Business: JP Liquors
Address: 1292 Rickert Drive, Naperville
Phone/website: 630-428-2288; www.jpliquors.com
Owner: Pratik Patel, 49, of Naperville
Years in business: 15
What does your business do? “We are a liquor store. This is a pleasure, luxury item if people want it,” Patel said. “This store has more selection than anyone else around. … We have 3,000-plus (different) bottles in the store.”
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Why did you open this store? “I’ve worked in retail since 1995. I was 18 when my uncle helped me to buy a convenience store in Des Plaines. I had it for three years. (When) I turned 21, we bought a liquor store in downtown Lisle in November 1998. I had that store until 2022. I opened this (store) myself.”
Why here? “I lived in Naperville and wanted to do something in the community. … It was risky, but I opened in September 2010. It was brand new (with) no existing foot traffic. I did my homework. The rest is God looking after us.”
What did your homework tell you? “First of all, there were not many liquor stores in town. … I wanted something nice here, convenient for the neighborhood. Ninety percent of my business is neighborhood customers.”
What was it like at the start? “There were days I questioned myself. … I did a little bit of advertising, fliers. It’s all word of mouth. One tells two, two tell four and they spread the word. Slowly, I got recognized in the community.”
What’s your secret to success? “First of all, customer service. Maybe I don’t have what they are looking for, so I always say, ‘Let us know if we don’t have what you’re looking for so we can order it.’ … Advertising. And be competitive with your pricing.”
What about big chains like Binny’s? “They are big and always big volume wins.”
How are you still here? “Making money is one thing, but I always wanted to make my name. Everyone may talk about a big box store, but I want JP Liquors to be recognized, too. That’s my ultimate goal. ‘Hey, go to JP Liquors.’”
Do you buy in bulk with other independent stores in order to save money? “We cannot buy in bulk with other liquor stores because each store has its own liquor license, but there is a buying group we are in. We need to commit to certain numbers of cases, and then we get the (better) price. It has to be one store, one drop. If Binny’s buys 1,000 cases of Tito’s, the max I can buy is 50 cases, or maybe 75 cases. That’s still a lot. I can’t come close to their sale prices, but the everyday prices, I’m pretty close.”
What should people know? “In 2010 when I opened, the store was only 2,000 square feet. The first eight years, 2,000 square feet. … In 2018, I needed more space. I had to risk to get more space so I added 1,300 square feet. … We added a cooler for craft beer. Had room for more bourbon.”
Why is bourbon so big? “Every five years it changes. Vodka was big, then it slowed down. Then it was scotch, then bourbon. Tequila is the next big thing. That’s what I hear talking to marketing people. … Craft beer did pretty good for four to five years. In between, the hard seltzer water came in.”
What sets you apart? “I do my own barrels. You talk with the distributor, sample some. Once we agree, the entire barrel is for JP Liquors. … It’s good for business. … We specialize in private barrels. They do everything. But that specific barrel belongs to us.”
What does it cost to buy a barrel of whiskey? “Barrels cost $8,000 to $17,000. A Four Roses barrel costs me $13,000. … I need to make sure (I know) what my customers like. I buy that.”
How many bottles from one barrel? “It’s anywhere from 144 to 188 bottles.”
What does a customer say? “He’s always got good stuff to pick from and he treats me very well. I can ask him questions and he knows stuff. …. I come in regularly,” said Tom Thurston, 56, of Plainfield. Thurston serves on Patel’s barrel team, helping him select which barrels of whiskey to purchase.
What are your hours? “Monday through Thursday, 10 a.m. to 10 p.m. Friday and Saturday, 10 a.m. to 11 p.m. Sunday, 10 a.m. to 9 p.m.”
What do you like best about your job? “To learn from my customers what they are looking for.”
What’s your advice for someone starting a business? “Believe in yourself. Work hard. Don’t give up.”
Steve Metsch is a freelance reporter for the Naperville Sun. If you know of a business you’d like to see profiled in Down to Business, contact him at [email protected].