“There’s a difference between a collector and an acquirer,” Peter Carl said. “A collector is discerning and calculating. Always hunting and never satisfied.” He continued, “An acquirer, they’re in it for quantity, not quality. They’ll take anything whether or not it adds value.” Peter Carl would know. He used to collect Native American pueblo pottery, but he always wanted to own and operate his own liquor store. So, when he was approached by someone who wanted to purchase his art collection, he seized the opportunity.

On August 26, 2013, he became the owner of The Well of OKC. With the help of his friend Cody Wilson (now at George’s Liquor), he began to upgrade the liquor store’s inventory. Cody ran the store during the day, and Peter would work the evening shift after his day job. They made a good team. Cody knew how to get rid of the “junk” and Peter began sourcing and investing in higher quality bottles. It took a few years, but The Well’s collection has become one with purpose. Once people recognized Peter as a premium buyer, things shifted. He didn’t have to work quite as hard to find the superior items he used to hunt for.

As the selection continues to grow, so does the customer base. The team members at The Well are more like museum docents than cashiers. Customers have noticed the change and have become fiercely loyal. They know that Peter can find what they need and do what it takes to get it.

But Peter and his team aim for more than customer service. Their focus on building relationships is what drives the loyalty of discerning shoppers. When you shop at The Well, you know you’ll get personalized recommendations based on your taste and the staff’s knowledge. “We build relationships with customers, and we give better suggestions because of it,” says Peter. “You won’t spend $100 and feel like you tossed it into the wind.” Peter even offers credit for things his customers don’t like.

The collecting community in Oklahoma City has taken notice. Its reputation for scotch whiskey is known both across the U.S. and internationally. Building inventory like a collector has allowed Peter to source items and quantities that other states can’t get. The investment Peter has made is apparent. But when asked what draws him to collect whiskey, he was quick to respond. “It’s the process. All of it—the craftsmanship that goes into everything from building the barrels to the craft of the drink itself.”

Peter says he never second-guessed his decision to sell his art. He doesn’t see it as selling art to buy booze. He simply traded one fine collection for another. When asked what his dreams are for The Well, he responded quickly: “I want it to be mentioned in conversations. I want The Well to be the destination store of choice as opposed to a store of convenience or price.”