Owned and operated by husband and wife Ankit and Divya Jain, the boutique liquor store carries small-batch spirits, craft beers and hand-selected wines.
“Over 80% of our inventory is liquor,” Ankit Jain said. “Most of the stuff we carry, you won't find at any other mom and pop liquor stores. Same thing with the beers. We have craft beers from the small breweries instead of the big boys.”
He said the business also tries to keep its selection as local as possible. Liquid Courage carries products from many Dallas breweries, and its wine distributor is from downtown Plano, Ankit Jain said.
Though the business does not have the budget to buy pallets of product, its prices are still “very competitive,” he said.
“Once someone comes in, they'll see the difference between our store and most of the other stores they've been to,” Ankit Jain said.
The business’s name, which his wife helped coin, has been a hit with customers, he said.
“A lot of our customers ... say, ‘This is what we used to call [liquor] when we grew up,’” Ankit Jain said. “It fit our message and the things we are trying to do.” 469-782-0100. www.facebook.com/liquidcouragespirits