‘I really want to just demolish that stigma that it’s pretentious and it’s intimidating,’ says new owner of Wine of Main
Under new ownership, Newmarket’s Wine on Main bar and bottle shop continues the tradition of inviting residents to discover wine at their own pace while creating a welcoming space that brings the community together.
Krissy Edgar has ventured into wine territory with her first independently owned business after taking it over from previous owners Alex Lee and Jordan Mills. Wine on Main offers customers the chance to sample wines through self-serve dispensers before deciding whether to have a full glass or take a bottle home.
Located at 186 Main St. S., the wine bar is the latest addition to a group of businesses Edgar operates with her husband, Michael. The couple owns The Deli in Aurora, which houses the commercial kitchen used for their catering business, Zest Up Your Life.
“We are first self-pour; I like to call it an arcade for adults,” Edgar said. “We have a variety of high-end wine in the machines that was selected through working with top agents, and none of it is available in the LCBO.”
Customers purchase a card, load it with money and use it at the dispensers, where they can choose one, five or eight-ounce pours from a selection of mostly international wines.
“If you’re somebody who doesn’t know a damn thing about wine, this allows you to try it, but not break your bank, as well,” she said.
Wine has also been a part of her life, from social gatherings with friends to tasting different wines while travelling, and making it approachable was one of the business’s main goals.
“I really want to just demolish that stigma that it’s pretentious and it’s intimidating,” she said. “I hope when customers step into this place they will feel that we really set the tone that this is a welcoming establishment.”
One of the challenges has been customers expecting a certain level of wine education they received from previous ownership. Edgar said she and her staff continue to learn about the wines they carry by working with agents and tasting different selections.
She emphasizes that the business is an open space that welcomes everyone, and that people don’t need a wine education or background to enjoy it. She was surprised when she discovered how many different types of wine there are and has enjoyed learning about wine culture alongside her bar manager and event co-ordinator Skylar Flint.
“It’s been really fun to get to know the whole community, and I’ve been learning a lot about how a business works from Krissy,” Flint said. “It’s been really cool to dive into a new thing.”
The business has also hosted community and private events, with Edgar saying she wants the space to be used by other local businesses and organizations and prioritizes collaboration.
She plans to have a grand reopening in the fall, with an official date still to be announced, after getting the keys to the space in early June.
Looking ahead, Edgar sees opportunities to expand Wine on Main as a community gathering space, including collaborations and different themed events.
For now, her focus is building the community around Wine on Main and creating a space where people can enjoy wine without feeling intimidated.
Dining and Cooking