At the Idaho State Liquor Division (ISLD), we share your vision of a safe and prosperous Idaho, where everyone enjoys a better quality of life. We believe that responsible management of liquor sales play a key role in making this vision a reality.
That’s why we focus on providing safe and convenient retail locations with a heavy emphasis on responsible practices. By efficiently managing distribution, we generate essential revenue that benefits all Idahoans. Every dollar earned goes directly back to our communities, lowering taxes and funding vital services like education, infrastructure, and safety initiatives in every Idaho community.
Together, by promoting responsible practices, we are building a stronger Idaho that we can all be proud of.
In 2024, ISLD distributed $118 Million back to Idaho.
Discover exceptional savings on select spirits.
The current giveaway sweepstakes end at 11:59pm on June 30th, 2025.
Did you know that alcohol sales are on the decline? In fact, this year will be the fourth consecutive year that Idaho will experience a state-wide decrease in liquor consumption. There are a myriad of factors precipitating this across the nation: an overall pullback from Covid-era consumption highs, health-consciousness taking more precedence, increases in non-alcohol alternatives, and changing generational preferences coming into play. One of the major factors is Generation Z and how they are changing the consumer landscape in relation to alcohol. You may have seen the “sober curious” trend gaining steam on social media, had friends and family who have decided to participate in “Sober October” or “Dry January”, or noticed an influx of low-sugar/lower-proof alcohol products on store shelves over the last few years. These are all contemporary trends which have been spearheaded by this younger, Gen-Z cohort. During the turbulent times of Covid, alcohol sales saw a surge as consumers migrated toward entertaining at home, loaded up the pantry, or feared that their favorite drinks may be limited due to supply chain disruptions or other challenges. These are now in the rearview mirror; the pandemic-fueled era of elevated sales has since subsided. The alcohol beverage industry is adjusting to a new normal. A large component of the changing landscape is driven by younger consumers coming into their legal drinking age years who have a much different relationship to alcohol and drinking than previous generations (Forbes, 2023).
Generation Z, typically defined as those born between 1997 and 2012, is apparently drinking less than previous generations. Gen-Z characteristics may provide explanations for some behaviors surrounding alcohol use. The generation tends to be more individualistic and less social than previous generations; however, they still desire a sense of community among their peers (Kaylor et al., 2022). They are just socializing in ways which do not always revolve around alcohol consumption. Staying in is the new going out for Gen Z and 40% of them often make cocktails at home, inspired by YouTube tutorials and online recipes. The behavior gives brands new and targetable occasions as well as alternative sales channels (Fortune, 2024). An overwhelming 86% of Gen-Z consumers believe that their mental health is as significant as their physical health when considering drinking alcohol. Gen-Z places high value on traits of authenticity and vulnerability, and they are more likely to be open about struggles with mental health than previous generations (Kaylor et al., 2022). Gen-Z consumers are often more interested in the experience associated with consuming alcohol rather than just the product itself (Bhargava, 2023).
The rise of mindful drinking is driven mostly by younger generations, with youth drinking being in decline across most high-income countries (World Finance, 2023). Gen-Z drinks on average 20% less than millennials, who also drink less than previous generations, mainly because of an increased awareness of the effects of alcohol and the rise of health-consciousness as a lifestyle (Forbes, 2023). Many in the Gen-Z cohort are also seeking healthier alternatives such as low-sugar options or products which contain no-alcohol. This generation appreciates exotic flavors, sustainability, and convenience (Bhargava, 2023). This shift in consumer behavior has led to the rise of many no-alcohol or low alcohol brands that focus on delivering tasty, innovative drinks to market that feel indulgent rather than punitive for those choosing not to drink. This isn’t an easy task because the ferments which turn a drink into an alcoholic one are what, in many instances, create the flavor profile. Brands emerging within the category need to be extra inventive to develop products which can still provide the flavor of an alcoholic spirit without the addition of ethyl alcohol. According to Solene Marchand, head of marketing for Pernod Ricard’s non-alcoholic spirits products, “71% of the consumers of these new, non-alcoholic spirits also consume alcoholic spirits. So, that’s interesting for the way we communicate to our consumers. They already know about how to consume an alcoholic cocktail, and the idea is to give them the same alternatives but within a non-alcoholic version” (Forbes, 2023).
