Jimmy Hoffa and wines galore rest at Colonel Steve's Liquor Store

By Thomas Wilson
STAR STAFF
twilson@starhq.com

   JOHNSON CITY -- On a typical day outside Colonel Steve's Wine and Liquor Warehouse, 701 W. Market St., the "colonel" himself can be found in his rocking chair welcoming patrons to the liquor store bearing his name.
   Store manager Kyle Price said local artist Jerry Honeycutt designed the colonel who has become the store's trademark. "We gave him the idea and he expanded on it," said Price, who also jokingly claims the colonel found the skeletal remains of former labor leader Jimmy Hoffa, which hang behind the counter.
   Colonel Steve's feature a selection of spirits ranging from traditional favorites of Jack Daniel's bourbon to specialty spirits such as Courvoisier cognac and Jagermeister. The store's selection of Scotch and Irish whiskies recall the Scots-Irish heritage that permeates Southern Appalachia's culture.
   "Most people around here are Scots-Irish" says Price. "Moonshine was based on an Irish recipe."
   In keeping with the revived popularity of wine, the package store dedicates over half its space to a selection of fine wines from around the world. Wine sales experienced a major revival as medical news touts the health benefits of a glass or two of the grape each day. For the non-Epicurean, the store also displays a large chart in the wine section matching the perfect wine to go with beef, fish, chicken or cheese dishes. For Price, the Italian philosophy of wine reigns supreme.
   "If it is wine, drink it," he says. "Drink it for fun and because you like the taste. Analyzing it is okay I guess, but if you like it, drink it."
   Expensive French wines to less-expensive domestic brands can be found at Colonel Steve's. Price said wines imported from Australia ranked among the most popular brands of the day. At the moment, a French wine called "Fat Bastard" ranked as one of the most popular local varieties, Price said. The store also carries wines from local vineyards including Countryside wine from Blountville and Tennessee Valley wine bottled near Knoxville.
   Price opened the store in 1999 with partner Steve Taylor with the idea to offer a standing discount to military veterans. The decision cemented the store's local popularity that has continued to this day. The preference of liquors varies among age groups, Price says. "Older people favor the bourbons," he says. "The younger generation like the tequilas and vodkas better."
   During the Christmas and Valentine's Day seasons, the store stocks a few bottles of high-dollar Dom Perignon and Cristal champagne to intensify those romantic feelings or party like a playa.
   The store is open Monday through Saturday. For more information, call 423/232-WINE (9463).