Shoppers in Jefferson City enjoy drinks and deals during Sip & Shop


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Shopping veterans arrived early to pick up their wine glasses for the fifth annual Sip & Shop Saturday afternoon in downtown Jefferson City.

Shelly Potts said she didn’t miss any of the events, which pair downtown businesses with Missouri wineries and breweries for a walk-and-shop experience.

“It’s fun. Shopping downtown is fun,” said Potts, who brought her sister, Shelly Potts, and daughter, Carly Potts.

“It’s also a chance to see all the vendors — the wineries, the breweries,” Janie Potts said.

Hundreds of people wandered along the High Street, enjoying drinks and looking for bargains, as more than a dozen businesses in downtown Jefferson City took part.

Lauren Moscato, a member of the Downtown Business Association, said sales were strong on Saturday. It was the same for most of the morning, when it was windy, damp and cold.

But about an hour before Sip & Shop started, the skies cleared up and the sun came out.

“We’ve never had bad weather in the five years we’ve been doing this,” Shelly Potts said. “The first year was pretty cold, but the weather was still nice.”

She said she went out early in the morning and wondered if she should rethink her wardrobe.

Moscato said Sip & Shop took place in the spring.

“November in Missouri is unpredictable,” she said. “Things are going really well so far.”

Participating stores and their sister beverage business included:

• American Shoe (Broadway Brewery).

• Southbank (St. James Vineyard).

• BarVino (Beckett’s Winery).

• Whiskey Bar (Blacksmith Distillery).

• Carrie’s Hallmark (Canterbury Hill Winery).

• Downtown Book & Toy (Last Flight Brewery).

• River City Florist.

• The Back Drop (Wine Mule Winery).

• Cork & Board (Logboat Brewery).

• The Bee Marche (Giggling Grape Vineyard).

• American elm (Dale Hollow Winery).

• Menswear from Samuel (DogMaster Distillery).

• Alibi Cookies (Worts & All).

• Pizza Underground (Public House Brewery).

Moscato said the afternoon benefits the Downtown Association. It helps pay for beautification, snow removal and other costs that affect downtown businesses.

Her father, Mike Moscato, (the family owns River City Flowers and Gifts) said the event coincided with the family business’s annual Christmas open house. So the company already has additional staff and people can start sipping and shopping earlier in the store than in other companies.

“We were already doing it in 1991,” he said. “It’s great. They arrived early. I don’t know if they were drinking and shopping, but they probably know they can come here. We had a lot of people.”

Christi Hake said she only recently heard of the downtown Sip & Shop experience, so she stepped out for the first time on Saturday.

“I don’t even know what I’m going to buy,” Hake said when shopping began. “I know I’m going to American Shoe. I’m going to get some holiday gifts.”


Eileen Wisniowicz/News Tribune Dawn Williams-Heckman and Keith Heckman serve Worts & All beer Saturday, November 5, 2022 at Alibi Cookies in Jefferson City. Worts & All brews its beers in-house and focuses on unique flavors.




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Eileen Wisniowicz/News Tribune Jenny Switzer pours Dale Hollow wine for Jeanann Neighbors on Saturday, November 5, 2022 at American Elm in Jefferson City. This was part of the Sip and Shop event where local wineries and breweries partnered with downtown businesses.




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Eileen Wisniowicz/News Tribune Jenny Switzer, right, shows Afton Williams, left, and Ashley DeMars bottles of Dale Hollow wine after trying it Saturday, Nov. 5, 2022 at American Elm in Jefferson City. Local wineries and breweries were paired with local downtown businesses for the Sip and Shop event.




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Eileen Wisniowicz/News Tribune Rosie Dulle shops while sipping wine on Saturday, November 5, 2022 at the River City Florist in Jefferson City. Attendees of the Sip and Shop event were able to sample trial wines and beers while shopping at local stores downtown.



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