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.
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
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.