Local Liquor Stores Expect Good, Not Super, Weekend

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Julio's Liquors in Westborough is one of many local liquor stores stocking up for Super Bowl supplies.
Julio's Liquors in Westborough is one of many local liquor stores stocking up for Super Bowl supplies. Photo Credit: File

CENTRAL MASSACHUSETTS — Sunday’s Super Bowl may be sadly lacking a Gronk, a Brady or a Belichick, but Central Massachusetts residents will still gather Sunday to watch Super Bowl XLVII. And that means local liquor stores will have their shelves stocked.

“It’s one of those things that’s an event in of itself,” said Ryan Maloney, owner of Julio’s Liquors in Westborough. “Everybody’s having a party. People are into watching, and if they’re not into watching they’re into eating.”

Maloney said that sales will likely increase this year on all types of liquor, though they may not be as big as last year,  when New England went up against the Giants.

Maloney asked that Super Bowl revelers drink responsibly, and not to drink and drive.

In South Grafton, Valley Plaza Liquors owner Steven Collette said not having the Patriots playing may hurt sales slightly, but overall, it will be a pretty good weekend.

He said the big seller this year is a mixed drink called twisted shots--small shot glass divided in half with liquor on one side and mix on the other. Other big sellers are snakebite--a mix of lager and cider--and the ever-popular sex on the beach.

At Upton Colonial Liquors in Upton, spirits such as bourbon and rye are the big sellers again, according to manager Fred Gorham.  He personally recommends a nice bottle of red wine to watch the Super Bowl.

He said the flavored vodkas continue to sell well this year. 

"This is Upton, so we always sell the basics: Budweiser, Bud Light, especially in the 30 packs. If someone wants to spend a little more, they will buy Sam Adams," Gorham said. "We sell more liquor when the Patriots play in the Super Bowl.  There are more parties with people who otherwise would not be interested if the Pats are not playing.  We'll do OK on Super Bowl this year, but not a massive amount of business."

Wegman’s spokesperson Jo Natale said last year’s game was one of the biggest “holidays” for the store, especially for the liquor department at the Northborough location.

This will be the Northborough Wegman’s second Super Bowl, and the first without the Pats competing. 

“It will be interesting to see how that will impact Northborough over last year,” Natale said.

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wow - slow news day in Central Mass ...