Vinous Reverie Wine Merchant is a haven for adventurous wine lovers seeking exceptional bottles from across the globe. Co-founded by Igor Ivanov and Anu Ivanov, the shop offers a carefully curated selection of wines that reflect their passion for exploration and their desire to bring rare and fascinating wines to local enthusiasts. From classic Napa Cabernets to obscure gems from lesser-known regions, Vinous Reverie caters to both seasoned connoisseurs and those looking to expand their palates. In this interview with the USA Wine Ratings, Igor shares the inspiration behind the store, his approach to curating wines, and his philosophy on introducing customers to new and exciting selections. With a wealth of knowledge spanning global wine regions, Igor’s insights offer a unique perspective on the evolving world of wine.

Edited excerpts of the interview

What inspired you and Anu Ivanov to open Vinous Reverie and focus on curating such a unique and adventurous selection of wines?

Our passion for wine, particularly international wines, was the driving force behind Vinous Reverie. While living in the East Bay, we realized there weren’t any wine shops offering the kinds of wines we love to drink. So, we decided to take a chance and create a space that reflects our tastes, curating a selection of wines we truly enjoy and want to share with others.

How does the name "Vinous Reverie," which translates to “wine dream,” reflect the store's approach to wine curation?

I’ve always been inspired by a quote from the great Surrealist filmmaker Luis Buñuel: “Tobacco and alcohol, delicious fathers of abiding friendships and fertile reveries.” The word "Reverie" immediately caught my attention and became an integral part of the name. After some reflection, adding “Vinous” as a prefix felt like the perfect way to tie it all together, capturing our dreamlike and exploratory approach to wine curation.

What’s your approach to curating wines? Do you have specific criteria for selecting the wines that make it to Vinous Reverie’s shelves?

I aim to offer intriguing wines from every corner of the wine world, with a focus on winemakers who are passionate about their craft and creating something truly special. I draw inspiration from Jancis Robinson and her team, who consistently spotlight remarkable discoveries and wineries that excel at producing exceptional wines. Their recommendations often serve as a guide, and many of the wines they highlight find a place on our shelves for our customers to explore and enjoy.

How do you balance featuring classic wines (like Napa Cabernet or Bordeaux) alongside more obscure or unconventional choices?

I approach the selection process by carefully curating the best examples from various regions, always considering what I believe customers would be willing to pay. For instance, while a great Napa Cabernet might command a triple-digit price, it’s unlikely that a fantastic Vouvray would sell for the same amount. So, I focus on finding exceptional Vouvray at a more accessible price point, around $30–$60. I aim to maintain this balance throughout the shop, ensuring that each wine meets the "consumer buying criteria." As a result, many wines don’t make the cut if they don't align with this balance.

Image: A selection of wines on display at Vinous Reverie

How important is storytelling when selecting wines for your store? Do you look for wines that have a unique story behind them?

Storytelling is incredibly important in my selection process. I seek out wines that come from unique terroirs or from wineries with a long tradition of winemaking across generations. I also appreciate wines crafted with distinctive techniques or made using unconventional vessels. For me, craftsmanship takes precedence over buzzwords. Terms like "natural wine" can often feel generic and lack real meaning. However, when winemakers use biodynamic practices and gain recognition from wine professionals, those wines are more likely to earn a spot on my shelves.

With your extensive knowledge of global wine regions, are there any emerging wine regions or lesser-known varietals that you’re particularly excited about right now?

I’m particularly drawn to wines that come from volcanic soils, as they often have a unique mineral character. For example, after tasting numerous Assyrtikos from Santorini, I firmly believe the grape deserves to be considered a “Noble” variety. Another standout for me is Pinot Noir (or Spätburgunder) from Baden, Germany, which consistently impresses with its quality. Additionally, there are many exceptional old-vine Chenin Blancs from South Africa that are truly enjoyable. I also find the refreshing character of wines from the Alps—both Italian and French—particularly appealing.

You have a notable collection of Rieslings from Germany, Alsace, Australia, and even Spain. What makes Riesling such a versatile and exciting varietal for you?

As you mentioned, Riesling is both versatile and exciting—it’s actually my favorite variety. The combination of tropical fruit or citrus notes (depending on the region), along with bright acidity and a touch of residual sugar, creates a profile that truly invigorates the palate. It’s a flavor experience that has always captivated me and, I believe, offers something special with each bottle.

Also read: The Most Popular Types of White Wine Grapes

How do you decide which Indigenous Italian varieties to feature in your shop? Are there any you feel are underappreciated in the market?

