"I never thought I'd see it here but I just bought some," says Gary Avans of Rogers. "I just bought alcohol in Rogers Arkansas which is awesome."
Voters approved retail alcohol sales in November, and dozens of beer and wine permits were issued Wednesday.
Sales were up and running at eight Kum & Go locations starting at 7 a.m. and other businesses spent the day stocking coolers to get in on the action.
Avans is happy he won't have to waste gas driving to Washington County or Missouri to stock up, and he's excited to see millions in added tax revenue staying in Benton County.
"We'll get more business around here and we'll be able to keep our dollar here in our town instead of having to spend it somewhere else," he says.
While beer and wine are on the shelves, full blown liquor stores probably won't show up until the Summer.