Built across generations<\/p>\n
Lawson grew up in the stores his father, Frank, opened 35 years ago. Frank started with one small shop in 1990 and grew it into a neighborhood chain known for its yellow Volkswagen vans with smiley faces parked out front. The stores were reliable and recognizable.<\/p>\n
By 2018, Trey was living in North Carolina and working in real estate when he got a call that changed everything.<\/p>\n
\u201cMy dad said he was selling the stores,\u201d Lawson says. \u201cIf I ever wanted to take over, this was my chance.\u201d<\/p>\n
The timing felt right. Trey wanted to return to Tampa. He wanted to be near family, near his sports teams and near the city where he grew up. Taking over the business meant continuing a story his father had spent decades building.<\/p>\n
Father and son worked side by side for two years. One brought instinct. The other brought innovation.<\/p>\n
\u201cMy dad gave me the room to make mistakes,\u201d Lawson says. \u201cIf it works, great. If it doesn\u2019t, you learn.\u201d<\/p>\n
Rebranding a Tampa staple<\/p>\n
When Lawson stepped into the business, the company had four stores under four different names. He rebranded everything under Liquor Depot, giving all locations a shared identity.<\/p>\n
From there, he expanded to six stores across Tampa, adding locations on Waters Avenue and Hillsborough Avenue. Revenue rose about 25%.<\/p>\n
But Lawson says the fundamental shift came from how he connected with customers.<\/p>\n
\u201cSocial media has been massive,\u201d he says. \u201cI run all of our accounts myself. I talk to customers every day. I want people to feel like they\u2019re part of something.\u201d<\/p>\n
The approach worked. Fans drive across Tampa Bay and sometimes camp overnight for exclusive Liquor Depot barrel picks.<\/p>\n
\u201cYou need daily posts, new content, videos and photos,\u201d Lawson says. \u201cIt can\u2019t be cookie-cutter. It has to be real.\u201d<\/p>\n
His work earned statewide recognition this year when he was named an Ernst & Young Entrepreneur of the Year nominee.<\/p>\n
Joy Bar and the $20 buzz<\/p>\n
Next to Liquor Depot\u2019s Armenia Avenue store was VIP Liquors and Lounge, an aging neighborhood bar his family had owned for years. Most owners<\/a> would have closed it or folded it into the liquor store.<\/p>\n Lawson took a risk.<\/p>\n He turned it into Joy Bar, Tampa\u2019s only year-round Christmas-themed dive bar. Twinkle lights. Ornaments. D\u00e9cor from wall to wall. Locals started donating decorations from their own homes, turning the space into a community project.<\/p>\n \u201cIt\u2019s cool that people can point to something that used to be in their house,\u201d Lawson says.<\/p>\n Joy Bar kept its low prices, late hours and neighborhood feel. High-end spirits like Blanton\u2019s and Eagle Rare go for a fraction of standard bar prices.<\/p>\n \u201cI wanted to bring back the $20 buzz,\u201d Lawson says. \u201cYou shouldn\u2019t need $80 to have a good time.\u201d<\/p>\n The bar was named Best Dive Bar in Tampa Bay two years in a row and has become a go-to spot for birthday parties, comedy nights and karaoke.<\/p>\n Barrels that give back<\/p>\n In 2021, Lawson launched a charity<\/a> barrel program with former Buccaneer Mike Alstott<\/a>. Each year, they select a limited-edition whiskey barrel and donate 100% of the proceeds from bottle sales to the Mike Alstott Family Foundation<\/a>.<\/p>\n This fall\u2019s 12-year Penelope Estate Collection Rye raised $20,000 in a single day. The program has generated more than $50,000 for the foundation. Additional special releases have raised another $10,000 for USF\u2019s NIL program<\/a>.<\/p>\n \u201cSingle barrels are unique,\u201d Lawson says. \u201cOnce they\u2019re gone, they\u2019re gone. We wanted to use that excitement to give back.\u201d<\/p>\n Building team loyalty<\/p>\n Running six stores and two bars with more than 40 employees comes with challenges. Lawson says his team is the reason the business<\/a> runs smoothly.<\/p>\n \u201cA lot of my staff have been with me for years,\u201d he says. \u201cYou\u2019ve got to take care of the people who take care of you.\u201d<\/p>\n For Lawson, success is not about size or speed. It is about belonging.<\/p>\n \u201cI want people to feel like this is their place,\u201d he says. \u201cThat\u2019s what matters.\u201d<\/p>\n The next pour<\/p>\n Lawson expects Liquor Depot to keep growing, but he is clear about what he wants to preserve.<\/p>\n \u201cI always want to be the neighborhood store,\u201d he says. \u201cGreat selection. Great prices. Friendly faces.\u201d<\/p>\n He also shares his passion through his YouTube show, Behind the Bottle, which documents barrel selections, distillery trips and day-to-day moments running the business<\/a>.<\/p>\n As he looks to the future, Lawson thinks of the yellow vans his father once parked outside the stores.<\/p>\n \u201cMy dad gave me the freedom to try,\u201d he says. \u201cThat is still how I think about everything we do.\u201d<\/p>\n Trey Lawson didn\u2019t just return to Tampa<\/a> to run a business. He came home to build a legacy rooted in family, community and connection.<\/p>\n Stay Connected<\/p>\n Sign up for TBBW\u2019s newsletter<\/a><\/p>\n Watch TBBW\u2019s Podcast<\/a><\/p>\n![\"Trey](\"https:\/\/www.newsbeep.com\/us-fl\/wp-content\/uploads\/2025\/12\/Untitled-2-52-1000x563.jpeg\")
Left: Trey Lawson with a USF coach during a special release that supported USF\u2019s NIL program. Right: Lawson with Mike Alstott during a barrel selection for their annual charity barrel.<\/p>\n