Building customer loyalty isn't different from building loyalty in general. It requires establishing a relationship and earning trust. You probably wouldn't feel a sense of loyalty towards a stranger, and that's how your customers could feel about your liquor store if you haven't developed relationships with them. Sure, your customers stop in to buy wine, beer, and spirits from you, but would they go out of their way to shop at your liquor store if they discover your competitor is conveniently located, too? Or would they shop at whichever store happens to be the closest depending on where in town they are at the moment?