Tonight I had the pleasure of embarking on a journey to someplace new.  Liquorama. A unique find hidden in the back of a shopping center in Upland California on good old historic route 66, known as Foothill Blvd by most nowadays. It seems that more and more these days, we all become way too familiar with the big businesses that run 99 percent of all the stores we see and thus dominate our shopping habits, while family owned businesses are practically an endangered species currently. Liquorama is an exception to the norm, and is and has been family owned and operated since 1978.

I was stunned and giddy when I saw the selection of premium beers on hand, as the volume in stock is quite worthy. There must be easily over 200 varying brews from all around the world. The isle stretched all the way across the side wall of the store filled with beers on both sides further than my eyes could see!

I started perusing the selection that started with the craft brews and then moved its way to the imported section as I traveled down the path. They carry both large format bottles for the experimentation with new styles, as well as the six packs for those that like to stock up on known favorites. The prices were noted as on par with other retail stores,  though the gentlemen in the store took my email and mentioned they sometimes send out coupons and special deals to customers.

Finally, I was in awe when I saw the horrendous coolers filled with nothing but beer! The selection of cold beers ready to guzzle right when you get home is easily the most I have ever seen, anywhere. A most welcome surprise indeed, sometimes you don’t have a few hours to wait before indulging in our favorite liquids.

The store is huge, well lit, and decorated nicely, I got real thirsty even just looking around. They have enormous amounts of wine and spirits on hand, but I had to get home to start cooling my beers for the evening. I picked some new flavors to try from some of my known favorite breweries that seemed to call out to me from the bottles! How could I resist?

All in all it was quite a pleasant surprise to see a stout alternative competitor to the mighty Bevmo, which to this point was my only hope for sheer selection of premium brews. I am definintely going to return again when the time comes to acquire more beverages. Liquorama is proof that there are still some that live the American dream.

Liquorama Fine Wines & Spirits
901 W. Foothill, Suite A
Upland, CA 91786
Customer Walk-In Hours (Retail Store Hours)
9AM – 8PM Monday – Thursday (Holiday Hours)
9AM – 8PM Friday — Saturday
10AM – 5PM Sunday
Phone: (909) 985-3131 (LOCAL CUSTOMERS ONLY)

This entry was posted on Sunday, January 25th, 2009 at 2:08 am and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.