Longtime Westfield Store Shares Secrets To Success After 20 Years In Business

WESTFIELD, NJ — A longtime Westfield wine and spirits store is marking 20 years in business by reflecting on how it has evolved from a neighborhood shop into a community-focused destination centered on service, discovery, and education.

Known to many residents as ShopRite Wines and Spirits, Sunrise Cellars says the original vision was built around a simple idea: create a more personal experience than a traditional large retailer.

Owner Liad Amir said the concept was rooted in connection from the very beginning.

“Twenty years ago, Sunrise Cellars, long known to Westfield residents as ShopRite Wines and Spirits began with a simple idea: create a neighborhood wine and spirits store where customers could receive knowledgeable, personal service instead of just walking through another big-box retailer,” Amir said. “Westfield was the perfect community for that vision.”

He said that focus on relationships has remained central to the business ever since, with an emphasis on helping customers explore new wines and feel comfortable asking questions.

Over the past two decades, Amir said one of the most noticeable changes has been in customer behavior and expectations.

“The biggest change has been how informed and adventurous customers have become,” Amir said. “Twenty years ago, many people bought the same few brands over and over. Today, customers are eager to explore new regions, small producers, craft spirits, and unique products they may have never heard of before.”

He also pointed to technology as a key factor, noting that customers now have more access than ever to product information and purchasing options.

Still, Amir said the importance of personal recommendations and relationships has not changed.

In addition to its retail operations, Sunrise Cellars has expanded into in-home wine tastings designed to bring a guided, educational experience into a more casual setting.

The tastings are built around themes selected with the host, such as regional wine selections or sparkling wines. A wine expert leads the experience, guiding guests through tasting and discussion.

“We work with the host to select a theme,” Amir said. “It’s interactive, approachable, and designed for everyone—from beginners to serious wine enthusiasts.”

Amir said the idea came from a desire to make wine education more accessible outside of traditional settings.

“We found that many customers wanted to learn more about wine but didn’t necessarily want to attend a formal class or travel to a winery,” he said. “In-home tastings create a comfortable environment where friends, family, colleagues, or community groups can enjoy a unique experience together.”

As the business marks its 20-year anniversary, Amir said the milestone represents more than longevity.

He said his background as a professional athlete, executive coach, and HR leader shaped his approach to leadership and community building.

“Each chapter taught me the importance of relationships, service, and building strong communities,” Amir said.

He added that over time, the store has become a familiar part of the community, tied to celebrations, gifts, and local gatherings.

“Whether it’s helping a customer find the perfect bottle for a special dinner, creating a gift basket that strengthens a business relationship, hosting educational tastings, or partnering with local organizations, what motivates me is the opportunity to create meaningful experiences,” he said.

Looking ahead, Amir said Sunrise Cellars plans to continue expanding its educational programs and tasting experiences.

He said the store’s long-term focus remains centered on connection and community.

“Reaching 20 years is a reminder that while products and trends change, relationships endure,” Amir said. “I’m incredibly grateful to the customers, employees, partners, and community members who have trusted us to be part of their celebrations, traditions, and memories.”

For many customers, he added, the store has become a familiar and welcoming part of the Westfield community experience.

“Where every bottle has a story,” Amir said.