Santa Cruz County

60 Santa Cruz County business owners recognized for responsible alcohol sales

SANTA CRUZ, Calif. - Sixty business owners in Santa Cruz County are being recognized for being responsible alcohol merchants.

The Santa Cruz County Friday Night Live Partnership announced the winners of the 13th Annual Responsible Alcohol Merchant Awards Program this week. The awards recognize business owners in the county who actively work to restrict alcohol sales to minors and are compliant with alcohol beverage control regulations.

Friday Night Live youth have partnered with alcohol retailers to actively discourage and limit youth access to alcoholic beverages. That includes discussion of carding and training procedures, store layout and security measures to deter theft. Participating merchants sign and prominently display a "Merchant Committed" pledge that demonstrates their dedication to not providing alcohol to youth.

Those who met the highest grading criteria are being recognized as "Exemplary Merchants;" those meeting the next highest level are being recognized as "Honorable Merchants."

2013 Exemplary Merchant Award winners:

  • Palm Market and Deli, Valencia Avenue, Aptos
  • El Patio Grocery, La Selva Beach
  • Beverages & More, 41st Avenue, Capitola
  • Capitola Shell, 41st Avenue, Capitola
  • CVS Pharmacy Store 9960, Bay Avenue, Capitola
  • Rite Aid Store 5966, 41st Avenue, Capitola
  • Save Mart Supermarkets, 702, 41st Avenue, Capitola
  • Live Oak American, 17th Avenue, Live Oak
  • Quik Stop Market 78, Soquel Drive, Live Oak
  • CVS Pharmacy Store 9853, Graham Hill Road, Felton
  • Johnnies Market, Highway 9, Boulder Creek
  • New Leaf Community Market, Highway 9, Boulder Creek
  • 7 Eleven 2233 14282, Cardiff Pl. Santa Cruz
  • 7 Eleven 2233 29795, Mission Street,  Santa Cruz
  • 7 Eleven, Ocean Street, Santa Cruz
  • La Rosa Market, 2nd Strret, Watsonville
  • Rotten Robbie 35, Mission Street, Santa Cruz
  • Staff of Life Natural Foods, Soquel Avenue, Santa Cruz
  • U Save Liquors, Almar Avenue, Santa Cruz
  • Valero Corner Store 3528, Mission Street,  Santa Cruz
  • Pleasure Point Liquor and Groceries, Portola Drive, Santa Cruz
  • Leo's Liquors, Scotts Valley Drive, Scotts Valley
  • Mt Hermon Shell, Mount Hermon Road, Scotts Valley
  • Valero Corner Store 3736, Scotts Valley Drive, Scotts Valley
  • 7 Eleven 2233 17296, E Lake Avenue, Watsonville
  • 7 Eleven 2233 32323, Main St. Watsonville
  • Grocery Outlet, Main St. Watsonville
  • Super Max 5, E Lake Avenue, Watsonville
  • Valero Corner Store 3400, Freedom Blvd. Freedom
  • Valero Corner Store 3737, Main Street, Watsonville
  • Four Corners Market, Amesti Road,, Watsonville

2013 Honorable Merchant Award winners:

  • Circle K Capitola 76, 41st Ave., Capitola
  • New Leaf Community Markets, 41st Ave.,Capitola
  • Rite Aid 5965, Rancho Del Mar, Aptos
  • 7 Eleven 2233 14280, Portola Dr., Live Oak
  • Deke's Market, 7th Ave., Live Oak
  • Kongs Market, 26th Ave., Live Oak
  • Mel's Market, Soquel Dr., Santa Cruz
  • Valero Corner Store 3529, Capitola Rd., Live Oak
  • Felton Valero, Graham Hill Rd., Felton
  • New Leaf Community Markets, Highway 9, Felton
  • M&V Boulder Creek Liquors, Highway 9, Boulder Creek
  • Redwood Keg, Highway 9, Boulder Creek
  • Ben Lomond Market, Mill St., Ben Lomond
  • Beach Liquors, Beach St., Santa Cruz
  • New Leaf Community Markets, Pacific Ave., Santa Cruz
  • Santa Cruz Market, California Ave.,Santa Cruz
  • Valero Corner Store 3734, Mission St., Santa Cruz
  • Valero Corner Store 3735, Soquel Ave., Santa Cruz
  • Whole Foods Market, Soquel Avenue, Santa Cruz
  • Soquel Shell, Soquel Avenue, Santa Cruz
  • 7 Eleven 2233 26525, Mount Hermon Road, Scotts Valley
  • Barsis Liquors, E Lake Avenue,Watsonville
  • CVS Pharmacy Store 9796, Rodriguez Street, Watsonville
  • El Pueblo Food #11, Union Street, Watsonville
  • Santa Fe Mercado, E Lake Street, Watsonville
  • Town & Country Liquors, Main Street,Watsonville
  • Quik Stop Market 41, Freedom Blvd., Freedom
  • Rite Aid Store 5969, Freedom Blvd.,Freedom
  • Corralitos Market & Sausage Company

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