The Party Source: A Premier Destination Serving America’s Heartland

The Party Source, one of the largest wine and spirits retailers in the Midwest, is a community destination drawing customers from across Northern Kentucky, Ohio and Indiana. With an impressively expansive inventory including about 7,000 spirits SKUs, The Party Source attributes its decades-long success to offering high-quality, high-value beverage alcohol products while focusing on customer experiences and engagement opportunities.

The Party Source was looking to enhance its mezcal and agave spirits offerings while continuing to deliver high-quality, high-value options to its customers. By partnering with Erstwhile Mezcal, they have successfully grown customer engagement, staff expertise, and repeat sales.

 

Partnership with Erstwhile Mezcal

In 2024, the Party Source partnered with Erstwhile Mezcal, carefully selecting three SKUs for their Party Sourced portfolio. They later expanded to five SKUs in 2025, based on customer feedback and about a year’s worth of sales data. This thoughtful and deliberate decision involved:

  • Feedback from Industry Peers: Insights into brand performance and reputation from other leading U.S. retailers already carrying Erstwhile Mezcal, including members of the Wine and Spirits Guild of America (Guild). For example, Argonaut Wine & Liquor, a fellow Guild member in Denver, Colorado, shared that Erstwhile is one of their top-selling mezcal brands, further reinforcing confidence in the partnership.
  • Collaborative Staff Tastings and Product Feedback: Hosting staff tastings and securing buy-in from both management and sales staff, ensuring alignment on the brand and products from all levels of employees before products launch in-store.

 

Results: Staff Enthusiasm and Omnichannel Sales Success

After nearly a year, repeat orders have been steady to date, and The Party Source remains highly satisfied with Erstwhile Mezcal’s performance. Their “Staff Pick Notes,” prominently displayed on Erstwhile Mezcal product listings in their online shop, say it best:

“Staff Pick Notes: Erstwhile Mezcals are the reason we hand-select spirits for our Party Sourced portfolio. A craft distillery deeply rooted in community and craftsmanship, their offerings represent the very best mezcal has to offer. Their commitment to education is unparalleled.”

 

Expanding Collaboration to Merchants Club

The partnership extends beyond retail to Merchants Club, The Party Source’s on-site bar and event space behind the store. Developed to elevate the customer experience and foster community engagement, the venue hosts:

  • Week-long events, including live music, educational seminars, wine dinners, and spirit dinners.
  • A curated menu of craft cocktails and spirit flights

This synergy between the store and bar not only delights customers with immersive experiences but also contributes significantly to the sales success of Erstwhile Mezcal.

 

Customer First: High-Touch Support from Erstwhile Mezcal

Erstwhile Mezcal focuses on education and producer-forward storytelling in all customer interactions. Erstwhile’s co-founder, Yuan Ji, plays a pivotal role in this partnership by providing:

  • Tailored Staff Training: In-depth sessions, both in person and via Zoom, ensuring staff are well-versed in the products and the artisans behind the craft.
  • Consumer Engagement: Collaborating with The Party Source to host recurrent in-store tastings, mezcal seminars and agave spirit dinners, personally led by Yuan. These events consistently sell out within days of being announced, a testament to The Party Source’s skilled event planning team and Erstwhile Mezcal’s proactive marketing efforts.

Erstwhile Mezcal education tasting event at The Party Source – February 6, 2025.

Key Takeaways

  • Thoughtful Partnerships Drive Sales Success: The Party Source’s success stems from deliberate planning, industry peer feedback, and input from many staff members.
  • Maximizing Omnichannel Assets: Leveraging retail, an online shop, and on-premise hospitality through Merchants Club has significantly amplified customer engagement and boosted sales.
  • The Power of Education and Storytelling: Erstwhile Mezcal’s emphasis on education and producer-forward storytelling has deeply resonated with staff and customers, fostering loyalty and enthusiasm for the brand.
  • Hands-On Support Creates Lasting Relationships: Erstwhile’s customer-first approach, including tailored staff training and engaging consumer events, has strengthened the partnership and enhanced customer satisfaction.

 

Ready to Elevate Your Agave Spirit Offerings and Drive Sales?

Do you own or operate a wine & spirits store, bar, or restaurant? Education, storytelling, staff expertise, and customer engagement are key to driving sales and customer loyalty.

Work with us to build a high-performing mezcal and agave spirits selection that excites customers and grows revenue.

Discover how Erstwhile Mezcal can add value to your retail or hospitality program. Let’s connect!
📩 info@erstwhilemezcal.com | 📞 +1 646-389-1331