Petrock’s Liquors

The Spirit of Hillsborough Since 1961

When Lucy and John Petrock opened a small package goods store in Hillsborough on a corner of family-owned land in 1961, they laid the foundation for one of the town’s most enduring businesses. Their son Nicholas grew up around the store, and in 1978 he left college to help oversee a major expansion that transformed it into what it is today. Now Nicholas runs Petrock’s Liquors alongside his son Trevor, carrying the family legacy into its third generation.

Walking in for the first time, customers are often surprised by just how much is inside. The exterior doesn’t give it away, but Petrock’s is a large, well-organized store with aisle markers and bold overhead signage pointing the way through an extensive selection of wine, beer, and spirits. The bourbon wall alone draws regulars hunting for bottles from Buffalo Trace, Blanton’s, Eagle Rare, and other sought-after labels, and for anything that’s not on the shelf, the staff will take your name and follow up when it comes in.

What sets Petrock’s apart, according to the people who shop there, is the staff. Several employees hold certifications in wine and spirits, and it shows. Customers describe walking in with a vague idea of what they want and walking out with exactly the right bottle, guided by someone who genuinely knows the product. The store also offers semi-regular tastings on Fridays and Saturdays, ranging from promotional pours to more in-depth educational sessions led by wine professionals.

For parties and events, Petrock’s goes beyond just ringing you up. The staff handles the planning so hosts can focus on the party. Nicholas and the team consult on what to buy, how much to get, and what works for the crowd, and they maintain an unopened-bottle return policy so customers aren’t left with more than they needed.

Giving back has always been part of how Petrock’s operates. The store supports local firehouses, Boy Scout troops, 4-H, and school athletic programs, not as a marketing strategy, but as something the family considers a responsibility of doing business in a community that has supported them for generations.