Discount Liquor

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Discount LiquorDiscount Liquor
170 Ratings
Discount LiquorDiscount Liquor

Type: Store

5031 W Oklahoma Ave
Milwaukee, Wisconsin, 53219-4545
United States

(414) 545-2175 | map

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Ratings: 170 |  Reviews: 109
Photo of younger35
5/5  rDev +11.9%

Let me start by saying this is the best beer store I've ever been in. Bottleworks in Seattle rocked hard, discount rocked a smidge harder! It's a very unassuming looking liquor store that you'd never guess had a world class beer selection.
I originally had my cart filled to the brim with random deliciousness until the girlfriend came in the store and interjected with some common sense. Needless to say, I still spent WAY too much. Central Waters, New Glarus, Tyranena and some other Wisconsin only goodies were my first order of priority. After that I snagged some Dark Horse and Allagash tastiness that I've yet to see in my area. Basically any brewery with any sort of distribution is here. They have plenty of cellared goodies as well that are very reasonably priced. I specifically remember seeing a couple different years of World Wide Stout and Old Stock. They have plenty of goodies from across the pond as well. At least 8 different kinds of Cantillon (snagged a couple bottles of St Lamvinus), plenty of Fantôme and a bunch of other random European stuff that is probably delicious beyond belief and out of my scope of knowledge.
Although I never specifically asked for any assistance, the guys stocking the shelves were very friendly. They greeted me and were generally nice dudes. Although the store was a bit cluttery when I was there, it was because they were stocking shelves and the rest of the isles were tidy. Highly recommend this place. I may make the drive weekly just to pay my respects.

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Photo of ooftu
5/5  rDev +11.9%

Photo of SnarkyFinn
5/5  rDev +11.9%

Photo of Winter
5/5  rDev +11.9%

Discount Liquor has the largest selection in the city for beer, wine and spirits, while still maintaining the best prices. It is THE place in Milwaukee for BAs to find that "hard to find" import or micorbrew. They do a great job of staying current on newly released products. Everytime I visit there seems to be a tempting new brew to pick up.

It's great to read a good review about a beer here on and feel confident that I will be able to find it at Discount Liquor. If you're looking for something that they don't carry in stock, the staff is more than happy to spend a few minutes with you to see if it's a brand that one of their wholesalers carry. Quite often they will throw in a free pint glass with your purchase from one of their "Beers of the Month".

 770 characters

Photo of Chaz
5/5  rDev +11.9%

I first heard about Discount through a couple guys I know from Summit Brewing, who made a special trip here after pouring at the Great Taste of the Midwest in 1998. After their visit, I heard nothing but praise for the place, how it was “better than Sam’s” and “worth the round trip just to shop!” I finally had a chance to check it out myself a couple of years later, while visiting friends in Milwaukee. In fact, after taking the Lakefront tour (and a stop at Wolski’s) I was actually able to compare the two, as we made a trip to *both* retailers that weekend. I’d shopped at Sam’s a dozen times by that point, but Discount was indeed a notch above Sam’s, but not for the obvious reasons (quality over quantity, etc). Instead, I saw in Discount a family owned business that just happened
to do a great job of serving their neighborhood and surrounding communities, not the gargantuan “circus of booze” that Sam’s had become. And just like Sam’s, Discount started with a single unit location and grew slowly, but the signs of change were less visible at Discount: it still had that old neighborhood “lived-in” feel to it; some folks call this “dirty” rather than lived-in, but it’s exactly the sort of vibe I got out of the first big liquor store I visited as a kid. It’s a feeling that I more or less cherish, it’s hard to describe I guess. And while Discount may *look* stuck in time they’ve definitely kept up with the times, always offering a plentiful stock of classic craft brews and imports along with the latest buzz brands and Big Imports. In fact, I still have the Czechvar mug that came with a 12-pack at the time of the rollout in Milwaukee.

Although I’m not a big wine or spirits drinker, I have always looked at Discount's pricing on these categories out of professional curiosity, having been employed at the retail and wholesale levels. Fact is, if I lived in Milwaukee, this would be my primary location for purchasing all of my adult beverage needs: their prices are very good and the selection is well-placed and extensive.

I’ve always appreciated their beer glassware selection, too. It’s a bit dusty and tucked out of the way, but it’s chock full of items to round out your collection of functioning, collectible, and gift-able pieces.

