Bruce retired from a 30 year career in the hospitality industry with a focus on wine. During that time, as Director of Restaurants for an international hotel company, he held the position of Wine Buyer and Education Director. He was VP of Food and Travel for a major financial institution where he fed up to 26,000 people every day, and later worked as a consultant to independent restaurants across the country.

Bruce spent a good part of his career in Northern California where he developed numerous long-term relationships with vintners and wine industry leaders. Those contacts have continued through the years and today, Bruce is the owner and publisher of "A Nichols Worth of Wine", a nationally read newsletter on the wine industry. He has a twice monthly spot on a popular radio show where he talks about wine, he leads tours to the wine regions of the world, and he holds a national position with Soceite Mondiale du Vin, the international wine society.

Bruce is returning for his fifth year volunteering with the Naples Winter Wine Festival where he oversees wine service for all festival events. In this role, he recruits the top wine people, many who are Certified Sommeliers, locally and from around the country, to serve and talk about the wines being poured. He assists in the logistics of getting the wines to their event destinations and he puts his writing skills to work authoring auction lots for the catalog.