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Our Story

Wine Therapy isn't just a name.
It's what we actually do.

A place built on genuine connection, exceptional wine, and the belief that the best evenings happen one glass at a time. Walk in as a stranger. Leave as a regular.

Rich Paolino, founder and owner of Wine Therapy North Myrtle Beach
Est.
2021 Memorial Day Weekend
Main Street, Ocean Drive

Meet the Founder

The Best Therapy Isn't Always Billable

Wine Therapy is the vision of one person: founder and owner Rich Paolino. For 27 years, Rich built his career in financial services advising families and small businesses — a world of long hours, high stakes, and the kind of pressure that sends plenty of people looking for a way to unwind. He knew that pressure firsthand, and he knew the truth so many of us live by: sometimes the best therapy isn't found behind a desk at all. It's found around a table, with good friends and a great bottle of wine.

That idea became Wine Therapy. Rich launched it on Memorial Day Weekend in 2021 while still working in finance, betting that North Myrtle Beach wanted what he wanted — a relaxed, unpretentious place to put the week down, pour something new, and actually talk. He was right. What began as a single self-serve wine concept on Main Street soon moved to 315 Main Street and grew into the neighborhood institution it is today.

The name isn't a gimmick. For Rich, it's a quiet wink at a real truth: we all need a little therapy now and then, and his happens to come by the glass.

Named New Business of the Year by Destination North Myrtle Beach — recognized within our first full year for the experience we bring to the community.

A Space That Feels Like Yours

Wine Therapy was designed to be the kind of place you actually want to spend an evening — warm lighting, comfortable seating, a beautiful wine wall, and a patio on Main Street made for lingering. Come on your own and settle in at the bar. Bring your closest friends for a long, unhurried catch-up. Make it a date, a celebration, or a standing weeknight ritual. However you arrive, you're welcome exactly as you are.

There's no dress code, no pretension, and no pressure to order the "right" thing. Just a relaxed, beautiful room, a glass in your hand, and good company — old or brand new.

32 Wines on the Self-Pour Wall
150+ Wines in the Shoppe
2021 Founded on Main Street by Rich Paolino
5★ Facebook and Google Rating

What We Stand For

The values behind every pour

Quality Without Pretension

Great wine shouldn't come with a side of intimidation. Our rotating selection is carefully curated, but the atmosphere is relaxed, welcoming, and free of wine-snob energy. You don't need the vocabulary — just your curiosity and whatever you're in the mood for.

Genuine Connection

Wine Therapy exists because real conversation still matters. We're built for the moments when you put the phone down, raise a glass, and actually talk — whether it's a first date, a ladies' night, or a thirty-year friendship. This is your space.

Exceptional, Honest Service

Warmth, honesty, and follow-through. Our team is here to help you find something you love, never to upsell you on something you don't. Your experience is the whole point.

What to Expect

Everything Under One Roof

Wine Therapy is more than a tasting lounge — it's a boutique experience with something for everyone at the table, whether you're here for the wine, the beer, the olive oils, or just the good company.

  • Self-Serve Wine Tastings 32 rotating wines, poured to order in 1.5 oz., 3 oz., or 5 oz. sizes.
  • Craft & Domestic Beer 10 beers on draft, most from independent microbreweries, plus 50+ in the cooler.
  • Imported Olive Oils & Balsamics Certified-organic Italian EVOOs and aged balsamics. Taste before you take home.
  • Build-Your-Own Charcuterie As a Boar's Head partner, we offer premium salamis, cheeses, dips, jams, and crackers, plus wooden boards and knives to build your own.
  • THC Drinks & Gummies 12+ drinks and 10 gummy varieties, a relaxing social alternative, offered in compliance with South Carolina law.
  • Happy Hour, Daily 4–6 PM Bar, barrel table, or the Main Street patio.
  • Thursday Tasting Series & Private Events Guided tastings, ladies' nights, birthdays, bachelorettes, and corporate evenings.
Wine Therapy's WineEmotion wine wall with 32 rotating wines Imported Italian olive oils and balsamic vinegars at Wine Therapy Outdoor seating at Wine Therapy on Main Street North Myrtle Beach

Come See Us

315 Main St., North Myrtle Beach

Walk-ins always welcome — no reservations required. Open Tuesday through Sunday. Come early for happy hour and stay for the evening. Closed Mondays.

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