BY MELISSA SHERWIN

How Moreno ’ s Liquors Became a Tequila Destination — And Much More

Specifically , to Chicago ’ s Little Village neighborhood on the city ’ s West Side . Here , Moreno ’ s Liquors has catered to the Latino market for more than 40 years . It currently boasts more than 700 varieties of tequila , and nearly 500 types of mezcal .

The family-owned retailer has become a prominent fixture in the community , as well as a destination for customers in search of distinct products that are not readily available elsewhere . By offering many educational programs and events , constantly bringing in new products and preparing to expand the business to include a speakeasy in the coming months , Moreno ’ s Liquors remains a powerhouse in this extremely competitive market .

A UNIQUE CONCEPT Mike Moreno Sr . spent the early part of his life helping out at his father ’ s grocery store . In 1977 , he decided to embark in a new direction and open a liquor store — and thus Moreno ’ s Liquors was born . Determined to compete with discount retailers and carve a unique niche for himself in the market , Moreno and his wife , Rose , decided to focus their efforts on cultivating the most diverse selection of Mexican spirits in the Chicagoland area .

As the years passed , the store gained popularity and continued expanding its product offerings . Moreno ’ s Liquors eventually outgrew its original storefront and moved to the retailer ’ s current 14,000-square-foot location , which features an impressive wall of products devoted solely to tequila and mezcal .

The store now employs a total of 14 staff members . It has a reputation for robust tequila and mezcal offerings , along with a wide selection of fine wine , cognac , whiskey and more . Moreno ’ s Liquors is also known for the family that steers the business . In addition to Moreno and his wife , the store is coowned by their son , also named Mike .

Overwhelmingly , the tequila and mezcal categories are the top sellers , accounting for nearly 60 % of the store ’ s total sales combined .

“ The store is very well known locally , nationally and across the industry for people looking for tequila and other products you aren ’ t going to find anywhere else ,” the younger Moreno says . “ Our business model has shifted over the years as the industry has become more competitive . We try to keep things unique to just our store .”

Moreno ’ s Liquors offers a large assortment of Central and South American spirits , along with a cultivated Mexican wine collection and a wide variety of craft beers . While the majority of retail space is devoted to beverages , the store also carries a selection of chips , soda , glassware , special Mexican salts for drinks and more .

Limited-edition products and collaborations are another large aspect of the business . This past August , the Morenos traveled to Mexico City and sampled a variety of mezcals for

12 Beverage Dynamics • May / June 2017 www . beveragedynamics . com