By Kyle Marie McMahon
Since its founding in 2002, CRÚ Food & Wine Bar has been a pioneer in making the wine experience approachable and enjoyable, creating a dedicated space for everything from first dates to girls’ nights out.
Now, after more than two decades of success, the brand is embarking on a bold new era of growth and evolution. On July 30, a majority acquisition was finalized by an investment group led by Simon Bozas, a seasoned hospitality executive who has joined the brand as its new CFO. The transition brings together the vision of founder Patrick Colombo with the strategic, fast-paced expertise of Bozas. Their shared mission is ambitious: to fill what they see as a significant gap in the market and position CRÚ to become the nation’s leading wine bar experience.
This next chapter is about both refinement and aggressive growth, with plans to more than double the number of locations to 25 within three years. Guests can expect a polished, modernized experience featuring design enhancements, a reimagined culinary program, a top-scale spirits selection to complement the wine-first identity, and a new e-commerce platform. We spoke with Colombo and Bozas to discuss the future of CRÚ, what loyal guests can expect, and how they plan to set a new national standard for the modern wine bar.
Q&A with Patrick Colombo
After successfully building CRÚ for more than two decades, what was the catalyst for this transition? What made Simon’s investment group the right partner for the brand’s next chapter? After more than two decades of building CRÚ, it felt like the right moment to take the brand to its next level of growth and refinement. To do that, we needed a partner who shared our vision but also brought the drive to move quickly and decisively. Simon and his investment group were the perfect fit; his “go-go-go” approach, coupled with his strategic expertise, gives CRÚ the momentum and focus needed to expand into new markets and reach its fullest potential.
The press release mentions this next chapter is about refinement and growth. From your perspective as the founder, how do you define that refinement? What core elements of the original CRÚ experience will be preserved and enhanced? At CRÚ, our wine flight program remains at the heart of who we are; it’s what put us on the map and continues to be our most celebrated tradition. As we refine and elevate the brand, we’re introducing a fresh, romantic design and new marketing that enhances the guest experience. This next chapter brings specialty cocktails and a curated spirits selection at select locations, along with an emphasis on vibrant patios that feel more youthful and inviting. Looking ahead, our 2026 plans include a rooftop deck with advanced weather-control features, designed for private parties and unforgettable gatherings. With a sexier design and an energized atmosphere, CRÚ is set to captivate both loyal guests and a new generation of wine lovers.
You were a pioneer in making the wine experience more approachable. As you raise the bar on selection, how will you ensure CRÚ maintains that welcoming, pretension-free atmosphere it’s known for? For us, it has always been about hospitality. Our approach has never been about requiring a bottle purchase, but instead giving guests the opportunity to explore through our signature wine flights. This removes the risk of committing to a single bottle while opening the door to discover a range of wine styles. It’s an experience that feels especially relevant today, as younger generations seek out variety and enjoy trying something new with every visit.
Looking back at CRÚ’s journey since 2002, what are you most proud of, and what excites you most about the future you’re now building with this new team? When CRÚ first began, there really wasn’t a category like this. Creating a dedicated space for the wine industry is something I remain extremely proud of. From the start, the vision was to build an environment that could serve many occasions: first dates, girls’ nights, or simply a place to enjoy wine without pressure. That welcoming atmosphere is also why we’ve been so successful in airports, where the majority of our guests are women. What excites me most about this new chapter is expanding into more locations, growing CRÚ to its fullest potential, and watching my longtime team see that vision come to fruition. Partnering with Simon brings the drive and focus to take our growth even further, and together we’re ready to make it happen.
