The winner of WA’s Liquor Store of the Year said the driving force behind the shop’s success is staying true to its original vision and what it would provide for the community.
Also recently crowned WA Regional Liquor Store of the Year, Con’s Liquor cleaned up at the Liquor Stores Association of Western Australia (LSA WA) Awards held in Perth earlier this month.
Manager of the family-owned business, Michael Jeffree, told National Liquor News the Geraldton off-premise has built a loyal customer base due to its focus on personalised service, curated product offerings and deep local roots.
“From showcasing West Australian wines and craft spirits to supporting local events and fundraisers, Con’s Liquor has become more than just a bottle shop, it’s a trusted part of the community,” he said.
“The award for my staff, family and myself felt great to be recognised for all the hard work we have put in after opening the business four years ago.
“We packed up our lives in Perth and moved to Geraldton (430km north), not only to open a new business but to start a new school, sports clubs and lives for the kids.”
With a combined 50 years of experience with his father Peter, the family designed the 1200m2 layout to maximise the shopping experience while minimising the potential for theft.
As well as carrying a large range of beers, wines and spirits, the store has a specific focus on showcasing Western Australia and local producers while staying on top of the drinks trends that larger chains cannot provide so quickly.
“This is not the time to sit still but time to continuously innovate and evolve, which I feel is the joy of being an independent family owned and run business,” Jeffree said
“By continually adding new products and providing excellent service and advice this has allowed our wonderful customers to enjoy the shopping experience that might normally only be found in the city or a specialty store.
“We have also tried to be a leader in harm minimisation by being very selective on the products we carry and not encouraging the sale of high-risk products that can cause damage not only to the customer but the community as well.”
Like many businesses born during the Covid era, it hasn’t been without its challenges but maintaining the vision kept the project running.
“The store took us approximately six years to build and open through Covid and many other obstacles, it was a long journey but we stayed true to our vision of our store and what we would provide to the community,” Jeffree said.
“Stay on course to deliver your vision, this is what makes a great independent business.”