Since 2002, Meritage Wine Market has operated a wine retail shop and tasting room at 162 South Rancho Santa Fe Road in Encinitas's New Encinitas district, earning a Wine Spectator retail listing for its curated global selection. A team of wine advisors conducts palate consultations before recommending bottles matched to individual taste, occasion, and price point, a personalized buying model that complements the spirits-focused sourcing at Santa Fe Liquor farther east on the same corridor. The tasting room pours 16 rotating wines by the taste, half-glass, or full glass, with structured Friday evening and Saturday afternoon flights offering six-wine pours for $20 per person. Owner Dustin Cano maintains direct relationships with small-production wineries in Burgundy, Piedmont, Willamette Valley, and Sonoma County, sourcing library vintages and limited-allocation cuvees alongside the outdoor entertaining accessories at Barbeques Galore in the same New Encinitas shopping zone. The Private Cellar Room hosts seated tastings of classified-growth Bordeaux, single-vineyard Barolos, and vertical flights of Napa cult Cabernets for collectors requiring controlled-temperature evaluation.