WHY Because you’re tired of the same old, same old.

WHAT Wine enthusiast Jill Bernheimer started selling wine online, then dove into retailing with this small shop, which has become a cult favorite. Her low-key friendliness has endeared her to many who find wine shopping intimidating, and she loves to seek out esoterica; on a recent visit she was offering several bottlings of txakoli, a Basque white that most stores haven’t even heard of. This is the place to find bottles that will astonish your wine-geek friends, and to discover well-priced alternatives to the big names that dominate supermarket wine shelves.

WHO Adventurous wine lovers.