A Dimensional Walk In Distribution

In the United States, we have a three tier sales system of wine; however when the US brings in imports, it becomes four tiers of wine sales, so this story is about emphasizing wine dimensions.

My intent is to emphasize a fourth dimension of wine, even though in America, we mostly discuss the three tiered system. A basic question exists, do you want to still have variety in your imported options or not? A fourth dimension is what makes it happen. This layer is often overlooked, when discussing the three tier system, but the world of wine options is shrinking. I don’t know about you, but I know I love tasting wines from abroad. The following explains the breakdown of how wine distribution works.

My image above represents a vineyard where fruit goes directly from vine to wine. It was last year’s St. Martin’s Day, in the Alentejo region of Portugal, 11.14.2023.

Layers Of Four Dimensions

Wineries create the wines, through the processes of growing and winemaking. If they do it directly to restaurants, wine shops, and grocery stores, it’s over. However, if they want to go outside of their own marketing, the first layer begins. The second dimension is a wholesaler, who work directly with the outlets, take orders, and deliver the wines to the buyers. The third dimension is the outlets of restaurants, wine shops, and grocery stores. The fourth dimension is a global marketing company, which services small to mid-sized American wholesalers.

Repeating.. “if they want to go outside of their own marketing, the first layer begins. The second dimension is a wholesaler, who work directly with the outlets, take orders, and deliver the wines to the buyers. The third dimension is shifted to global wine agents, like Michael Yurch, who comes into play. When this happens, it then bumps the layers to four. This is caused by consumers wanting import wines, and in order to have them, they must be imported. The small to medium wholesalers accept Yurch’s help, enriching their own portfolios, and bring wines they favor, from around the world. The American system of three layers now shifts to four.

The Link Between Enjoying Global Wines Or Not

In today’s wine world a consultant between the third and fourth for imports is necessary. Bluest Sky Wines is a modern, critical link between wineries and wholesalers. It’s not like it used to be, like Robert Mondavi going to Baron Philippe de Rothschild, of Château Mouton Rothschild, and saying, “Let’s create a winery together, and we’ll call it Opus One.” Some connections like that still exist still exists, however they’re mega brands to be able to pull it off.

Enter The Third Dimensional Consultant

Bluest Sky Wines plays a crucial role in the wine industry, all things considered, by acting as a link between wineries and wholesalers. This third layer of distribution helps wineries save time, energy, and resources, while streamlining the process of “wines to markets.”

It provides valuable services, such as determining the best markets for a winery’s products, It also helps clients to navigate regulatory issues. Michael is creating customized blends and labels to build customer loyalty and increase profits. His expertise and experience in the complex American marketplace make him a valuable partner. Many of today’s  wineries are looking to succeed in this competitive industry.

Becoming More Important Than Ever

It’s clear that the third dimension of wine sales is becoming increasingly important, because of a complicated wine sales world. Companies like Bluest Sky Wines play a crucial role in helping wineries navigate this landscape. Wine’s third dimension emphasizes a layer that’s not always used. It was introduced to me by Michael Yurch, years ago, who’s currently owner and president of Bluest Sky Wines. He’s renowned for his distinguished wine career, beginning in 1985, with Sherry-Lehmann. Today, he’s an important link in the world of global wines.

Michael played a significant role at the wine store, which is located on the famed Madison Avenue in New York City. From 1985 until 2013, Michael Yurch was the president and part-owner of Sherry-Lehmann. He traveled the world, resulting in tasting, studying, and buying wines for retail sales. During that time with International sales, Michael was also developing a strong emphasis with Italian and Spanish wines. Accordingly, Mick Yurch is considered one of the foremost experts on these subjects.

Michael Yurch’s Credentials

Regarded as an expert in French, Italian, and Spanish wines, Michael was honored with the prestigious Ordre du Mérite Agricole. This honor was given to him by the French government, in 1997. Additionally, he was recognized with the European Wine Ambassador’s Award by the European Wine Council. In 1999, as the Global Retailer of the Year by the Grandi Cru D’Italia. Next, Michael Yurch was admitted to the Italian Trade Commission’s Hall of Fame, in 2011.

In 2013, Yurch made the decision to sell his Sherry-Lehmann shares back to the company. Fittingly, he started Bluest Sky Group, which is now called Bluest Sky Wines. Michael fulfilled his long-held dream of becoming a wine importer. This has allowed him to further apply all the wine knowledge he’s received, from the many vineyard trips and retail buyer.

Yurch’s Third Layer Offers Import Wines

His experience at Sherry-Lehmann, his current role at Bluest Sky Wines, and his various awards and accolades all speak to his deep knowledge and expertise in the world of wine. (And, he’s got a great personality.) These stages combined bring great stories of the wineries he’s servicing from global wines destinations, for all of us to enjoy.

