Carol Hartland writes about 'terroir and tradition in the heart of Manhattan' for our indie writing competition.
On the stretch of Broadway that extends from the Union Square Greenmarket to Madison Square Park, and within view of the much-photographed Flatiron Building, you’ll find a gem of a wine store: Flatiron Wines & Spirits. The first time I set foot into this shop, shortly after its opening in May 2012, and explored its selection of more than 2,000 (and growing) wines, I, like many others, wanted to buy every bottle in the store. This shop stocks my kind of wine: wines of depth and nuance that express a sense of the place they come from, made with minimal manipulation. The selection emphasizes organic, natural, biodynamic, and sustainable wines, though wines that don’t fit neatly into these categories are stocked as well. As Beau Rapier and Dan Weber, the shop’s founding managers, said, 'We’re grower-driven and not dogmatic.'
Flatiron’s well-curated selection of wines and more than 200 artisanal spirits is displayed on custom wooden racks in an attractive open space with exposed brick walls, high ceilings, and large windows. Highlighted wine regions include Burgundy, Beaujolais, the Loire Valley, the Rhône Valley, Champagne, Piedmont, Tuscany, the Mosel, and California. Wines from other regions and countries are available as well: Rioja, Bordeaux, Alsace, the Jura, the Wachau, Greece, Lebanon, Slovenia, and distinctive cool-climate wines from the Southern Hemisphere, including a few wines from Uruguay. Flatiron also stocks what just may be the largest selection in New York City of natural wines from Sicily.
The store promotes newly emerging wine regions, such as Ribeira Sacra in Spain, and carries a wide selection of wines produced locally in New York State. You can also find kosher and sparkling wines, dessert wines, and sake.
Prices are competitive and fair. The bulk of Flatiron’s selection is at the $15 and above price point, but the store also features three tables of $15 and under wines from around the world—red, white, and rosé—that deliver value and quality.
Subscribers to the weekly e-mail newsletter are the first to learn about new wines coming into the shop and so get first crack at prearrival offers on the wines (many of which are highly allocated), and at special-discount pricing.
Flatiron holds free weekly tastings, Friday through Sunday (though a bottle of something delicious is usually open every day from 5 pm). Bubbles are spotlighted on Fridays, the wines of a particular producer or region on Saturdays, and spirits on Sundays, and all are offered at a discount during the tastings.
Customers can subscribe to eight e-newsletters on single topics: Burgundy, Champagne, Riesling, Italy, U.S., rare wines, 'geek' wines, and spirits. Each newsletter features an informative article written by a staff member about the wines offered at discounted prices for subscribers.
Flatiron’s staff is its heart and soul. Each individual (special shout-out to Sarah, Susannah, Rosemary, and Andrew!) is knowledgeable, passionate, experienced, and articulate about wine and can suggest a bottle to suit what you’re looking for or guide you to something new to try, regardless of your level of knowledge about wine. Martin Texier, son of winemaker Eric Texier, interned at the store for a few months this past year. Staff members contribute to the newsletters and the interesting and educational blog posts on the shop’s website. And they are friendly and welcoming! On my second-ever visit, Sarah and Andrew greeted me by name. Living as I do among more than 1.6 million people on the island of Manhattan, I was bowled over to receive that level of attentive customer service at a shop I had visited only once before.
The store’s creators envisioned a space where they and their customers could explore and learn about wine in a fun, friendly, communal setting. Hosting free tastings with visiting winemakers is one way they realize this goal. Taking place in the back room around a big wooden farm table set with slate boards bearing cheeses, charcuterie, and baguettes, these tastings let customers mingle informally with the winemakers and one another while tasting and eating. One of my favorite of these stand-up tastings was billed as a 'New Wave California Wine Party' and welcomed Nathan Roberts from Arnot-Roberts, Sam Bilbro from Idlewild, Ryan Glaab from Ryme Cellars, and Pax Mahle from Wind Gap. The big communal table also sees more formal and focused sit-down tasting seminars, also free, with winemakers who’ve included Patrick Piuze from Chablis, Benjamin Leroux of Comte Armand (Burgundy), Jean-Herve Chiquet from Champagne Jacquesson, and Alex Bautista from Cellar Credo de Recaredo. Imagine my surprise when, at Peter Veyder-Malberg’s seminar on the terroir of the Wachau, I found myself sitting across the table from Yo-Yo Ma!
Through their generosity of spirit at these free tasting parties and educational sit-down seminars, our Flatiron hosts foster a welcoming atmosphere of camaraderie and goodwill that inspires their customers’ goodwill in return. This was demonstrated one night at Flatiron’s publication party for Ray Walker and his book, The Road to Burgundy. Flatiron did not have any of Ray’s wines for attendees to taste, but a customer, who has been a supporter of Ray’s endeavors since his first vintage in 2009, brought one of her own (very expensive) bottles of Ray’s Pinot Noir for all of us to try.
Flatiron also hosts intimate wine dinners with winemakers at local restaurants where the chefs create menus that perfectly complement the wines. Producers who’ve been featured at these special occasions include Johannes Selbach, Steve Edmunds, Pierre Larmandier, Domaine Huet, Chateau Simone, and Montenidoli.
The shop offers free neighborhood delivery, New York City delivery, and shipping to elsewhere in the US. Customers can also shop on the store’s comprehensive website.
Flatiron Wines & Spirits has been featured in the New York Times, Food & Wine, Financial Times, The Village Voice, The Daily Beast, and on Dr. Vino.com. Flatiron’s founders wanted to create the wine store where they would want to shop. They’ve certainly succeeded in creating the wine store where I want to shop. See for yourself: after you experience their impressive selection, excellent customer service, and educational tasting events, Flatiron Wines & Spirits will be the place where you want to shop too.