At the corner of University and Richmond, Servall Liquor (corporate name Servall Market Inc., e-commerce brand Craft City) runs one of Hillcrest's deepest craft beer floors — tracking several hundred bottle and can SKUs across San Diego County, West Coast, Belgian, and German brewing styles. Weekly release drops for small-batch IPAs and imperial stouts pull buyers from the same collector pool that fills the tap lineup at Hillcrest Brewing Company Bar & Pizzeria a few blocks east. Beyond beer, the shop runs a natural-wine shelf, a European imports grocery section stocking soju and international snacks, and a dedicated walk-in humidor for cigar purchases. The humidor-and-spirits pairing overlaps with the lounge crowd at Cigar Cave, which gives customers picking up a bottle and a boxed cigar here a natural follow-on venue to smoke it on premise. The corner location sits directly in the walk path between University Avenue's club district and the surrounding residential blocks, which explains why the cooler cycles hard on weekend nights. The most technical counter service is a beer-aging consultation — staff track release dates and ABV and hop profiles to recommend which bottles to drink fresh versus which to cellar, a program built on the Craft City e-commerce inventory system.