Is a liquor store a good business to start?

Opening and operating a liquor store can potentially be a profitable business venture, but there are some important factors to consider before deciding if it’s the right business for you. In this comprehensive guide, we’ll explore the pros and cons, startup costs, licensing requirements, competitive landscape, business models, and more to help you determine if a liquor store is a good investment.

The Pros of Opening a Liquor Store

There are several potential advantages that make a liquor store an enticing business idea for some entrepreneurs:

  • Demand for liquor is steady – People tend to buy alcoholic beverages steadily, regardless of economic conditions. There is always demand for liquor stores.
  • Higher profit margins – Markups on liquor are typically higher than other retail products, leading to stronger profit potential.
  • Recurring customer base – Customers tend to return frequently to purchase liquor and develop brand loyalty.
  • Less overhead than a bar – Liquor stores have lower operating costs without the need for extensive seating, staffing, etc.
  • Specialized knowledge not required – No special training or licensing is required to operate a liquor store beyond general retail skills.
  • Added revenue streams – Many liquor stores also sell ancillary products like cigarettes, mixers, and snacks.

The relatively simple business model, built-in demand, and higher profit margins make a liquor store an appealing prospect for many entrepreneurs.

The Cons of Opening a Liquor Store

However, there are also some potential downsides to consider:

  • Regulations and licensing – Extensive regulations govern liquor sales, and licensing is required.
  • High startup costs – Inventory, licensing, POS systems and renovations require substantial upfront costs.
  • Low margins on some products – Profit margins can be razor thin on budget liquor brands.
  • Shoplifting and security concerns – Shoplifting is common at liquor stores and security is crucial.
  • Limitations on additional sales – Regulations prohibit sale of other items at liquor stores in some states.
  • Long hours – Customers expect late hours and availability on holidays.

The licensing requirements, security concerns, regulations, and initial financial investment make this a highly-competitive industry with less flexibility than some other retail businesses.

Startup Costs

Starting a liquor store requires a significant upfront investment. Typical startup costs often range from $100,000 to $250,000.

The primary startup costs include:

  • Licensing and permits – State liquor license fees often cost several thousand dollars. Local business permits add a few hundred dollars more.
  • Lease or purchase of commercial space – Sufficient space for retail floor, storage, parking, etc. Leasing costs vary greatly by location.
  • Store buildout and renovations – Building permits, contractors, shelving, counters and more cost $10,000 to $50,000+.
  • Starting inventory – Diverse selection of wines, spirits, beer and ancillary products will require $20,000 to $100,000 upfront.
  • POS system – Modern point of sale system with integrated inventory management and payroll typically costs $2,000 to $5,000.
  • Security system – Cameras, alarms, theft-prevention measures could cost $3,000 to $10,000.
  • Signage – Exterior and interior signage with branding could cost $3,000 to $8,000.
  • Other expenses – Legal fees, insurance, initial advertising/marketing, furniture, utilities, payroll, and more.

Because inventory is such a large share of startup costs for liquor stores, access to capital or financing is often essential.

Licensing and Regulations

One major hurdle when starting a liquor store is navigating the licensing process which is highly regulated at the state and local level. Licensing requirements vary widely, but often include:

  • State liquor license – Approved license from alcohol beverage control (ABC) agencies.
  • Seller’s permit – License to collect state sales taxes.
  • Local business licenses – Cities and counties require business licenses.
  • Zoning approval – Zoning must allow for liquor stores in location.
  • Federal licensing – Requires basic federal licenses for selling alcohol.
  • Personal background checks – Owners are subject to criminal background checks.
  • Bonding requirements – Some states require business to obtain a bond.
  • Other rules – Limitations on the proximity to schools, churches, etc.

The license approval process alone can take 3-9 months in some states. Some states also limit the number of licenses available. It’s crucial to be familiar with all state and local liquor licensing regulations.

Competitive Landscape

The liquor store industry has a moderate concentration with a mix of small independent stores and larger regional chains. IBISWorld estimates there are around 42,181 liquor stores in the United States as of 2022.

Liquor stores face competition from:

  • Grocery stores
  • Warehouse clubs like Costco and Sam’s Club
  • Convenience stores
  • Drug stores
  • Online liquor delivery services
  • Other liquor stores

Supermarkets and warehouse clubs have gained liquor market share in recent years after lobbying for license deregulation. However, liquor stores can compete through factors like customer service, product selection and community ties.

Business Models

Liquor stores generally operate under one of three models:

  • Independent liquor stores – The most common model. Independently owned and operated by an individual owner or small partners.
  • Regional liquor store chains – Own and operate 5-500+ locations within one or more states. Benefit from economies of scale.
  • Franchises – Some liquor store franchises like Liquor Depot allow franchisees to open a store under their brand. Franchise fees and royalties apply.

Independent stores have the advantage of more flexibility and community focus. Chains benefit from shared resources and branding. The franchise model offers branding and support. Most entrepreneurs open independent liquor stores.

Location Selection

Choosing the right location is key for any retail business, and especially for liquor stores. Prime locations to consider include:

  • High-traffic shopping centers and plazas.
  • Main roads with easy access and visibility.
  • Near grocery stores, complementary retailers.
  • Central locations within a neighborhood or community.

Factors like parking, lighting, zoning laws, competition and pedestrian traffic must also be evaluated. The site should balance convenience and visibility with affordable rent and licensing approvals.


