A wine popup that built its name on throw-down parties and no-jargon tastings is putting down roots in Somerville. First Crush, the natural wine series led by Gabrielle Malina, plans to open a brick-and-mortar bar and events space at 259 Washington Street in Union Square sometime this fall, occupying the storefront once home to Juliet Social Club.
The move marks a shift from mobile concept to permanent address for Malina, who launched First Crush in 2024 as a way to introduce drinkers to lesser-known winemaking regions without the usual industry gatekeeping, according to The Wonderful World of Wine. News of the planned opening was first reported by NBC Boston, which noted the business will operate as a natural wine bar and events space, with details shared via its website, firstcrushboston.com, and its Instagram page. A Bluesky post from user @troysch1.bsky.social also flagged the planned Union Square opening.
From Pop-Ups to a Permanent Pour
Before signing on for a physical space, First Crush spent more than a year proving there was an appetite for its approach across Somerville. The outfit hosted a Latin American wine night at Counter Culture Coffee on Somerville Avenue in April 2025 and, more recently, a Lebanese-themed wine party at Upstairs at Bow in July, according to The Boston Calendar. Those events helped the business build a following well before it needed a lease.
Malina's own path to the wine world is unconventional. She worked as a college lecturer and researcher, earning academic honors, before pivoting into wine education and eventually launching First Crush, per the same account from The Wonderful World of Wine.
A Storefront With Its Own History
The Washington Street address First Crush is taking over carries some neighborhood pedigree. It previously housed Juliet Social Club, a casual wine and snack bar that opened after the restaurant Juliet expanded next door into 263 Washington Street in 2021, according to Union Square Main Streets. Juliet itself, founded in 2016 by Katrina Jazayeri and Josh Lewin, drew national acclaim from outlets including Bon Appétit and Eater Boston for its community-driven approach, and continues to operate in the same block as the upcoming First Crush location.
Union Square's Natural Wine Reputation
First Crush is stepping into a neighborhood that has cultivated a distinct identity around natural wine for years. Union Square's reputation in this space traces back to 2018, when sommelier Lauren Friel opened the James Beard-nominated Rebel Rebel inside nearby Bow Market, helping popularize natural wine across Greater Boston, per Wine Enthusiast.
But the broader climate for independent wine bars in the region has been rough. Just last month, the 30-seat Cambridge natural wine bar Dear Annie poured its last glass, closing amid shifting industry dynamics and ownership changes, as previously reported by Hoodline. That closure underscores the financial risk First Crush is taking on by trading a flexible popup model for fixed rent and overhead.
Riding Union Square's Development Wave
Still, the timing may work in First Crush's favor. Commercial activity in Union Square has picked up considerably since the MBTA's Green Line Extension station opened in December 2022, anchoring the multi-million-square-foot USQ redevelopment. That momentum has drawn other major tenants to the area, including coworking operator Workbar, which signed a lease in July for a 10,000-square-foot facility within the USQ project, bringing a steady daytime workforce that could translate into evening bar traffic.
The wine bar also joins a broader wave of small-footprint food and drink openings reshaping the square this year, including the 16-seat Mediterranean spot Kush on Sanborn Court in March and Korean-inspired Kima Cafe on Bow Street this month. Together, the openings point to a neighborhood where boutique dining and drinking concepts are expanding briskly around the plaza, even as some operators elsewhere in the region struggle to keep their doors open.
