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Groceries saw this and started to carry more inventory. Scott Scanlon, executive vice president of alcoholic beverages at research firm Circana, agrees that in addition to the strong margins on spirits, free-standing liquor stores for supermarket companies give them an environment to focus exclusively on beverage alcohol, unlike in grocery, where so many consumer packaged goods products are a distraction. The abundance of space that comes with a dedicated store allows the companies to offer a wider selection of products like RTDs than they can carry at traditional groceries, Scanlon adds

"Elektro" is a perfect example

Five packs displayed the descriptors cool, ice, cold, chill and/ or frost

- exactly when nicotine levels drop