Nearly 400 beers, many wines flow from Ankeny spirits shop

Hoping to fill a niche in the Ankeny area, Jason and Roni Knief decided to open a wine and spirits store in June 2003. Jason talks with the Register about Spirit Boulevard and their broad selection of beverages for all budgets and occasions.

Q. What are your products and services?

A. We offer a wide selection of wines ranging from regular everyday wines to hard-to-find selections and everything in between. Our beer selection consists of nearly 400 beers, including domestic, micro-brewed and imported. We also have a full liquor selection, a walk-in cigar humidor, bar and beverage accessories, wine racks, custom-made wine baskets, regular open wine tastings in the store and a wine club. We are always excited to do in-home wine tasting parties. Many times folks are somewhat apprehensive to ask questions and offer input to a group of people they don't really know. Doing a party in their home, with their friends, makes it much easier for them to feel comfortable.

Q. Who are your customers?

A. In general, our customers are residents of Ankeny and the immediate surrounding area. Those folks that are looking for a little more convenience and/or help selecting something seem to be our "regulars." These days, people are really looking for the value in their purchases. I try very hard to find those products and recommend those products, because we want our customers to feel like they really got something good for what they spent.

Q. How did you find yourself in this business?

A. My wife and I really just kind of saw an opportunity for a more specialized wine and spirits store in the Ankeny area. When we opened nearly six years ago, there was not a nice shop you could go into in Ankeny. Everything here was grocery and we felt like Ankeny needed to have something that was a little more specialized. There were certainly plenty of people moving to town that we thought Ankeny was definitely in the position to support a store like the one we wanted to open. Prior to opening Spirit Boulevard, neither my wife nor I had any specific background in the liquor business.

Q. When are you the busiest?

A. During the holiday season, from Thanksgiving to New Years, is definitely our busiest time.

Q. What sets you apart from others in this business?

A. In Ankeny specifically, our selection and service set us apart. I am fortunate to have a staff that is knowledgeable and excited to help everyone that walks through our doors. You can be sure that if you shop our store, you will be satisfied with the service and pleased with the products you select.

Q. What are some of the most memorable wines you've enjoyed? Do you have a favorite?

A. It's kind of funny, but I don't know if I really have one favorite wine. I have had a lot of really, really good wines - and a few not so good, but that is the fun part about wine. There is always something new and exciting to try. If I were to have to pick something it would have to be a big red, I am a red fan. But in the summertime, a cold, crisp Sauvignon Blanc on the deck is hard to beat.