St. Helena, CA
"We wanted to showcase the Napa vintners who might be our customers and tell their stories. There are lots of stories," says general manager and wine buyer Stefan Matulich.
How does a new restaurant make its mark in the middle of hypercompetitive Napa Valley? Matulich created a 550-bottle list of Napa—and only Napa—vintners. Paragraph-long histories and winemaker bios follow dozens of the listings. Plenty of the wineries are small or new enough to be unfamiliar to most outsiders (Ahnfeldt, Diamond Terrace, Waugh Cellars). Press also maintains a modest markup (even less for the more expensive wines), which means lots of wines in the $40 to $60 range—no minor accomplishment in pricey Napa Valley.