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 since his childhood 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, California, Illinois, Massachusetts, Nevada, New Jersey, New York, and Wisconsin.

While Swiss beverages are the core of our business, we import and distribute wines, and to a limited extent spirits, liqueurs and beers, 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 European offerings. At the same time, we are expanding our portfolio of New World wines, with an emphasis on domestic and South American wines.