Shepherd Express' Fall Drink Week runs Sept. 10-16 and is brought to you by Discount Liquor. As your fall drink headquarters, Discount Liquor is your best bet for finding those hard-to-find beers, wines and spirits, all at amazing prices. Visit DiscountLiquorInc.com for store hours and locations.
When Frank Greguska Sr. and his wife, Irene, first opened Discount Liquor (5301 W. Oklahoma Ave.) in 1960, martini drinkers made gin “in,” beer and soda was sold in returnable bottles, and beer choices were limited to about a half-dozen domestics like Blatz or Hamm’s. As the liquor industry grew, so did Discount Liquor.
The Greguskas opened a second location in Waukesha (919 N. Barstow Ave.) in 1978 in a former Sears building, and in 1993, they moved the Milwaukee store from its original space on 45th and Forest Home to its current location. Today, their five children—Marie, Frank Jr., Michael, Tom and Barb—run the business and continue to stay on top of trends while offering variety. Two of Frank Jr.’s children, Karen and Matthew, work full-time at the Waukesha store.
“This truly is a family business,” said Marie, “you can walk into our business at any given time, and somebody from the family is going to be at either store.” She attributes Discount Liquor’s longevity to superior customer service, consistently low prices and lots of variety. There are 1,500 import, craft and domestic beers available, and more than 8,000 wines, including vino from countries such as Serbia, Greece, Moldova, Uruguay and Slovenia. More than 3,500 varieties of spirits from both national and local distillers line the shelves.
The “Discount Liquor Exclusives” are special barrel pickings chosen by the Greguskas from distilleries such as J. Henry & Sons bourbon in Dane, Wis. “We’ll go to the facility and pick out the barrel ourselves. That particular barrel has our label on it, and it’s our particular bourbon,” Marie said.
Experts in beer, wine and liquor are always available in those departments to assist customers. In the off-chance that people cannot find what they’re looking for, Discount Liquor can special order items. They also rent kegs and tappers, and they’ll help people planning weddings and parties determine the amount of beverages needed to keep guests hydrated.
Growing up in the liquor business, the Greguskas have seen lots of changes and trends. “Local craft beer is huge, and there have been so many great breweries that have opened in Milwaukee,” Marie remarked. As a witness to two craft beer waves, she said today’s is strong. “In the 1990s, there were a lot of marketers that just threw stuff out there, and whatever stuck, stuck. This time, we’re seeing producers make very good beers, not just in Milwaukee, but in Wisconsin in general.”
Frank Jr. adds that designer cocktails made from locally distilled spirits and specialty bitters are also popular. Bartenders and mixologists are crafting cocktails that people want to try making at home, so they’re seeking those ingredients. Tequila and bourbon are still hot, said Marie, and, reminiscent of the era when her parents first opened, gin is enjoying a resurgence. Wine in cans is becoming popular due to pouring ease and having less of a carbon footprint. Patio wines like dry rosé and chillable whites like Moscato are always in demand during the summer months.
If you can’t make up your mind among the vast choices, Discount Liquor hosts weekend beer, wine and liquor tastings. The store also sponsors the annual Crafts and Drafts Spring Beer Festival at Serb Hall with 100% of the proceeds going to the Wisconsin Ovarian Cancer Alliance.
This article was originally published in the July 19, 2018 print edition of the Shepherd Express.
This article is part of Shepherd Express' 2018 Fall Drink Week, which runs Sept. 10-16. Fall Drink Week is brought to you by Discount Liquor. Read more of our Fall Drink Week coverage here.
