NEC Liquors Opens in Nelson’s Corner

When Jim and Laura Dyer decided to open NEC Liquors, they knew it was important to do their homework.

The first part was done—Jim’s sights had been set on a liquor store for many years before his retirement. Now they had to find an available liquor license and the right location.

They checked off the first when a license became available in the township and the second when they spotted the vacancy in Nelson’s Corner created by the exit of Marty’s Shoes. Jim researched liquor stores in similar locations and was encouraged by the amount of traffic generated by marquee stores like Shop-Rite.

“It’s a perfect location,” Jim Dyer said. “We offer the convenience of one-stop shopping.”

With that “perfect” location in hand, they turned their attention to what the family-owned and –operated store can offer its customers.

“We designed it so this would be very comfortable. Everyone in here will treat customers like they’re the owner,” Jim Dyer added. “We want to make it simple, convenient, with competitive pricing and a comfortable hello when people come in.”

“Business is all about your customer. You have to listen to them and help them. That’s what we try to do,” he said.

Part of that, wife Laura noted, is having a request box, which she says has seen a great deal of interest since they opened a little over a month ago.

As far as merchandise, NEC Liquors—the name comes from the first initials of the names of the Branchburg couple’s three children, Nicole, Erin and Chris, all of whom help out at the store—works with big distributors and small suppliers to feature a wide range of products. This includes more than 1,500 wines, both domestic and international, a large selection of Scotch liquors and beers, many chilled in a 17-door cooler, and what Jim describes as “an enormous” assortment of craft beers.

Customers will also find snacks, ice, cigars and much more.

As for pricing, Jim believes NEC Liquors is very competitive in the Hillsborough market. There is no frequent-customer or club card—he believes “everybody’s the same”. NEC does offer discounts on cases of wines and 10 percent off on anything not on sale on Adult Days (Monday, Tuesday and Wednesday) for those 55 and older.

The Dyers expect to continue to expand the services NEC Liquors offers its customers. They are currently hosting wine tastings led by their experienced wine manager each Friday from 4-7 p.m. and Saturday from 1-4 p.m. to give customers the opportunity to taste different kinds of wines and are looking into offering craft beer tastings as well. They will also present in-home wine tastings.

NEC Liquors delivers and also will deliver to folks dining at the Nelson’s Corner Pizzeria or Café Piazza in the adjacent shopping center. The couple also hopes to work with local high schools to offer hands-on business experience and a close-up look at being an entrepreneur.

The store’s website is currently under construction, but once it is operational, customers will be able to place an order online, do their shopping at Shop-Rite and pick up their order.