by April Scheinoha
Reporter
COVID-19 has changed the business model for many businesses, including Falls Liquor in Thief River Falls. Masks, protective barriers and constant cleaning have become the norm. Some, like Falls Liquor, have also reduced their hours to enable employees to thoroughly clean each evening.
Despite the changes, the city-owned liquor store is having a banner year. “As far as sales go, this is the best year in my tenure here,” said Manager Steve Olson, who has worked at Falls Liquor since 1992. He ventured to say that it is the best year in the entire history of the business.
Much of the sales success is the result of Gov. Tim Walz’s executive order closing bars and restaurants. People hightailed it to Falls Liquor after learning about the order. “That night, it was absolutely nuts. People panicked,” said Olson, who noted the high customer counts continued for the first week of the governor’s order.
Some of those customers may have only relied on bars and restaurants for their tequilas and margaritas. After the executive order took effect, it was hard to keep margarita mix and tequila in stock at Falls Liquor. Normally, that isn’t the case.
Beer was also affected. Further complicating matters was that state and franchise laws protect the sale of beer. Falls Liquor can only purchase Anheuser-Busch, Miller and Coors beer from certain wholesalers. It doesn’t matter that a particular wholesaler doesn’t have beer available and another nearby wholesaler may have it available. Falls Liquor is only allowed to purchase the beer from its appointed wholesaler.
COVID-19 has also affected the procurement of specialty bourbons and whiskeys. It was a month and a half before Falls Liquor could procure 1.75-liter bottles of Crown Royal for its customers.
Olson thanked customers for their patience and business, especially considering the shortages. He also appreciates his staff, who have coped with the underlying stress of working in retail during a pandemic.