The decline in alcohol consumption, particularly in states like Idaho, is a reflection of broader cultural, generational, and health-conscious shifts, with Generation Z leading the charge. Their desire for wellness, authenticity, and intentional experiences has reshaped the way alcohol is perceived, marketed, and consumed. As this cohort continues to mature and exert greater influence on the consumer landscape, the alcohol industry must continue to adapt—offering more diverse, flavorful, and health-forward alternatives that align with evolving preferences. The sober-curious movement is not just a passing trend but part of a fundamental transformation in lifestyle and values, and its impact will be felt for years to come.
At the Idaho State Liquor Division (ISLD), we recognize the important responsibility we carry in safeguarding Idahoans. Through responsible distribution, education, and enforcement, we work every day to ensure that beverage alcohol is sold with care and oversight to prevent underage access, reduce the harms of overconsumption, and enhance the overall safety of our communities.
A cornerstone of our internal compliance efforts is the BARS Program that uses trained shoppers who visit state liquor stores across Idaho monthly. The program helps reinforce proper ID protocol. ISLD policy is clear: employees must request valid identification from anyone appearing under 35 years of age before accepting payment for an alcoholic product. To us, this is more than a policy—it’s a commitment to the communities we serve.
Through May 2025, over 125 internal compliance checks have been conducted across our locations. The “tests” keep our clerks on their toes and continuously offer valuable insights and help guide ongoing efforts and support from our committed retail teams. The most common area of improvement—asking for payment before checking ID—is being addressed through renewed training, coaching, and communication.
To further support this, we are ensuring our employees are well equipped with the tools and knowledge to prevent underage sales and over-serving through the TIPS® Server Training Program. Additionally, store associates utilize tools including electronic ID scanners, official identification checking guides, and jeweler’s loupes. All of which are critical for verifying ID authenticity through microprint, photo integration, and other security features.
At the Idaho State Liquor Division (ISLD), we recognize the important responsibility we carry in safeguarding Idahoans. Through responsible distribution, education, and enforcement, we work every day to ensure that beverage alcohol is sold with care and oversight to prevent underage access, reduce the harms of overconsumption, and enhance the overall safety of our communities.
A cornerstone of our internal compliance efforts is the BARS Program that uses trained shoppers who visit state liquor stores across Idaho monthly. The program helps reinforce proper ID protocol. ISLD policy is clear: employees must request valid identification from anyone appearing under 35 years of age before accepting payment for an alcoholic product. To us, this is more than a policy—it’s a commitment to the communities we serve.
Through May 2025, over 125 internal compliance checks have been conducted across our locations. The “tests” keep our clerks on their toes and continuously offer valuable insights and help guide ongoing efforts and support from our committed retail teams. The most common area of improvement—asking for payment before checking ID—is being addressed through renewed training, coaching, and communication.
To further support this, we are ensuring our employees are well equipped with the tools and knowledge to prevent underage sales and over-serving through the TIPS® Server Training Program. Additionally, store associates utilize tools including electronic ID scanners, official identification checking guides, and jeweler’s loupes. All of which are critical for verifying ID authenticity through microprint, photo integration, and other security features.
The ISLD also supports broader community efforts aimed at reducing underage drinking and alcohol misuse beyond keeping a close watch on our retail operations. We use our annual $60,000 grant from the National Alcohol Beverage Control Association (NABCA), to administers an Educational Mini Grant Program to support and educate schools, nonprofits, law enforcement, and community organizations in their alcohol education and prevention efforts. These mini grants fund innovative, local programs that make a real impact in Idaho communities.
ISLD partners with these groups across the state to help curb underage alcohol consumption and overindulgence:
By supporting these efforts and strengthening our internal practices, we are focused on doing the right thing to help build a safer and healthier Idaho. Together, with vigilance, training, education and community engagement, ISLD is making a difference—one ID check, one conversation, and one initiative at a time.
The Idaho State Liquor Division provides safe and convenient access to liquor, promotes responsible enjoyment, and generates vital revenue for our state. Every dollar earned goes directly back to our communities, which means lower taxes for all of us and crucial funding for services that truly make a difference. Here’s how it helps:
Let all Idahoans know about the incredible benefits the Idaho State Liquor Division brings to our communities.
Let’s Share the Spirit!
This is your chance to win some exciting products from your favorite suppliers! Complete the form to be considered in the drawings.
Giveaways Closed
Experience world-class skiing and the vibrant spirit of Aperol Spritz. March 22-27 at Sun Valley Resort
Event Closed
By Kevin Settles and Peter Goodwin, Bardenay Distilling Co.
