Bonnie Brae Liquor: More Than a Bottle Shop

INTERVIEW WITH

BRUCE GALLAGHER

Bruce Gallagher saw opportunity where others saw a simple storefront. When he stepped into Bonnie Brae Liquor in 2020, he envisioned more than just a place to buy wine and spirits—he wanted to reshape how the neighborhood thought about the business. Six years later, that vision has reshaped the shop into a community gathering place with 42 employees, a full calendar of events, and partnerships with local schools and nonprofits.

Tell me a little about yourself and how you ended up at
Bonnie Brae Liquor.

I’m originally from Boulder. I spent 17 years running restaurants all over the country, and I’ve dealt with food, booze, and people my whole life. The only thing I didn’t know was retail. I was driving home one day, and I saw this storefront, Bonnie Brae Liquor, with big windows and a great community around it. I thought, that’s what I want. Two days later, I signed an NDA, and it turned out to be this exact place. It felt like the universe saying, “You’ve done enough for other people. It’s time for us to do something for you.”

What was it like buying the store right before the pandemic hit?

We bought it Jan. 2, 2020, and on March 13, the world shut down. But we were prepared. When I first took over, we only had 13 drivers and eight cars. That doesn’t work when you’re open 9 a.m. to 10 p.m. seven days a week. So, I hired 15 more people before the pandemic even hit. When COVID happened, we were ready and able to give jobs to people who had lost them because of restaurant closures. That’s one of the best things that came out of that terrible time.

What are your core goals for the shop?

Two things. First, customer service and hospitality. Second, changing the negative stereotype about liquor stores. You don’t have to feel dirty walking into one. It should be clean, organized, welcoming—a place where you can bring your kids and your dogs. That mattered to me from day one.

How does the store show up for Bonnie Brae?

We sponsor several schools with direct sponsorships: Stephen Knight, Lowry, Steele, and Cory Elementary. We support nonprofits like the High Line Canal Conservancy, Girl Scouts, and Boy Scouts, and animal rescues like Humane Colorado and Animal Rescue of the Rockies. We partner with DiningOut Denver for food and beverage events, offering products at near-wholesale pricing. That whole program came from Lauren Armstrong, our social media and marketing manager—she’s done incredible footwork on it.

What do you get out of all this community work?

Pure joy. Making things better for other people. It takes a village, and we’re part of this one.

Photographs courtesy of Lauren Armstrong