BevMo! opens 157th store in South Lake Tahoe

Long awaited BevMo! opened with much fanfare Friday morning to a large crowd in South Lake Tahoe. A line of an estimated 225 people formed in front of the store prior to the 9 a.m. ribbon cutting and grand opening ceremony.

First in line was local resident Dayton Hirsch. "I didn't think I'd be first when I got here at 7:15 a.m.," Hirsch said. As he walked in the door he, and the next 499 people, all received a mini-soft sided cooler complete with a martini shaker, drink recipe book, cup and assorted BevMo! and vendor gifts.

The company's CEO Alan Johnson greeted all who gathered in front of the store located at 961 Emerald Bay Rd. "We are absolutely thrilled to be part of your community," Johnson told the gathered group. "We are very proud to be here and you can count on us to be responsible members of the neighborhood."

When asked what he thought of the local building process, Johnson, who has a home in Meeks Bay, said he was used to understanding the needs of a community. "Tahoe is a unique place and we have to take care of what we have."

The store has hired 20 full and part-time employees, many of who live within a ten minute walk to work, according to Johnson. During staff numbers will grow during the holidays.

Inside the store are many signs that the store is in Lake Tahoe. A large lake painted on distressed wood hangs over the spirits as does a sign that says "Lake Tahoe." The walls are also covered by quotes from Mark Twain and other notables.

BevMo! is the leading alcoholic beverage-lifestyle specialty retailer in the western United States and among the largest in the country. With 156 other stores across California, Arizona and Washington, BevMo! provides a uniquely friendly and welcoming environment for competitively priced alcoholic and non-alcoholic beverages and “goes with” products such as specialty foods and snacks, cigars, glassware and related bar and wine accessories.