Newspaper article from our research archive:

Giving to the Pour

A peek at how Passionfish constructs their one-of-a-kind wine list.

It just doesn't happen. It would be like going to a San Francisco Giants game and paying 25 cents for a hot dog. Yet that's Passionfish Restaurant, a big-league dinner house where the wine is priced the same as in the grocery store.

Owners Ted and Cindy Walter don't mark up their wines for several reasons. One: They want to draw people to their door. Two: They want to have fun exploring avant-garde wines others haven't heard of. Three: They want to earn adoration among wine geeks-and the buzz that accompanies it.

The wine muse the Walters hired to pull it off is Jennae Lizza.

"Charging retail was their idea," says Lizza, ...

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