A HISTORY IN SPIRITS
The idea for Hokus Pokus originated in the 1930s . While working for Schenley Co . Distillers , Simon “ Si ” Sherman had the personal ambitions of becoming a distillery president and owning a fine wine shop . During a company meeting in New Orleans , Si shared his goals with a company executive . The executive replied that he had similar aspirations , and wanted to name this theoretical store Hokus Pokus Liquors .
Si eventually became a partner in a liquor store in Alexandria , LA . But he wanted his own shop . In 1940 , he opened Hokus Pokus Liquors , The House of Many Spirits , in the same central Louisianna city .
Years later , Si ran into the Schenley executive who had given him the idea for the name . Asked if he recalled the conversation , the executive replied that he did not .
Si ’ s son Steve grew up around the business . Foreshadowing Elizabeth ’ s seafaring travels decades ahead , Steve joined the U . S . Navy , and later graduated from New Orleans ’ Tulane University with a bachelor ’ s degree in business in 1964 . He went to work in the shoe business in Arkansas . But the alcohol bug remained firm . Following a winemaking stint at France ’ s Chateau Lascombes , Steve came home in 1976 and joined the family business . He took over when Si retired in 1982 .
Steve ’ s stepson Gus was next in the family legacy . After a childhood spent around the business , including working at the stores during high school , Gus joined the company full time in 1994 . Four years later , he graduated from Louisiana College in Pineville with a bachelor ’ s degree in accounting .
As his daughter would later do with social media , Gus led improvements and efficiencies through modern technology . Back in the mid−90s , Hokus Pokus still did inventory by hand .
“ I worked through one inventory cycle on that old system ,” Gus recalls , “ and I said , ‘ We need to computerize this ’.”
RETAIL EVOLUTION
Like many beverage alcohol retailers in the early 2000s , Gus oversaw significant transformation at Hokus Pokus , from an older setup to a modern design .
“ I worked side by side with my stepfather for many years ,” Gus recalls . “ As I learned more and more , I developed my own vision for how I would change the business . That included a cleaner , brighter store profile , and a more women / consumer-friendly business .” Hokus Pokus closed all locations for this ground-up remodel . Gus maintained these modernized looks as Hokus Pokus moved into larger locations and new territories . In 2005 , the original site in Alexandria relocated into a new , 4,800−squarefoot spot . Three years later , the business closed the old Lake Charles site and launched a new store with 7,500 square feet . In July of 2013 , the company expanded into southern Louisiana , opening a store in Prairieville .
The Hokus Pokus sign , pictured above , has become a landmark . Below , ease of selection is an advantage for the store .
Six years after that , Hokus Pokus changed addresses in Prairieville , buying a new space with 9,100 square feet . The company experienced further change as the fourth generation entered the workforce .
Gus ’ daughter Elizabeth graduated from Ball State with a degree in musical theater . With this background and a passion for performance , she worked the cruise ship circuit , traveling the world .
Further echoing Steve Sherman ( who had entered the Navy after college ), Elizabeth could not quite shake the family profession . “ I didn ’ t feel fulfilled while performing ,” she says .
She did feel better , however , when her cruise work brought her to wine country , or around cocktails . “ I wanted to come back to the family business ,” she says .
Helping with this , she took courses online from LSU , earning an MBA with a focus on family enterprise and entrepreneurship . Today she serves as Regional Manager of Hokus Pokus .
Elizabeth ’ s sister Isabella Olah is currently finishing her Marketing degree at Loyola University of New Orleans , and will become part of the fourth generation at Hokus Pokus Liquors .
STAFF AND EDUCATION
One aspect that has remained consistent at Hokus Pokus is maintaining and cultivating a knowledgeable staff . Elizabeth is certified through the Wine & Spirit Education Trust ( WSET ) and encourages employees to seek similar training .
“ We ’ ve been doing something new , too , that ’ s used by a couple of Wine & Spirits Guild members : micro learning ,” Elizabeth explains . “ Obviously staff turnover is higher in a www . beveragedynamics . com September 2023 • Beverage Dynamics 11