Wine Awesomeness, the millennial-focused wine subscription club which opened its first small office above The Gin Joint, is bringing its online retail concept to a Spring Street storefront.
For the past two years, the outfit has sold its curated monthly wine packages – which arrive complete with tasting notes, recipes and suggestions for music pairings – via its website. The program has acquired subscribers in 40 states. (The Wine Awesomeness team has also stayed busy throwing parties and hawking a rose developed in partnership with Naomi Watts’ brother, Ben Watts. But that’s another story.)
“Now we’re going to start playing around with bricks-and-mortar,” says Logan Lee, Wine Awesomeness’ CEO. “Our vision is the real world experience of what the website is like.”
That means the bottle shop at 94 Spring Street won’t be stocked with an overwhelming number of wines from which to choose. Instead, only a few dozen labels which have passed muster with Chief Wine Geek Brad Ball will be offered for sale. The store will emphasize the current month’s selections, although Lee concedes “inventory will accumulate” from previous shipments.
Lee says Wine Awesomeness is planning to use the real world space to stage its version of wine classes, which feature wine in a “cool, fun, approachable way.” COO Dale Slear is looking forward to hosting events in a courtyard alongside the shop.
“We can’t wait to make it fabulous,” he says.
The store is scheduled to open by Apr. 1.