For extended members of the Morton family, running University Liquors on Cumberland Avenue on the Strip is not just about making sales. They have also tried to make a few friends along the way.
“We pride ourselves on being hospitable,” owner Helen Morton said with a smile recently from their store at 1700 Cumberland Ave. She said that attitude includes getting to know the University of Tennessee students who comprise a large part of their business near the campus, as well as student employees hired and even all these students’ families.
Morton’s son, Sterchi Morton Jr., who serves as the chief operating officer, now also helps run the day-to-day business along with Helen’s daughter, Christa Morton Ross, who handles human resources and payroll accounting…