Sunrise Cellars started in Caldwell, NJ back in the 1968, growing out of a family grocery and supermarket business that's been part of the community for three generations. That grocery background is still in our DNA. It's why we've always cared more about knowing our customers than closing a sale. In 2006, we brought that same approach to Westfield, turning a former supermarket space into a full-scale wine, beer, and spirits destination.

Both stores operate under a ShopRite Wines and Spirits liquor license, a partnership that's part of our history and part of how we're able to do what we do. But the name on the door, and the people behind the counter, are Sunrise Cellars through and through.

The difference shows up in the details: carrying someone's wine to their car, remembering a favorite bottle, going out of the way to track down what a customer's looking for. Every bottle on our shelves has been tried and tasted by our team first. Quality first, then demand, then trend.

"Few people care about people. To us, it's about the people."

That philosophy shapes every recommendation, every event, and every interaction across both of our stores.

Everything we do comes back to connection: to the customer in front of us, to the neighborhood, and to the history of this family business. Community and discovery follow close behind, showing up for the places we serve and guiding people toward something they wouldn't have found on their own. Quality. Hospitality. Expertise. Three words we hold ourselves to in every conversation, every recommendation, and every bottle we choose to carry.

When someone walks in, we want them to feel welcomed, not sold to. When they leave, we want them to feel proud, educated, and valued. As Liad says,

"I want them to be proud when they say 'I shop at Sunrise Cellars.'"

Sunrise Cellars has two homes in New Jersey, each with its own story to tell.