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Vestry Wines Is Now 24 Hubert Wines
Closed as a result of Hurricane Sandy, Vestry Wines reopened around Christmas at 24 Hubert. The temporary location evidently felt right, because the store has decided to stay there—and moreover, it has changed its name to 24 Hubert Wines. Co-owner Young Sohn said that the old name was too confusing now that the shop isn’t on Vestry. (I asked whether she considered a name not based on a street, because what if another storm rolls in? “I thought about that!” she said. “But all the good domains were taken. And besides, if we get flooded like that again, I’m throwing in the towel.”)
The name change is part of a bigger realignment. “I was having lunch with a friend, telling her that we wanted to do something different with the store, and she said she knew a great guy who was willing to move from California.”
The California Wall
Sohn and co-owner Mark Armenante brought in Rom Toulon (pictured at top), who had been the wine director at Napa Valley’s acclaimed Restaurant at Meadowood; originally from the Loire Valley, he has also worked at many Four Seasons hotels and resorts. His specialty is California wine, and as such, 24 Hubert is specializing in the state’s wines. “California wine is actually underrepresented in New York City,” says Sohn. “No one has this breadth of California wine.” The store’s 550-slot “California Wall” is a clear point of pride, and Toulon says that those who think California only offers big, fruit-forward wines will be surprised: “There’s a real movement happening in California, a shift to more balanced wines.”
California isn’t the only region feeling the love; 24 Hubert has increased its overall wine inventory by 50%, with notable additions occurring in Spain and France. “We’re at 817 bottles,” says Toulon, “and we’ll probably end up at around a thousand.” He knows exactly how many SKUs there are because he has gone through the entire stock, repricing downward. “We’re more competitive now—it’s difficult to compete with Sherry-Lehmann, but we’re close. Vestry Wines was always known for its $25 and under selection, and we’re going to grow that segment, too.”
Toloun’s background means he can get wines that normally only found at restaurants (where they tend to get marked way up): “It’s a favor that winemakers do for us. These are bottles that, if you go on wine-searcher.com, you’ll never see them.”
There has also been a renovation. The small tasting bar was deemed not conducive to education, so now there’s a full kitchen with a big table; a monitor on the wall will be used to Skype with winemakers around the world.
7 Comments
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This is all very good news and we look forward to visitng soon.
So happy for Rom! We know him from his time in Napa Valley and he surely is missed there. Good luck on the new store!
well, it used to be great…but rom is so rude and arrogant. shopped there a few times since he has arrived and if you don’t spend $100 he just don’t bother. the normal staff are helpful though.
Well, unless Tracy Anderson is going to come over and personally open the bottle of wine with her inner thighs, than no bottle of wine is worth $100. Unless, of course, Gwyneth (Gwynee) personally blesses the store with her Goopish bull-shittery. i wish….
What’s with the haters? I moved in the area a month ago and have been in the store a few times. Rom actually recommended a bottle from their “25 & Under” selection. He was very nice and informative and I only spent $18. I can only say that if “jenny” above was as rude as she is in that post, I wouldn’t have “bothered” with her either.
Nice article! i went into the store from reading on Tribeca Citizen. Great new store! Went in last night after I received an email about some wines for Fathers Day. Everyone was helpful & the selection was great, I’ll be back!
Unfortunately, I would not recommend shopping at this store. If you only buy one bottle of wine Rom does not consider you worthy of being referred to as a “customer.” In fact, he acts as if anyone who wants to participate in their free events and would like to know if their seat to the event has been reserved is just trying to get some free wine and does not deserve to be treated with dignity and with respect. I concur with Jenny’s 6/12/13 comment.