University Liquors is an all Vol, family owned and operated local Knoxville business. The children grew up in the store, helping Mom and Dad as early as age seven. All four kids worked as cashiers during their time attending the University of Tennessee. Through the years, ULiq has experienced all the ups and downs that come with running a family business. Helen, store owner, expanded the wine selection after twelve years of mainly serving liquor. She has been instrumental in growing University Liquors into what it is today through her dedication to the store and the Cumberland Avenue community. Son, Sterchi Jr., took over management in 2016 introducing beer sales for the first time. His industry knowledge and experience has also helped this "Mom and Pop shop" thrive during a period of great change on the Cumberland Avenue Strip.  As Helen says, "it takes a village!"