Amidst Small Business Adversity in Los Angeles, Rosso Wine Shop Celebrates Its 20-Year Anniversary in September 2026
In a city where independent businesses often struggle just to make it through their first few years, one neighborhood wine shop is preparing to celebrate a milestone that has become increasingly rare.
This September, Rosso Wine Shop in Glendale marks its 20th anniversary—a testament to perseverance, community support, and the enduring appeal of small, independently owned businesses in an era dominated by rising rents, online retail, and shifting consumer habits.
For two decades, Rosso has quietly carved out a reputation as one of Los Angeles’ most trusted destinations for thoughtfully selected wines. Rather than competing on size or volume, the shop has focused on offering bottles that consistently over-deliver for their price, along with knowledgeable, approachable service that has attracted everyone from curious beginners to seasoned collectors.
The achievement is particularly notable given the challenges facing small businesses throughout Southern California. Industry data consistently shows that roughly half of new businesses fail within their first five years. Surviving twenty years in the competitive Los Angeles retail landscape—through economic downturns, changing consumer habits, the pandemic, inflation, tariffs on-and-off, and increasing operating costs—is no small accomplishment.
“It hasn’t always been easy,” says owner Jeff Zimmitti. “There were certainly moments over the years where the challenges seemed overwhelming. And sometimes we had to get creative to find money when cash flow was sluggish. But we’ve always believed that if we focused on offering honest value, treating people well, and creating a place where everyone feels welcome, the community would support us.”
And the community has become one of Rosso’s greatest strengths.
A Neighborhood Finds Its Identity
Twenty years ago, Sparr Heights and neighboring Montrose were already beloved by locals, but the area has experienced a remarkable transformation over the past decade. What was once primarily a quiet residential enclave has evolved into one of Los Angeles County’s most charming neighborhood shopping districts.
Tree-lined streets, independently owned boutiques, cafés, bakeries, bookstores, and specialty retailers have created the kind of walkable “small town” atmosphere that has become increasingly difficult to find in greater Los Angeles.
Residents often describe the neighborhood as feeling more like an old California village than part of the nation’s second-largest city.
Rosso Wine Shop has been part of that evolution almost from the beginning.
A Culinary Destination Next Door
Perhaps no development has accelerated the neighborhood’s reputation more than the arrival of Backbone Restaurant next door.
The restaurant has quickly become one of the region’s most talked-about dining destinations, drawing neighborhood regulars while increasingly attracting diners from across Los Angeles seeking exceptional ingredients and refined yet approachable cooking.
The partnership between the two neighboring businesses has become a natural extension of the area’s collaborative spirit. Diners frequently stop into Rosso before or after dinner, discovering wines that continue the evening at home, while wine enthusiasts visiting Rosso often find themselves making reservations next door.
Together, the two businesses have helped establish this part of Sparr Heights as a destination worth traveling for—a reminder that some of Los Angeles’ most exciting culinary experiences aren’t always found in the city’s trendiest neighborhoods.
More Than a Wine Store
Over the years, Rosso has evolved into something larger than retail.
Weekly tastings, educational events, conversations around the tasting bar, and introductions to lesser-known wine regions have fostered a loyal following. The philosophy has remained remarkably consistent: great wine doesn’t have to be expensive, intimidating, or exclusive.
Instead of chasing luxury labels or internet trends, Rosso has built its reputation by championing family-owned wineries, small production wines, emerging producers, and bottles that deliver exceptional quality without extravagant prices.
That approach has resonated with customers looking for authenticity in an increasingly automated shopping experience.
Looking Forward
As Rosso enters its third decade, the focus remains much the same as it was in 2006: continue discovering remarkable wines, support independent producers, and serve the neighborhood that has supported the business for twenty years.
The anniversary will be celebrated on the last weekend of September with a big, blow out party commemorating the achievement of 20-years-strong, and the continued support of the neighborhood. Think food – from friends and neighbors, plenty of wine – from all over the world, and communing – with your friends and acquaintances enjoying the moment in time.
As owner Jeff Zimmitti puts it, “Rosso has become a hub for the neighborhood. It’s where people come together. In a time when so much of our lives is spent looking at our phones, we’ve discovered that wine—and increasingly, great food—still has a remarkable ability to bring people together. That’s what we’re most proud of: creating a place where genuine community and connection happen naturally.”
In an industry where longevity has become increasingly uncommon, Rosso Wine Shop stands as a reminder that independent businesses can still thrive when they become deeply rooted in the communities they serve.
