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Our Mission
To become the leading importer and distributor of quality Swiss wines, beer
and eaux-de-vie in North America, and to become a leading alcohol
distributor in Wisconsin, our home base. To achieve these ambitious goals,
we will focus on delivering total customer satisfaction through exceptional
service and a limited portfolio of unique, high quality products.
Company Profile
Swiss Cellars, a business of Nouveau Ventures, LLC, was established in
Madison, Wisconsin, in the spring of 2003 by a recent graduate in
Entrepreneurship from the University of Wisconsin-Madison MBA program. The
founder of the company spent several months studying the market for Swiss
wines, the logistics requirements and alcohol regulations. He also organized
several tastings with potential customers to obtain real feedback on the
wines.
The founder is an immigrant from Switzerland. He came to Wisconsin for his
graduate degree, and remained in the US afterward. Although not a wine
professional by background, the founder grew up in the heart of one of the
most famous Swiss wine regions and is no stranger to the Swiss wine
industry. He has personally known some of our suppliers for many years and
knows that they are reliable and take great pride in consistently delivering
excellent wines year after year.
The US market for Swiss wines is growing as more and more consumers become
exposed to them. Wine writers and magazines are starting to notice their
presence in the market as national distribution, while still limited, is
growing. At this time, our wines are available in the following states:
Arkansas, Florida, Illinois, Kentucky, Massachusetts, New York, and
Wisconsin.
Swiss Cellars is also importing beer and distilled spirits from Switzerland.
The distribution is more limited and currently only available in Illinois,
New York and Wisconsin. Our beers are enjoying a good following in
Wisconsin, particularly in the Madison and Milwaukee markets.
While Swiss beverages are the core of our business, we import and distribute
wines, and to a limited extent spirits and liqueurs, from many other
countries. Based on our origins, our focus for the first four years of the
business has been on European wines, and we now boast a very attractive
selection of French and Italian wines, while still developing our Spanish
and German offerings. At the same time, we are expanding our portfolio of
New World wines, with an emphasis on domestic and South American wines.
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