L’Eau à la Bouche is based in the United States, with an office in New York City. This local presence gives us hands-on, nuanced knowledge of the American market. It allows us to support our clients with pragmatism and precision, always grounded in the realities of the field. We know what works, what doesn’t, and how to adapt strategies to successfully navigate such a vast and complex system.
Essential Facts Before Entering the U.S. Market
The United States is the world’s largest wine and spirits market, with 327 million people and high purchasing power. A huge, dynamic country full of opportunity—but behind this promise lies a much more complex reality.
The political, legal and commercial systems are especially complicated. You’re not just dealing with one country, but with 50 different markets, each with its own rules—often drastically different or even contradictory. The “3-tier system” of distribution imposes a rigid chain between producers, distributors and retailers, making operations long and costly.
On the importer side, major players are already well solicited. The market is hungry, but also saturated. Having a good wine at a good price with attractive packaging simply isn’t enough. Buyers expect a brand that is “ready to sell”: strong storytelling, professional marketing tools and visibility.
Tips and Strategic Levers to Tackle This Market
Before anything else, it’s essential to understand how the U.S. market operates. This helps lay a solid foundation, avoid misunderstandings, and anticipate the necessary resources to succeed.
Language is another key point—your contacts won’t speak French. To make your case, you’ll need to speak English confidently and professionally.
Credibility also comes through recognition. Scoring well in key media outlets (like Wine Spectator, Wine Enthusiast, etc.) is a real door-opener. These references matter to buyers and consumers alike.
Finally, be strategic when choosing your partners. Don’t rush into working with the first importer who makes a big promise. Many will ask for exclusivity—it’s wiser to grant this for one state, not the entire country. And most of all, be patient. Success in this market requires time, consistency and long-term vision.
Expert Perspectives
We asked a few U.S.-based wine experts a simple question: How can a French wine producer successfully enter and perform in the American market? Here’s what they said—from importers and retailers to producers and agents.
Retailer insight – Eric Foret, Vin sur Vingt
Vin sur Vingt is a group of wine bars, shops, restaurants and an e-boutique in NYC and the Hamptons. According to Eric, it’s key to “go out and meet the market players through trade shows and organised tours.”
Producer & sales insight – Antonin Bonnet, Pierre et Antonin
French wine producer now based in the U.S. “You need to identify the right partner, the perfect fit—but also be ready to adjust your prices to stay competitive.”
Importer/distributor insight – Steve Kelley, Regal Wine Imports
A major distributor of French wines in NY. He says: “Of course, you need competitive pricing, patience, humility and flexibility. Not knowing the market is a classic mistake. Also, sending a VIE (international intern) for 18 months can help, but it’s often too short to really build long-term success.”
Specialised wine agency insight – Adrien Carrard, French Libation
Founder of French Libation, representing over 50 French producers in the U.S. Adrien shares: “You need a good understanding of the market, its key players, legislation and competition—at least within your AOP. Be ready to adapt prices to the 3-tier system. It’s very hard to succeed alone. The best solution is to find specialised commercial partners to build a solid sales strategy, especially with volume and pricing in mind.”
Want to know if your wine brand has a chance in the U.S.?
Don’t hesitate to ask—we’ll probably have an answer 😊 We can definitely help bring clarity. So go ahead, contact us !
