Readings & Meanings:
We're Open (sign on front of a store)
His house has been run as a sake store for generations and generations.
呂 (spine) was part of 官 (government, bureaucracy), which added a roof (宀) to a pictograph of a collection of objects (呂). Then, later, it was merged with (presumably) 火 on top.
Think of the light of torches lighting a collection of buildings, and then think of managing all of those buildings, and then you've got 営.