Moving malts on Madison (Park Avenue Liquor)
Damian Riley-Smith dropped in on the Park Avenue Liquor shop and emerged energised and inspired.
âIf you donât have it you canât sell itâ, exclaims Michael Goldstein, who has adopted this phrase as his mantra for retailing excellence. It is a far cry from the 1920s when his business started (as the HJG Liquor Corporation) specialising in window displays for the drinks industry.
Herman Joseph Goldstein decided to buy what was then known as a retail package store, Park Avenue Liquor Shop, in 1953/4, when it was on Park Avenue. âPackage storeâ meant retail liquor and wine shop. They moved the store to 40th Street when the building was pulled down, then to Madison Avenue and decided not to change the name. âYouâll always remember âPark Avenue on Madisonâ,â says Michael. And you do.
In 1965 his father died, âI was flung into the businessâ he says. One of his fatherâs best friends was Victor Puppin, the sommelier at the Brussels, then one of the top restaurants in New York. âVictor took me under his wing and taught me the wine business from the ground up,â Michael adds. âHe was in contact with high society and the very wealthy, and said to me, âMichael, if youâre going to sell wine you may as well sell great wine because its easier and more funâ.â
Michael took this concept to heart, and since 1965 the business has grown more than 20 fold.
âMy philosophy is having great inventory,â he explains. âAnd its not just one bottle of each brand, itâs multiple casesâ. âI really love having large inventories of quality merchandi.....
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By Damian Riley-Smith
Section : Great whisky retailers
Page number : 48
