The name says it all. Wine Steals in Hillcrest is a place where consumers can find highly scored wines from around the world at prices that are up to 50 percent cheaper than those sitting in familiar retail outlets.

But the perks don’t end there. The two-month-old business, located in the heart of Hillcrest, also affords wine lovers a casual space to sip, nibble and relax within an atmosphere that resembles a tasting room in provincial France. Wooden barrels serve as tables; each appointed with tea lights. Natural stone covers the face of a sizable bar and frames a dozen more barrels poking out from its back wall. And the day’s current wine “steals” are scribbled cordially onto chalkboards strewn throughout the open room.

“We’re half bar, half store,” says Ken Mills, who co-owns the unique operation with his wife, Wendy, and a gay couple, Mike Bartley and Jeff Cunningham. Each keeps an ear to the ground for chasing down the latest bargains available from direct brokers and numerous distributors. The wines range from $4.99 to $70 a bottle.

“We are 100 percent focused on value, which means that we don’t buy on name alone. But this doesn’t mean that we don’t have great wines from California and around the world. They just may not be names you’ve ever heard of.”

Mills points to a dark-red 2001 Alicante Bouschet by Rainbow Ridge, which is reportedly the first U.S. winery to “come out” as gay owned and operated. Wine Enthusiasts and Wine.com recently scored the product at 91 points.

“This is the only place that you’ll find it,” he adds. “Our distributor said he hasn’t been able to place it anywhere else on the San Diego retail market.”

The bottles sell for $15.99 each. And a tasting with the owners of Rainbow Ridge is scheduled at Wine Steals during San Diego LGBT Pride weekend, July 31 and Aug. 1.

More than 200 varietals comprise the current stock, which Mills says will double over the next few months. They include everything from dry red Spanish wines and Australian Cabernets to New Zealand Sauvignon Blancs and Chilean Chardonnays. About 70 labels are sold by the glass. And customers can also buy wines by the “taste,” bottle or case.

The cozy European ambience is further authenticated with affordable food served on heavy wooden rounds. A selection of five cheeses with rustic breads and olives is priced at $10. And for two dollars more, the platter includes assorted salamis and chocolate truffles.

“We’re very similar to a winery rather than an expensive wine bar,” says Mills. “It’s a place to hang around a while and have conversation.”

In addition, two nearby restaurants have softened their corkage fees for customers who arrive with a bottle and receipt from Wine Steals. California Cuisine has reduced its fee to $5. And Antico Tuscano will waive their fee entirely. “It’s an exchange for us carrying their menus inside the shop,” notes Mills.

Wine Steals is located at 1243 University Ave. It is open from 2:00 to 10:00 p.m. on weekdays, and 11:00 a.m. to 10:00 p.m. on weekends. For more information, call (619) 295-1188.