MISSION
Optimize the Experience.
Elevate the Pour.
Change the Access.
Update the Concept.
Headliner Wines modernizes beverage programs for music venues with curated, boutique (low-production) wines that elevate the guest experience and boost revenue — all with zero upfront cost.
We are transforming the concert experience by filling a missing sales category and putting quality wine behind the bar. Serving as a broker rather than an in-house salaried position, we offer venues the full benefit of a wine director risk free — making the shift into the wine world as approachable as possible. Consider us a floating sommelier for music venues, and a new category within existing regions for distributors looking to expand their reach.
Wine has evolved. It is no longer entirely precious or formal. Much of today’s wine doesn’t require fancy care, food pairings, or a sit-down setting. There is a whole world of light, bright, casual, interesting, easy-drinking, affordable wine made for the dance floor. Music fans are drinking differently, and venues have an opportunity to meet that shift with wines that feel current, energetic, approachable, and built for the room. Behold: the concert wine.
From intimate clubs to large amphitheaters, Headliner Wines curates crowd-pleasing, easy-to-serve selections tailored to each venue’s unique energy. Our focus is low-production, inexpensive wine — not cheap wine. Bulk wine is not simply the “well liquor” of wine. It is an industrial shortcut, engineered for volume and sameness, often with so many additives and modifications that the end result is barely recognizable as wine at all. Low-production wine, by contrast, is made with intention, character, and craft — resulting in a dramatically higher-quality product with integrity. Boutique wine is the real category venues have been lacking.
The wine world is vast — unlike spirits, with too many producers for any venue buyer to navigate alone. Professional curation is required. Headliner Wines acts as a freelance sommelier for music venues, giving them access to the best-suited wines on the market without the cost of a salaried wine director.
Traditional sponsorship models have left venue wine programs stuck in the bulk-wine lane. Because sponsorships require scale, they favor industrial or large-name producers with the volume and budgets to buy visibility, while the premium boutique wines guests actually deserve are left out of the equation. Headliner Wines offers a different model: curated access to low-production wines that delight guests, fill a missing beverage category, and create new revenue through higher-volume sales — while giving independent producers and concertgoers the proper partnership they deserve.
Join us as we set a new standard for wine in live music — building unique partnerships, amplifying awareness for boutique producers, and bringing affordable, premium, low-production wines to venues, where they have long been missing.
OFFERINGS
Venue
Consultation
We’ll review your goals, space, audience, vibe, storage, price points, barware etc.
Custom Wine
Selections
All low-production, sustainable, quality wines, that don’t need cellar aging or food pairing.
Basic Staff
Training Steps
No somm training required, we give easy bullet points and tips for serving and selling.
Marketing
Launch
Marketing tips, social media assist, bartender talking points, menu design, effective signage.
Meet The visionary
Jordan Zucker
Jordan Zucker is the founder of Headliner Wines, the first wine curation company built exclusively for music venues. A lifelong music fan and hospitality enthusiast, Jordan spotted a gap in the live experience: while venues poured world-class sound, talent, and booze, their wine programs were always bulk and bland — failing to satisfy the diversified and refined palates of today.
Jordan started drinking wine at a very young age. Her cookbook, One Dish – Four Seasons, pairs each seasonal recipe not only with wine, but with a music album — because wine and music together make everything better.
When the pandemic shut down venues, Jordan filled the void by producing her own socially distanced and rapid-tested Funk the Rona concerts. That experience turned her into a de facto venue runner and gave her a front row seat to hospitality life.
After drumming up the idea and name for Headliner Wines, she flew to France to further her studies, and emerged with some new French lovers (of wine) and a WSET Level 3 certification. She built Headliner Wines to expand the access of premium wines, currently limited to restaurants and wine bars. Jordan consulted with industry veterans and experienced colleagues to bring this vision to life. Please toast her if you find her buzzing about at a show.
