Prior to moving to Madison, my best friend and I drove to Wisconsin to purchase large quantities of beer for my wedding. After a pit stop in New Glarus, we came into Madison and stumbled across Star Liquors. The woman working there at the time was helpful, unpretentious, and gently suggested that we might have been in the wrong shop to buy VAST AMOUNTS of beer. She made suggestions of more suitable places. We ended up buying a few six packs of specialty beers just for pure enjoyment, and went on our merry way. I remarked to my friend that I wished we had a place like that back home...
Cut to: a year later, when looking for apartments after deciding Madison was our new home, my husband and I were wandering up and down Willy street; I recognized Star and got really excited that the neighborhood we chose to live in also housed Star.
The great and honest customer service I got initially has kept me extremely loyal: it's the only place we buy our beer. And wine (no judgments when we buy the boxed stuff, either). And liquor. Super knowledgeable staff and fun atmosphere. Whenever I've had a horrible day I walk into Star and walk out happier and wishing I could have a job there.