The bombing of Mr Jassem's shop is part of a wave of recent attacks on alcohol shops in Baghdad and other cities.
No-one is certain who is behind it, although police have blamed at least one attack on members of the Mehdi Army, the militia loyal to the radical Shia cleric, Moqtada Sadr.
His men are no longer fighting American and interim Iraqi government troops, and some suspect they are now channelling their energies into a moral battle instead.