Family business brings whiskey lovers together.
On Friday afternoons, the parking lot of Speedway Market at East Peckham Lane and Neil Road is crowded with people getting gas and grabbing snacks. It’s impossible to tell that this unassuming mini-mart is the home of Reno’s best-loved whiskey club.
Kuldeep and Shyama Chhabra opened the mini-mart in 2008. Their son, Amitoj (AJ) Chhabra, joined the family business in 2016 and took it over in 2019, allowing his parents to enjoy a well-deserved step back.
AJ began building a loyal social media following for the store and introducing new items. There always had been a selection of popular liquors, but no craft section of which to speak. AJ started stocking some of his favorite tequilas and found they sold well, so he added barrel-aged spirits.
Innovative Thinking
It was while trying to source a particular whiskey that AJ learned about allocations: bottles that can only be obtained based on loyalty and total spend. He saw the potential to add a significant revenue stream to the family business. The only problem was space. The mini-mart couldn’t accommodate the necessary volume and variety of spirits.
Thus, Speedway Whisk(e)y Club was born in 2021. Through an online portal, members learn what’s available and then pick up purchases in the store. Word began to spread, and soon Speedway became a hub for whiskey enthusiasts all over Reno. A few months ago, when a single-barrel bourbon from Old Forester dropped in the club, it sold out in just six minutes.
At the end of 2023, the doors opened to the newest Chhabra venture: Drams & Smoke, a spirit concierge and smoke shop. Located two doors down from Speedway Market, the retail space has plenty of room for customers to browse the wide selection of spirits.
“It has a much more relaxed feel,” AJ says of Drams. “We’re excited to be able to host events here.”
The new store is the culmination of AJ’s innovative thinking and ability to bring people together. It even features custom shelves designed by a whiskey club member.
Generous Spirits
In May 2023, the Chhabra Group of Businesses organized its first charity event, a whiskey tasting at Stremmel Gallery in Midtown Reno. The event was well-attended and raised $8,000 for Boys & Girls Club of Truckee Meadows. An active participant on the Young Leaders Committee for Boys & Girls Club, AJ says he was proud to give back in this way.
Drams & Smoke
1400 E. Peckham Lane, Ste. E, Reno
Find Drams & Smoke on Instagram at Dramsandsmokereno
Speedway Market
1400 E. Peckham Lane, Reno · 775-825-5059 · Speedwayreno.com
