Crú Food & Wine Bar launched in Dallas in 2002. It was a pioneer at the time, offering 30 wines by the glass and more than 300 by the bottle. Since then, it has grown to 10 locations across Texas, Georgia, North Carolina, and Colorado, and has a presence in three major airports.
Following a recent acquisition, the company is refreshing the brand and prepping for a new era of growth.
The new owner is an investment group led by Simon Bozas, a veteran financial executive with more than two decades of experience in the hospitality industry. He now serves as the brand’s chief financial officer.
“We identified a significant gap in the wine bar market,” said Bozas. “While it’s filled with many concepts and operators, there is not one true dominant national favorite. Crú has a unique opportunity to lead that space and build an elevated experience rooted in quality and hospitality.”
He thinks now is the perfect time to expand, because the brand is backed by two decades of trust, recognition, and connection with its customer base.
“We’re entering a moment where the wine and dining experience is evolving,” he said. “People are craving more intimate, elevated, and experiential spaces. Crú has always been ahead of that curve, and this expansion allows us to bring that signature blend of romance, sophistication, and approachability to new markets.”
After a recent acquisition, Simon Bozas leads the expansion of Cru.
Expansion will begin with new openings in Atlanta and Dallas in 2026, followed by Greenville, S.C., and additional markets in 2027. The company is targeting four to six new locations in the next year, with plans to reach 25 total locations within three years. The planned expansion includes moving into key markets like Florida and Arizona, and opening new locations at select airports.
“We see an incredible opportunity to bring Crú’s elevated yet approachable wine experience to both new cities and high-traffic travel destinations,” Bozas said. “Each new location will carry the same heart and hospitality that built the brand, while embracing the modern, romantic energy of the rebrand.”
Bozas stressed that they’re not just growing for the sake of growth. The point is to reintroduce this established brand to a new generation of wine lovers, while paying homage to the legacy that made the bar resonate in the first place.
Crú has always served wine-friendly, Napa-inspired dishes like pizzas, salads, and cheese boards. As part of its brand evolution, menus will be updated with more chef-driven dishes, plus additional wines and spirits.
New locations will offer event spaces for private dining experiences and corporate events, and existing locations will get a design update to streamline the brand experience.
Crú is also developing an e-commerce delivery platform that will bring the brand’s curated wine collection and glassware straight to customers’ doors.
