Moonshine

Debby and Jeff Gould started Sea Pines Liquor and Market for their son John, a then recent college graduate, who like so many, could not find a job. While John has now moved on to a corporate career, Debby and Jeff have been busy thinking out of the box and turning their liquor store into a moonshine empire. So much so, they have become the number one retailer of moonshine in South Carolina, and a destination for tourists and locals alike.

Moonshine, by definition, is any liquor that is sold without being taxed, therefore making it illegal. However, legal moonshine is a burgeoning category in the liquor industry, converting longtime bootleggers into legit businessmen.

So exactly how did Debby and Jeff stumble upon the mojo behind legal moonshine?

"One day four 80-year-old ladies came into the store for a winetasting. They didn't buy any wine, but instead set their sites on a few jars of NASCAR famed, Junior Johnson's Apple Pie Moonshine.  One of them said, 'I'll take a jar because it will cure my cold.' Another claimed, 'I'll take a jar because it will cure poison ivy.' The third lady claimed that she wouldn't need a flu shot. The fourth one said, 'Hell, I don't need an excuse, I'll just take a jar!'"
With four jars sold, these ladies' got the Gould's thinking, and with that Sea Pines Liquor turned into a moonshine superstore in the winter of 2011. "That Apple Pie Moonshine changed our life," stated Jeff, who is quite a character. His personality and selling moonshine go together about as well as thirst and water. "Moonshine was not a part of our business plan, and today, it's our entire business plan," explained Jeff.

However, this business plan includes a lot of fun too. The Gould's have created the mantra, "Live, laugh, and shine!"  And that's easy to do when free tastings of moonshine are involved. "We noticed how all the men walk around with their hands in their pockets. Coming in and having a little taste immediately gets the hands out of the pockets and puts a smile on the face." And, the stories start flowing faster than the moonshine's pouring.
"Everyone has a moonshine story. Most northerners have the perception that it's made in radiators and will make you go blind. Most southerners either have a story, or want me to taste theirs that's in the trunk of their car," Jeff laughed. With all the spirited lore and legends adding to the overall moonshine experience, Debby and Jeff have started writing them all down. Debby even has a story of her own: Seems her raucous roots flow from her grandfather, who was a sheriff, a legislator, and a peach brandy bootlegger. "He put all of his seven kids through school with moonshine money," Debby smiled.

Moonshine has become the Gould's passion, as they have delved into this blossoming underworld and made it about so much more than just the whiskey. To walk into their store is to get a history lesson, plus a look-see of various collections of antique dispensary bottles, jugs, stills, and of course the stories. There's even an old barber's chair to kick back in and shoot the breeze for a while. 

People have responded to what the Gould's are doing because it's a multi-faceted fascination.  Albeit legal, the age-old forbidden undertone still prevails. "People even carry the moonshine differently. They tuck it up under their arm, like they're trying to hide it." Jeff and Debby tuned into their customers and figured out how to succeed in a tough market.  They got people involved in the product, hands on and down the hatch, and moved them to not only remember the past, but to also begin creating their own legend and lore for generations to come. It's really fun and personal.and besides, who doesn't want to live, laugh and shine?

Taking it to the Next Level:
Of course, to become the largest legal moonshine retailer in South Carolina, one must go above and beyond, and that's exactly what the Gould's have done. They now represent eight different companies (distilleries), which combined, offer 30 different varieties. These varieties include anything from blueberry, strawberry, and cranberry flavored moonshine to Tillman's Baby, named for the notorious late 1800s South Carolina Governor and U.S. Senator Benjamin Tillman, a.k.a. "Pitchfork Ben", which tastes like a fine, smooth bourbon. People are actually pouring the fruitier ones over ice cream at night, helping them sleep! Maybe some of those old home remedies aren't so far-fetched.

Debby and Jeff have taken it all one-step further with diligent research, and created a selection of reproduction dispensary bottles and jugs available for purchase-another historical and interesting layer in this moonshine madness. In addition, they offer a barrel program, which allows both novices and connoisseurs to purchase authentic miniature barrels and age their own whiskey to their liking in about 30 days. Talk about the perfect gift for that hard-to-buy-for-man on your holiday list!

Stop By and Taste Some Moonshine:
Sea Pines Liquor & Market
Debby and Jeff Gould, Owners/Proprietors
71 Lighthouse Rd., Shops at Sea Pines Center
843-363-2200  .  Ask about their gourmet steak and wine program.it's awesome!