The Spirit of Success
Founded in 1940 , Hokus Pokus Liquor in Louisiana counts four generations of family ownership and leadership . The chain ’ s eye-catching , pun-driven ghost sign — advertising the store as a “ Spiritual Advisor ” — has become a historical landmark , and was referenced in the film “ Devine Secrets of the YaYa Sisterhood .
With so many years of operation , Hokus Pokus is grandfathered in as both a retailer and a wholesaler , a dual license no longer allowed in Louisiana . Retail locations include Alexandria , Prairieville and Lake Charles . The business is also a founding member of the Wine and Spirits Guild of America , with 75 years in this organization of leading independent retailers .
“ We ’ re one of only three or four businesses in the Guild that ’ s going into generation four ,” says Gus Olah , third-generation President and Owner . His daughters Elizabeth and Isabelle are now involved with the family business .
Like her father , and his stepfather Steve Sherman , Elizabeth Olah remembers , “ We all grew up in the business . Some of my earliest memories were in our original locations : Steve working in the store , my father balancing the books .”
“ From a young age , I saw the importance of hard work ,” she adds . “ Now , as I am older , I want to continue that legacy today .” by KYLE SWARTZ
10 Beverage Dynamics • September 2023 www . beveragedynamics . com