3,4-Dialkoxybenzoates of pentaerythritol and structural related polyhydroxy compounds (glycerol, D-threitol, erythritol, adonitol and D-mannitol) have been synthesized! and investigated by polarizing microscopy, differential scanning calorimetry and some of them al so by X-ray scattering. Despite the fact that these compounds are neither anisometric nor amphiphilic in a classical sense they can display columnar liquid-crystalline phases. It is proposed, that the segregation of the polar regions and the lipophilic alkyl chains into separate regions is mainly responsible for the formation of these mesophases.