Local liquor store quenches pandemic-fueled thirst

The Bottle Shop of Grafton has experienced an almost 50% increase in business during the coronavirus pandemic.

“We have been fortunate to be on the lucky side of this whole thing. It has been working out in our favor,” owner Hertej Singh said. “The pandemic has pushed people to stay at home, and we got more shoppers through that.”

Since opening in downtown Grafton in March 2017, Singh said, the liquor store has been seeing an uptick in sales by 20% to 30% each year. 

“We would have seen a big growth this year regardless of the pandemic,” he said. “It’s a relatively new business. When people find us, they tell their friends and neighbors.” 

On Sunday, Dec. 6, the Bottle Shop held its annual bourbon raffle outside the store at 1237 12th Ave. Singh said the event raised approximately $5,000, with proceeds going to the Grafton Police and Fire departments.

A portion of the money will go to starting a K9 unit at the police department, he said.

The raffle has supported both departments for the past three years, and this year’s event also helped out Family Sharing of Ozaukee County. 

“I know they are trying to raise funds to help families who are having trouble paying their rent,” Singh said. “The raffle is a way for us to give back to the community and get involved. I think people notice that and that’s why they come back.”

While the holiday season is here, Singh said, business is picking up, but he doesn’t believe sales will be as strong in the past because there are fewer and smaller get-togethers because of the coronavirus.  

“We anticipate having more shoppers, but we don’t expect them to be buying in bulk,” he said. “I don’t anticipate those (holiday gatherings) to be as big in the past because people are trying not to throw big parties at the moment.”

Singh said his independent liquor store is able to compete with nearby grocery and big-box stores because he has a wide variety of offerings and hard-to-find spirits. 

“Despite being a big-box store, they don’t carry the selection we have,” he said. “We have the higher end, we have the lower end and everything in between.”

Singh also allows his customers to mix and match bottles of beers to make a personalized four pack. 

“It helps sometimes because we have some beers that are $25 for a four pack, and building your own pack allows you to have an assortment of similarly priced beers instead of drinking one type.”

He said many of his customers are Grafton residents, but he has seen customers from around Ozaukee County who are seeking specific labels. 

“We’re local and we get locals who support our small business,” he said. 

In addition to owning the store, Singh works full-time as an industrial engineer for Rockwell Automation in Mequon. He graduated with an engineering degree from Marquette University in 2014 and said he wanted to own a side business.

“It was always a long-term goal of mine to have my own business. I didn’t know where it would be, but when I saw the building was available in Grafton, I knew it would be the right decision,” he said. 

Singh was born and raised in New York City. His family moved to the Racine area when he was in high school to start their own business.

“Starting a business in New York City is pretty hard to do unless you have family members who have been in business for generations,” he said. “We found a lot more opportunity to do that here in Wisconsin.”

Singh said his entrepreneurial spirit will lead him to eventually expand his operation. 

“We’re always looking to improve. We might expand within the store or look at opening a second location eventually down the road,” he said.