The photo says it all : Family.  Growing up Italian meant Family was the most important thing in your life and everything revolved around it.  Back when this photo was taken, we all did not have much ...... but we did have each other.  It's where I learned about the real riches of rags. 

When there's family, especially an Italian family, there's WINE.  And lots of it.  In 1997, our family opened In Vino Veritas.  After a complete renovation, we were proud to present our beloved city with what so many New Yorkers view as the one of the most beautiful stores of any kind, anywhere. 

With a past in the restaurant business, our family is very aware of the importance of wine and food matching.  We are also very proud to boast what few stores can : a climate-controlled wine cellar, where every bottle of wine sold to the customer is kept at a perfect temperature.  To go an extra step, the owner of In Vino Veritas not only wrote a book on wine and also teaches wine classes, but is at the store in person to recommend our carefully selected wines.  Where else in the world can you find that? 

We are a family wine store that is proud to be part of our community and have worked hard for roughly 20 years (since 1997) to keep the neighborhood feel of the Upper East Side, that we unfortunately see vanishing. Even in the face of a challenging and ever-changing city, we still do things the old fashioned way. We mostly select wines from Family Owned wineries, building relationships with the wineries by visiting them and eating together with the owners, winemakers, and grape growers. We are a pillar in our community and know the names of our customers, keep up with their personal lives, and watch their children grow up.  In Vino Veritas is a family wine store proudly working to maintain our community intact ...... and with your help, we are not going anywhere.  It is important that we not only continue doing what we are doing but encouraging other businesses to do the same.  

With around 200 wines fairly and competitively priced at $14.99 and Under, we have wines for everybody. Come be a part of our wine family.  Salute !

This photo and parts of the description are part of a mail brochure I send out to local residents. 

In Vino Veritas

1375 1st Avenue, New York, NY 10021