German riesling is Truly Fine Wine


A true labor of love is providing La Jolla with ultra-premium German wine imports.

In September of 1998 Damon Goldstein traveled for his first time to Germany for the purpose of visiting the family home of his sweetheart Sabrina Vochan in the Rheingau, one of the great wine-growing regions on earth.

He dropped in on a few wineries along the way and was absolutely stunned by the quality and style of wines being produced. They were nothing like the German wines he had tasted in the United States. “I bought a whole case and squirreled it away,” said Goldstein.

As the couple’s relationship blossomed into marriage, they wanted to find a way to spend more time in Germany while at the same time looking for employment in a growth industry in the San Diego area. The shared passion for the style of wine being produced in Vochan’s homeland provided an impetus to open a specialty wine store that showcases the boutique German wine producers they revere.

Truly Fine Wine features premium and ultra-premium wines made by elite micro-producers from the best growing regions in Germany. Their portfolio includes everything from traditional dry riesling and pinot noir to the crisp sparkling Sekt to the haunting nectar of a TBA (Trockenbeerenauslese). One thing you won’t find here are the overtly sweet rieslings made popular in the United States throughout the 60s and 70s.

Because of the rising availability of these highly desirable styles of riesling, they are gaining in popularity across the country. According to the Wine Market Council, consumption of the varietal increased 24 percent over last year. Truly Fine Wine has championed this wine wave in San Diego by bringing these superior products to market. “We break stereotypes of the (wines),” Goldstein said proudly.

Though not the easiest place to see from the road, the shop is conveniently located just south of Costco at 4606 #K Morena Blvd.. Just look for the “German Wine Wholesale” sign they put up by hand each morning. Improved visibility might be better for business, but they like the personal attention afforded each customer who comes through the door. “Stop by on your way to Costco,” Goldstein said. “In five to 10 minutes we can provide the basic knowledge that will allow any consumer to make an informed decision about our wines.” They also offer the opportunity to do scheduled private tastings.

Customers receive a 10 percent discount when purchasing six bottles and 15 percent off a mixed case. Additionally, they occasionally have red dot specials that provide an additional 10 percent off for a total of up to 25 percent savings on case purchases. Considering that some of the world’s greatest rieslings can be had for under $40, this makes for an incomparable value.

In a world dominated by big box stores, quality retailers offering personal service and unique products at superior value are a rare commodity indeed. Drop in on Truly Fine Wine while visiting that “other” retailer on the block to discover for yourself what makes this place, and people, so special. For more information visit

Recommendation: 2006 Blees-Ferber Riesling Kabinett Trocken, $19 Truly Fine Wine: Brilliantly clear in the glass and on the palate. Aromas of orange, lime peel, peach pit and honey. Firm acidity makes this a superb food wine with everything from Chinese food to California cuisine. 11.5 percent alcohol. 89 points, “The San Diego Wine Guy” Mark Stuart, CWP.