Pure Liquid: Going the Extra Mile for the Right Wine

Interior of Pure Liquid Wine & Spirits | Photo courtesy of Henry Meer

NEW YORK—Henry Meer had been a chef his whole life and a restaurant owner for 25 years, including 20 years at the beloved City Hall restaurant in Tribeca where politicos and celebrities dined alongside locals. After closing down City Hall in 2016, Meer decided to open a wine store in hopes of leading a less hectic life. 

Located on the second floor of Westfield in Downtown Manhattan and inside the bowels of the famous $5 billion Oculus building, resides Pure Liquid Wine & Spirits. The unique wine-focused liquor store was supposed to be a simple business through which Meer could take his knowledge and talents to cater to wine-loving locals and tourists alike. He didn’t realize it, too, would become a roller coaster business endeavor. 

“COVID f**ked us. There’s really no other way of putting it,” Meer said. When asked of the financials of 2020, Meer could only reply with a frown. Revenues had been down 60 percent as compared to the prior year. 

Pure Liquid Wine & Spirits is not your standard place to snag a bottle of Pink Whitney or a Bota Box. In fact, one customer called asking for a bottle of Barstool Sports’ very own pink lemonade flavored vodka, only to be told no by Meer himself. “That’s just not what we provide here,” said Meer.

Instead, Pure Liquid is refined in every sense of the word. The interior boasts dark-stained wooden frames, tile floors and an arched ceiling that makes customers feel as if they are inside a barrel. Each wine rests comfortably among appealing wooden shelves and racks, aging and awaiting the perfect time for purchase.

Pure Liquid has a wide variety of wines not available at your typical liquor store. What makes Pure Liquid stand out is its honest selection of wines ranging from $14 to $2 thousand, all marked by an unique card system that describes and rates the wine based upon its dryness and acidity levels. 

“Every bottle here tells a story,” Meer said. With a mature knowledge of food and wine, Meer understands what wines pair well with which foods. This skill provides Meer with a competitive advantage and keeps his patrons coming back. For example, one customer came in and mentioned he was making lasagna for his wife. Right away, Meer suggested a Cabernet to enhance the date night. 

For Pure Liquid, hospitality and quality service are most important, as every interaction and transaction counts and builds loyalty with customers. Especially now, this loyalty is how small businesses are staying afloat, as COVID-19 has eliminated so many brick and mortar stores throughout the U.S.   

Most people walk in with an open mind and ask Meer for his recommendation. The first questions Meer asks his patrons in return are: What type of wine? What’s your budget? What are you looking for in your ideal tasting wine?

Meer’s interest in his customers not only begins friendly dialogue but also guarantees a happy customer leaving the store. It’s this type of customer service that leads to repeat customers, making up 60 percent of the customer base, per Meer’s estimations. 

Now with most of the Financial District vacant, it has been difficult for Pure Liquid to reach tourists and PATH Train commuters, a large majority of the store’s consumer base. 

“I don’t believe in local competitors; in fact, I believe in synergy,” Meer said. With Pure Liquid’s unique style and service-driven business, there is no true local competitor. There is only one competitor according to Meer: E-commerce.

In response to the pandemic, Meer and Pure Liquid’s Director of Operations, Richard Hanano, have found new ways to promote the store and different approaches to cater to customers. Located in the far-right corner of Pure Liquid are cocktail kits to make Aperol Spritzes, Negronis and Manhattans. Packages like these have become popular during the pandemic and make for a fun weekend at home. 

The Pure Liquid team provides customers with a knowledgeable, wine-focused experience, made possible by a partnership that extends decades. Hanano has been working with Meer for 17 years and the service they provide together at Pure Liquid distinguishes them from other local liquor stores. In preparation for Pure Liquid’s opening in 2016, Hanano said, “We tried around 5,000 different wines before opening; [which came to] around 100 wines a week.” 

This kind of devout commitment to their craft makes Pure Liquid stand out, as customer satisfaction is the store’s priority. “We are committed to quality and carefully curated on price-quality ratio. If you want to buy a $20 bottle of wine, I want it to feel like it cost $25 to $26,” said Hanano. 

Meer hopes that 2021 and the years to come will be better for Pure Liquid, especially as the store prepares to launch its app. Meer believes the app will provide customers with the same personalized experience Pure Liquid does in-store through their mobile devices. 

“Don’t use wine.com,” Meer said. Pure Liquid provides shipping services to 13 different states, including Alaska. 

Meer’s dreams for when he’s done with Pure Liquid include moving to Florida and running a fish shack. However, for now, Pure Liquid remains his primary focus. He has big plans for the business and isn’t stopping anytime soon.