By Patricia Measer
Anyone who talks to Sam Whitmore (pictured) for more than a minute will discover that he has a passion for wine and spirits. The owner of Bag & String Wine Merchants, which is located in the Lakewood Historic District, loves to share his knowledge of wines, cocktails and food pairings. He started the business so that he could do just that, and help people along the way.
“I enjoy helping each individual customer find the right wine for their palate and budget,” says Sam. “Wine doesn’t have to be $200 a bottle to taste good.”
He knows what he’s talking about. Sam studied winemaking at UC Davis and then worked in the wine industry in California for years. He is a Level 1 certified sommelier and is working toward a diploma as Master Sommelier. He has also been awarded a Level 3 certification from the Wine and Spirit Education Trust. WSET qualifications are globally recognized as the international standard in wine and spirit knowledge.
Sam met his wife in California. When they decided to have children, they moved to Western New York to be close to her family. “At the time, there was nothing like this shop in the area,” notes Sam. “I wanted to continue doing something with wine, and that is how Bag & String got started.”
Sam first opened Bag & String in 2011 across the street from his current location at 110 Chautauqua Ave. He slowly grew the business such that he needed a larger space, so he moved it in 2016. “I didn’t want to grow too big or grow too fast,” says Sam. “The large warehouse-type stores have their place, but that isn’t what I wanted this to be. I personally taste every wine before agreeing to put it on the shelves, so I know that what I offer customers tastes good.” He adds that he tastes so many in a day that he has to spit them all out after tasting. “One of our favorite sayings around here is, “We spit out wine so you don’t have to.”
Sam and the staff create their own tasting labels for each wine, rather than relying on critics’ reviews. He curates wines that drink above their price point, and he doesn’t look for bulk deals. He also curates his employees, in a manner of speaking, surrounding himself with people who understand what’s trending. They include bartenders, mixologists and even some former customers. But his favorite “employee” is his dog, Buddy, who can be seen in the store most mornings.
The staff have seen some trends change over the years in the business. Bourbon and agave spirits became very popular, as well as organic wines. In fact, organic wines improved over the years due to the demand, and have become so good that even masters can’t tell the difference between organic and non-organic wine tastings. Then, during COVID, people became more interested in crafting their own cocktails at home. Employees, Elijah Wright and Nick Dean, wrote a book of cocktail recipes, one for each day of the year, to help their customers. Copies are available at the store.
“Something that really drives humans is food and tasting. Memories of a holiday meal or any special occasion are some of the strongest memories. Wine and cocktails are an integral part of that experience.” Sam says he is proud to be able to help with that. He finds wine pairings to be fun, and the results almost magical.
When asked what he is most proud of, Sam cited several things. First, he believes the training and education he gives his staff adds value to the service they provide. He hopes that when his employees move on to other endeavors, they take with them what they learned at Bag & String, and they continue to give as much as they get. He is also proud of the support the store provides to local non-profits. “California wineries are big on philanthropy, so I grew up with that philosophy.” Sam has found that wine gets others excited about participating in a charity event, so he routinely donates wine to charity auctions. He wants the store to be known for the quality of the wines, not the quantity, and for their engagement with the community.
For more information, follow Bag & String Wine Merchants on Facebook, https://www.facebook.com/ BagandStringWine, or visit their website at https://www.bagandstringwine.com/.