At NLC, we are committed to meeting the evolving needs of our customers by delivering experiences that are trusted, convenient, and responsive to how people shop today. 

As customer interests continue to diversify, we see an opportunity to expand access to quality products while maintaining the service, expertise, and trusted experience customers expect from NLC.

Digital channels provide new opportunities to complement our retail network, allowing us to introduce unique products and experiences that may not otherwise be available through traditional in-store offerings.

That is the purpose behind Beyond the Shelf, an exclusive program designed to connect customers with rare and exceptional wines, beers, and spirits from around the world through a curated series of limited-time offers not available in-store. 

Beyond the Shelf provides customers with the opportunity to access premium, limited quantity and specialty products through convenient digital channels, combined with the trusted, efficient, and valued service of our retail store network.

This program was shaped by what we've heard directly from our customers. Over time, our Product Knowledge Consultants (PKCs) have seen growing interest in rare wines, exclusive spirits, and unique beers sourced from around the world. By working one on one with our incredible supplier and agent partners, Beyond the Shelf allows us to respond to that interest in a deliberate way, using customer insight to shape offers that are relevant, distinctive, and accessible. 

Customers can browse each curated offer online, review detailed product information and place an order through a simple shopping experience. When their order is ready, they can pick it up at their preferred NLC store.

A program like Beyond the Shelf also brings together the strengths of our people, our systems, and our supplier relationships.

Our PKCs work closely with NLC’s Category Management team to carefully curate unique product offers and support customers with informed recommendations. Through their interactions with customers, our PKCs can also better identify emerging interests and opportunities, ensuring the program continues to reflect what customers are asking for and where the market is moving.

What differentiates Beyond the Shelf is that it combines digital convenience with personalized expertise. Customers are not simply purchasing a product in a convenient manner online but are also accessing the knowledge and recommendations of NLC's experienced Product Knowledge team.

Whether a customer is an experienced collector, selecting a meaningful gift, or exploring a new wine region or spirit category, our team is available to provide expert guidance that adds value to their purchase.

Our inaugural Beyond the Shelf offers invite customers to explore the renowned wine regions of Northern Italy and Champagne. Featuring exceptional wines handpicked by our PKCs and Category Management team, these limited-time selections showcase outstanding craftsmanship and provide access to products that are rarely available on our shelves.