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 fo

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