Holiday Wine & Liquor lifts spirits in the Valley

Sitting in the large, glass-fronted, temperature-controlled wine cellar inside Holiday Wine and Liquor, David Hernandez agrees to share the secret of his success.  With five popular Valley locations and plans for more, Hernandez’s revelation could be crucial for prospective business owners.   “There is  no secret.  It’s lots of hard work,” he said. 

Hard work and business decisions that correctly assessed the business climate have enabled Holiday Wine and Liquor to become the Valley’s largest wine seller.   Besides supplying  retail customers through stores in Weslaco, Harlingen, McAllen, Mission and Edinburg, it wholesales to restaurants and clubs as well.

“Our original business was a chain of beer stores, Pop-a-Top, that was started in 1982,” said Hernandez.  Competition was fierce, and that led  Hernandez and his partners to shift into the liquor business. After a few years, there was another moment of truth.  “We realized anybody can sell a bottle of liquor.  It takes something special to sell a bottle of wine. We developed a passion for wine.”

Many people are tentative about wine and making the right choice.  That inhibits their wine purchases.  Wine, unlike liquor, can change its characteristics.  “It’s a matter of sampling and tasting and learning.  If I can remove any question about wine and make it a more enjoyable experience, I do my job,” Hernandez said.   “More often then not, we’ll ask the questions to find what the customers like.  Then we can guide them to a good experience.   Nine times out of 10, they come back and tell me they liked it.   I like for people to have a good time.” 

The wine merchant-wine fan relationship is strengthened because at Holiday the wine seller remembers what different customers like, the old fashioned way....without an electronic database.  “Because we remember those details, people have confidence we’re going to recommend something good to them. They know we’re looking out for them.”

While Holiday store staffs are cross-trained, Hernandez said each store has a person who takes a bigger interest in wine and gravitates to that section.                      

Product handling makes a difference with wine. “Wine is like produce.  It needs to be taken care of,” Hernandez said,hence the temperature controlled wine cellars. Inside, along with corkscrews and accessories, the stores stock Riedel wine glasses which are designed to  enhance a wine’s bouquet, flavor and visual appeal.

The wine cellar at Holiday looks inviting, attractive bins line the walls and black wire racks fill the center.  Unfortunately, Texas ABC regulations prohibit on-site sampling.   Holiday wines turn up at tastings in homes and private halls because, in the U.S., the trend is to increased wine consumption.   “South American wines are pretty popular.  The quality is fantastic and the price is  reasonable.”  His own favorite is champagne.

With a steady stream of customers flowing behind and around him, Hernandez acknowledged the Valley’s growth and unmet demands are elements in Holiday’s success.  “I think this business as this level is probably underserved in the Valley in terms of selections and knowledge.”  He anticipates opening between three and five more stores in Hidalgo and Cameron counties.

Hernandez’s wife Nellie is office manager and his daughter Catia is marketing director.  The partners in the privately held company are Joe Barrera and Lupe Porras of McAllen.

Wine sellers of course have perks denied to the rest of us.  Once or twice a year, Hernandez visits the vineyards in Napa on business, looking for new wines.  But back in Weslaco, he serves his community on the Planning & Zoning commission, as chairman of the Weslaco Economic Development Corp., and on the board of the Palm Valley Animal Center. He is also a member of the Hidalgo County Appraisal District. 

It’s not a hyped selling point, but every wine is Holiday wine is discounted 20 to 25 percent from its  suggested retail.   “Because it’s a very competitive business,” Hernandez said.  When the options are to compete and lead or to be back in the pack, Hernandez has firm ideas on where Holiday Liquor should be.  “We like people to follow us.”