The holiday season, October through December, accounts for an average of 35% of annual wine and spirits sales, says Wine & Spirits Wholesalers of America spokesman Jeff Solsby. Beer sales are also strong for the fall and winter holidays, Nielsen data show, although they do not outrank those for the Fourth of July. Consumers in the holiday spirit often purchase more high-end products, spending $15 to $20 instead of $8 for a bottle of wine, says Laurie Wolford, owner of Spirit World in Omaha, Neb.

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