Choosing the Right Importer to Succeed in the U.S. Market: Peter Mondavi Jr.'s Guide

In the competitive and very complex U.S. wine market, choosing the right importer is one of the most critical decisions to ensure success. Understanding the different import options and dynamics of the U.S. market is vital to the success of your wine business, and choosing between a large domestic importer and a niche specialty importer can determine your brand's visibility and positioning.

Large domestic importer vs. niche importer

A large national importer offers access to an extensive distribution network, marketing resources, and an established market presence. However, being one among many brands in a large portfolio might make it difficult to get the attention you need to make your wine stand out.

Family-owned wineries can find a natural affinity with smaller, family-owned importers. This relationship can facilitate smoother communication and a mutual understanding of the challenges and opportunities of the business. "Shared passion and vision are key to a successful relationship," says Peter Mondavi Jr. "With a niche importer, your brand can be big fish in a small pond, receiving more personalized attention and care."

The relationship with your importer

Clear and open communication is essential to set realistic expectations between supplier and importer. Mondavi Jr. suggests that "Setting reasonable expectations in terms of sales and marketing support allows you to build a strong and lasting partnership."

Continuous collaboration between importer and supplier is key to keeping the brand at the center of distributors' attention. Importers can offer valuable market feedback and strategic support to tailor marketing campaigns to local needs.  As the experience of Peter Mondavi Jr. and Charles Krug Winery demonstrates, a strategic and conscious approach can open up new opportunities for growth and success in the critical U.S. market.

Peter Mondavi Jr.

Peter Mondavi Jr., co-owner of the historic Charles Krug winery along with his brother Marc, is in charge of strategic issues and the management of the family legacy. Born in 1958, Peter grew up in the winery, where he gained experience working in various operational roles. He holds a Bachelor of Science in Mechanical Engineering, a Master’s degree in engineering management, and an MBA from Stanford University. His commercial training contributed to the development of the company's long-term strategic plan. Peter is dedicated to the management of the winery and vineyards, with the aim of strengthening the image of Charles Krug winery as one of the leading estates in Napa Valley.