EFFINGHAM - Martin's IGA Plus grocery in downtown Effingham is in the Christmas spirit, but don't expect to buy spirits in a bottle there.

The Martin family store has a long-standing policy against selling alcohol. The late Clyde Martin enforced it with vigor, and his son, Newlin, now the owner of Martin's IGA, carries on the tradition without regret.

"I do it to honor my father and because I don't want to face the liability," Newlin Martin said. "We have some people come in and ask, but we tell them we don't sell it. They say, 'OK, I'll go to a liquor store.' We do have many people appreciative of the fact we don't sell alcohol, too."

The grocer sells about everything else and has a restaurant, pharmacy, branch bank and video store. Sometimes, Martin is criticized for selling simple cooking wine, which does not require a liquor license.

"I tell them I respect their opinion, but I intend to keep selling it to customers. We've even had complaints about selling grape juice in what looks like a champagne bottle," he said.

One piece of merchandise at the Effingham grocery almost popped the cork on Clyde Martin's opposition to alcohol.

"It happened years ago. We had a shipment of foam coolers come in, and they had some beer logos on them. Well, Dad learned about it and said, 'Take 'em out!' We weren't selling beer, but the logos on the coolers didn't seem right to him," Newlin Martin said, recalling the moment with a smile.

Rick Podeschi, owner of My Store grocery in Mattoon, is cool to alcohol sales as well. He ended the practice at the grocery 15 years ago. Later, he also stopped selling cigarettes.

"Looking back, it was the best decision I ever made. It ended any liability we faced. We don't have to worry about the insurance costs, either," Podeschi said.

The store owner says he doesn't miss the receipts from liquor sales, either.

"For a family grocery like ours, those sales were not that lucrative. There's only so much you are going to draw in," Podeschi said. "We do not feel the need for selling alcohol to be successful."

Besides, he said, holding a liquor license requires hundreds of dollars in investment when liquor license fees, dram shop insurance and other costs are factored in. As with selling cigarettes, businesses that peddle alcohol must check identification to avoid breaking the law.

"You've got to card everybody and be on your tiptoes so you're doing it correctly all the time," Podeschi said.

Alcohol sales are no stranger to the city of Mattoon or Effingham.

Mattoon currently has 59 liquor licenses, with license holders ranging from taverns to caterers. Effingham has 43 liquor licenses. Ironically, Mattoon has only one true liquor store remaining in town because, over the past 20 years, convenience stores have added alcohol sales where only taverns and walk-in liquor stores once were the main source of packaged alcoholic beverages.

Podeschi said his grocery's location is another reason he doesn't think alcohol sales make sense.

"To be honest, we're off the beaten path. Our location in a residential neighborhood does not lend itself to profitable alcohol sales," he said.

Herb Meeker can be reached at hmeeker@jg-tc.com or 238-6869.