “The relationships fostered by the Ohio Liquor team through Bord Bia were palpable throughout the event. This success could serve as a compelling case study to replicate across the USA.”
Revolutionizing Consumer Engagement
Another standout initiative was the introduction of OHLQ Bonus Releases in December 2023.
These surprise releases of highly sought-after bottles — such as Old Fitzgerald Bottled-in-Bond 10-Year Decanter and Parker’s Heritage Collection — generated excitement across Ohio. OHLQ utilized its social media and email channels to announce the releases, driving a frenzy of activity at more than 200 locations. Stores were selected based on geographic location, compliance and prior successful participation in events. The releases were announced two hours in advance of the sale via email blasts and one hour in advance via a Facebook post. The response was astounding; within an hour, 16,777 bottles were sold, amassing $945,000 in sales.
OHLQ also hosted a successful event in March 2024, with the surprise release of Elijah Craig Private Barrel Proof and Old Fitzgerald Bottled-in-Bond 8-Year. Again, consumers responded with enthusiasm, snapping up 5,182 bottles and driving $461,000 in sales in a single day. This model not only excited customers but also ensured fairness, as the surprise announcements democratized access to rare bottles.
“The customer response to this release strategy has been incredibly positive,” DeGenova says. “As such, we will continue to use this method so Ohioans of legal drinking age can have a better chance at finding that special bottle.”
OHLQ continues to hold surprise drops to allow for a fun, fair way to distribute highly sought-after bottles.
Committing to Corporate Social Responsibility
OHLQ’s partnership with the Prevention Action Alliance (PAA), a nonprofit that helps prevent substance misuse and promotes mental health and wellness, highlights its deep commitment to corporate social responsibility.
Through initiatives like Dry January and Alcohol Awareness Month, OHLQ encourages people across Ohio to step away from alcohol and reflect on mindful drinking habits. The partnership with PAA goes beyond promoting responsible consumption. It also supports community wellness through education and outreach, targeting families, schools and organizations with resources designed to prevent substance misuse.
“By collaborating with prevention professionals and other organizations, OHLQ aims to create a safer and healthier environment for all Ohioans,” says Brian Hoyt, OHLQ’s director of corporate social responsibility.
One popular tool, the Virtual Bar, created by Responsibility.org, is an alcohol self-screening aid that helps people make informed choices about alcohol consumption. Available on OHLQ.com, the tool helps users gain a better understanding of how different factors affect their blood alcohol level depending on gender, weight, food consumption, what and how they drink and other important variables. The tool is featured online and promoted across OHLQ social media channels and newsletters throughout the year.
Additionally, OHLQ sponsors the annual Ohio Alcohol Conference, hosted by PAA, which brings together prevention professionals, legislators and community leaders to build partnerships that promote safer communities.
By sponsoring this and other similar events, OHLQ extends its impact, connecting dozens of communities with essential programs and resources they might not have previously encountered. This holistic approach to stakeholder engagement underscores OHLQ’s mission to not only control liquor distribution but also to enhance the overall well-being of Ohio’s citizens.
“Prevention Action Alliance is honored to collaborate with OHLQ to provide this annual conference, highlighting the importance of responsible alcohol consumption and the evidence-based alcohol misuse prevention strategies that support Ohio’s communities,” says Fran Gerbig, executive director of PAA. “We appreciate the partnership.”
Supporting Education and Operations
OHLQ regularly seeks new ways of enhancing educational and operational initiatives in collaboration with external partners. Recognizing the importance of education in fostering a healthy relationship between regulators and the spirits industry, OHLQ recently partnered with the Ohio Distillers Guild to provide comprehensive training on state laws, regulations, compliance, along with sharing best practices. This proactive initiative created an open dialogue between regulators and distillers, helping to ensure compliance while supporting the growth of the Ohio distilling community.
By working closely with the Guild, OHLQ demonstrated its commitment to being a partner in compliance, rather than just an enforcer. This training provided distillers with valuable knowledge and resources, ensuring that they can navigate regulatory requirements smoothly. This partnership strengthens the bond between OHLQ and Ohio’s spirits industry, fostering a more collaborative environment.
“Ensuring our partners are up to date on industry practices and requirements is crucially important for the OHLQ enterprise,” says Shawn Smith, DOLC’s director of agency operations.
OHLQ’s partnership with DHL Supply Chain exemplifies its commitment to operational excellence. By meticulously managing the distribution of spirits from two warehouses for use at special events and releases, DHL has ensured that every bottle reaches its destination smoothly and efficiently.
From labeling cases with clear visuals to conducting multiple audits before shipment, DHL’s precision ensures that OHLQ’s events are seamless, from the warehouse to the consumer’s hands. This dedication to quality in logistics allows OHLQ to focus on what it does best: innovating and engaging with consumers.
“DHL has supported the success of several OHLQ events and product distributions with great tact and flexibility,” says Terry of JOBS. “We truly value our partnership.”
Modernizing Licensing Systems
DOLC continues to leverage current technology with the implementation of its new documentation and workflow management system named PALS (Permit & Licensing System).
PALS replaced a system that had been in use since 1992 and has allowed staff to streamline workflows for permit applications, transfers and investigations. This modern system not only enhances efficiency but also improves communication between licensing staff and permit applicants. With more automated workflows, integrated notifications and document generation, PALs has reduced the workload for staff while improving service delivery.
“PALS allows us to centralize our work, makes us nimbler, gives us the ability to modify workflows and ensure appropriate staff to work files as needed,” said Paul Kulwinski, DOLC’s director of licensing.”
This innovation underscores the liquor enterprise’s commitment to staying ahead of the curve, ensuring that its operations are modern and efficient.
Looking to the Future
OHLQ’s performance this year has been nothing short of exceptional. Through innovative partnerships, community engagement and cutting-edge technology, it has set a new benchmark for control state agencies across the nation. OHLQ’s success not only highlights the importance of responsible distribution and consumption but also demonstrates how a control jurisdiction can drive economic growth and community well-being simultaneously. As the Overall Winner of the StateWays Best Practices Awards, OHLQ stands as a model of what is possible in the control state system.
“OHLQ has had a very successful year thanks to collaboration, hard work and a commitment to selling high-proof spirits fairly and responsibly,” DeGenova says. “We will continue our work to be a national leader in our operations and continue our efforts for a prosperous Ohio.”
Melissa Sherwin is a freelance writer and marketing communications strategist from Chicago, IL. Her work has appeared in Chicago’s Daily Herald newspaper, Time Out Chicago, Suburban Life newspapers, and various magazines. She is also the author of several children’s books. Follow her @MelissaNSherwin. Read her recent piece, Schlauch Brings Montana’s Best Practices as NABCA Chair.
