Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/777147
14 Beverage Dynamics • January/February 2017 www.beveragedynamics.com B eing a family-owned liquor store chain powerhouse in the state of Georgia is rather unusual, since state law limits owners to just two licenses. But Tower Beer, Wine, & Spirits has defi ed all expectations, and has been a top destination re- tailer in the area for nearly 70 years. With one location in Atlanta and the other in nearby Doraville, the business continues to grow in overall sales and volume. "We've been in business for such a long time, and the business has always been run under the same family," says owner Michael Greenbaum. "We don't have to keep reinventing the wheel, and we've also earned our reputation as being the go-to spot for cus- tomers looking for great service and quality products." A HISTORY OF EXCELLENCE The Tower legacy began in 1948, when Greenbaum's uncle and brother opened their fi rst store in Atlanta. Then known as Tower Package, the two brothers opened a second location four years later. Eventually there were fi ve separate Tower lo- cations, but when the law limiting only two stores per license holder passed in 1962, the siblings ended their partnership in order to maintain more stores individually. The two stores retained by Greenbaum's father are the ones that kept the Tower name. Upon graduating from college in 1972, Greenbaum joined the family business. The two Tower stores increased their beer and wine selections over the years and also moved their two existing stores to larger locations. The Atlanta store, which currently em- ploys 55 people, underwent a major expansion seven years ago and now fi lls a 21,000-square-foot space. The Doraville store has a staff of 45 people and expanded fi ve years ago, occupying a 24,000-square-foot location. Georgia law limits off-premise licensees to two stores each, making Tower's success more remarkable. Maintaining a Legacy How Tower Stays on Top in Atlanta BY MELISSA NIKSIC PHOTOS COURTESY OF JASON HALES PHOTOGRAPHY