Liquor Store to Relocate, Expand

Ajay Jambheker is in good spirits, anticipating his move to a larger storefront in the Shoppes of Lithia, 3451 Lithia-Pinecrest Road, in April.

Jambheker's business, AJ's Fine Wine & Liquors, now occupying a 1,750-square-foot space, will nearly double to 3,200 square feet when he moves into the storefront previously occupied by Nature's Health Foods.

In addition to enabling him to expand his line of fine wines and liquors, the move will allow him to create an outdoor seating area where customers can sample spirits or purchase a bottle of wine and drink it on the spot.

"I've been thinking about expanding the business for awhile," said Jambheker. "I wanted room where I can instruct people about wine and liquor and where customers can buy a bottle of wine or beer, and sit back on the patio and enjoy it for a lot less than what you'd pay for a drink in a bar."

Jambheker said the new store will seat 16 people outside on the patio and another six to eight people inside the store.

"I'll have a tasting table with chairs where people can sample different wines and liquors," he said. "I'll also be able to serve gourmet snacks and wine and cheese."

He anticipates using the patio for networking events, ladies nights, yappy hours and special tasting events on Fridays to benefit local charities where raffle tickets for fine wine baskets will be sold and a percentage of sales from that evening will go to charity.

"People can bring their own food to make it more economical, perhaps order from a nearby restaurant," he said. "The whole idea is to benefit everybody in the complex."

Jambheker said the tasting table will be an integral part of his expanded business.

"I strongly believe in offering people the ability to taste before they buy," he said. "No one wants to invest in a fine bottle of wine without tasting it."

It goes along with Jambheker's business philosophy.

"I don't want to be the cheapest store in town," he said. "Price isn't everything. I want to be known as someone who sells a quality product."

To that end, he aims to educate his customers about fine wines and liquors.

"For instance, there are three characteristics you should look for in a vodka: taste, smoothness and maker. Both the Russians and the Polish claim to have invented vodka, which literally means 'little water.' Water is an ingredient in vodka, which is why you put it in the freezer, said Jambheker. It tastes better cold. Grey Goose is a superior vodka because it uses spring water."

In addition to adding seating to his store, Jambheker will double the size of his beer cooler featuring import and craft beers.

Jambheker has become an expert on liquor since opening his store seven years ago.

Prior to that, he worked as an accountant for 25 years in corporate America.

"When I moved here from Connecticut, I wanted to open a liquor store that would set me apart from stores, and I think I can do this by sharing my knowlege of wine and liquor with my customers. I don't believe in gimmicks. I just want to feel good at the end of the day knowing I'm doing the right thing for the customer. I'm all about getting to know my customers individually and creating customer loyalty. I want people to come to my store because I make a difference."

For more information, call 813-654-6488