Moreno ’ s Liquor
“ CUSTOMERS REALLY APPRECIATE THE PERSONAL INTERACTION WITH THE OWNERS . IT HELPS US BUILD SALES .” – Mike Moreno , Jr .
“ We ’ ve wanted to do online sales for a while , but the state of Illinois makes it very challenging ,” the younger Moreno says . “ Legally , we are unable to ship outside the state , which hurts us a little bit . With our unique selection of products , we think we have a lot to offer out-of-state customers . But we need to work within the legalities , and hopefully the state laws will eventually shift to allow us to expand into a broader online market .”
By far the biggest project currently in the works is the construction underway in the store to build a bar . The Moreno family plans to apply for a dual license and focus on serving unique craft beers and cocktails .
“ This will allow us to create a space in Little Village to gather , socialize and experience some really great crafts and cocktails ,” the younger Moreno says . “ Hopefully it will also help bring in some tourism to the neighborhood as well .”
The bar , which the Moreno ’ s plan to call Osito ’ s Tap , will be named for the younger Moreno ’ s chihuahua , who is a regular fixture of the store . A soft launch of the bar is planned for late winter 2019 , with an official grand opening to follow in the spring . This new venture was made possible because the store was named a recipient of the City of Chicago ’ s Neighborhood Opportunity Fund grant , which supports small-business proposals designed to strengthen the commercial corridors of the city ’ s South , Southwest and West Sides .
“ The small business grant is what really made this possible ,” the younger Moreno says . “ The city really wants small businesses to step up and enhance their communities . Little Village is a thriving Latino community in Chicago , and my family and I are very excited to contribute to our community in this way .”
ALL IN THE FAMILY Business is thriving and Moreno ’ s Liquors is moving in several exciting new directions . But does this unique family dynamic ever get in the way of doing good business ? The resounding answer is , absolutely not . The Moreno family divides up responsibilities at the store . Mike Sr . is the chief executive officer , and Rose manages the bookkeeping and administrative paperwork . As for Mike Jr ., he currently serves as vice president and oversees the store ’ s marketing , along with the craft beer and spirits selections . All three family members spend a lot of time on the store floor interacting with customers , sharing their knowledge and giving people oneon-one time with the store owners , which the Morenos believe
The Moreno family divides up responsibilities . Mike Sr . ( top ) is CEO , his wife Rose manages bookkeeping and administrative paperwork , and their son Mike Jr . ( bottom ) serves as VP and oversees marketing .
leads to a positive and authentic experience for their guests .
The younger Moreno recalls how he grew up helping out around the store , and always knew that he would eventually contribute to the business on a full-time basis .
“ I ’ ve been training to take over the store my whole life ,” he says . “ I wanted to get the most well-rounded understanding of the industry as I could . Before coming to work here full-time , I worked for Wirtz Beverage , I got a degree in business management and entrepreneurial studies from DePaul University , and I got experience working in the areas of event management , website design and marketing . This is what I always knew I would do , and I came into this role at a young age , but I ’ ve spent my entire life preparing for it .”
Parents and son working alongside each other on a daily basis hasn ’ t resulted in a stressful work atmosphere . On the contrary , it ’ s the Moreno ’ s collective passion for their business , the industry and the products that make the store such a unique destination .
“ Passion and quality are by far the two most important things in this business ,” the elder Moreno says . “ Not just in this business , either . They ’ re the two most important characteristics of any business in any industry in this country . We are constantly tapping into the passion we have for this business to bring in the best possible products and create a great experience for our customers .” BD
www . beveragedynamics . com November / December 2018 • Beverage Dynamics 15