For decades, Cellar 97 has been more than just a neighborhood liquor store—it’s been a family legacy built on hard work, community connection, and a deep passion for quality. Originally opened as Buy Rite Liquors in Bound Brook 28 years ago, the store was purchased by Alfred Habib and later taken over by his son, Ashraf (Ash) Habib, in 1997. Today, with locations in both Bound Brook and Union, Cellar 97 stands as a testament to family entrepreneurship and local pride.
Ash’s story is one of generational dedication. His father, Alfred, immigrated to the U.S. and dabbled in several businesses—from cigarette wholesaling to running convenience stores—before settling in the liquor industry. Ash, who earned his Bachelor of Science in Accounting from Rutgers Newark, recalls learning the ropes early. “I was seven or eight years old sitting behind the counter,” he says. “I learned how to deal with customers, handle inventory, and eventually do payroll and management.”
Ash’s uncle, Joseph Habib, was also a guiding influence, helping shape his entrepreneurial mindset. During college, a conversation with an accountant convinced Ash that he was destined to run the family business—one that’s since evolved into a modern, community-centered operation.
Five years ago, the Bound Brook location underwent a major renovation and expansion, tripling in size and adding upstairs apartments to serve as an office and distribution hub. The project was meaningful as it was completed in honor of Ash’s late brother, Michael, who helped build the business and first envisioned the store’s transformation. “He was a big part of the old store,” Ash says. “We made sure to finish what he started.”
Today, Cellar 97 is known for its unmatched selection and personalized service. With a team of about 15 staff members per store—many of whom have been with the business for over a decade—Ash ensures customers are always greeted by knowledgeable, friendly faces. “Our greatness comes from our customer service,” he explains. “We don’t let anyone walk around without offering help.”
Each location boasts over 3,000 products, including wines and craft beers, non-alcoholic options, ciders, snacks, and gift ideas. Whether you’re looking for a $10 bottle of wine or a rare international bourbon, you’ll find it here. Cellar 97 carries wines from regions across the globe—including Italy, Greece, South America, Spain, and even small European producers from Georgia. “We try to pick the best bang for your buck,” says Ash.
To keep things exciting, the store hosts tastings three times a week, including THC-infused products, sparkling wines, and craft beers. Events are listed online, and customers can sample something new almost every weekend.
Cellar 97 has also embraced technology with its custom delivery app, allowing customers to order online at in-store prices. Local delivery is free within a three-mile radius for orders over $50—no hidden fees or markups.
As for the future, Ash plans to expand his delivery and online presence while staying true to the local, customer-first roots that define Cellar 97. “I’m proud of what we’ve built,” he says. “From an immigrant family’s dream to two thriving stores—and now, a business my kids can one day be proud of.”
Visit Cellar 97 in Bound Brook or Union, or explore their selection online at cellar97.com to discover your next favorite bottle.
