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Wine Enthusiast, the decades-old magazine-turned-ratings authority, has done something a little unexpected for 2025: it’s opened a physical, brick-and-mortar store in SoHo. Yes, a real shop with shelves and humans. At a time when the wine industry is tightening its belt and plenty of retailers are quietly downsizing, the brand is leaning in with a flagship at 27 Greene Street.
The new space brings nearly 50 years of wine-world expertise in a design-friendly corner of SoHo. Instead of feeling like a techy showroom or your grandad’s dank cellar, the shop is built to look like a warm, modern home—with terracotta arches, natural wood and soft lighting. There’s also a consultation nook where staff can walk through everything from picking out perfect wine glasses to selecting a bottle for a party that won’t embarrass you in front of your oenophile friends.
The store stocks the brand’s complete range of wine accessories and glassware, but its “sipping and shopping” setup is where the real fun starts. Every month, the shop will pour a featured wine selected by its editorial team. For December, that’s 2023 Method Cabernet Sauvignon, the magazine’s #1 Best Buy of 2025. The shop will also double as an event space, hosting tastings and partner-driven programming.
“Whether it’s grabbing a house-warming gift for friends, holiday shopping for family, or adding something special to your home, we invite everyone to check out the new beautiful store in bustling SoHo,” said Erika Strum Silberstein, president of Wine Enthusiast Commerce, in a release. “Wine Enthusiast is here to be your go-to destination for wine products and to make memories with loved ones.”
The move also marks a notable milestone in Wine Enthusiast’s evolution—from catalog to magazine to ratings powerhouse to e-commerce player and, now, to a physical, experiential home where New Yorkers can poke, prod, swirl and sniff before buying.