A Taste of Fine Wine
Wine lounge invites guests to enjoy learning about wine.
Dezzarae Henderson had always appreciated a glass of fine wine. Though she honed her knowledge and her palate by attending wine tastings for more than 20 years, it never occurred to her to open her own wine business until a chance encounter made her reconsider.
“During COVID, while I was doing wine tastings at home, I was invited to be an ambassador for a company that brought wine tastings to minority women,” Henderson recalls. “Most wine bars don’t cater to women of color, and there wasn’t anything like that around the Inland Empire. I thought to myself, ‘Maybe I can be that person.’”
She opened her wine lounge Wine Now! in December 2023 in Rancho Cucamonga, California, to give guests the same wine experience she had learned—by sipping slowly, intentionally, and in a comfortable environment. However, she’s quick to emphasize that Wine Now! is a wine lounge, not a wine bar.
“A wine lounge is where you can go and stay awhile, which encourages guests to try different types of wine. But a wine bar is more transactional, not as personable. It undermines the experience I want to give my guests.”
While most wine bars are connected to restaurants and offer a full menu, Wine Now! has its own standalone space. Henderson’s focus is on wine, offering exclusive varieties that guests may not find anywhere else. The lounge doesn’t offer food, except for charcuterie boards, so Henderson partners with local eateries that bring in orders for her guests.
“I want to focus solely on the wine and the wine tasting experience. Food takes the spotlight away from the wine,” Henderson says.
While her years of attending tastings gave her a basic understanding of wines, Henderson knew there was more to learn about wine making and about running a business. She recently completed the second level certification exams through the Wine and Spirits Trust, where she learned about grape growing and wine production, grape varietals and the environmental influences from their regions, how to store and serve wine and wine pairings. Henderson continues to hone her knowledge by attending tastings to learn from more experienced professionals.
To understand the business side, she sought advice from a mentor at SCORE, operated by the Small Business Administration, who helped her develop a business plan. Consultants with the Small Business Development Center also provided expertise and guidance about financial forecasting, marketing and website development.
Operating a wine lounge is a far cry from her career in human resources. After being let go from several HR jobs, Henderson sought an opportunity that would give her more control and flexibility over her schedule. Though she continues to work as an independent human resources consultant, Wine Now! is her true labor of love.
While it can be disheartening to see other small wine businesses close, Henderson chooses to remain optimistic. “I refuse to accept defeat,” she says.
Growing her business remains a challenge. By forming partnerships with other small businesses, she’s found ways to bring her wine knowledge into the community. Henderson recently partnered with the minor league team of the Los Angeles Kings hockey franchise, which didn’t have a wine vendor for their games. She also partnered with a sweets company to do a wine tasting for Mother’s Day. The lounge also hosts monthly comedy nights, live music, and karaoke. Recently, Henderson hosted a tattoo party where a professional artist worked on guests as they sampled wine.
“That was a whole new audience that I didn’t have before,” Henderson recalls. “You have to be open and think outside the box.”
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