Boston-based Wine Pop-up Getting Permanent Home In Somerville

SOMERVILLE, MA — A Boston wine pop-up known for hosting natural wine parties, dinners and tastings is preparing to open its first permanent location in Union Square.

First Crush Boston will open a natural wine bar and event space at 259 Washington St. in the former Juliet Social Club space, marking a new chapter for the business after two years of hosting events around the Boston area. The location places the business near several of the neighborhood's restaurants, bars and other independent businesses.

"Still in disbelief that we snagged this spot in the heart of Union Square," owner Gabrielle Malina wrote when announcing the location earlier this year, noting that the space sits just around the corner from Counter Culture, where First Crush hosted its first event.

More recently, Malina shared a look at the ongoing buildout, including custom benches built by her father at his workshop in Indiana before being transported to Somerville and installed in the bar. "They fit perfectly, of course, because if there's one trait he and I share it's perfectionism," Malina wrote.

First Crush was launched by Malina in 2024 after she previously spent a year hosting pop-up events with Maya Mukhopadhaya under the name Jadu. Mukhopadhaya later opened a permanent Jadu location in Jamaica Plain, while Malina went on to establish First Crush and continue hosting wine-focused events around Boston.

The business has since become known for its natural wine parties, dinners and tastings, often collaborating with local chefs, DJs, artists and other creatives. First Crush describes its approach as an effort to make natural wine more accessible by creating an environment without the jargon, exclusivity or gatekeeping that can sometimes surround wine culture.

The new location will allow First Crush to pour wine on a regular basis while continuing to host the parties and events that have helped build its following.

First Crush's website currently says the Union Square wine bar is expected to open this fall. A specific opening date has yet to be announced.

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