Wine from a grower-winemaker vs. a wine merchant: What are the differences for the wine retailer?

Two procurement models, two business approaches 

When putting together their selection, independent wine merchants are often faced with a choice: whether to stock wines from independent winemakers or wines marketed by wine merchants. 

Both models have their place in the market but serve different purposes. 

Understanding their specific characteristics makes it possible to develop a more cohesive offering that is better tailored to customer expectations.

The choice between grower-winemakers and wine merchants is part of a broader consideration regarding how to build a cohesive selection. If you’d like to learn more about this approach, be sure to check out our article,“The Independent Wine Merchant’s Guide,” which outlines best practices for building an attractive and profitable selection.

What is a grower-winemaker? 

The grower-winemaker cultivates his own vineyards, harvests his own grapes, and makes his own wines. 

As a result, the company controls the entire production chain: 

Each vintage directly reflects the estate's style and the expression of its terroir. 

What is a broker? 

The wine merchant buys grapes, must, or wine from various producers and then blends, ages, or markets them under its own brand. 

This traditional method is particularly widespread in certain regions, such as Burgundy and Champagne. 

Distributors often offer: 

The Benefits of Winemakers' Wines for Wine Merchants 

Significant differentiation 

Consumers visit wine shops to discover wines they can't find anywhere else. 

Family-owned wineries and independent producers perfectly meet this expectation. 

A Story to Tell 

Advice is the wine merchant's main value-added service.

Beyond selecting the wines, showcasing them in the store is just as important. A well-thought-out layout makes it easier to tell the story of the wineries and guide customers in their choices. Check out our tips in “Setting Up Your Wine Section: Keys to Success.”

Introducing a winemaker, their terroir, and their philosophy creates a much more engaging shopping experience. 

A Response to New Market Expectations 

Today, customers are looking for:

• more transparency;
• from shorter circuits;
• environmentally environmentally friendly practices;
• from identified producers. 

Wines from independent winemakers naturally embody these values. 

The Benefits of Trading 

The trading sector continues to have several strengths: 

For certain wine appellations or market segments, it can serve as a valuable addition to a wine merchant's selection. 

What strategy should we adopt? 

In practice, many wine merchants build their selection around a core of independent winemakers, supplemented by a few well-known wine merchants. 

This approach makes it possible to combine:

• originality ;
• security security of supply;
• diversity variety of styles;
• control margin management. 

Why are wines from independent winemakers becoming increasingly popular? 

For several years now, consumer trends have been favoring independent producers. 

Customers want to know:

• the origin of the products;
• the cultivation methods;
• the identity of the domain. 

This trend directly benefits wine merchants who highlight winemakers who harvest their own grapes. 

Les Grappes Pro Direct Vigneron: Easy Access to Hundreds of Wineries 

For wine retailers looking to expand their selection of wines from independent producers, Les Grappes Pro Direct Vigneron provides centralized access to several hundred French wineries. 

The platform lets you discover:

• from organic wines;
• some iconic appellations;
• from emerging wine regions;
• from exclusive vintages. 

All this comes with simplified order and delivery management. 

Conclusion 

Winemakers who harvest their own grapes and wine merchants serve different needs. 

However, in a climate where consumers are seeking greater authenticity and a sense of connection, wines from independent winemakers offer independent wine retailers a powerful way to stand out from the competition. 

They make it possible to create a unique, meaningful selection that is difficult to compare to that of traditional distribution channels.