Not too many enterprises can say that they have been in business for over 50 years, or that they are a third-generation family-owned business. But Liad and Liza Amir can say this about their family's business, Sunrise Cellars - ShopRite Wines & Spirits of Caldwell.

Sunrise Cellars opened its doors in 1968 and has been in Liza and Liad's family ever since. It is located at 478 Bloomfield Ave, Caldwell.

There is a lot of competition in the wine and spirits industry. ShopRite Wines & Spirits sets itself apart with friendly and knowledgeable staff,  great service, and the store's amazing selection. Liad explains, "We provide premium selection with a personal touch."

What keeps their customers coming back time and again is Sunrise Cellars' services and community focus. What Liad likes most about running the store is meeting new people, having conversations, and seeing the smiles on customers' faces.

Liad has advice for anyone starting out in business. "Take your time, observe, learn, and listen, but follow your instincts." He continues, "I don't believe that what may have failed before can't succeed at a later time. Sometimes, doing something simple at the right time can lead to great results."

Recently, Liad learned that being involved in the community, giving back, forming partnerships, and relationships is key. In return, the community will do the same for you.

A fun fact about Liad is that he played professional soccer and D1 as well.

If Sunrise Cellars had a theme song, it would be "Taking Care of Business" by Bachman-Turner Overdrive.

Come visit us or check us out on our website at sunrisecellars.com