February 25, 2025
Bardenay Distilling Co. – A New Chapter in Craft Spirits
Since opening the doors of the first restaurant and distillery in 1999, Bardenay has been passionate about creating exceptional food, handcrafted cocktails, and high-quality spirits under one roof. Now, with the launch of Bardenay Distilling Co., they’re taking that passion to the next level, bringing craft front and center like never before.
A Legacy of Innovation
Bardenay made U.S. history in 1999 as the first restaurant to be issued a distillery permit to operate in a public place. According to owner Kevin Settles, it all started because he became interested in the distilling industry after he founded a hard cider company in 1987. Also, Settles began enjoying gin martinis with his meals during his travels and eventually started making them at home. These concepts gave him the idea and vision behind Bardenay.
Settles decided to sell the cider business in 1996. The agreement, however, included him to stay employed in the cider business for another three years. During that 3-year timeframe, he developed the full concept of a restaurant with a distillery, and he spent his spare time researching distillation and the rules governing distilleries. In 1999, a bill was sent to the Idaho legislature that allowed an Idaho distiller to hold a state liquor by the drink license, under certain conditions. The bill passed then Settles focused his attention on federal licensing. That wound up being a month-long process as no distillery had ever been issued a permit allowing operations in a public space. Eventually, Settles convinced the Bureau of Alcohol, Tax, and Tobacco (which is now the Alcohol and Tobacco Tax and Trade Bureau (TTB)) that operations would be safe and that Bardenay could comply with all regulations even though the distillery operated inside a restaurant.
Over the years, they have grown from a small operation in a renovated 100-year-old downtown Boise warehouse to a multi-location distilling powerhouse, with each location uniquely producing its own specific line of Bardenay spirits. The Boise location crafts the rum and ginger rum, all out of a 55-gallon pot still; the Eagle location opened in 2003 and specializes in gin and liqueurs; and the Coeur d’Alene location, which opened in 2007, handles vodka production. Now, with Bardenay Distilling Co., they are expanding the aged spirits program to include American whiskey, rye whiskey, and aged rum.
The commitment to hospitality extends beyond the Bardenay-named locations. With the addition of Coyne’s Restaurant, established in Eagle, Idaho in March 2020, the team created a restaurant that truly feels like home. They incorporated flavors from their team’s collective past – backyard barbecues, family picnics, and their grandmothers’ secret recipes. While Bardenay is lively and energetic, Coyne’s offers a more intimate, laid-back dining experience – another way they continue to bring people together through food and drink.
An Invitation to Visit
The new Boise Distilling Co. which opened its doors February 20, 2025, is not just another Bardenay location – is an entirely new experience. Unlike traditional Bardenay locations where the restaurant takes center stage, the new Garden City site is all about the art and science of distillation. Guests can tour the facility, watch the distillers at work, and even purchase a bottle of their favorite spirit – right from the source.
The chefs also developed a new menu for this location. Since it’s just a short drive from the flagship restaurant downtown, they wanted to offer something fresh while still delivering the signature Bardenay experience – great food, expertly crafted cocktails, and outstanding service.
“Bardenay Distilling Co. marks a new chapter,” stated Kevin Settles. “It is allowing us to focus more on retail sales and distillery production while continuing to innovate in the restaurant space. This latest venture ensures that commitment to quality, craftsmanship, and hospitality remains at the heart of everything we do as we grow. We invite you to visit all our unique locations and experience the new Bardenay Distilling Co. process firsthand. We look forward to seeing you and thank you for helping us raise a glass to the next generation of Bardenay spirits – Cheers!”
Idaho Liquor Sales Results
| DOLLAR SALES COMPARISON | |||||||
| January | Fiscal Year-to-Date | ||||||
| FY 2025 | FY 2024 | % Chg | FY 2025 | FY 2024 | % Chg | ||
| District 1 | 10,442,351 | 10,457,170 | -0.1% | 90,543,203 | 89,621,036 | 1.0% | |
| District 2 | 5,519,301 | 5,495,502 | 0.4% | 46,035,425 | 46,589,845 | -1.2% | |
| District 3 | 6,223,214 | 6,108,562 | 1.9% | 56,550,004 | 57,109,001 | -1.0% | |
| TOTAL | $22,184,866 | $22,061,233 | 0.6% | $193,128,631 | $193,319,882 | -0.1% | |
| VOLUME SALES COMPARISON | |||||||
| January | Fiscal Year-to-Date | ||||||
| FY 2025 | FY 2024 | % Chg | FY 2025 | FY 2024 | % Chg | ||
| 9-Liter Cases | 98,479 | 98,526 | 0.0% | 825,544 | 839,684 | -1.7% | |
| $ Sales/9L Case | $225.28 | $223.91 | 0.6% | $233.94 | $230.23 | 1.6% | |
| Bottles | 1,102,047 | 1,065,988 | 3.4% | 9,322,834 | 9,542,345 | -2.3% | |
| $ Sales/Bottle | $20.13 | $20.70 | -2.7% | $20.72 | $20.26 | 2.3% | |
January sales finished up +0.6% vs. last year. The month’s results were impacted by a favorable calendar effect, as this January had an additional Thursday/Friday vs. one less Monday/Tuesday. This impacted Sales by approximately +$695K or +3.2%. January results were actually down an adjusted -2.6% factoring out the calendar effect, which is a fair amount below the calendar year-to-date trend. I think it’s safe to say that ‘Dry January’ is definitely a thing. In real terms, this January is easily the poorest performing month in years. Last January was down an adjusted -3.0%, so we’ve taken a sizable dip even cycling a soft month. I can imagine the recent advisory from the Surgeon General contributed to softer sales this month, as well.
