The last day of the year marks an occasion when most people opt to break out the bubbly in celebration. At Jones Liquors in Brownsville, this means four or five times the amount of alcohol sold on a normal day will be sold today.
“New Year’s Eve is the busiest holiday for the store,” said Jones Liquor Store Owner Michael Jones. “New Year’s Eve is the last day of the year. It’s the last time for many people that they’re going to be gathering with their families. They do like to have great food, great wine, and they do like to partake in a little alcohol beverages. So you may see a lot of people who maybe don’t drink during the year, but tonight they will.”
A huge part of Jones Liquors’ appeal is the seemingly endless selection of alcohol at this small business. Those beverages include anything from wine, tequila, vodka, rum, to pretty much whatever you can get your hands on.
“We invest quite a lot of inventory here,” said Jones. “We carry stuff that other people don’t carry, we carry you’re particular requests like if you want a particular wine, we will carry it for you.”
We spoke with a couple customers here at Jones Liquor who told us that the main reasons they keep coming back are because the prices, selection, and service are all superior to many other liquor stores in the Valley.
“They have great prices and they’re really friendly here, and I can also find what I’m looking for,” said Customers Viviana and Mayra Garza. “So that’s why we come here.”
“Most of all, Jones Liquors, I would say trade mark is our service,” said Jones. “We take care of our customers.”
This not only means employees take the time to advise customers about various beverages based on their interests and budgets while they’re in the store. But on nights like this one, Jones wants to stress that responsible drinking a is a key component to a fun and safe holiday.
“Have a designated driver, know where you’re going, know how you’re getting home, be responsible and once again, don’t drink and drive,” said Jones.
Jones Liquors is also home to a California and European-style wine room, which provides tastings for nearly any occasion. This service has also helped the small business to become known as one of the Valley’s favorite liquor stores.
“There’s many liquors stores, many places you can go, many places to buy gasoline, “said Jones. “We try to be your store.”