The on-premise part of Socialize focuses on cocktails and Happy Hour specials.
quor store in 2003, then called The Liquor Store, in Baltimore. Like many who come from family businesses in this industry, Singh grew up helping out at the shop when not at school.“ We both learned together,” he says of these years with his father.“ We maneuvered through it together.”
“ Back then the trends were all Smirnoff, Hennessee, Absolut,” he adds.“ There were hardly any flavors. There were fewer liquor stores on the road, hardly any competition. We were the largest liquor store on the road. Even so, I always saw potential in our location.”
When Singh graduated from college, he had to choose whether to join up with the family or go off and try his own thing.
“ I took a moment to think about it,” Singh recalls.“ I saw my dad working hard and I thought that we could be stronger together. I thought that I’ d join up with him so that we could accomplish more together.”
Today, Singh still works with his father, managing different locations within the family business.
A VISION BROUGHT TO LIFE
Perhaps most noticeable about Socialize is that most locations include an adjacent bar. Countless liquor stores
Socialize is a blend of modern beverage alcohol retailer and trendy nightclub, combining the two businesses under one roof.
across the country contain a functioning back bar, a spot onsite where customers can order drinks, including barrel picks and local brews. Socialize does this a little differently, and with much more style.
Rather than an opportunity to sample store picks and other bottles for purchase, Socialize’ s on-premise part is more about experience. Singh has successfully expanded their family’ s brand from liquor stores into nightlife. This has attracted a whole new customer base, and changed the way that many people in Maryland think about what beverage alcohol retail can accomplish. It all goes back to Singh’ s vision around 2015. At the time he was managing the family’ s first store in Baltimore, a liquor license on the same road of the location became available.
“ I saw an opportunity for us to become a bar, liquor store and restaurant,” Singh says.“ I told my dad, we have got to stand out as a liquor store in our area to attract customers. I wanted people coming here not only to buy a bottle, but also to have an experience.”
“ We’ re a small business,” he adds,“ but my thoughts are always big.” www. beveragedynamics. com Spring 2026 • Beverage Dynamics 17