From Vineyard to Bottle: The Art of Selecting Wine Brands as an Importer

Exploring the intricate craft of wine selection, we delve into how a prominent importer has shaped its portfolio over two decades.

A glimpse of French wines within the Vintus collection.

The process of choosing wines for import is instrumental not only in defining a company’s portfolio but also in establishing its identity in a fiercely competitive global landscape.

The significance of these selections has magnified in light of the challenges facing the global wine sector. Recently, the industry has faced hurdles stemming from multiple factors, including inflation and climate change. In 2023, global wine consumption dipped to its lowest level in 27 years, as reported by the International Organisation of Vine and Wine. Additionally, global wine production saw a reduction in 2023, with 237.3 million hectoliters produced, a decrease from 262.6 million hectoliters in 2022, according to Statista.

For Vintus, a wine importer that has experienced consistent growth since its inception in 2004, curating the ideal collection is a blend of artistry and science. Over the last twenty years, the company has developed a diverse portfolio featuring more than 50 prestigious wine brands from a variety of regions, including France, Spain, Italy, Argentina, and New Zealand.

Michael Quinttus, the founder and CEO of Vintus, shared in a Zoom interview that the company’s strategy emphasizes a balance between smaller family-owned estates and more widely recognized producers.

“When Vintus considers the inclusion of a new wine brand in its portfolio, it seeks specific essential qualities that align with its strategic vision, values, and market positioning,” Quinttus explained. “At the core is the quality of the wine itself, which should clearly express its origins and demonstrate a brand’s dedication to excellence. Wine must be closely connected to its terroir—encompassing the geography, climate, and soil that significantly influence the wine’s traits.”

The challenge, he noted, is in striking the right balance between iconic, globally recognized producers and smaller, family-owned estates that provide unique, artisanal wines. Each new addition to the company’s portfolio is a deliberate choice, motivated by a dedication to quality, craftsmanship, and authenticity.

“Our producers are dedicated to sustainable, organic, or biodynamic farming methods,” Quinttus remarked. “A new brand should resonate with our commitment to showcasing premium and luxury wines.”

This approach seems to be effective; the company has witnessed over 50% growth in the past five years. Quinttus attributes this success to pivotal choices, including the inception of Vintus’ own distribution branch in New York in 2019.

“Relocating our office to Manhattan in 2020 and integrating event and tasting facilities was another significant investment,” he noted, explaining that these changes have allowed Vintus to connect more closely with its clientele, both locally and nationwide. “This has empowered us to collaborate directly with restaurants and retailers to enhance our brands in the most vital and concentrated fine wine market in the U.S.”

In conjunction with its operational growth, Vintus has greatly expanded the variety of brands it represents. Since 2020, the company has introduced several domestic and imported estates, including Sonoma’s Gary Farrell, Marietta, and Iron Horse, as well as international names like William Fèvre Chablis, Château de La Chaize Beaujolais, and Juvé & Camps Cava.

Although the company continues to expand, it is confronting various challenges within the industry, especially regarding changing consumption habits and economic strains. Factors such as inflation, elevated interest rates, and shifting preferences among younger consumers have influenced the wine sector significantly.

Quinttus recognizes these obstacles but maintains a positive outlook.

“Luckily, our emphasis on premium wines positions us advantageously as the demand for that segment has proven to be more robust,” he stated. “There are some promising recent economic trends, including solid employment figures, a decline in inflation, and the recent half-point interest rate reduction by the Federal Reserve, which should provide a more conducive environment for our business’s ongoing growth.”

In light of the increasing popularity of ready-to-drink (RTD) beverages and non-alcoholic alternatives, Vintus is actively seeking ways to diversify its product range.

“A significant long-term concern is the changing consumption habits of younger demographics, who are choosing to consume less alcohol compared to previous generations and are more receptive to alternative products,” said Quinttus. “Our goal is to stay flexible and responsive, allowing us to tackle these industry challenges while continuing our growth.”

In looking ahead, Vintus plans to broaden its horizons beyond its main wine business. Quinttus highlights forthcoming expansions in the portfolio, especially from Italy and Spain. The company is also set to invest in technology and enhancements in processes to strengthen its collaborations with distributors and clients.

“We aim to create categories that complement our wine offerings,” Quinttus stated. “For instance, non-alcoholic drinks represent a potential area for growth, and while spirits currently play a minor role in our business, their significance will surely increase in the coming years.”

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About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!