Tower History

The Greenbaum family always wanted to be in the alcohol beverage industry and in 1938 after the repeal of prohibition, they got their chance. They immediately opened a store in Atlanta and started building a foundation of excellent service. In 1948 the first Tower Package Store was established by Michael’s father, Irwin Greenbaum (now deceased) and Michael's uncle. In 1952 Mr Greenbaum opened his own Tower Package Store one block from the present location (2161 Piedmont Rd). At that time, the State of Georgia set prices and all stores sold items at the same price, so Mr. Greenbaum continued to distinguish his store through superior service. In 1967, the "one price" law changed and Tower become a “discount” store. The discount pricing was so successful that the number of stores rapidly increased and Tower became a name known throughout the State of Georgia.

Michael Greenbaum joined the business in 1969 after completing college. The favorable trend of “discounting” liquor caused a rapid growth, and business increased dramatically. In 1972, Dekalb County passed laws to allow liquor sales, and Tower opened a store one block from the current location (5877 Buford Highway). Tower took advantage of the increased beer sales in 1970 to surpass nearby competitors. In the 1980s, wine became very popular as the California wines began to make a name for themselves. Tower responded by increasing the wine selection, as the United States populous shifted their drinking habits.

The 1990s saw a significant increase in immigrants in Atlanta and Michael expanded his product line to match different cultural desires. Currently, Tower Wine & Spirits is Number One in volume sales in Georgia. Tower is also Number One in Korean, Scotch Whisky, and Hispanic products sold, and it is always expanding its products to match cultural shifts and customer needs.

The new millennium has seen an increase in the varieties of liquor of all types, especially vodka and flavored vodkas, and the Tower stores have increased their product lines to match. Tower’s reputation has grown from statewide to regional as customers plan weekend trips from everywhere to take advantage of their selection and discounts. The Tower Piedmont Road store is undergoing expansion to accommodate an even greater selection in every area. As Tower has grown, the owner and employees have not forgotten how they succeeded initially in the business, and superior service remains their number one goal.