There are many fascinating Indigenous Italian varieties, particularly among the whites. One of the most recent additions to my collection is Pallagrello Bianco from Terre del Volturno. It has a delicate, slightly waxy texture and notes of orchard fruit, making it quite idiosyncratic. As I mentioned earlier with volcanic soils, I’m also fond of Carricante from Mount Etna. Timorasso is another standout for me—it was the number one variety I knew had to be on the shelves. It was an exciting discovery for me as a consumer, and I believe it’s still somewhat underappreciated in the market.

Many wine lovers are eager to explore new regions and styles but are hesitant to step outside their comfort zones. How do you encourage customers to take risks and try something new?

By sharing the stories and histories behind the wines I recommend, I encourage customers to venture beyond their comfort zones. Our shop's motto is “For the Adventurous Wine Drinker,” and I believe that an adventurous customer will keep trying new suggestions until they find something they truly enjoy. If a customer insists on sticking with what they already know, it’s challenging to convince them to try something new. There’s a broader conversation to be had about consumer biases and how they can limit exploration, especially when it comes to wines like Sherry.

Image: Igor Ivanov and Anu Ivanov, Co-founders of Vinous Reverie

Vinous Reverie offers detailed tasting notes, critic reviews, and staff recommendations. How do these elements help enhance the customer’s shopping experience?

By providing as much information as possible on our product pages, we aim to fully engage our customers. The more detailed the information—whether it’s tasting notes, critic reviews, or staff recommendations—the better the chance they’ll find something intriguing that sparks their interest. It helps them make informed choices and enhances their overall shopping experience, making it easier for them to discover wines they’ll enjoy.

Do you find that customers are becoming more adventurous in their wine selections over time, or do they still tend to stick with more familiar wines?

It’s clear that customers are, for the most part, less adventurous. This trend is reflected throughout the entire supply chain. Consumers tend to stick with what they know and say they like, which influences what shops and restaurants offer. In turn, importers and distributors bring in less adventurous selections because they’re concerned those wines won’t sell. It’s a cycle that often limits exploration and new discoveries in the wine world.

What are some of the standout wines in your collection that have really resonated with your customers?

Santorini Assyrtiko is a standout, especially for first-time drinkers—it’s always a pleasant discovery. Grüner Veltliner from Austria is another crowd favorite and consistently performs well. Cannonau di Sardegna and Chenin Blanc are also well-loved by our customers. Wines from the Alps are consistently well received as well. However, more than just the grape varieties, I believe it’s the producers behind these wines that truly make them special. Who makes the wine plays a crucial role in its appeal, and that’s something I always keep in mind when curating our collection.

Could you share a hidden gem from your store—a wine or region—that you think more people should discover?

I would recommend two hidden gems. First, Ziereisen "Schulen" Pinot Noir Baden 2018, which comes from the same limestone plateau that the Côte-d'Or in Burgundy is famous for—an exceptional wine from Baden that more people should explore. Second, San Leonardo, IGT Vigneti delle Dolomiti 2015, a remarkable Cabernet Sauvignon blend from the Alps. It’s one of the great Cabernet blends in the wine world, and I believe it deserves more attention from wine lovers.

How do you ensure your staff is well-versed in the wines you carry? Is there a training or education process to help them share their knowledge with customers?

We offer educational tastings for both staff and customers to deepen everyone’s understanding of the wines we carry. In addition to that, I highly encourage our regular customers to explore our online store, read more about the wines, and purchase the ones that intrigue them. This self-guided exploration not only enhances their knowledge but also helps them feel more confident in their wine selections. For the staff, it's a continuous process of learning and sharing that passion with customers.

Also read: Tim Hanni MW: USA Wine Ratings Reviews Wines in the Way Consumers Do

What advice would you give to other wine merchants or sommeliers looking to curate a unique selection for their customers?

My advice would be to start with a selection of wines that you are genuinely passionate about, but don’t commit to large quantities upfront. Observe what your customers prefer and let their tastes guide your growth. By being flexible and responsive to your customers’ interests, you can build a collection that reflects both your passion and their evolving preferences.

What factors should wine professionals consider when choosing wines from less traditional regions or unfamiliar varietals?

One key factor to consider is how quickly the product will move. Customer education can be a costly commitment, so it's important to gauge the level of interest and demand for wines from less traditional regions or unfamiliar varietals. While these wines can be exciting and unique, they may require more effort in terms of educating customers and generating sales. Understanding this balance is crucial for selecting wines that will not only intrigue but also resonate with your clientele.

What’s next for Vinous Reverie? Are there any exciting plans for expanding your wine selection or introducing new services to engage customers?

Our goal is always to continue offering the most interesting selection of wines available. There are always new pioneers and emerging regions on the horizon, and we’re excited to bring those to our customers. We’ll keep pushing to explore and curate wines that challenge the status quo and offer our clientele something truly unique. As the world of wine evolves, so will our selection, ensuring that Vinous Reverie remains a destination for discovery and adventure.

Header image sourced from Igor Ivanov

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