In 2007, Bure and his wife opened a Florida restaurant called The Milk and Honey Café, but closed the business when the family moved to California. They operate a Napa Valley winery, Bure Family Wines. Bure developed an interest in wine early in his NHL career that he described as growing into a passion: "I fell in love with the behind-the-scenes work and being able to start from the vineyard and put it into a bottle. It's an amazing process." Bure modified the Russian imperial seal his great-grandfather stamped on his watches to use as his company's label.