 

Micheal Yurch is looking to place all three of these wines in the US, namely Guicciardi Strozzi and Solo Roberto. Two wines are Italian. Plus, Celler De L’Era “Bri” (DO Monsant) is a Spanish wine company that would love to be in the United States. Their stories are exceptional, along with their wines. They all share an urgency to export into the United States, because it’s a very desirable and exciting market.

 

Here’s a ta-da! I’m starting with Guicciardini Strozzi “Titolato” Vernacci di San Gimignano. (Their bottle is on the extreme left in the picture above.) The family business of wine has over 1,000 years of history. This winery began with the Cusona Estate, which spreads over 1,300 acres (530 hectares). The winery is situated in the gorgeous Tuscan Hills, and is close to the Medieval town of San Gimignano. The Cusona estate has a long and fascinating history.

It began with the handing down from Niccolò Machiavelli to the marriage of the descendants of the Strozzi Guicciardini family. Then it went to the Marlborough family of London,  Winston Churchill’s family. From the beginning of the nineteenth century, Francesco Guicciardini was married to Luisa Strozzi. She was the mayor of Florence, along with being minister of agriculture and foreign affairs. It was she who made Cusona the model, avant garde business of national significance.

Mona Lisa’s Smile ~ Natalia Strozzi of Guicciardi

Of particular note, Natalia Strozzi (Pictured below) is a proven direct DNA descendant of Mona Lisa. So here’s the deal… They were imported into the US, let the placement go, and now can’t get back in. Would you love to tell this story over dinner? I know I would, because great stories have the ability to make lifelong connections.

Today, oligopoly wine sales reps can’t take the time to tell the any brand’s great stories, they mostly take orders of fulfillment. Yet, great stories, along with great wines, create consumer loyalty. From wineries, to sales relationships between brands, to wholesalers, to wine placements, and then to store purchases to consumers. This is a perfect third dimension of wine candidate.

Celler De L’Era “Bri” (DO Monsant) Spain

This is a smaller winery, which demonstrates that Michael Yurch is always looking for the best of the best. Started in 2002, Celler de l’Era is a small, family owned project, which is located in Mas de les Moreres, Catalonia, Spain. They’re best known for producing Carignan, Grenache, Shiraz/Syrah, and Cabernet. The winery ages wines for 12 months in French oak barrels.

Their production is artisan, with only 1,500 cases, yet they yearn to be able to say they are placed in the United States. I believe it’s like having a gold star achievement. Positive reviews have been received from both consumers and critics. The range of reviews from critics is from 89 to 100 points. The descriptions of wine are “rich, intense, and well-balanced, with flavors of cranberry, cherry, and black fruit, and toasty notes.”

The following is a Decanter review, Tenute Guicciardini Strozzi review that’s worth noting. The score is 92 points. It was tasted by Michael Apstein, and part of the story called Tuscan White Wines for Summer: “A touch (10%) of Chardonnay and Sauvignon Blanc lends a refinement that retains the character of the grape.” It continues, “while keeping its appealing bitterness. Understated yet persistent.”

And, Solo Roberto!

Solo Roberto is quite a formal and devoted wine producer, who represents the true spirit of Italian winemaking. Beginning in 2014, the emphasis has been on quality, starting explicitly with their vineyard sources. These sources are the driving force behind their success, so they’ve become known for their deep roots. They also love the global market, as it provides them with a diverse and enriching range of opportunities and experiences.

Roberto D’Innocenzo has created a team of passionate and knowledgeable connoisseurs. Additionally, he’s assembled sommeliers to assist with unique selections of fine wines sourced from top vineyards in Friuli-Venezia Giulia. They’re known for taking great pleasure in enriching any wine list that has exceptional, value-for-money wines. Showcasing diverse terroirs and winemaking traditions of Italy, is first and foremost for them.

 

The Bottom Line Is Simple ~ The Method is Complex With Layers

Michael Yurch’s playing field has shrunken to about 1,000 distributors in the US, which is dominated by the oligopolies. And yet the system is top heavy with wine brands. The middle layer is his playing field, and the field is now tremendously on overload. The challenges are great for those outside of those massive wine companies. Yurch’s bottom line is to get great wines from abroad into the hands of United States consumers. He knows this is not only really enjoyable, but it also broaden our palates, while bringing world citizens closer. Michael Yurch is a pro at doing, while wine shop people and sommeliers need to have that carrot to entice.

All three of these wines fit the criteria. There’s so many reasons to have these wines, with their great stories. It’s all about giving them a chance in the American sales to market, so we can all share more their delicious flavors, not just minimized by big companies taking over all available shelf spaces.