We need your support as new laws allowing grocery store wine sales threatens our business.

A message from Brett Zimmerman MS, owner, Boulder Wine Merchant:

We need your help. I am reaching out to the Boulder community asking for your consideration when making wine and beer purchases. Today I learned that Whole Foods Ideal Market is officially selling wine across the street from the Boulder Wine Merchant.

In 2018 the licensing coordinator for Whole Foods market reached out to ask me if I would be opposed to Ideal Market selling alcoholic Kombucha. At the time it was presented as a simple expansion of their set and a specific promise they had no plans to sell anything else. During the Covid period the Whole Foods organization found a loophole in the liquor license approval process and were able to circumvent proximity laws set in place by Governor Hickenlooper that were designed to protect smaller stores from larger organizations.

Fast forward a few years to 2024. Small businesses across the state have been plagued with the implementation of grocery stores selling wine and beer. Many of the independently owned liquor stores are down more than 20% in sales and there are over 100 metro-area small stores that have closed their doors in the last year. In addition, with the recent election results the latest fear is that we will experience added tariffs on European wines again starting in 2025.

As a resident of the Newlands neighborhood, I also shop at the Ideal Market. I am friends with many of the people who work at the Whole Foods Ideal Market and recognize that it is not their decision. I am not suggesting that people don’t go to Ideal Market and I will likely still shop there.

My greatest hope is to educate our customers on the importance of purchasing wine and beer from small, locally owned shops. We represent thousands of small growers and producers from around the world and take education and hospitality seriously in our retail experience. As a community partner and locally owned business we have also supported local charities, schools, and people in need. The Boulder Wine Merchant has been operating in Boulder for over 40 years and we count on your support to stay in business. Please consider purchasing your wine and beer from local shops and not grocery stores.