Nestled between Austin and San Antonio, San Marcos, Texas, is a vibrant city known for its thriving university atmosphere and scenic riverfront. As a hub of cultural and recreational activities, it's no surprise that the city's alcohol sales reflect a dynamic market worthy of analysis. This article provides a comprehensive, data-driven look at the alcohol sales landscape in San Marcos, offering valuable insights for both industry insiders and curious locals.
Our deep dive begins with a detailed table and analysis of the top alcohol-selling establishments in San Marcos. Discover which businesses lead the pack in sales and what sets them apart in this competitive market. Next, we break down alcohol sales by zip code, revealing the areas with the highest concentration of sales and shedding light on local consumer behavior.
Finally, we explore monthly trends to uncover how alcohol sales have evolved over the past year. This section offers a closer look at seasonal fluctuations and emerging patterns that could inform future business strategies. Together, these insights paint a comprehensive picture of the alcohol sales landscape in San Marcos as of April 2025.
Top 25 San Marcos Businesses By April 2025 Alcohol Sales
| # | Establishment | Total | Liquor | Wine | Beer |
|---|---|---|---|---|---|
| 1. |
Zelicks
|
$188,777 |
$124,697
|
$1,229
|
$62,851
|
| 2. |
Chimy's San Marcos
|
$157,052 |
$121,272
|
$0
|
$35,780
|
| 3. |
Twin Peaks
|
$152,947 |
$58,747
|
$989
|
$93,211
|
| 4. |
Freddy C's Lounge/wildfiresmtx
|
$144,920 |
$109,649
|
$61
|
$35,210
|
| 5. |
The Vault
|
$105,705 |
$60,216
|
$36,411
|
$9,078
|
| 6. |
The I Dont Know Bar
|
$99,757 |
$48,865
|
$45
|
$50,847
|
| 7. |
Axis
|
$98,722 |
$84,218
|
$0
|
$14,504
|
| 8. |
Pluckers Wing Bar
|
$94,294 |
$41,750
|
$180
|
$52,364
|
| 9. |
Mayloo's
|
$93,527 |
$84,128
|
$0
|
$9,399
|
| 10. |
San Marcos Es Catering Co
|
$90,500 |
$53,805
|
$12,531
|
$24,164
|
| 11. |
54th Street Restaurant & Drafthouse
|
$87,219 |
$52,395
|
$5,411
|
$29,413
|
| 12. |
The Blind Salamander
|
$86,710 |
$67,031
|
$34
|
$19,645
|
| 13. |
The Taproom & the Porch
|
$86,171 |
$44,798
|
$487
|
$40,886
|
| 14. |
Black Rabbit Saloon / Shade Rooftop Patio
|
$82,978 |
$61,304
|
$1,495
|
$20,179
|
| 15. |
Kissing Tree Club/tarbox & Brown/the Mix
|
$82,455 |
$30,246
|
$18,137
|
$34,072
|
| 16. |
Ivar's River Pub
|
$79,146 |
$36,761
|
$5,624
|
$36,761
|
| 17. |
Nephew's
|
$78,378 |
$64,463
|
$0
|
$13,915
|
| 18. |
Green Parrot
|
$65,563 |
$53,442
|
$100
|
$12,021
|
| 19. |
Texas Roadhouse
|
$65,376 |
$34,824
|
$2,152
|
$28,400
|
| 20. |
Jacks Roadhouse
|
$64,768 |
$32,067
|
$45
|
$32,656
|
| 21. |
Putt Pub
|
$62,614 |
$38,814
|
$135
|
$23,665
|
| 22. |
Chuy's San Marcos
|
$62,283 |
$54,078
|
$610
|
$7,595
|
| 23. |
San Marcos Casa Maria Mexican Restaurant
|
$60,223 |
$51,801
|
$496
|
$7,926
|
| 24. |
Showdown
|
$60,134 |
$34,930
|
$49
|
$25,155
|
| 25. |
Bazaar
|
$58,151 |
$47,596
|
$56
|
$10,499
|
Top Performers in April 2025
San Marcos' alcohol scene is buzzing with activity, and leading the pack is Zelicks on W Hopkins St, pulling in total receipts of $188,777. Zelicks' strongest sales came from liquor, making up $124,697 of their total, while beer contributed $62,851. Their dominance in the liquor category is evident compared to the rest of the field.
Chimy's San Marcos also had an impressive month, with total sales of $157,052, driven by a whopping $121,272 in liquor sales. Interestingly, Chimy's didn't register any wine sales, focusing instead on their strong liquor and beer offerings.
Beer Lovers' Favorites
Twin Peaks is a beer lover's haven, leading in beer sales with $93,211, despite having lower liquor sales than the top two establishments. This shows a clear preference among patrons for their beer selection.
The I Don't Know Bar also stands out with balanced sales, featuring a significant $50,847 from beer. This trend suggests a solid customer base that appreciates variety in their drink choices.
Notable Wine Sales
While wine generally lags behind in total sales, The Vault and San Marcos ES Catering Co are exceptions with $36,411 and $12,531 in wine sales, respectively. These numbers highlight a niche market for wine that these establishments are successfully tapping into.
Trends and Insights
Overall, liquor continues to dominate the alcohol sales landscape in San Marcos, with several bars and restaurants making it their primary revenue driver. However, beer sales are not to be underestimated, with certain establishments like Twin Peaks capitalizing on this market.
