What’s “Essential” During COVID-19 Pandemic Is Up For Debate: But Not For Liquor Stores and Not For Brands

With an increasing number of states issuing stay at home directives, “essential” businesses remain open. “But it’s all a little idiosyncratic and haphazard,” said Robert Passikoff, president of Brand Keys, the New York-based brand engagement and customer loyalty research consultancy (brandkeys.com). “What’s deemed ‘essential’ in one state may differ in other jurisdictions.” But throughout the COVID-19 pandemic, one business sector that has seen significant increases in activity and sales are liquor stores – and in many cities are considered “essential” businesses.