LA MESA, CA -- A robber wearing a white mask and pointing a black handgun robbed a liquor store, the La Mesa Police Department reported Sunday.

The gunman around 9:40 p.m. Saturday entered the Mart Liquor Store at 8695 La Mesa Blvd., pointed the semi-automatic handgun at the clerk, and demanded money and cigarettes, police said.

The robber ran with his loot into an alley and headed east.

Police said he was a white, in his mid-20s, about 6-foot-2 and 190 pounds, and wore black gloves and a brown- and blue-striped sweater.

Anyone with information is asked to call the San Diego County Crime Stoppers toll free anonymous tip line at 888-580-8477 or go to sdcrimestoppers.com. A $1,000 reward is available for information that leads to an arrest, police said.