Jaraco Discount Market

Jaroco Discount Market

Golden Hill



“One whisky, one bourbon, one dozen eggs …”

(With apologies to George Thorogood)





At the corner of 25th and B streets sits what many Golden Hill locals purport to be the best liquor store in the area, perhaps ever. Sober locals. It’s the Jaroco Market, surprise!



What can possibly fuel that kind of love for a store, a liquor store no less, an establishment that usually comes with a mercantilist stigma in our society? Well to get there one must first consider the neighborhood. It is a mainly urban, residential, eclectic collection of architectural styles, both homes and businesses, that date back to the 1920’s. Jaroco itself was built during commercialization of the area back in the 1940’s.



According to the current owner Sean Salem “Jaroco has been a local liquor store since it was built.” Can you imagine granddad back in the 40’s era SD, grilling up dinner at the Turf Club next door, then stumbling over to Jaroco before singing himself home with a bottle of moonshine under one arm and eggs, milk, and butter under the other? The place itself has history and character and attracts a modern, eclectic, and mellow crowd in harmony with the hood.



Currently Jaroco’s run by an accessible, engaged and very friendly staff whom give it an ol’ general store kind of atmosphere; and, says Sean, “We’ve never been robbed.”



A testament to the neighborhood, I think. That, and reasonably priced beers and eggs.