Wilson Daniels Wholesale rebrands as WDW, retaining its fine-wine focus
The Underwood family-owned distributor operates across five US markets, represents nearly 800 winery partners and expects $110 million in revenue this year on volume of 490,000 cases.
From New York launch to a five-market network
Wilson Daniels, the Underwood family-owned importer and marketer whose portfolio includes Domaine de la Romanée-Conti, Domaine Leflaive, Biondi-Santi and Gaja, established its wholesale operation in New York in 2015 and entered New Jersey soon afterward. The business expanded to Connecticut in 2018 and gained a West Coast presence by acquiring Oregon's Galaxy Wine Company that year; it subsequently entered Washington at the beginning of 2022.1
Now rebranding from Wilson Daniels Wholesale to WDW, the distribution business represents nearly 800 winery partners. It forecasts revenue of $110 million this year from sales volume of 490,000 cases.1
Fine wine remains the core strategy
Executive vice president Kevin Murphy, who was originally assigned to build the wholesale operation with senior vice president of sales Benjamin Kirschner, said WDW remains committed to fine wine while many competing distributors broaden their businesses across spirits, ready-to-drink products and beer. In his view, consolidation and that shift toward total beverage alcohol have reduced traditional brand-building support for fine-wine producers, creating an opening suited to WDW's expertise.1
Murphy said premium wine has shown greater resilience than the overall wine category during its recent decline. Across WDW's five markets, the portfolio's average retail price is $38 a bottle, placing the company in the higher-price segment that he said has been comparatively protected.1
Restaurants and other on-premise customers drive the business
Although Wilson Daniels increased its retail presence during the pandemic, on-premise customers now generate 54% of its wholesale business. Murphy reported a recovery in that channel not only in New York but also in northern New Jersey, southwestern Connecticut, Long Island and the Pacific Northwest.1
He said WDW's portfolio and customer base are aligned with areas of current industry growth. The company views this positioning as an advantage at a time when some competing wholesalers have closed or changed how their portfolios reach the market, while winery partners are seeking stability.1
Washington offers room for portfolio growth
WDW regards Oregon as a mature market, but sees substantial potential in Washington, which is newer for the company and 50% larger than Oregon. Murphy said the distributor has considerable scope to add producers to its Washington portfolio, although additions will be made at a sustainable pace.1
Expansion beyond the current five markets also remains possible. Murphy said WDW would assess opportunities to use resources developed in its existing territories to advance the business elsewhere, while continuing to prioritize execution in the markets it already serves. He added that the company intends to remain consistent in both the kinds of producers it represents and the customers it supplies.1
Sources
Written by the Dionysus editors from the sources above.
