Wine House off Haywood Road offers a cozy escape, while another opens soon in the Hartness community
Stepping inside Wine House feels akin to stepping inside a friend’s nicely decorated home. But here, in this elegantly cozy space off Haywood Road, you can also sip a glass of Domaine Lagille Champagne or share a bottle of Jean-Paul Brun Bourgogne.
The wine bar and shop that opened in March 2019 has grown into a destination for those seeking a pleasant spot to enjoy great wine outside of downtown Greenville. That same mission will be carried over into a second Wine House location slated to open in the Hartness community on Greenville’s Eastside in early 2026.
Growth was never front and center for owners Nathan Luginbill and Nolan Merritt, but the two business partners and friends are humbled and happy that their distinct brand of oenophile style has resonated with Greenville.
Wine House was founded upon the idea of making wine both fun and accessible by creating a space that is comfortable and engaging, but it grew simply from a shared enjoyment of wine.
Merritt and Luginbill met through mutual friends in 2014. At the time, Luginbill and his wife, Brenda, had moved to Greenville from Los Angeles. Luginbill had already developed an interest in wine thanks to years of working front-of-house roles in restaurants. He worked at several Greenville spots, including the former Devereaux’s, but by 2014, he had traded hospitality for real estate. Merritt, a self-described serial entrepreneur, was working in his family’s trucking business while also balancing ventures including a salon and a construction business.
A Toast to Wine House
They became fast friends, building a relationship over a mutual love of food and wine. The families often traveled to food festivals, visited wineries, and found beauty in the conversations and connections that flowed around a shared bottle of good wine. “To us that is what wine is all about, experience,” Luginbill says.
It was Luginbill who joked about opening a wine bar and shop. Merritt needed little prodding.
The two owners bring complementary skills. Luginbill, who holds a Level One Sommelier certification, is immersed in studying wines, from agriculture and production to culture. He spends much of his time researching, forging connections, and learning. Merritt brings business acumen and a keen eye for design. The result is a wine bar that exudes a sophisticated coziness. Artwork fills the colorful walls, while details like a plush sofa and sconces add flair.
Where Wine House excels is in creating a sense of intimacy. The shop is a sort of refuge, offset from bustling Haywood Road. Step inside and you feel transported.
The retail side of the space offers neatly arranged bottles of wines from different regions and in various price ranges, plus tables for groups to gather. The wine bar, with its marble countertop and plush seats, is a desirable spot for those seeking to engage in conversations about the wines.
The owners have made the space so inviting that though they also have a lovely patio area, it is underutilized. “People are like, ‘It’s so nice inside,’” Luginbill says with a grin.
Now in its seventh year, the cafe continues to innovate. The shop, which includes an event venue next door, hosts regular chef pop-ups, wine dinners, wine tastings, and winemakers. Pop in any night of the week and you’ll surely find something interesting happening.
The owners focus on variety. The wine world itself is ever-changing, and Wine House reflects that, Luginbill says. That’s part of the fun.
Memorable Event
“We had a great tasting with Scott Schultz, winemaker and owner of Jolie-Laide wines. I have loved what he is doing out of Sonoma before we even owned the shop. He is making wines from less-typical grape varietals out of California. Bright, fresh wines with a lot of texture.” —Nathan Luginbill
Holiday Dinner
“For Christmas, with something like roasted lamb, a great Barolo from Italy or a Rioja from Spain is always a treat.” —Nathan Luginbill
