In the last two years, the world of Mom and Pop wine and liquor stores has changed dramatically. And things changed, for sure, at Dixie Lee Wine and Liquors in Farragut.
Two years ago, Tennessee allowed retail stores that sell groceries to sell wine. In Farragut, that means Kroger, Ingles, Fresh Market and Costco sell wine and now the giant discount store Total Wine has opened. Consumers of spirits are not lacking for retail outlets and choices.
“Our attitude from the start is that we are going to survive,” says Andy Taylor, the youngest of Sam Taylor’s three “kids” who now own Dixie Lee Wine and Liquors. “We agreed from the start that we were not going to give up and we have been steadfast. We are going to do what it takes to survive.”
Sam Sr. and wife Linda sold the business to Andy and his siblings, Sam Jr. and sister Ellen Taylor Jones, in May 2018.
The Taylors knew a war was coming. They didn’t fold – but they didn’t stand pat either. “We knew we had to get out in front of this,” Sam Sr. said. “We’ve had fun, working with the kids in the business and watching them learn it. I have so much pride that it’s now their Dixie Lee and they’re working hard and making it successful with all that’s been going on.”
Other wine stores in Farragut and its immediate area were not so lucky after the game changed. Farragut Wine and Spirits closed in August 2017. Turkey Creek Wine & Spirits closed in June 2018. Corks closed its Farragut store and has moved to the Old City.
To get ahead of the coming changes, in the summer of 2015, the Taylors expanded the store, opening an 800-square-foot beer cooler that is well stocked with a variety of domestic and foreign beers and a big collection of craft beers selected by Andy. “We didn’t realize how big and successful our beer business would be,” Ellen says. “Credit Andy. That’s his baby.”
They also added a beautiful tasting room for all of the spirits they sell, complete with a bar and tables and chairs. One wall even has 10 beer tap handles for drinkers to fill their glass, ceramic or stainless-steel jug growlers with their favorite craft beer.
There’s also a classic bench on which to sit next to a bronzed replica of a famous man named Jack Daniels! It’s great for pictures.
They also started opening on Sundays (from noon to 5 p.m.). “Sundays are becoming popular and in that last hour every Sunday this place is hopping,” Ellen said. They are open from 8 a.m. to 10 p.m. Monday through Saturday.
Sam and Linda with then-partner Carl Montgomery opened the store on Labor Day 1989 – Monday, Sept. 4. They bought out Montgomery’s share of the business in 2000. On Labor Day 2019 – Monday Sept. 2 – they will celebrate 30 years of being in business in that little red and white store at the intersection of Kingston Pike and Watt Road. They are across Watt Road from Little Joe’s Pizza, the oldest ongoing business in Farragut. Dixie Lee is No. 2 on that list.
The Taylor owners divide the responsibilities like this: Ellen is the accountant and bookkeeper and handles personnel, scheduling and payroll (“I’m the whip cracker,” she says); Sam Jr. is in charge of the inventory, sales and purchasing; Andy takes care of advertising and store displays. He helps with purchasing and “pretty much trouble shoots,” he says.
But when it’s busy – and it does get busy – you can find all three making sales and helping customers along with their staff of seven.
“I’ve been shopping here for about 30 years. It’s like family for me. I know everyone and I know where everything is. I’m comfortable here. My family shopped here when I was young,” Julie Davis said.
Another customer’s answer was interesting. “There’s more to this store than just wine. Good prices, lots to choose from, good customer service and everyone’s friendly.”
The Taylors pride themselves on customer service and knowing their customers personally. “Today we have some families shop here that includes the Mom and Dad, their children and their grandchildren and that’s not an accident,” Ellen said. “It goes back to our Dad.
“First, we’re all from Farragut. We grew up in Village Green and we know everyone in the community,” Ellen said. “Our business is all about people, forming and building relationships, genuine friendships, and Dad was our example. We learned the business from him. He taught us about being good and fair to people and how much trust means and that you have to earn trust. He also taught us that what God gives you, you give back.”
And give back they do in the form of support for hundreds of organizations and nonprofits. Among their favorites are STAR (Shangri-La Therapeutic Academy of Riding in nearby Lenoir City), the Rotary Club of Farragut, the Cerebral Palsy Center of Knoxville, Farragut West Knox Chamber, Smoky Mountain Service Dogs, Small Breed Rescue of East Tennessee, Black Tie & Tails Gala by Radio Systems Corp., the Fraternal Order of Police, Knoxville Firefighters and the Shriners Circus, among many others.
They also are major backers of all efforts to support veterans. “You can’t do too much for our veterans,” Sam Sr. says.
Bettye Sisco, the retired long-time leader of the Farragut-West Knox Chamber of Commerce, has a firm opinion about Dixie Lee’s success.
“They have understood from the start what true customer service means and how important it is to build relationships and maintain those relationships,” she said. “Their success is not an accident. They know what they’re doing and why they’re doing it.”
Andy Taylor with the lickers wall.
Check out the ‘lickers wall’
They’re known as the “Dixie Lee Lickers” and at last count there are some 500 members of this select and special group of pets whose pictures adorn the west wall of Dixie Lee Wine & Liquors in Farragut. The “Lickers” – an obvious spin on the word liquors – was created five years ago by Andy Taylor, one of the three owners of the shop at the corner of Kingston Pike and Watt Road. The store is pet friendly and many customers bring along their pets, mostly dogs on leashes.
But the lickers wall – also called the “Chateau La Paws” – includes pictures of dogs, pet cats and one monkey (in a diaper of course).
There’s even a special place for the “Top Shelf Lickers.”
“This wall just keeps growing constantly and people like to come check out the new Lickers on the wall,” Andy said.
Dixie Lee is a big supporter of the Smoky Mountain Service Dogs, the Small Breed Rescue of East Tennessee and the Black Tie & Tails Gala of Radio Systems Corp. They have fundraisers at the store to help these organizations.
When the dogs and the owners come inside the store, the dogs head straight for the front counter to visit with Andy or his brother Sam or sister Ellen. “The big dogs put their paws on the counter because they know that’s where the treats are,” Andy said.
“We’re a family business and our pets are part of this business as are the pets of our customers,” he added. “Besides, it’s fun, a lot of fun. It helps connect us all.”
