Paul Santelle, owner of Garden State Liquors, in Perth Amboy, NJ, feels retailers "need to step up"
and get more involved in the politics of the industry.
PHOTOGRAPHY BY TOM SOBOLIK
Paul Santelle, owner of
Garden State Discount
Liquors, in Perth Amboy,
NJ, is a modern-day
David battling global
Goliath big box stores.
Fighting
for
Independents
By Thomas Henry Strenk
ver the past 25 years, Paul Santelle built a select location in Perth Amboy, N.J., through steady expansion, astute purchasing and aggressive pricing into one of the top beverage alcohol destinations in the
state. Today, Garden State Discount Liquors' selling space spans some 6,000 square feet, and offers
7,800 skus of beer, wine and spirits, with a staff of 20. But he's not just a retailer: An early and close
encounter with a competitive big box store wielding unfair advantage got the retailer involved with industry politics.
"I'm a strong advocate of people getting involved in this industry and giving a little back, to join in with trade
associations, local politics, the community and charities," advocates Santelle. He owes much of his success to a willingness to get involved during his long career. The outspoken Santelle is a long-standing member of the State
Division of Alcohol Beverage Control Advisory Committee and the current President of the New Jersey Liquor
Store Alliance, as well as a board member of the New Jersey Alcohol Industry Council, and a State Director for the
American Beverage Licensees.
O
Beverage Dynamics • www.beveragedynamics.com • July/August 2013 • 21
