For Nitesh Patel, running Allentown Wine & Liquors is about more than keeping the shelves stocked. It is about knowing his products, listening to customers and building relationships with the people who walk through the door.
Patel did not originally intend to run a liquor store. After working as a pharmaceutical scientist for 12 years, however, he realized he wanted to operate his own business instead of working for someone else.
When the pharmaceutical company he worked for moved from New Jersey to Colorado, Patel had the opportunity to move with it. He ultimately decided to stay and start a business of his own.
Patel has owned Allentown Wine & Liquors since 2006. The store offers a variety of alcoholic beverages, including wine, beer and vodka, as well as soda and candy.
When he first took over the store, Patel had to learn about everything from winemaking to bottling. It also took time to earn the trust of his customers.
“When I bought the store, everybody was kind of insulting me, saying ‘What do you know about this?’” Patel says. “I took it as a challenge.”
Patel completed a course about alcoholic beverages and received a certification. He also learned how to identify a wine’s country of origin and variety through blind tasting, knowledge he now shares with customers.
Over the years, Patel says, he has earned the trust of Allentown residents. “[The] same people started loving me since then,” Patel says. “Day by day, I’m feeling proud. People are relying on me.”
Patel says the difference between Allentown Wine & Liquors and other area liquor stores is the attention he gives to product quality and customer requests. He updates the store’s inventory to reflect new trends while continuing to carry longtime favorites.
He also avoids ordering products solely in bulk, allowing him to select items individually for the store. Along with maintaining the store’s inventory, Patel makes a point of helping customers whenever he can.
“I try to help everybody,” Patel says. “I help them put stuff in their car. I talk to people, explain to people, I listen to their personal problems even.”
When children enter the store with adults, Patel makes sure they remain in the soda, water and candy sections and keeps a careful eye on them.
Patel says the most rewarding part of owning the business is the relationships he has developed with customers. “I put more effort than [when] I was working for somebody, but it pays out because I make more friends, more clients in this whole town. I have my big whole family. That’s the difference between working for somebody and to be here,” Patel says.
One customer said the store’s location and prices make it a convenient alternative to shopping elsewhere. “The store has really good prices,” the customer said. “I don’t want to have to go out of town to get alcohol.”
The store maintains a steady flow of customers throughout the year, Patel says, but business generally increases during the summer and the Christmas season.
Patel expects Allentown Wine & Liquors to continue operating much as it does today. As new residents move into the area and customers’ tastes change, he plans to adjust the store’s inventory accordingly.
“I really appreciate this town’s people because they’re trying to keep local businesses alive,” Patel says.
Allentown Wine & Liquors is open from 10 a.m. to 9 p.m. Monday through Saturday and from 10 a.m. to 8 p.m. Sunday.
Allentown Wine & Liquors is located at 3 N. Main St., Allentown. For more information, call 609-208-9463.
