Giving back to their communities is a profound responsibility for thriving beverage alcohol retailers. “For nearly 40 years, we’ve believed that being a successful local business comes with a responsibility to invest in the communities that support us,” says Gary Fisch, co-owner of Gary’s Wine & Marketplace, a three-unit New Jersey-based beverage alcohol retailer. “Our goal is to help strengthen the neighborhoods we serve by partnering with organizations that improve lives, support families, advance education, promote the arts, and provide critical healthcare and community services.”
His approach–along with his wife, Liz, who co-owns Gary’s–goes beyond writing checks. “We strive to be a long-term community partner by providing fundraising opportunities, sponsorships, auction donations, and collaborative programs that help local organizations maximize their impact,” Fisch says. “Community involvement is a core part of our culture and reflects the values that have guided Gary’s since the beginning.”
Gary’s Grand Tasting, one of the region’s premier wine and culinary events, is the store’s signature charitable event. Except for during the Covid-19 pandemic in 2020, the event has taken place each fall for more than 35 years. In 2025, the event raised more than $100,000 for Goryeb Children’s Hospital at Morristown Medical Center, while also generating over $30,000 for several other local charitable organizations. “Over the years, the Grand Tasting has generated well over $1 million in donations,” Fisch says. “Beyond the Grand Tasting, Gary’s participates in charity dinners, fundraising galas, golf outings, school auctions, tasting events, Chamber of Commerce events, and countless community celebrations throughout the year.”
Other charities Gary’s supports include Homeless Solutions, Morris Arts, Interfaith Food Pantry, Madison Education Foundation, Taste of Madison, Taste of Morristown, and Taste of Chatham. Gary’s gives back in many ways, including event sponsorships, non-alcoholic gift baskets for charity auctions, raffles, and its Giving Spree digital fundraising program. One notable annual event Gary’s participates in is a fundraiser for JBWS, an organization serving abused people. In addition to coordinating wine donations from many suppliers, Fisch acts as event auctioneer. “This year, the auction raised over $380,000 in seven minutes, which was a record and eclipsed the $300,000 raised in 2025,” he says. “Supporting local organizations isn’t limited to one event. It’s a year-round commitment. As our business evolves, we hope to expand our community partnerships and develop even more innovative ways to help nonprofits raise awareness and funding.”
In Denver, Colorado, Argonaut Wine & Liquor hosts a rare whiskey event twice a year where money is raised for a charity in coordination with a whiskey drop. “This year we raised over $10,000 for Denver Children’s Home with our first event,” says owner Josh Robinson. “We also do round ups for charity and match distributor contributions for sales of specific items.”
Robinson and his staff at Argonuat try to give back to the community as much as they can. “The decline in revenue from changing demographics in the liquor industry and other factors has sharply cut into what we can give away, but recently we created a new program to help 501c3s (tax-exempt organizations) get what they need at steep discounts to try and help out more,” he says. “Tax-exempt organizations use the discount to purchase items to use for fundraising such as creating baskets of cheer to raffle as well as alcohol for events such as galas, dinners, and other fundraising events.”
Argonaut has an email form for not-for-profits seeking support. “These are reviewed by our team to determine if we donate to the organization or offer them our new discount program on a case-by-case basis,” Robinson says. “We think it is important to support causes where we have credibility.”
Douglas Cibuls, owner of Lake Liquor in Ronkonkoma, New York believes being a local business means being more than just a place where people shop. “We live, work, and raise our families in this community, and we feel a responsibility to give back to the organizations and people who make our community stronger,” he says. “Supporting local charities, first responders, veterans, schools, youth organizations, and other community groups is simply part of who we are. I have always believed that when local businesses support their communities, everyone benefits. Our goal is to help organizations that are making a meaningful difference right here at home.”
Organizations and fundraisers Lake Liquors has supported include the Navy SEAL Lieutenant Michael P. Murphy Memorial Run around Lake Ronkonkoma, the St. Regis Knights of Columbus, the Suffolk County Police Foundation, Guardians of Our Dependents, the United States Merchant Marine Academy, the Ronkonkoma Fire Department, and local schools. “We are proud to support events that bring the community together while raising awareness and resources for important causes,” Cibuls says.
Cibuls encourages local organizations to reach out directly to his store. “We look at each request individually and try to support as many worthwhile local causes as possible. We’ve been fortunate to develop strong relationships with many local organizations over the 60 years we have been serving the community,” he says. “Our commitment to giving back is long-term. We don’t view community support as a marketing initiative or something we do simply because it is expected of a local business. It is part of our responsibility as a member of the community. As Lake Liquor grows, we want our involvement in the community to grow with it.”