Alcatel Liquors (Gone)
Berkeley, CA
Photo courtesy Devil Doll

An old neon blade sign marks Alcatel Liquors near the Oakland–Berkeley border. Mounted out from the storefront, the vertical lettering gave travelers along Telegraph Avenue a good look at what was being sold inside. Another neighborhood shop with a sign worth a second glance. 02-06

The Alcatel name combined Alcatraz and Telegraph, the two streets meeting at the store's corner. A handy bit of local shorthand, with no need to look far for inspiration. The name pretty much supplied the directions along with the introduction.

Records place the liquor business here by 1966. Its projecting sign belonged to an era when independent stores often announced themselves with tall lettering and neon above the sidewalk. Even a quick trip past the corner could leave the Alcatel name in mind.

UPDATE: Alcatel Liquors has closed, and its vintage neon blade sign was removed. The former storefront was remodeled for other commercial uses, leaving Devil Doll's photo to recall the old sign and its corner-store days. 09-26

Lincoln Market
Alameda, CA
Photo courtesy Devil Doll

A neighborhood stop for drinks and a few everyday necessities, Lincoln Market sits along Lincoln Avenue in Alameda. Its old storefront sign gives the place a familiar corner-market look, the sort of spot where a quick shopping trip doesn't require wandering through a dozen aisles. 02-06

The market once offered fresh meat and deli service before shifting toward groceries, snacks, beer, wine, and liquor. Quite a few shopping habits have changed over the years, and the shelves have changed along with them. The store has continued giving nearby residents a place to pick up something close to home.

The sign and red awning add a little character to the corner at Willow Street. Places like this often become part of the everyday neighborhood scenery, familiar enough that the lettering barely needs reading. Still, it's worth a look when passing through with a camera.

UPDATE: Lincoln Market remains open at Lincoln Avenue and Willow Street. Its exterior signage and red awning survive, keeping the longtime neighborhood storefront recognizable. 09-26

Pete's Liquor
Stockton, CA
Photo courtesy Dave & Debra van Hulsteyn

A bottle pours into a glass on the marquee for Pete's Liquor in Stockton. No need for much explanation about what's sold below. The sign gets its point across with a drink that never quite finishes pouring. Quite a generous serving, judging by how long it's been at it. 02-06

Perched high above the store, the tilted bottle and cocktail glass give passing motorists something extra to look at. The angled red frame and yellow neon add to the scene, making this quite a bit more entertaining than an ordinary liquor-store sign.

The design makes good use of its height, putting the bottle where it can be spotted along Wilson Way. Even without reading the name below, a passerby could get a pretty good idea of the shopping possibilities. Guess the bottle handles the introduction while the lettering supplies the name.

UPDATE: The former Pete's Liquor is now Liquor Barrel on North Wilson Way. The main sign was changed to the newer name, while the vintage bottle-and-glass assembly remained up top. Different name below, same old pour above. 09-26

Val's Liquors
Napa, CA
Photo courtesy Devil Doll

Facing the roadside in Napa, the Val's Liquors sign makes its pitch to passing traffic. A familiar sort of stop in wine country, though the name leaves room for something besides a bottle from the local vineyards. Another old sign worth a look while traveling through town. 01-07

The freestanding marquee gives the store a little roadside character along Soscol Avenue. Its placement lets motorists spot the name before reaching the storefront, just the thing when there's one more item to pick up on the way home.

Signs like this became familiar markers along busy commercial streets. After enough trips past the store, the shape and lettering could announce the stop before a driver had even read the name.

UPDATE: Val's continues to operate on Soscol Avenue, with its roadside sign remaining part of the storefront scene. The longtime marquee keeps its place among the businesses serving locals and travelers through Napa. 09-26

Excelsior Liquors
San Francisco, CA
Photo courtesy Scott Strickland

Travel down Mission Street in San Francisco and Excelsior Wine & Liquors puts in an appearance at Santa Rosa Avenue. The corner store has the look of a neighborhood fixture, the sort of place familiar to people making their everyday rounds. 11-09

Records place the business at this same corner as early as 1955, when its telephone number used the old JUniper exchange. Quite a few changes have come along Mission Street since then, while the Excelsior name has kept its place among the storefronts.

UPDATE: The store continues to operate as Excelsior Liquors. Some business listings give a 1972 establishment date, although earlier records document the Wine & Liquors name at this location in the 1950s. 09-26

Drive-in Liquor (Gone)
Auburn, CA
Photo courtesy Jim Zahniser

A skier heads down the slopes beside a giant liquor bottle on this Drive-in Liquor marquee in Auburn. Add a sweeping arrow and a prominent rooftop perch, and there's quite a bit going on above the store. Must make for some interesting skiing. 09-10

Located along Lincoln Way, the store was well positioned for travelers heading into the Sierra toward Tahoe and Reno. The skier fit the mountain-bound traffic, while the oversized bottle left little doubt about what could be picked up below. Not much chance of mistaking this place for a ski rental shop.

UPDATE: The sign is now gone as the area has been redone. It appears that a smoke shop has taken it place. Lou Labonte's Restaurant next door closed down in November 2014 after 68 years. 11-17

UPDATE: The store and its rooftop sign were removed in 2015, and the site was redeveloped for an expansion of neighboring Ikeda's California Country Market. The old skier and bottle are gone from the roadside scene. 09-26