Cheers to Friday Fun and Sip, Shop & Taste with Mommenpop + Friends at Holiday Wine Cellar!
January 30, 2026
🍊🍺 Friday, 4/18 – A double-header:
🛍️ Sip & Shop with Mommenpop Citrus Apéritif
🍻 Fridays with Friends Beer Tasting in-store – join the fun!
About Holiday Wine Cellar (HWC)
Explore this famous Escondido landmark, boasting an outstanding selection of craft beer, wine, rare spirits, non-alcoholic beverages, and more, accompanied by premium-level service and traditions since 1965
Discover and immerse yourself in the unparalleled inventory at this long-standing, family-owned landmark celebrating its 60th anniversary in 2025. Admire the expertly curated rows of neatly organized import and domestic wines and rare and exclusive spirits, and explore the extensive selection of refreshing craft beers, vibrant kombuchas, sparkling wines, hard seltzers, meads, mocktails, and more. The landmark store spans 10,000 square feet and features a 24-bottle self-serve wine bar, along with an events venue that hosts weekly beer tastings, monthly wine socials, and a magic show on the third Thursday of each month, featuring top performers from the famous Hollywood Magic Castle.
Anchoring the corner of Mission Avenue and Escondido Boulevard, the store’s towering vertical sign that spells “Liquor” has served as a beacon since its opening in 1965. Inside, the portrait of one of the founders, Frederick Einer Jr., gazes down on the retail floor from the back wall. Einer Jr.’s descendants and a team of dedicated libation experts have continued to operate the establishment over the years, adding an online store, a tasting room, a private event space, and a self-serve wine bar, among others.
The venue’s incredible selection of craft beers, rare wines, and specialty spirits from around the world remains the main attraction. For instance, HWC’s craft beer collection is so extensive that a walk-in beer cave was constructed to accommodate IPAs, sour beers, local San Diego craft beer, West Coast craft beer, other domestic and imported brews, and more.
The first floor features over 500 bottles of domestic wines, while the red brick arch in the back leads to a room housing 500 imported varieties. Discover selections ranging from Napa Valley wine, French wine, vintage Port wine, champagne, sparkling wine, 90+ wines, and many more. Downstairs, indulge in reds, whites, rosés, and beyond at the 24-bottle self-serve wine bar, situated in San Diego County’s only authentic underground wine cellar.
HWC’s liquor inventory ranges from the simple to the exotic. Specialty spirits include tequila, mezcal, American bourbon, whiskey, Scotch whisky, cognacs, liqueurs, and non-alcoholic options too! Visit the business’s social media pages for a variety of cocktail recipes, such as the Brandy Alexander and Old-Fashioned.
One of the venue’s most popular events takes place weekly: Fridays With Friends. Hang out with fellow beer lovers every Friday from 5:30 p.m. to 7:30 p.m. and enjoy a night of fun, flavor, and fantastic brews held in HWC’s iconic Beverage Bunker. The venue also hosts magic shows on the third Thursday of each month, starring Hollywood’s top artists, wine club socials and weekly educational shop-and-sip events featuring various vendors.
Looking for the perfect setting to host a networking event or to toast to a special occasion, such as a birthday celebration, a rehearsal dinner, or baby shower? The shop’s Beverage Bunker provides the perfect backdrop to meet and enjoy wine and beer with friends. Learn more about this hidden gem here
Not to be missed is HWC’s Grand Tasting: A Toast To The Season, held in December. The beloved gathering features wine, champagne, sparkling wine, and craft beer selections from HWC vendors and in-house purveyors, as well as sweet and savory treats from local producers.
