When Paul Villella became the new owner of the liquor store in Quebec Square, he knew exactly what the name should be. Vic’s Liquors is named after his 130-lb. Alaskan Malamute, Victor.
“I focused the theme of the store around Victor because it seemed like everybody at Stapleton has a dog,” Villella explained. “It’s a great way to connect with the community. We have so many people who come in the store and take pictures of their kid and Victor. He makes a great mascot and just has a way of making people happy. He loves to be petted and loves treats. I have three boys, and he has some weird connection with kids.”
Villella says Vic’s carries a large selection of domestic beers and craft beers—and he’s taking a green approach to make his store environmentally friendly.
“We have a large selection of wine that will continue to get larger,” Villella said. “We’re open to what the community wants. In two months, we brought in almost 150 new lines of beers and liquors. We’re focusing very much on the consumer who is looking for that everyday wine or beer. The average price for wine is $9.99 to $13.99— but we have a lot of wines less expensive and more expensive than that. Box wines are really growing right now, and we have one of the largest selections.
“What I love about Stapleton is that we have such a diverse population of customers. We have things for all different tastes. The liquor store that we replaced focused more on the hotel business than the community. However, I want to focus on the community.”
Neighbors might see Villella and Victor at the dog park.
“Victor loves the cold weather especially,” Villella said. “I love to run and he can outrun me. As things warm up, I plan to take advantage of the trails around Stapleton. I work out and have also done kick boxing.”
Shoppers at Vic’s also will get to know Villella’s girlfriend, Stephanie Cloven. Villella’s sons are 19-year-old Garrett, who attends Colorado State University, 15-year-old Marcus and 11-year-old Peter. Stephanie’s children are 13-year-old Keaton and 11-year-old Hayden.
Vic’s Liquors, located at 7305 E. 35th Ave. in Quebec Square, is open from 9am to 10pm. Mon. through Thurs.; 9am to midnight Fri. and Sat.; and 10am to 10pm. Sun. For more information, visit www.vicsliquors.com or call 303.322.8427.
What a great article, Paul, and all of it so true. What fun for the kids who come in to see that wonderful dog, Vic. Your ideas about serving the surrounding community are greatly needed. Thanks for posting the article. Peggy Jones