In a city constantly chasing what’s new, sometimes the most remarkable success story is simply still being here—twenty years later.
One of our original flyers before we opened in 2006!
Three Bottles, One Shop: Rosso Wine Shop in Glendale
Besha Rodell • May 20, 2013
Three Bottles, One Shop is a new series in which we take a peek into an L.A. wine shop and ask the owner to pick and describe three great bottles on offer.
Rosso Wine Shop sits on a quiet strip of retail stores near the corner of Verdugo Road and Verdugo Boulevard in Glendale, right up the street from the Montrose shopping and dining area on Honolulu Avenue, a small-town-feeling main street that hearkens back to a time when our main shopping destinations included independent toy and book stores rather than big boxes. For the past seven years, Jeff Zimmitti has been at Rosso, preaching the gospel of country wines — the small producer, everyday wines of Italy and France that he fell in love with while traveling in Europe during his past life as a musician in the early 1990s.
Zimmitti, who works as a graphic designer when he’s not at the shop, landed in Glendale after flirting with the idea of a culinary career. He spent some time in the kitchen at Bistro Verdu. “I loved the work but hated the physicality of it,” Zimmitti says. When the space next door to the restaurant became available, he decided to follow a long-standing dream of having his own wine shop. (Bistro Verdu closed in 2007; the space next to Rosso is the well-respected restaurant Bashan.)
Rosso’s website describes the shop as “a neighborhood wine shop for the disenchanted Trader Joe’s wine-buyer, social nomad and local wine enthusiast.” At first, Zimmitti wanted to focus only on French and Italian wines, but he recognized the need for a selection that would be familiar to customers who wanted that, so he also carries a large range of domestic wines. But you can see from his picks where his real passion lies.
Wines from Rosso Wine Shop; Credit: Jeff Zimmitti
2011 Domaine Daulny Sancerre, Loire Valley, France, $19.99
“This is probably one of our best-selling whites and one of my reasons for getting into the wine business: to ferret out exceptional wines that need a platform like a handpicked shop to expose it to an audience. Sancerre might be well-known to some, but to me it is very classic and most definitely relevant.
“One of our favorite Sancerres and one of the best priced in the market for the quality. 100% Sauvignon Blanc from the Loire Valley. Fermented and aged in stainless steel, seeing no malolactic fermentation, it retains a freshness and vibrancy beneath plenty of bright, ripe citrus fruit. Crisp and clean and loaded with minerals. A wine that is extremely versatile. One other reason I like it: It can please non-wine-obsessed drinkers and wine geeks alike, and that can come in handy.”
2010 Thevenet Macon-Pierreclos, Burgundy, France, $18.99
“I know it’s hip to bash Chardonnay (in some circles) these days, but I don’t subscribe to that. I think enjoying white Burgundy is one of wine’s real pleasures. There are many styles to choose from, and even more price points. One of the best values I have found is Jean-Claude Thevenet’s Macon-Pierreclos. It’s what I would call a “insider” pick, and with the right producer this slightly under-the-radar region can be downright affordable.
“Jean-ClaudeThevenet is a third generation “vigneron” whose winery is located in the heart of the Maconnais in the village of Pierreclos. This is pure Chardonnay fruit, akin to Chablis, as it sees no oak. Lively — think lemon and green apple. The entire harvest is done manually. This is focused, delicious white Burgundy.”
2010 Girolamo Russo Etna Rosso A Rina, Sicily, Italy $24.99
“The Etna D.O.C. territory is closely tied to the biggest active volcano in Europe, Mt. Etna. Wines from the slopes of this volcano help create a fantastically unique wine. The Girolamo Russo wines are a new favorite of mine. The ‘A Rina’ bottle represents his entry-level wine but it drinks much better than that. When I am tasting wines, as a buyer, I am always drawn to texture, and the Etna Rosso wines really have an elegant quality to them. And by elegant I mean silky and smooth, if you can imagine a velvet glove in liquid form.
“An impressive Etna Rosso, comprised of 100% Nerello Mascalese. Complex nose melds red plum, musky minerals, licorice and menthol. Sweet, dense, and silky, with lovely energy and light density. Pure and harmonious from the outset, with a firm architecture to the red cherry and herbal flavors. Finishes with excellent nuance and good length.”
Rosso Wine Shop: 3459-1/2 N Verdugo Road, Glendale; 818- 330-9130.