The word is getting out about the Chronicle Wine Cellar. It's tucked back behind a diner in Pasadena and has the feel of poking around a friend's spare bedroom (that he's converted to show hundreds of bottles of wine).
Without all the frills, Chronicle manages to sell very well selected bottles at a reasonable price.
Real oenophiles will enjoy the selection of familiar California wines but in a little less common vintages. And they have a decent selection of Old World favorites from France, Italy, and Spain.
Don't be freaked out when they make you charge your credit card at the Pie 'n' Burger. It's part of the quirky charm.
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