Find your ‘Partner in Wine’ at Wine on Main

Wine heaven is a place on earth and it’s right here on Main Street, Newmarket!

Sample a selection of top-quality wines, each dispensed at the press of a button at Ontario’s first self-serve wine bar and bottle shop, Wine on Main. Founded by “partners in wine,” Jordan Mills and Alex Lee, who, after spending years traveling to wine regions around the world, took the leap to open their own wine shop in the heart of their hometown.

Self-serve wine dispenser at Wine on Main in Newmarket, Ontario.
Photo by Dann Tardif

The essence of Wine on Main is its handmade, self-serve wine “vending machines” from Italy that allow guests to select a sip (1 oz), taste (3 oz), or glass (5 oz) of the wine of their choice by inserting a pre-paid wine card into the machines. Guests can load their wine cards with increments of $25, $50, $75, or $100, then journey around the store to sample. The unique concept came to the couple when they experienced the wine machines first-hand in Bordeaux ten years ago. “We had seen the machines numerous times in wine bars in Europe,” explains Alex, “but were shocked it hadn’t taken off in Canada.”

Wine on Main is completely re-inventing the wine-tasting experience by stripping it of its pretentiousness and intimidation. No confusing tasting notes or stuffiness–just a lively, interactive atmosphere that puts the guests in the driver’s seat of their own wine experience.

“It’s wine coming out of vending machines. It’s meant to be fun!” says Alex. “We encourage our guests to explore and discover their own wine preferences. Taste the wines with your authentic experience in mind and not with biased wine reviews and tasting notes. Compare and contrast different varietals or the same varietal from different wine regions and discover for yourself your own love of wine.”

The ever-changing selection of wine, meticulously chosen by their sommelier and not readily available at the local LCBO, offers the perfect excuse (as if you needed one) to stop in regularly. Bless your tastebuds with premier grand cru, orange wine, and everything in between, or try their cheese, charcuterie, and vegan boards in the cozy seating area at the back.

‘Cloud Wine’ is just a pour away at 186 Main Street South, Newmarket.

Find them on Instagram and visit them on their website at

Wine on Main in Newmarket, Ontario.
Photo by Dann Tardif