Interestingly, some venues like Mayloo's and Axis focus almost exclusively on liquor, with little to no wine sales reported. This specialization might be a strategic choice to cater to specific customer preferences.
San Marcos Alcohol Sales Trends: Last 12 Months
| Month | Establishments | Total | Liquor | Wine | Beer | Monthly Change |
|---|---|---|---|---|---|---|
| Apr 2025 | 89 | $3,516,513 |
$2,182,378
|
$173,560
|
$1,094,692
|
0.4%
↑
|
| Mar 2025 | 82 | $3,500,936 |
$2,233,387
|
$169,942
|
$1,097,607
|
23.8%
↑
|
| Feb 2025 | 79 | $2,828,764 |
$1,808,489
|
$148,135
|
$872,140
|
2.3%
↑
|
| Jan 2025 | 86 | $2,763,824 |
$1,694,584
|
$142,896
|
$860,461
|
15.9%
↓
|
| Dec 2024 | 86 | $3,284,551 |
$2,014,984
|
$177,635
|
$993,286
|
3.6%
↓
|
| Nov 2024 | 84 | $3,407,563 |
$2,103,555
|
$177,793
|
$1,072,345
|
9.3%
↓
|
| Oct 2024 | 83 | $3,756,923 |
$2,317,635
|
$204,845
|
$1,225,349
|
5.5%
↑
|
| Sep 2024 | 81 | $3,562,158 |
$2,159,139
|
$174,455
|
$1,219,461
|
3.6%
↑
|
| Aug 2024 | 82 | $3,437,670 |
$2,159,614
|
$197,674
|
$1,071,288
|
4.2%
↑
|
| Jul 2024 | 79 | $3,300,148 |
$2,051,803
|
$179,088
|
$1,060,163
|
4.1%
↓
|
| Jun 2024 | 81 | $3,440,188 |
$2,163,014
|
$172,748
|
$1,095,332
|
15.6%
↓
|
| May 2024 | 79 | $4,075,879 |
$2,628,296
|
$219,596
|
$1,218,893
|
0%
↑
|
Overview of Alcohol Sales in San Marcos
Alcohol sales in San Marcos have shown an interesting pattern over the past year, with May 2024 standing out as the peak month for sales, reaching an impressive $4,075,879. This high was primarily driven by a surge in liquor sales, which alone accounted for $2,628,296. Such a spike suggests a robust demand for liquor during early summer, potentially linked to local festivals or events.
Seasonal Trends and Fluctuations
Following the peak in May, sales experienced a notable drop in June 2024, declining by 15.6%, which is typical as the initial summer rush winds down. Interestingly, while the total number of establishments fluctuated slightly, there was a significant increase in April 2025, with establishments rising by 8.54% from the previous month. This suggests a growing market with new players entering the scene.
Shifts in Sales Mix
Throughout the year, liquor consistently dominated the sales mix, often comprising more than half of the total receipts each month. However, beer sales also held a substantial share, particularly in October 2024, where they reached $1,225,349. Wine, while the smallest segment, saw its highest sales in October 2024, suggesting a seasonal preference possibly linked to autumn events or promotions.
Market Implications and Business Insights
The increasing number of establishments towards the end of the period indicates a competitive and expanding market. Businesses might consider capitalizing on the strong demand for liquor, especially during peak months like May. Additionally, opportunities exist to boost wine sales, particularly around the fall season, when interest seems to heighten.
Economic Overview
San Marcos, Texas, boasts a diverse and vibrant economy supported by key industries such as education, manufacturing, and retail. Home to Texas State University, the city benefits from a constant influx of students and faculty, contributing significantly to its economic dynamism. The presence of major corporations and a thriving small business sector also enhances the business climate, attracting entrepreneurs and investors alike. Recent economic trends indicate a growing emphasis on tech startups and green industries, positioning San Marcos as a forward-thinking economic hub in the region.
Cultural Scene
San Marcos is rich in cultural offerings, with events and festivals that celebrate its unique heritage and vibrant community life. The annual Mermaid Festival is a highlight, bringing together art, music, and environmental awareness in a lively celebration of the San Marcos River. The city's burgeoning arts scene is showcased in local galleries and theaters, while the San Marcos Farmers Market offers a taste of the region's agricultural bounty. Cultural attractions like the LBJ Museum provide insights into the area's historical significance, making San Marcos a culturally enriching destination.
Lifestyle
San Marcos offers a charming blend of small-town feel and urban amenities, with popular neighborhoods like the Historic District and Willow Creek offering diverse living options. The city's downtown area serves as a vibrant entertainment district, featuring eclectic shops, cozy cafes, and live music venues. Outdoor enthusiasts can enjoy the natural beauty of the San Marcos River and numerous parks, which provide ample opportunities for recreation and relaxation. With its friendly community and lively atmosphere, San Marcos exudes a local character that appeals to both residents and visitors.
Future Outlook
The future of San Marcos looks promising, with strategic development plans aimed at sustainable growth and economic diversification. Infrastructure improvements and new residential projects are underway to accommodate the city's expanding population. Growth trends indicate a rising demand for commercial and industrial spaces, driven by the city's strategic location between Austin and San Antonio. As San Marcos continues to evolve, it is poised to become an increasingly attractive destination for businesses and investors seeking to capitalize on its emerging opportunities.