BY JENNIFER PRIMROSE
Holly Springs is gaining distinction for its family-friendly appeal and rapid growth. It also offers some great options for wine enthusiasts. Wine 100—a boutique wine shop in the village district—is one such option, with a vision that blends a passion for wine with a commitment to the local community. Founded by Joe Sherrier and with the extensive expertise of shop manager and operator Bob Kaufmann, Wine 100 offers a distinctive blend of wine education and tasting experiences.
Sherrier describes the establishment of the wine shop as a dream that started as part of a desire to become an integral part of the Holly Springs community. “The idea for the wine shop began to take shape about a year before we opened,” Sherrier says. “My wife and I wanted to establish roots in Holly Springs—not just to settle down, but to become a part of the community. We were looking for ways to contribute, and we enjoyed the idea of not only visiting a wine shop but also having a glass of wine while meeting our neighbors.”
This concept was more than just about selling wine; it was about creating a space where people could connect and appreciate the sophistication of the popular wine culture. In selecting the location for Wine 100, Sherrier chose a central spot in the growing village district of Holly Springs. This area is thriving with activity and growth potential, making it ideal for establishing a wine shop that serves not only as a retail space but also as a community gathering spot. His decision to open Wine 100 here reflects a commitment to the town’s changing landscape, where the influx of new businesses and residents is building a dynamic local culture.
Bringing Expertise to the Table
While Sherrier had the vision, he knew he needed a seasoned wine expert to make it a reality. That’s where Kaufmann came in. With over four decades of experience in the wine industry, Kaufmann brought a wealth of knowledge to help shape Wine 100’s offerings. “I’ve been in this business for over 40 years,” Kaufmann says. “I started managing a wine shop in New York at 18 or 20 years old, and later I was in distribution, running one of the top fine wine distributors in New York for 30 years.”
Kaufmann’s expertise has allowed Wine 100 to offer a unique selection of excellent wines, each chosen for its quality and individuality. “I wanted to provide the right atmosphere,” Sherrier notes, “but I knew I needed someone with an excellent palate to handle the selection. That’s where Bob’s expertise came in, and it’s been a great partnership.”
Wine 100 stands out with its innovative wine machines that allow customers to sample various wines before committing to a full bottle. Kaufmann explains, “The wine machine we have offers 16 bottles at one-, three- or five-ounce pours, rotating regularly. People can try before buying, and so far, we’ve had nothing but positive feedback.” This approach improves the wine-buying experience and motivates patrons to explore new flavors and broaden their wine knowledge.
A Strategic Approach
The shop is careful to offer wine at a wide range of prices, including both lower-priced and high-end wines. The higher-end selections have gained unexpected popularity. “We carry wines from $9 to $15 on the lower shelves, but surprisingly, those aren’t the best sellers,” Kaufmann says. The higher-end wines, while a more gradual sell, have started to catch on with customers. “We’ve been open only eight months, so it’s early to tell,” he adds. “Over time, as people develop trust in us, they’ll start exploring those higher-priced bottles.”
The shop’s close proximity to other wine-related establishments, like Triangle Wine Company, is deliberate. Sherrier is exploring the potential for collaboration rather than competition with these businesses. “There’s enough market for all of us, especially with the surrounding communities like Apex and Fuquay-Varina,” he says. “We aren’t in direct competition because we offer something unique—a combination of tasting machines and hand-selected wines from around the world at various price points.”
Building Community and Looking Ahead
The shop’s commitment to community engagement extends beyond its daily operations. Wine 100 has hosted several events, including distributor gatherings and collaborations with local organizations. “That’s more my role,” Kaufmann explains about organizing events. “I have relationships with people from both my years in New York and my time here. Many distributors have crossed paths with me over the years, so we tap into those networks to organize events.” These events showcase Wine 100’s diverse selection and strengthen its ties to both the local community and wine businesses outside the Triangle.
Wine 100 is approaching its first anniversary. This milestone is a testament to the duo’s dedication and vision. Sherrier and Kaufmann are enthusiastic about the future as they plan to continue offering exclusive tastings and expanding their selection. For wine enthusiasts in Holly Springs, Wine 100 represents more than just a place to buy wine. It’s a community-focused establishment where people can explore, learn and enjoy the finer things in life—including a good glass of wine.
