Le Vigne: opening a new wine shop in the West Village
You’d have to be crazy to open a wine shop in a recession. But don’t tell Carlo Orrico.
The enthusiastic, 26 year old proprietor of Le Vigne in Greenwich Village opened the door to his tiny wine store in late July. But that was the culmination of the lengthy license application process, which lasted almost a year. Before applying for the license, he had to have a lease on a space, which he signed last August. Despite having a backlog of 3,000 applications, Carlo said that the State Liquor Authority told him that the application process would take about six weeks and if there were no existing liquor store within 500 feet, the process would be smooth. Instead, the process dragged on and the space sat vacant, eating his rent. Since he had quit his job, he tried to find another but had difficulty: he couldn’t even get a job as a server at some BYOB restaurants in New Jersey where he had worked growing up. He relied on loans from friends and family.
In April, the SLA gave him a license so he had to set about designing the space. The 400 sq ft store housed a travel agency (remember those?) for much of the past three decades. Confronted with shag carpet and drab walls, Carlo knew that he had a design emergency. The only thing was that especially after the license application process, he didn’t have much of a budget: when he first contacted the design firm MADLAB, he said they all but hung up on him.
A couple of weeks later, however, they did get back to him with a proposal of furniture sourced entirely from the Salvation Army in Newark, NJ. Their plan included painting the furniture white, stacking the pieces in a jumble, and then stripping the walls and floors back to the brick and boards.
The shop stocks exclusively Italian wines and Carlo has laid out the shop by region on the furniture with the northern end of the peninsula near the door and Sicily at the rear. The 200 wines are from small producers and importers. He says the wines range in price from $12 to $184 for a mature Barolo.
Carlo worked in several restaurants growing up, but mostly BYOBs. He ate at Babbo when he was 21 and had such a great experience that he wrote David Lynch, then the wine director, a letter asking if he could work there hauling boxes. Much to Carlo’s surprise, he says that Lynch called him back. But seeing his admittedly featherweight wine resume, Lynch sent him to cut his teeth at Lupa first. He bounced around a few places including Italian Wine Merchants, Babbo and Inoteca North and briefly at sales for a wine importer.
At Le Vigne, he said that people in the neighborhood have a pretty good knowledge of wine; it’s not uncommon to have someone come in and request a vernaccia nera or something else from off the beaten path. (He attributes this knowledge to the high density of Italian restaurants in the neighborhood.) And people often want to experiment and pair wine with with non-traditional foods, such as watermelon soup, so he has to think creatively. He’ll give you a 10% discount for a case purchase and even store it in the back for you to drop in and collect a few bottles as necessary.
Although he still has debts, things are looking up now that the store is actually in business. “Every week gets better,” he says.
35 Greenwich Ave
(bet. 10th and Charles Streets)
(212) 255-0222
See it on the map of NYC wine shops
On October 16th, 2009 at 12:33 pm ,castello wrote:
It looks pretty nice. I’ll take an Amarone! Best of luck with the “new” place.
On October 16th, 2009 at 4:46 pm ,Dylan wrote:
I definitely wish him the best of luck. It’s such a tiring process to struggle through, but now that things are finally moving, he’s sure to find better progress.
On October 17th, 2009 at 3:25 pm ,Thomas Pellechia wrote:
10th and Charles on Greenwich! I used to live right across the street.
Good luck, Carlo. I owned a shop in the East Village from 2000-2005, and went through just as much trouble as you to get the license–maybe more.
On October 19th, 2009 at 7:48 am ,Carlo 2 (Australia) wrote:
Cool. In bocca al lupo.
On October 19th, 2009 at 2:05 pm ,Pat Thomson wrote:
Nice to see an all-Italian wine shop that carries bargains as well (unlike an older competitor near Union Square). I’ll definitely check it out – presto!
On October 23rd, 2009 at 12:47 pm ,Vance Garrett Productions | Blog wrote:
[…] Choice Wine: Le Vigne […]
On October 25th, 2009 at 8:36 am ,kosherwineshop wrote:
Having a wine shop is my dream, my goal. I think this passion for wine has been woken up when I first drank kosher wine. I loved it, it tastes deliciously.
On March 24th, 2010 at 11:56 am ,When small wine shops are great–and when they fail | Dr Vino's wine blog wrote:
[…] shops, then you knew about virtually every store in his story already! I’d also highlight Le Vigne, which is a good, new shop that didn’t get mentioned. I’ve also recently discovered UVA […]
On February 21st, 2011 at 12:35 pm ,Itália, etc. | vida breve wrote:
[…] estão as Edra e as Capellini de Passos de Ferreira? Porque não se vendem os nossos Tourigas em Greenwich Village? Não existirá em Portugal inteiro um  Salvatore Ferragamo, um Ermenegildo […]