Heart's Jeff Segal Explains the Whole Mason Jar Thing

As I was writing about Heart for this week's review, I called up owner Jeff Segal to get a link to the manifesto I'd spotted in the bar, as well as to find out more about why he serves wine in Mason jars, cultivates a clubby atmosphere, and seems so determined to shake up every wine-drinking convention he encounters.

As the review suggests, I think the convention-shattering sometimes goes too far. But there's no denying Heart's popularity ― what he's doing is resonating with a lot of people. Speaking to Segal, I also found myself in sync with many of his motives. So I thought I'd reprint a portion of our interview after the jump. If you like what Segal's doing, sign up for Heart's weekly e-mail newsletter, which launched this week.

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