Business Details
25 Years
experience
Premier Wine Merchant & Tasting Bar in San Francisco
William Cross Wine Merchants & Wine Bar has been curating exceptional wine experiences since 2001, driven by a mission to source the highest quality wines globally. Our founder, Steven Sherman, brings over 30 years of industry expertise, having tasted more than 8,000 wines annually to ensure every selection meets rigorous standards. From affordable gems under $15 to rare Grand Cru Burgundies, our inventory reflects a commitment to diversity and craftsmanship. Our knowledgeable staff offers personalized guidance, complemented by a tasting bar that hosts weekly events and a curated selection of artisanal cheeses and charcuterie.With a focus on small producers, organic wines, and hard-to-find cult favorites, we serve as a trusted destination for both casual enthusiasts and connoisseurs. Our San Francisco location fosters a welcoming environment where wine education and enjoyment intersect, maintaining the same passion that has defined our reputation for over two decades.
Services
Wine Tasting Bar
Rare Wine Sales
Cheese Pairings
Weekly Tastings
Wine Selection
Details
- Year established: 2001
Highlights and features
- We offer 30+ years of expertise in wine selection and curation
- Our staff tastes over 8,000 wines annually to ensure quality
- We provide weekly educational wine tastings with global producers
- Our inventory includes hard-to-find cult wines and rare vintages
- We feature artisanal cheese and charcuterie pairings with wine selections
What people say
Extensive wine selection
Knowledgeable staff
Welcoming atmosphere
Rare vintages available
Excellent tastings
Services
Wine Tasting Bar
Our back-of-store tasting bar offers an immersive wine experience with daily access during business hours. Guests can sample curated selections or bring purchased bottles for a $10 corkage fee. The casual setting accommodates spontaneous tastings and social gatherings, featuring rotating wine lists that highlight both familiar favorites and unique discoveries.
Rare Wine Sales
We specialize in sourcing exceptional vintages from prestigious producers worldwide. Our inventory includes cult favorites like Scarecrow Cabernet Sauvignon and limited-release Burgundies. Each bottle undergoes rigorous selection through annual tastings of 8,000+ wines, ensuring quality and authenticity for collectors and enthusiasts seeking investment-grade bottles.
Weekly Wine Tastings
Every Wednesday, we host themed tastings from 4-9pm featuring global producers and varietals. Events include Sherry Week with La Cortadora and our annual Turkey Day Tasting. These gatherings provide educational opportunities to explore wine profiles while enjoying casual pairings with artisanal cheeses and charcuterie.
Cheese Pairings
Our curated selection includes Cowgirl Creamery cheeses, Creminelli salumi, and Rustic Bakery crackers. These artisanal pairings complement wine tastings with balanced flavor profiles. The menu features both local California producers and international favorites, creating perfect accompaniments for wine education and enjoyment.
Wine Selection
We offer a diverse inventory spanning $10 everyday bottles to $1,000+ collector's editions. Our selection emphasizes small producers, organic and biodynamic wines, and hard-to-find labels from 15+ countries. Owner Steven Sherman personally oversees annual tastings to maintain quality standards across all price points.
People
Steven Sherman
Owner
With over 30 years in the wine industry, Steven Sherman purchased William Cross in 2001 after roles at Whole Foods Market and Coit Liquor. He oversees annual tastings of 8,000+ wines, maintaining rigorous selection standards while fostering a welcoming environment for wine enthusiasts.
Questions
What are your wine tasting hours?
Our tasting bar operates during regular business hours: Sunday-Thursday 12-7pm, Friday-Saturday 12-9pm.
Do you offer wine education events?
We host weekly Wednesday tastings featuring global varietals and producers, including special events like Sherry Week and Turkey Day.
Can I bring my own wine?
Yes, you may bring purchased wines for consumption at our bar with a $10 corkage fee for 750ml bottles.
What food options are available?
We offer artisanal cheese plates, charcuterie, and crackers from Cowgirl Creamery, Creminelli, and Rustic Bakery.
How do you select your wines?
Owner Steven Sherman and staff taste over 8,000 wines annually to curate our inventory of 15+ country selections.
Do you have rare or collectible wines?
Yes, we feature hard-to-find cult wines and investment-grade vintages from producers like Scarecrow and Quilceda Creek.
Reviews (7)
Gerry Blevins
Dec 16, 2021
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With learned staff, they can assist you with picking the ideal wine. I enthusiastically prescribe this wine shop to every one of my family members who love wine!
Alexander Sheynis
Dec 15, 2021
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A pleasant wine shop that has a fun tasting bar and outdoor seating. The Wednesday evening tastings are always exciting and run by Stephen, whose industry knowledge and experience enhance the journey down the list.
Luke Kordick
Oct 20, 2021
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Awesome shop. Great selection with hard to beat prices for an independent shop. Really cool tasting bar in the back with interesting wines rotating by the glass or flight. Plus a patio in the back.
Joe Mineo
Jul 17, 2021
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I want to thank Steven for the time he spent with us explaining the wine we were drinking and more importantly looking at our itinerary for Napa. Steven suggested some changes in order for us to maximize our time and experience some of his favorite places. We will be coming in to see him on our next visit to San Francisco.
Mildred Choi
Oct 21, 2020
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Its a very simple wine shop unlike others, because they make you feel like home, and try different types of wine. The wine tasting experience was outstanding! Sofia is very professional and attentive to introduce us to the different harbor of wines, and she even prepared some cheese for us. I strongly recommend this fine wine shop for those wine lovers!
Arnold Knight
Sep 12, 2020
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Here I am a 100 percent satisfied and satisfied customer! The efficiency of the service and wine was great! Check out their programs and you're probably not going to regret it. Thanks to all of you so much! I would recommend your services to everyone without any hesitation. Hey Hey! Hey! KUDOS!
Beth Rice
Aug 21, 2020
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I needed something to go with sushi tonight; staff suggestion nailed it! Highly recommended spot for any budget.
