In the heart of Chiang Mai, a city celebrated for its rich Northern Thai food culture, third wave coffee scene and warm hospitality, I caught up with Pete Jummum, the visionary Managing Director behind the cities go-to wine shop, Wine Citizen.
Where Great Wine Starts in Chiang Mai
More than a wine shop, Wine Citizen has become a sanctuary for wine lovers seeking indulgence outside of bustling Bangkok. This became immediately evident as I watched customers roll in one by one, and two by two from the outside heat, looking to cool down with a beautiful glass of white wine.
With over 15 years of wine expertise, backed by a WSET Level 3 certification, Pete combines passion and precision to elevate wine appreciation in a market where high taxes make indulging in wine a rarer luxury.
That’s where Coravin comes in.
Pete relies on his Coravin Timeless Three+™ wine by-the-glass system to unlock the potential of by-the-glass service.
“For me, Coravin helps with reducing waste and saving money, It also gives me opportunities to bring more wines for customers without wasting any.”
Unleashing the Potential of By-the-Glass Service
Using Timeless Three+, Pete introduced me to the lovely Emma...
Full name, Grains d'Estuaire Cuvée Emma Blanc 2022.
She's a standout white wine from France that embodies sustainability and craftsmanship. This Sauvignon Blanc, Cuvée Emma is produced without added sulfites, showcasing the purity and authenticity of natural wine. The result is a wine that delivers a bouquet of caramel, peaches, and dried fruits on the nose, with exceptional texture and length on the palate.
For me personally, taste and sustainability is a win-win – So, yes, I bought the bottle along with another lovely Vinho Verde we sampled.
Watching Pete engage with the flow of customers—in particular, a curious Brit-Thai couple intrigued by the Coravin wine by-the-glass system—highlighted the community and curiosity Coravin fosters.
Pete went on to inform me how he would then be preparing to sample 10 different wines with his colleagues the next day—a feat made possible by Coravin’s patented technology in our Timeless+™ Series.
Coravin Empowers Wine Professionals Globally
Historically Thailand always had high taxes on alcohol. This decreased in 2024 as part of a broader strategy to enhance Thailand's appeal as a premier tourist destination but wine wastage is still a major concern for Thai wine-orientated businesses.
Chiang Mai was always seen as a 'starter' location for small online businesses, and a bucket-list destination for tourists on the backpacker trail. In recent years the city has flourished, and is now a major hub outside of Bangkok for large scale business conferences, and emerging luxury experiences within hospitality.
Introducing Coravin wine by-the-glass systems to the mix gives wine professionals more freedom to play, explore and offer more elite wine experiences to a growing demographic of luxury-seeking travelers, expats and locals.
Essentially it gives wine professionals freedom by-the-glass, not just wine by-the-glass.
Wine Citizen exemplifies how Coravin empowers wine professionals to bring premium wine experiences to even challenging markets. For anyone visiting Chiang Mai, a stop at Wine Citizen isn’t just a chance to taste great wine—it’s an opportunity to see how Coravin redefines wine moments, one glass at a time.
