Jason Main’s journey with The Wine Merchant (9200 Olive) has come full circle with the addition of a wine bar, a concept he’d dreamed of long before buying the Clayton-based shop and subsequently moving it to Olivette in August 2023.
The wine bar footprint was home to, among other things, an elaborate cheese department, but with specialty cheeses now more widely available, he thought a wine bar would be a more prudent use of the space. For Main, the idea was a “back to the future” moment, a return to his original vision. “Drinking wine with people is the most enjoyable part of my job,” he says, delighted to open a space dedicated to that very experience.
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The 14-seat space offers a rotating selection of wines by the glass, starting with four reds and three whites, plus an assortment of higher-end and vintage selections dating back to 2004. Thanks to the Coravin system, guests can try these vintage wines by the 2-ounce pour, an affordable introduction to higher-priced wines.
For a bottle, pricing remains straightforward: retail price on anything in the shop plus a 15 percent corkage fee, and that fee is waived for customers who purchase a random six-pack—and with several thousands of bottles on hand, the choices are expansive. Customers are free to buy and consume beer as well. “I can see drinking a bottle of wine, followed by a beer,” Main says, “shifting gears just to keep the party going.”
While the wine bar isn’t focused on food, guests have informal cheese and charcuterie options, what Main calls “simple bites to keep the palate fresh.” The emphasis is on ease and accessibility, he says, so don’t expect fancy plating. And to keep things flexible, Main is open to guests bringing in their own food or ordering from nearby restaurants. “Stop by Sugarfire for some brisket or a smoked turkey sandwich, and order wine accordingly,” he says. “Or choose the wine first, and then think about food.”
Education has always been central to Main and The Wine Merchant, and the wine bar continues this tradition. Staff are always ready to answer questions and help people discover new wines, creating what Main describes as “a mini-class just for the asking.” Unlike many other wine establishments where a sommelier might be stretched thin, Main and his team want guests to feel at ease asking for guidance. “Even if a place has a great sommelier on staff, you can’t commandeer their time,” he explains. “Here, you can.”
The wine bar, which held its grand opening last weekend, mirrors the shop’s hours, closing at 7 p.m. on weekdays and 8 p.m. on Fridays and Saturdays. Main sees it as a happy hour destination, a casual spot to unwind with a glass of wine after work or on the way to dinner. “We’re not open super late, so late afternoon and early evening is the sweet spot,” he says.
The Wine Merchant’s wine club, meanwhile, has continued to grow and remains a key part of the shop’s business model. Offering two membership tiers—basic and reserve—Main says that the club aims to be “high value for the customer, low margin for us.”
On pickup days, members get 15 percent off additional bottles, along with perks at the wine bar, such as “buy one, get one free” on Coravin pours. Sales associate and educator Claire Augustine notes that wine club members are among their most devoted patrons. “The wine club is our biggest customer,” she says.
The wine bar is the latest chapter in The Wine Merchant’s story, and, for Main, it’s also a homecoming of sorts. The addition reflects his passion for creating a place where guests can unwind, share a drink and some conversation, and discover new favorites in an atmosphere that’s as approachable as it is refined.
