If you are under the impression that the recently opened Premix King in Williamstown is “just another bottle-o”, think again.

This is a liquor outlet packed with surprises.

It is, as owner-director Simon Alessi describes it, “an experience” for locals to discover.

They do things differently at Premix Kings (PMK).

“For a start,” Simon says, “we don’t just do six-packs of beer and pre-mixes. We do a range of sizes and seven-packs often work out cheaper than the sixes. For example, we stock imported beers literally picked up at the dock. Our Italian, German or other European brews are the real-deal, but we sell them cheaper than all the ‘big boys’ do.

“We’re exclusive stockists of Dam, a German beer, which we sell at the moment for $1.50 a can, or 10 for $15. We also have a huge range of ciders, again at seriously lower than normal prices.”

The store’s specialty is premixes, with a quirky, fun and affordable range to get any party going. The service team of Rachel, Nico and Agron have advice and know-how at their fingertips, so can be a big help when designing the alcohol list for any type of gathering.

“Our 500ml flasks of Trivoski – a triple-filtered 22 per cent liqueur – which come with two litres of orange juice or soda, are just $7.99, or $4.99 flask only,” Simon says. “Compare that with anywhere! And we have vodka test tubes, paired with a soft drink, which are very popular.

“Another interesting one is our Little Fat Lamb premix pack, with great flavours such as

passionfruit. These are popular for hen’s parties, 21sts and the like, as are our premix shots in six favourite flavours starting at $4 a pack. And we sell shot games for parties.”

While the store’s dedicated wine room has a “penny-pinchers” section – where you can pick up a good red, white or bubbly for as little as three for $10 – there are also plenty of premium wines on the shelves – again, seriously discounted.

So why did Simon and partner Maria Spuria launch their new venture? Maria tells:

“Premix Kings has 20-odd stores in regional Victoria and we just knew the concept was ready to be taken to Melbourne. We also knew we had huge buying power through our affiliations, which means we can always offer great discounts. Who doesn’t love a genuine bargain? Especially when some of our products are exclusive … and we have a store that revolves around customer enjoyment.

“We don’t just talk it up, we back it up!”

Premix King, Shop 6, 79 Douglas Parade, Williamstown. Opens 10am-9pm weekdays, 10am-11pm weekends. Inquiries: 0433 811 156


Premix King. (Photo: Damjan Janevski)

Premix King. (Photo: Damjan Janevski)

Premix King mascots, Lady Guava and King Rock. (Photo supplied)

Premix King mascots, Lady Guava and King Rock. (Photo supplied)