As for beer brands? Oscar Blues, Fish Tale, and Pannepot were all new to me on my last visit, but I was on a tight budget: finally got to try a bottle of Niksicko!

No food to speak of, unless pork rinds, peanuts, and chips, are your thing. If they managed to incorporate a good deli on-site, this place would be a very hard place to pass up: somehow, someday . . . I can see it happening.

I’ve visited Discount about half a dozen times in as many years, but have interacted with staff over the telephone on several occasions. Once to arrange a special purchase for myself, and twice to arrange purchases for customers in Minneapolis (the latter make for a long story : ) But no matter whether it was in person or over the phone, I have never felt any type of irritation, pressure, or condescension from their staff, instead being rather impressed by their cordiality and professionalism. At the risk of sounding contrary to many of the other reviewers, I have also experienced knowledgeable assistance when I needed it, and warm hospitality*. This is exactly the sort of thing I’ve experienced in only a few of the better beverage retailers, including Sam’s.

If you love your beer and love your adventure, Discount Liquor is well worth the trip, and is among my favorite retailers. *Ask to use their restroom . . . it’s also like a trip to the center of the earth, at the end of a maze of cases in their warehouse / basement. Wow!

 3,741 characters

Photo of Dief88
5/5  rDev +11.9%

Photo of JaoTkd
5/5  rDev +11.9%

Photo of spacecake9
5/5  rDev +11.9%
vibe: 5 | quality: 5 | service: 5 | selection: 5

This place is awesome. Huge selection of great beers at very reasonable prices.

80 characters

Photo of kaydee
5/5  rDev +11.9%

Photo of pphunkdelux
5/5  rDev +11.9%

This place is like heaven. They have everything. Whenever I'm looking for a beer I can pretty much assume they have it. If not, they'll try to find it. Everything is priced very reasonably. This is the place most Milwaukeans go to stock up for a party. Kegs a plenty and service that can't be matched. .a medium sized grocery store that is filled with nothing but alcohol. That's what this place is. About 10 isles of booze and a back wall of coolers filled with 6 packs of different beers from all over. The service is great too. They have people that will bring the kegs and ice right to your car.

 599 characters

Photo of bnuttz
5/5  rDev +11.9%

The beer stop in Milwaukee. If you are looking for a beer in town, this is the place to look for it. Beers from every country and style imaginable. I couldnt even begin to start listing the brands, but if its available in the city, they probably have it or can get it. The staff there is friendly and willing to help. Marie, who is in charge of beer, ordered some Founders Breakfast Stout and set it aside for me a while back. Great service and selection. The place to stop on the south side and whole damn city. Opt for this one over the Waukesha location. Now only if I lived closer.

 585 characters

Photo of Nicholas53207
5/5  rDev +11.9%

Photo of Gtreid
5/5  rDev +11.9%

The best beer store I have ever been to, period! The beer takes center stage here. They have everything Wisconsin can get, Founders, New Glarus, Bell's, Three Floyds, ST, Goose Island, ect, ect. The beer buyer was very helpful, and answered every question I threw at her. She even went to the back and pulled out a Life and Limb and offered it to me, which I took her up on. Friendly service, good pricing, and a world class selection. If I lived here, this would be my go to store. I only wish I had this type of place in Florida. Skal.

 537 characters

Photo of Vinithing
5/5  rDev +11.9%

Photo of TheSSG
5/5  rDev +11.9%

Checked this place out on a Sunday.

Just an FYI, I showed up a bit before 1PM.

First thing I saw was the glassware. That was a fun area to browse. Ended up getting some neat glasses I can't seem to find anywhere else. All were reasonable in price; figure $4-7 for most glasses. There were some more expensive and crazy glasses, but overall very reasonable, if not even on the low side.

Bier selection was very surprising.
When you drive up to the place, you REALLY think the reviews have to be for a different place...

But you get inside, and they had one hell of a bier aisle.
TONS of single bottles (but singles are mostly the imports). A few singles of select craft biers.

LOTS of 6-packs of local/craft brews as well as ones from all over the world. They even had 12-packs of the BIG bottles of Erdinger (never seen those in the USA).

I was especially pleased to find my beloved Hitachino Nest bier aged in Sake Casks. Picked up a few more interesting bottles (a Flanders Sour Red Ale, and some craft Pumpkin ales).

