Mott Haven Spirits, a new wine store, officially opened its doors on Dec. 20, occupying the ground floor of Estela, a two-building rental development developed by the Domain Companies in Mott Haven. The shop aims to offer more than just a place to purchase wine and spirits—it’s focused on building connections and creating memorable experiences for its customers.
“When you walk into my store, I want you to know that this is going to be a store that we’re going to actually take the time to get to know you and what you like to drink,” said Monica Noel, the store’s owner. “I really want to create an experience.”
Noel brings years of experience to her venture, having spent over five years working alongside her husband at his wine shop in Brooklyn. Inspired to branch out on her own, she initially explored Manhattan as a potential location but found the rent prices unsustainable. A conversation at a party led her to consider the Bronx, where she discovered an ideal opportunity in Mott Haven through a collaboration with the developers at Estela.
The reception from the neighborhood has been overwhelmingly positive, Noel said. “When people walk in, they’re like, ‘Oh, this is amazing.’ When they find out I’m the owner, it gives me a sense of accomplishment because they’re so proud of me and it feels good. I really respect the Bronx and the community that I’m in because from day one they supported me—it was crowded for my grand opening.”
Noel’s vision extends beyond selling wine. She hopes to educate her customers about exploring different options beyond their go-to choices, such as champagne, tequila, or sweet wines. Drawing from her personal journey in wine appreciation, she encourages customers to expand their palates.
“When I started drinking wine, I only drank Sauvignon Blanc and champagne,” she said. “Until I started to branch out to red wine, I learned to appreciate that. When you develop a palette for it, you get to experience it more and you get to appreciate the process as well.”
Mott Haven Spirits plans to host wine tastings on weekends and is exploring additional opportunities to engage with the community, including events at other luxury residential buildings in the Bronx. With Valentine’s Day approaching, Noel is preparing to deck out the store with festive décor and collaborate with vendors for a special event.
“I’m all about luxury but also not breaking the bank, and I think bringing a concept that’s nice and a high-end feel is what the Bronx needs,” Noel said.
