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New York Importer Vias Charts A New Path
August 4, 2023
Founded by Fabrizio Pedrolli four decades ago, New York-based Italy specialist Vias Imports has recently transitioned to second-generation leadership. While Pedrolli remains chairman and majority owner of the company, his nephew Federico Zanella took over as CEO in 2021 amid the pandemic. Despite the initial upheaval in its core on-premise market, Vias has emerged with a larger business than pre-Covid, with sales of above 400,000 cases and $40 million annually. Beyond its Italy-focused national import portfolio, Vias also operates as a distributor in New York and New Jersey, carrying wines from the U.S., Argentina, Austria, Chile, France, Lebanon, Portugal, Spain, and Slovenia in addition to offerings from the boot.
“We had a lot of growth in our first 30 years, but it was still run like a small company,” Zanella tells SND. “Now that the dimension is bigger, it was time to establish a more controlled and technical approach, and give it a more managerial look. And we’re now seeing the results of that work. We’re still a family-owned, family-run company, but we’ve now developed and enhanced the managerial aspect.”
Among the long-term anchors in the national import portfolio at Vias are producers like San Leonardo, Produttori del Barbaresco, Broglia, and Rampolla. “Over time we’ve added other prestigious wineries such as Vie die Romans, Giovanni Rosso, and Terredora and put together a nice portfolio,” Zanella notes. Last year, the company welcomed Campania’s Montevetrano to the range, and this year it’s onboarding two newcomers in Speri from the Valpolicella area and Cantele from Puglia.
Southern Glazer’s handles the Vias portfolio in 11 states, including key markets like California, Florida, and Washington D.C. But Vias is also active as a distributor itself in New York and New Jersey, and is eyeing further expansion. “That’s definitely something we’re looking to expand,” Zanella says. “In the future we’re interested in being able to get a better grip on the market, meaning increasing our presence and trying to verticalize more in some markets beyond New York and New Jersey. Our main focus is Italian wine, but in the distribution business domestic wines are getting bigger and bigger for us as well.” Continuing to build the national import portfolio is also a primary focus for the company moving forward.—Daniel Marsteller
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Tagged : Southern Glazer’s, Vias Imports
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