I come to Wisconsin bi-monthly to get New Glarus, but I was amazed to see a full load-out of Lakefront bier. I NEVER can find more than 2-3 of their brews at most places. So I got a sampler and some 6-packs. Also got some New Glarus, saw a nice display of Capital as well.
While just a ways from the Sprecher brewery anyway, I still got some single bottles of that, because the price was so nice.

Selection was astonishing. A+ for that.

Staff was fine. We were a bit late, didn't realize they closed at 2PM, left about 2:15PM. No one hassled us or was rude that we made them stay a bit late. I apologized, and they were fine with everything.

Prices are a bit hit or miss. Some stuff was just a STEAL! Other things are a bit steep....So you've got to be careful.
EDIT: Typically, they are the cheapest prices in the Milwaukee area (Woodman's being the only people who are EVER cheaper, but not always). I can get New Glarus cheaper at Woodman's in Beloit....but that's pretty far if you live in Milwaukee.

ONLY complaint is the freshness.
I about died when I saw they had Schuß for Berliner Weiß bier. Waldmeister and Himbeeren. I was FLOORED.
Then I noticed the "mindenstens haltbar bis" on the bottle (exp date). It was long past due...just over a year. Now, I know the entire bottle is in German, and the rest of the world does dates differently, but as my brother noted, "2008 is same year, no matter where you live." Since the bottle mentioned no preservatives as well, I imagine that Schuß would be disgusting if not outright sickening.
Up side is that a good deal of the bier that looks like it's been sitting is the kind that is okay with aging. Some of the biers that really need to be fresh I would avoid.
EDIT: As I've become a more regular shopper at Discount, I've noticed they're getting a LOT better about fresh dates for almost everything. Additionally, I've NEVER had such a problem with anything regional. They are the first ones to get anything from Wisconsin, and nothing seems to sit on the shelf more than a few days.

Overall, will definitely be making a voyage back here for more Wisconsin biers, and perhaps a few others....They did have a 40 year Ola Dubh...hmmm

EDIT: I've come to really appreciate the service here, too. Whenever I have questions, they're more than glad to help, and everyone is just really friendly and nice to talk with.
Now that I work in Milwaukee, this is pretty much my go-to for everything. It's just really hard to beat them in terms of selection, service, and price.

 3,598 characters

Photo of GregHicks
5/5  rDev +11.9%

Photo of mitrednip1
5/5  rDev +11.9%

Great beer selection and the owner was quite friendly and very helpful. He recommended some local beers that I can't get at home and I was very appreciative, as I might have otherwise missed these beauties.

For anyone visiting Milwaukee I'd highly recommend Discount Liquor.

 277 characters

Photo of hansenm72
5/5  rDev +11.9%

Photo of JacksonSmith
5/5  rDev +11.9%
vibe: 5 | quality: 5 | service: 5 | selection: 5

Photo of bowzer4birdie
5/5  rDev +11.9%

Photo of Jaywalsh20
5/5  rDev +11.9%

Photo of Millersbrewers
4.97/5  rDev +11.2%
vibe: 4.75 | quality: 5 | service: 5 | selection: 5

Photo of 03fatboy
4.91/5  rDev +9.8%
vibe: 4.25 | quality: 5 | service: 5 | selection: 5

Right up the road of my house !!

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Photo of Bubbaridesfast
4.88/5  rDev +9.2%
vibe: 4 | quality: 5 | service: 5 | selection: 5

Photo of vkrazzy
4.85/5  rDev +8.5%

What can I say that hasn't been said already, if you live in Milwaukee and the surrounding area and don't know of this place I suggest you stop in. They always seem to have the newest and hardest to find beers. THE REPUTATION IS DEFFINATLY WARRANTED FOR SURE!!

Huge selection whether it's 4 packs, 6 pack, 750ml, domestic, import, whatever they have it. Was one of the first places in Milwaukee to sell Founders beer. They have a huge selection of both beer, and hard liquor, One of these best in Wisconsin, if not the best enough to say.

Price is what makes this place stand out, I have yet to be disappointed, they always seem to be the lowest in town, I've even been there when they have had brewery's giving out tastings, which is always an added bonus to this reviewer.

What else can I say except stop in for sure!!

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Discount Liquor in Milwaukee, WI
Place rating: 4.47 out of 5 with 170 ratings