Craig Perman, 34
Owner, Perman Wine Selections
Perman has spent 13 years working wine retail, and in that time he’s seen a lot of bad wine pushed into unsuspecting hands. That seemed a necessary by-product of the wine business (the bottles have to move off the shelves somehow), but when he opened Perman Wine Selections in 2007, he found a way to eliminate it. He sells wine backward: Using a weekly e-mail newsletter, he tells his customers about wines he’s really excited about, but he doesn’t buy the wine until somebody places an order. “The whole purpose of that is I’m not that typical pushy salesperson,” Perman says. “I don’t own the inventory, so what does it matter to me?” Now, Perman never has to sell a wine he doesn’t love, not even the lineup of wine, beer and spirits he keeps in his store for walk-ins. They’re all bottles he enjoys, so “if it doesn’t sell, I’ll keep it for myself.” 802 W Washington Ave, 312-666-4417.