Our story
A Family-Owned Liquor Store, Three Times Over
Full Proof Liquor started with one store and a simple promise: nothing watered down — not the pours, not the prices, not the advice.
Built behind the counter
Our family has spent years learning this business the slow way — stocking shelves, learning what San Antonio actually drinks, and building relationships with distillers and distributors who bring us bottles other stores never see.
Today that means three neighborhood stores: Potranco 1604, Palo Alto Rd on the south side, and the 1604 corridor in Converse. Different neighborhoods, one standard.
The badge on our door says it plainly: three stars for the three stores, oak barrels for what we age, wheat for where it starts. Classic American, earned.
What we stand for
Our Values
Honest pricing
No hunt-tax on allocated bottles, no fake sale prices. What's on the shelf tag is what you pay.
Curated shelves
We'd rather carry 1,000 bottles we believe in than 5,000 we can't speak to.
Real expertise
Our team tastes what we sell and will steer you to the better value even when it costs us margin.
Neighborhood first
Three stores, three neighborhoods, and staff who live in them.
The team
People Who Actually Know the Shelf
Our spirits leads handle barrel picks, allocation lists and the questions that start with 'my father-in-law likes whiskey…'
Spirits Lead — Potranco 1604
Runs our tequila and agave program and hosts single barrel selections.
Store Manager — Palo Alto Rd
Twelve years in Texas retail; knows every value bottle on the floor.
Wine & Bubbles Buyer — Converse
Builds the Champagne cold box and the by-the-case wedding lists.
Our San Antonio store
Inside Full Proof
Walk-in humidor, walk-in beer cooler, allocated & rare bourbon, and San Antonio's deepest shelves.