‘Water hole’ strives for thrifty niche

A new liquor store has opened in Marshalltown.

El Aguaje, “the water hole” in Spanish, opened in the old Purple Cherry building at 101 W. Main St. Sunday.

Owner Ernesto Alvarez, of Marshalltown, said he and four of his brothers and cousins opened the store to offer wine, beer and spirits at bargain prices. He said he thought his family could do better than other stores in town and being downtown will offer customers who live in the area another option within walking distance.

“It’s a very popular location,” Alvarez said through an interpreter. “With the restaurants, it’s a good area.”

The family-run store also sells snacks and offers free ice with beer purchases, Alvarez said. They also plan to sell cell phones and cell phone accessories.

Not only does the store offer bargain prices, it also has daily specials, Alvarez said.

Alvarez said his brother operates a similar store in Council Bluffs, and his sister runs the Rainbow Bakery, 28 N. First Ave. They all try to help one another, he said.

The family has planned a grand opening, with food and music, for Saturday afternoon. Tama radio station 95.5 KZAT will be at the store from 3 to 4 p.m.