The Beverage Company

While I will praise this place for having the best beer selection in Traverse City, this is somewhat like saying that in the land of the blind, the one-​eyed man is king. That said, they do have a lot of quality beers. The problem is that they do not change their inventory all that much. Excluding seasonals and the constant flood of hit-​or-​miss Short’s products they maintain a very static inventory. Shopping here is really boring, and seldom do I find any pleasant surprises when I stop in.
Pricing is pretty much in line with the rest of Traverse City, which is to say that prices are high. Sales seem reserved for one off purchases they get at a steal rather than as an enticement to bring in shoppers. Even being as incredibly cheap as I am I seldom have any interest in their marked down beers.
The staff is friendly and knowledgeable, but as another reviewer noted they are prone to recommending bad beers. They seem condescending at times, and they seem to assume that you know nothing of beer, or that you have not tried any beers worth drinking.
Overall, for a place considered to be TC’s premier liquor store, it is pretty underwhelming. I really only stop here because it is the only place on my way home from work that is not disgusting. We could use a little more competition around here.

Easily the best selection of beer in town. They also will order obscurities for you. Easily some of the nicest coolest people work there…

Seeing as how these guys are supposed to be TC’s premier beverage merchants, I was pretty disappointed in the beer selection during a recent visit. They have a ton of beer, but being from Chicago, I was really hoping for some Shorts stuff that you know, I can’t find at every single other shop on the way up to Traverse, or maybe the same from Jolly Pumpkin, Dark Horse, Founders, Bell’s, or any other local brewery.
It’s not that I won’t be back to give them another shot (maybe it was just a poor time in the distribution cycle?), it’s just that my expectations will be significantly lower.
I did follow a store recommendation for a double IPA from Saugatuck brewing, which was pretty unimpressive.