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Business Spotlight: Denny’s Liquors Gets a New Look

Feb 27, 2020 06:00AM ● By Pamela Johnson

Denny's Liquor owner Samir Patel

The landmark liquor store in Bellingham—Denny’s Liquors—has a new owner, a new look inside, and, now, more than 800 craft beers to choose from. Samir Patel added Denny’s to his collection of five other liquor stores in Massachusetts when he purchased it about a year ago. It had been operated by the Bender brothers for 35 years.
The big seller is craft beers.  “Every week,” said Samir, “we get 40-50 new beers in the store.” The selection has been greatly expanded under the new owner, who lists craft beer among his personal favorites.
Inside Denny’s, Samir has invested about a quarter million dollars in renovations. This includes new flooring and paint, new refrigerator display units, reorganization of the space, and the addition of a cigar room and a special new area for premium single malt scotches.
“We have 1,800 different types and sizes of spirits,” explained Samir, “and 1,500 wines to choose from.” Every Wednesday, boxes and jugs of wine go on sale at 10-15% off.  On Thursdays, many 1.75-litre bottles of spirits also are offered at 10-15% off.

But the craft beer selection is what’s driving an increase in revenue of 55% over the past year and is bringing in younger customers. “When we took over, the average age was about 50, and now it’s down to about 45,” reported Samir.

“People will drive long distances for the right craft beer,” he said, with one customer driving in from Boston to shop. An outdoor beer festival is on the horizon (probably in May) with 30 vendors and food trucks, and “tastings” are scheduled every week.

Samir explained: “What separates us from the competition is the size of the store, better deals so we can pass along savings to the customer, and service. Not long ago, a customer came in and asked for a specific cream liquor that her dying mother had requested. We didn’t have it, but with the help of our vendors, we located two bottles in the entire state. And we got one for her.”

He came to the liquor store business while managing a medical devices group in Lakeville, MA. He bought one store, got it up and running, brought in a partner, then acquired another store. Repeat. And then Denny’s came along in November 2018.

Samir thinks the next step might be to open a craft beer brewery in Bellingham in the next couple of years. “I enjoy every day and have no second thoughts; all the timing for expansion has been perfect,” he said. And the next step for Denny’s is a complete renovation of the outside.
He has lived in Bellingham for the past seven years with his wife, Kinjal, and two sons: six-year-old Riyan and eight-year-old Krishiv.
Denny’s, located at 110 Pulaski Blvd. in Bellingham, has lots of free parking and is open seven days a week. You can find out more by visiting its Facebook page, calling (508) 883-6200, emailing [email protected] or just by coming in!

This Business Spotlight was written by Dave Dunbar, Contributing Writer. This is a paid service intoducing/reintroducing residents to local businesses. For more information, contact the Bulletin office (508-883-3252 or [email protected]) or Cyndy Rogers (508-254-4631 or [email protected]).

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