Aurora entrepreneur reshapes Newmarket wine bar into a welcoming community space

Local owner reframes wine tasting as approachable, community-minded experience

When the new proprietor of Wine on Main in Newmarket took over the bar and bottle shop, her first goal was to change how people think about wine. The business, located at 186 Main St. S., is now run by Krissy Edgar, who also operates a catering business and a deli out of Aurora with her husband.

Edgar has converted the operation into a self-serve model that she describes as an "arcade for adults" — a format that allows patrons to sample wines from dispensers before committing to a glass or buying a bottle. Customers purchase a reloadable card, add funds and choose pours in one-, five- or eight-ounce increments from a selection that includes mostly international wines, some of which Edgar says are not available through the LCBO.

"I really want to just demolish that stigma that it’s pretentious and it’s intimidating,"

Edgar emphasises accessibility. For residents who feel unsure about wine vocabulary or intimidated by traditional wine shops, the self-pour system offers a lower-cost way to experiment. The approach also aims to broaden the bar’s appeal, positioning the space as one that welcomes both novices and experienced wine drinkers.

Connections to Aurora business scene

The take-over continues a pattern of entrepreneurs bridging Aurora and neighbouring communities. Edgar and her husband, Michael, own The Deli in Aurora, which houses the commercial kitchen used by their catering business, Zest Up Your Life. That existing infrastructure and hospitality experience inform how Wine on Main operates, from menu decisions to behind-the-scenes food and beverage preparation.

Edgar acquired Wine on Main from previous owners Alex Lee and Jordan Mills. She has worked with wine agents to curate the machine selections and says her staff are in the process of deepening their wine knowledge by tasting and learning with those suppliers. That training addresses one of the challenges Edgar inherited: customers arriving with expectations set by the experience under the former ownership.

• Location: 186 Main St. S., Newmarket
• Ownership: Krissy Edgar (formerly Alex Lee and Jordan Mills)
• Model: Self-pour dispensers with one-, five- and eight-ounce pours
• Local ties: The Deli in Aurora, catering business Zest Up Your Life

The self-pour model, while still relatively novel in the region, lets customers sample a range of higher-end wines without committing to a full glass or bottle. Edgar said selections were chosen in collaboration with top agents, and she highlights that some wines on offer are not available through provincial liquor retailers.

Community ambitions and practical challenges

Edgar frames Wine on Main as more than a place to buy wine; she wants it to be a community hub where people feel comfortable learning and socialising. That intent reflects a wider trend among small business owners in Aurora and York Region who are seeking to create inclusive public spaces that serve varied neighbourhood needs — from quick takeout to lingering social visits.

Operational challenges remain typical for a small hospitality business. Edgar acknowledges the need to continue staff training and to communicate the new model to a clientele used to the prior ownership. The balance between offering high-end wines and keeping tasting affordable is central to the concept: the dispenser system aims to reduce waste and lower the barrier to trying premium labels.

For Aurora residents, the story is one of local entrepreneurship extending influence into nearby downtowns. The Deli and the catering operation supply the logistical backbone for Edgar’s expansion into wine retail and on-site tastings, showing how modest commercial operations can leverage kitchen space and hospitality know-how to branch into new markets.

Wine on Main’s reinvention under Aurora ownership will be observed closely by patrons who value neighbourhood gathering places and by local business owners considering similar cross-community ventures. As Edgar and her team refine their offerings, the experiment will test whether a self-serve, approachable wine bar can change long-standing perceptions about wine culture in York Region.