Schaefer’s Toasts 75th Anniversary

holds tasting events every Saturday, but June 18 was the Skokie store’s biggest ever as it marked 75 years of business.

About 1,500 people flocked to the store at 9965 Gross Point Rd. for its anniversary tent party, with those 21 and older picking up $1 wristbands that entitled them to sample 70 wines as well as craft beers from Founders, Metropolitan, Great Lakes, New Belgium and other breweries.

Tasting stations were scattered inside and outside the store, and the drink distributors were accompanied by vendors offering samples of artisanal cheeses, hot sauce and other snacks. For those who wanted more to drink, a beer truck served 25-cent cups of Leinenkugel's Summer Shandy and Sam Adams Lager.

Anje Schaefer Cluxton, granddaughter of the store’s founder and its executive vice president, said three months of planning went into the tent party. The event called upon many of the store’s regular suppliers along with its staff to use their knowledge of participating in big events such as Oktoberfest parties and the store’s annual February warehouse sale.

“We’re pretty good at planning parties,” Cluxton said. “We really like to thank our community and give back to the community. We try to do an event every year, but this one is a really special one for us.”

In 1936, George Schaefer opened The Boundary, so named because it bordered the dry communities of Evanston and Wilmette that prohibited liquor sales. In the mid-40s, it was converted into a store and renamed Schaefer’s Wines, Foods & Spirits.

After Schaefer’s death, his wife, Eileen, took over in 1959 and was joined by her son, George Jr., in 1966. Several months after George Jr.’s death, the store was purchased by its current owner Bill Graham in February 2009, leading to a major renovation of the space.

The store’s success has been based on loyal customers and many shoppers have been visiting Schaefer’s for decades, among them are Wilmette residents Robert and Clara Lindner. The couple said they’ve been coming to Schaefer’s weekly events for 20 years.

“For me it’s a party every Saturday,” Robert said. “Somebody called it the best free lunch in town.”

“We’re loyal customers and fans,” Clara said. “They’re a great store. We’ve become friends with a lot of the people who work here and we’ve learned a lot about wine.”

Carol Lunkenheimer of Wilmette said she’s been coming to Schaefer’s for 25 years and received a flier about the party through the store’s customer appreciation program. She was one of many people waiting in line for free hot dogs and chips about noon Saturday.

“They billed this as a thank you for being a customer,” she said. “I thought free hot dogs and chips? I’ll take advantage of that. While I’m here I’ll likely buy some wine.”

Along with serving plenty of alcohol, the party also offered free root beer soda and scoops of Schaefer’s Raspberry Cabernet Sorbet, a new flavor from Homer’s Ice Cream that proved popular with visitors of all ages. Cluxton said families often come out to Schaefer’s tasting events.

“It’s a liquor store, but parents feel comfortable bringing their kids here,” Cluxton said.

Chicago resident Heather Wilhelm said she has been a Schaefer’s customer for five years and often comes out for its big events.

“They’re so nice and knowledgeable,” Wilhelm said of the staff. “It’s fun and they have a lot of free things–some for kids, some for adults. This is a nice family event.”