Now for the good news: all of the softness occurred in the first two weeks of the month. Halfway through January, Sales were down -4.5%. In order to rally and finish the month down -2.6%, the last half of the month decreased only -0.7%. From where I’m standing, it looks like ‘Dry January’ became ‘Damp January’ in the back half of the month. This provides some optimism that February may return to the YTD trend. Next month should be very interesting. Apparently, ‘Wet February’ is a thing, too. However, preliminary results indicate that February sales will finish down -1.2% vs. a year ago. Looks like we’re going to have another month that is fairly soft relative to year-to-date trends.
Here’s a look at adjusted sales growth over the past 12 months:
The red trendline above does suggest some stability, but results have been anything but stable the last 6 months. There’s an awful lot of volatility from month-to-month right now, as consumers can’t seem to decide how they feel about the various things that affect alcohol sales e.g., the economy, politics, lifestyle, New Year’s resolutions, etc.
One of the more interesting statistics of the month is that bottle sales actually increased vs. last January, significantly belying year-to-date trends. At the same time, the average bottle price for the month decreased. You can probably guess what happened in January. That’s right, all positivity in bottle sales came from small sizes, specifically 50MLs. This is noteworthy because 50MLs had been trending negative all fiscal year heading into January. Perhaps recent tweaks to how we display small sizes is having an impact.
We’ve been hearing a lot lately about customers’ increased interest in small sizes, and that these smaller packages are an avenue for offsetting volume declines in larger sizes. You’ll see in the box below that bottle sales have been declining over the past 12 months pretty much across the board. Even single 50ml bottles have been declining. However, the bundle packs (multi 50ml bottles) are definitely performing well, especially this fiscal year. Note that the 200 ml (4x50ml) and the 500 ml (10x50ml) below represent bundle packs of 50ml bottles.
| Bottle Sales % Chg. | ||
| Size (ML) | Rolling 12 | FYTD |
| 50 | -11.1% | -12.2% |
| 200 | -5.1% | 20.4% |
| 375 | -3.2% | -2.4% |
| 500 | 58.2% | 74.5% |
| 750 | -3.8% | -2.6% |
| 1000 | -1.4% | -0.8% |
| 1750 | -3.3% | -2.7% |
However, it’s important to bear in mind that although the 50ml bundle packs are performing well, they still represent a very small portion of our business. Our bread and butter (i.e., 50, 375, 750, 1000, 1750) make up over 99% of our business, and that 92% of our topline sales are in the three largest sizes. 50ml bundle packs may be a growth opportunity, but they’re far from being a game changer.
| Size (ML) | R12 Dollar Sales | % of Sales |
| 50 | 7,148,299 | 2.4% |
| 200 | 793,692 | 0.3% |
| 375 | 13,948,097 | 4.7% |
| 500 | 1,170,019 | 0.4% |
| 750 | 138,147,499 | 46.4% |
| 1000 | 51,045,909 | 17.1% |
| 1750 | 85,530,488 | 28.7% |
As much as we discuss the state of the industry and declines in consumption, it’s important to keep some perspective. Have a look at this:
The ISLD’s highest-ever year for sales was in FY23. Through seven months of the fiscal year, we’re currently on a pace to exceed FY23. The population is drinking less but still spending about the same amount on liquor as they have in the past.
Thank you for visiting our site! Sign up for our e-newsletter to stay informed about lotteries, barrel releases, seasonal and special items, and various other happenings in the liquor industry.