For entrepreneurs without the full capital to cover the startup costs, financing is often needed to start a liquor store. There are several options, including:

  • Business loans – Bank small business loans, SBA loans, credit union business loans.
  • Business lines of credit – Lines of credit provide flexible access to capital.
  • Alternative lending – Online lenders like Kabbage, Credibly, Fundbox, etc.
  • Investor capital – Partner with angel investors or form an LLC with multiple investors.
  • Business credit cards – Can be used for funding inventory purchases.
  • Personal loans – Risky to use personal loans, but an option.

A combination of financing sources is often required. Investor partnerships or loans from friends/family are other options. Plan ahead to secure financing before committing to a location.

Inventory Management

Careful inventory management is crucial for the profitability of liquor stores. Use data and analytics to optimize inventory levels. Track metrics like inventory turnover, inventory to sales ratios, stockouts and deadstock. Rotate product to maintain freshness.

Carry a wide variety of popular and niche liquor brands at different price points. Offer high-end, super premium liquors along with lower-priced value options. Keep enough depth in core brands to prevent stockouts.

Use inventory management software or POS tools to simplify ordering, receiving, and reporting. Monitor trends to inform purchasing levels. Adjust inventory ahead of peak seasons like summer and the holidays.

Pricing Strategy

Liquor stores use cost-based or value-based pricing models to maximize profits while remaining competitive. Pricing factors include:

  • Wholesale cost – Obtain best distributor discounts available.
  • Competitor pricing – Research pricing at nearby stores.
  • Marketing strategies – Loss leaders, loyalty programs, bundling.
  • Profit goals – Target 25-35% gross margin for liquor.

Run promotions to drive traffic like happy hours, loyalty programs, or couponing. Absorb supplier discounts into margins rather than lowering prices.


Liquor stores are relatively simple to operate. For small independent stores, the owner typically handles purchasing, marketing, hiring, bookkeeping, and management. Just 1-2 employees are needed to cover the sales floor and registers.

For larger liquor stores, more specialized roles may include:

  • Store manager – Oversees operations, inventory, marketing, HR, etc.
  • Assistant manager – Manages staff, opens/closes store, handles money.
  • Sales associates – Customer service, stocking, cashiers, etc.
  • Bookkeeper – Manages accounts, processes payroll, taxes.
  • Security guards – Deters theft.

Offer competitive wages and benefits to recruit and retain staff. Train employees on customer service, merchandising, loss prevention, and liquor laws.

Security Concerns

Security is a major concern for liquor store owners. Shoplifting, break-ins, and robberies are risks. Consider comprehensive security measures:

  • Video surveillance system
  • Alarms
  • Reinforced doors and locks
  • Security guards
  • Anti-theft technology
  • Safes for cash and liquor
  • Close cooperation with local law enforcement

Focus on preventing shoplifting by monitoring blind spots, using locked shelving, and keeping expensive liquor near registers. Ensure adequate insurance coverage for theft and disasters.

Ongoing Operations

Once open, liquor store owners must focus on smooth store operations and continued marketing. Provide superior customer service. Grow repeat business by learning customer preferences. Use CRM data to segment and communicate with customers.

Continue community outreach and marketing through channels like social media, email, events, and local partnerships. Promote new products, tastings, deals and loyalty programs.

Monitor financials closely, including profit and loss, inventory costs, and labor costs. Adjust pricing and promotions as needed to meet sales and profit goals. Use KPI dashboards to identify opportunities for improvement.

Stay compliant with all licensing, permits, taxes, audits, and regulations. Renew liquor and business licenses annually. Maintain clean, safe premises inside and out. Consider expanding with additional locations once the first store is established.

Is a Liquor Store Profitable?

The average liquor store in the United States generates about $995,000 in annual sales according to IBISWorld data, with a slim profit margin of 2.7%. Total annual profits come to around $27,000 on average.

The most profitable liquor stores bring in closer to $1.5 million in revenues annually. Profits vary greatly depending on factors like location, size, efficiency, and product mix.

Annual Sales Profit Margin Annual Profit
$500,000 2% $10,000
$750,000 3% $22,500
$1 million 2.7% $27,000
$1.5 million 4% $60,000

While profits are modest, a well-run liquor store can deliver stable returns. Gross margins around 25% also allow for comfortable repayment of startup financing.

exit strategies

Eventually, liquor store owners will look for an exit strategy. Options include:

  • Selling the business – Most common exit. Can sell to another individual, competitors, or large chains.
  • Passing it to family – Leave the business to a child or relative.
  • Employee buyout – Sell or gift a portion of equity to loyal employees.
  • Liquidation – Sell off all assets and close up shop.
  • Franchising – Convert successful store into a franchise model.

Ensure you structure your original business entity and financing to allow for a future sale. Get valuations and meet with business brokers several years before selling. Time exits to capitalize on high multiples.


Starting a liquor store provides an opportunity to capitalize on steady demand in the alcohol retail sector. However, the business requires high startup costs, significant capital, licensing know-how, and security precautions. Careful planning and research is needed to operate a liquor store successfully within tight margins and regulations.

For entrepreneurs willing to undertake the complexities of the liquor industry, a well-run store in a strong location can generate hundreds of thousands in sales and comfortable profits. But those considering opening a liquor store should realistically assess the risks, regulations, and operating realities before moving forward.

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