BEVERLY — The new owner of Town/Armanetti Beverage Mart in Beverly plans to invest some $250,000 in building upgrades.
Craig Patel, of Morton Grove, bought the liquor store as well as the building at 10000 S. Western Ave. for an undisclosed sum on Dec. 17.
"It has so much potential here," Patel said Wednesday afternoon.
The store commonly known as Town Liquor had been owned by Tom Gibbons and the Joyce family for 37 years, said Patel, adding that Gibbons sold the business upon his retirement.
Meanwhile, renovations at the store have already begun. The lighting has been upgraded, a humidor has been added for cigars and the counter has been moved to the eastern edge of the building.
New shelves and updated signs will soon be installed along with a 40-door cooler that will line the south wall of the 5,500-square-foot store. Patel also plans to expand the selection of high-end whiskey and specialty vodkas.
Patel believes the improvements will increase sales and thus allow him to buy in greater volume. The liquor store can buy products cheaper in bulk and those savings will be passed along to customers, he said.
"We are definitely going to lower the prices," Patel said.
Patel owns two other Armanetti-branded stores.
Competition from Binny's Beverage Depot in nearby Evergreen Park hurt sales at Town Liquor, Patel said. The suburban store opened in November 2013, replacing the former Bleeker's bowling alley.
"We want to increase business by bringing back what they lost," Patel said.
He added that all of the longtime employees remain at the store. He also recently renewed advertising plans with local churches and will continue to participate in the Manna gift card program that area Catholic schools use to help offset tuition costs.
Town Liquor also hosted fundraisers throughout the neighborhood in partnership with its beer and wine providers. The store would bring samples to various schools and churches and customers would order bottles for later pickup.
Patel said he plans to continue to offer the mutually beneficial program and perhaps even expand upon the concept.
He also vowed to continue to accept returns for big fundraisers and other events. Town Liquor has historically offered this unique policy to hosts of large parties. It allows organizers to order large quantities of beer and other products knowing that unopened packages can be returned without penalty.
Overall, Patel said he wanted to maintain what has worked at the neighborhood liquor store in the past while also sprucing up the building. He also gave a nod to his newly retired predecessor.
"I'm the new, younger Tom," he said.
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