DENVER -- Colorado liquor stores will be able to stay open on Sundays starting in July under a bill signed by Gov. Bill Ritter on Monday, reversing a law dating from the repeal of Prohibition.

Times have changed since the 1933 measure, Ritter said, adding that the new law is in the best interest of consumers.

"This is a law whose time has finally come. The ban on Sunday sales was an antiquated law that long ago outlived its usefulness or relevance. Everything we know about modern consumer demand says the people of Colorado want the conveniences, options and choices this law will bring. This is about stepping into the 21st century," Ritter said.

"Let's also be clear: This does not mean we will be any less vigilant in our efforts to fight underage drinking, DUI or alcohol abuse. We will remain as vigilant as ever," he added.

The bill was sponsored by Sen. Jennifer Veiga and Rep. Cheri Jahn.

"As a small-business owner, I cannot imagine having the government tell me what days of the week I am allowed to open my doors," said Jahn, who owns a cleaning business. "This decision should be dictated by consumer demand. It's time to level the playing field in Colorado. Liquor stores owners will now be able to join all of the other businesses in having the choice to be opened or closed on Sundays." Larson said.

Supermarkets and convenience stores are now pushing for a law that would let them sell full-strength beer to better compete with seven-day-a-week beer sales in liquor stores. They're currently limited to selling 3.2 beer.

"We totally agree with consumer convenience. But when you change one segment of the law, you should not create a monopoly or a legislative taking," said Mark Larson, executive director of the Colorado and Wyoming Petroleum Marketers and Convenience Store Association. "Nobody cared about the small business convenience stores that are the same as the small business liquor stores."

Sean Duffy, a spokesman for the grocery and convenience stores, said they aren't against Sunday sales but believe that limiting grocery stores to 3.2 beer is unfair. He said only four states sell the "archaic product."

"For consumers, this bill takes one step forward and a major leap backward. Beer buyers will have fewer shopping choices as beer vanishes from grocery stores and convenience stores. To end this sweetheart deal for liquor stores, Colorado should join the 46 other states that have done away with 3.2 beer and let all licensed retailers sell full-strength beer," Duffy said.

Ritter said he considered how the Sunday sales bill would affect supermarkets and convenience stores before signing it. He said those stores benefited from a law passed last year allowing them to sell discounted gasoline.

The Wallaby's Liquor store is in an abandoned drug store at South Parker and Florida. The 15,000-square-foot store only opened in October but the owner said he's not fully sold on the idea that business will increase with Sunday sales.

"No, I don't think so. I think sales are going to stay flat. I think what will happen is there will be more of an expense to operate the store, if you will," Wallaby's owner Pierre Barthle said.

"People that were doing an impulse buy on Saturday for the game maybe on Sunday, now they can just say, 'We'll wait.' And I think the wait will cause procrastination into not showing up at all," Barthle said.

The new law makes Colorado the 35th state to permit Sunday alcohol sales at retail stores. It's the 13th state to pass such a law since 2002, according to the Distilled Spirits Council of the United States, the liquor trade group.

The council lost an attempt to repeal Colorado's blue law three years ago in the face of opposition from liquor stores. This year, owners of large liquor stores assembled a coalition with smaller ones to push for Sunday sales and to fight a proposal to let supermarkets and convenience stores sell full-strength beer and wine.

A Senate committee killed that bill after liquor store owners said it would hurt Colorado's system of independent liquor stores as well as the craft brewers the stores have helped promote.

The supermarket group has since dropped its bid to sell wine but is still holding out for full-strength beer.

It said the new law will cut into retailers' revenues, and with operating margins tight, the loss could result in job cuts or, in some cases, small franchisees closing altogether.

"This is like encouraging retailers to compete for light bulb business but legally limiting them to selling only candles," Duffy said. "If Colorado wants to truly benefit consumers, it's time to let all beer retailers sell the same products and let the market decide. It's not the government's job to pick winners and losers in a free economy."