CHEERS! “Bourbon is very, very popular today. Really hot! The brown spirits, including Scotch, are generally favored now, but especially bourbon.” Toni Carver, store manager of Joe Canal’s Discount Liquor Outlet in the Mercer Mall, is shown by a display of a variety of bourbon choices.

Whether the event is a cocktail party for 25, dinner for six, or a wedding reception for hundreds, Joe Canal’s Discount Liquor Outlet will provide the necessary advice, professional expertise, and quality products to make it an evening to remember.

Located in the Mercer Mall, Route One South in Lawrenceville, the store is one of 15 Joe Canal’s outlets in New Jersey. A franchise, owned by Mark Hutchinson, it is now celebrating its 15th anniversary in the Mercer Mall.

Specializing in a wide selection of wine, beer, and spirits at discounted prices, it offer customers an amazing number of choices.

“We are set apart by our wide selection, our customer service, and our expert and helpful staff who are very knowledgeable about all the different products,” says store manager Toni Carver. “While many of our customers have their favorite wine or beer, lots of them enjoy trying something new. They trust our palates, and our advice and knowledge regarding the new lines that come in.”

Wine Tasting

Researching new tastes is one of the pleasures of her post at Joe Canal’s, explains Ms. Carver, who has been with the store nine years. “Recently, I had a nine-day trip to France for wine tasting, and we also went to Spain on a similar trip. I love my job!

“We have wines from all over the world, as well as from local wineries in New Jersey and the area. Among domestic wines, Acre 21 is a newer blended wine, which has become a favorite from Washington State. Another popular item is Palazzo Della Torre, a red blend from the Allegrino Vineyard in Italy.”

French wines are always popular, adds Ms. Carver, citing in particular, Chateau Grand Moulin, a Bordeaux. White and red wines are available from many countries, and customers are often knowledgeable and have their favorites.

“Whites tend to be more popular than the reds in the summer, and also, rosé is a summer favorite. Now, that we’re getting into fall, we’ll be heading into reds. We have wine experts who help customers with recommendations, and we’ll help organize weddings, bar mitzvahs, and other events. We will advise customers on which wines are appropriate with particular dinner menus, how many bottles for the number of guests, etc.”

A complete range of wines from all the major companies worldwide is available, and in addition to California and New York, other wine-making states include Washington, Oregon, and closer to home, New Jersey.

Internationally, wines from Spain are especially popular now, points out Ms. Carver, as are those from Australia, New Zealand, South Africa, Chile, Argentina, Germany, and of course, France and Italy.

After Dinner

Champagne is never out of favor and always important for special occasions.

Among the sparkling wines, Prosecco from Italy is gaining in popularity, enjoyed both for its pleasing taste and reasonable price range.

Cordials and liqueurs remain in vogue as after dinner sipping drinks, and Elderflower liqueur and grapefruit liqueur are in demand, along with the old favorites: Kaluha, Grand Marnier, Drambuie, and of course, brandy and cognac.

Beer and ale aficionados are not disappointed at Joe Canal’s. A very large selection, including craft and micro-breweries, is in stock, with choices to appeal to every taste. There is also a special “Mix-a-Six” section, in which a six-pack can be filled with different beers.

“Octoberfest is coming up, and we have an entire line of pumpkin beer,” reports Ms. Carver. “We have a lot of micro-breweries, including Dogfish Head, Riverhorse, Dark City, Departed Soles, and local breweries, among others.”

For customers whose tastes are more in tune with mixed drinks and spirits, a complete selection is available — from scotch, bourbon, and whisky to gin, vodka, rum — and even that British favorite Pimm’s No. 1. (Definitely not found everywhere).

“Cocktails are more popular than ever,” says Ms. Carver. They have really staged a comeback. Manhattans, Old Fashions, sours, etc., and certainly martinis, which have always been in style.”

“The” Bourbon

“The changing tastes of customers over the years is really interesting, especially the comeback of cocktails and the increasing popularity of bourbon,” continues Ms. Carver. “The challenge is keeping up with all the new products, and making sure we have what the customers want. We also take special requests and fill special orders if we don’t have the item.”

The tremendous interest in bourbon today has been a major event, she adds. “We now offer so many different bourbons, and we will have the extremely popular Pappy Van Winkle. This is in such demand that we hold a raffle for customers who want it. We never know just how many bottles we will receive. This is definitely ‘THE’ bourbon that people want.”

Joe Canal’s customer base continues to grow, she points out. “We have a very loyal following. There are lots of regulars, and I enjoy the customer service so much. I love my customers! I know what they like to drink, and they are really like friends.”

In addition to its regular reasonable prices, Joe Canal’s offers a ‘Bottle Club,’ a special discount program. There is no cost to customers
to join, and they receive discounts on all purchases, including 10 percent off a case of 12 bottles, which can be mixed and matched.

Products are conveniently arranged in the store according to category, and in the case of wines, by country and type.

A selection of mixers, as well as olives and cheeses, wine accessories, wine bags, and assorted gift items, is also available.

Hours are Monday through Saturday 9 a.m. to 10 p.m., Sunday 9 to 7. (609) 520-0008. Website: www.jcanals.com.