Every once in a while, a new store opens up that changes the game and forever raises your expectations for selection and service — well, that’s us! The PRIDE stores have long been in area communities providing excellent service, convenience and selection. We’re now taking it to a whole new level with a boutique store offering an expanded selection of signature brands of craft beer, wine and spirits. We’re conveniently located on Bricher Road at Lincoln Highway in St. Charles, IL.