Buyers unfiltered: What it actually takes to get on the list in 2025

In 2025, getting listed in the U.S. market means more than a great wine – producers need a compelling story, clear logistics and the emotional intelligence to connect.

Make it easy to say yes

Across the United States, from coast to coast, buyers reveal what truly makes a wine stand out – and what to avoid when pitching them your next best bottle.
Getting a wine listed isn’t what it used to be. The old playbook — price sheets, medals and a decent story — no longer guarantees a spot. In a crowded, competitive marketplace shaped by shifting consumer expectations, tight margins and evolving drinking habits, buyers are more selective than ever. So what really makes the cut in 2025?

While the wine world evolves, one truth remains unchanged: what’s in the glass matters. “The wine itself!” says Jonathan Eichholz, Master Sommelier and wine educator with GuildSomm. “At the end of the day, it’s about what’s in the glass. Is it delicious? Does it fit the needs of the restaurant? Does it come from a producer who is telling a compelling story of a grape, place, or perspective?”

Buyers are curators, yes, but also translators between producers and their guests. The wine must deliver on flavour and emotion, while making sense for the business model.

Make it authentic

At the heart of every memorable wine experience lies the connection between the person presenting the bottle and the one receiving it. Several buyers emphasised that human interaction remains a crucial component, even in a world increasingly dominated by QR codes and streamlined ordering systems.

What stands out isn’t only the taste in the glass but the intention, humility and precision behind its story. As Pascal Schildt, importer and distributor in the U.S. explains, “wine must align with the values of the buyer and the emotional connection of the guest.”

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A compelling introduction, thoughtful positioning and genuine passion can make a lasting impression — often more than flashy branding or technical jargon. And while price, packaging and quality are essential entry points, the depth of engagement often tips the scale. “I’m always looking for stories that resonate – wines with purpose, not just marketing,” says Maria Chiancola, a wine buyer and owner of a wine shop in Rhode Island.

Some buyers even shared moments when a well-prepared rep turned a routine meeting into an unforgettable story that shaped a future listing. Consistency, curiosity, and the willingness to adapt are now strategic assets. In a world where buyers are constantly inundated with options, authenticity — paired with market awareness — remains the ultimate differentiator.

Buyers continue to favour authenticity over perfection

The good news? They’re open to discovery — if it’s sincere. Most wine buyers emphasise that connection, integrity and story matter. In a world of QR codes and digital marketing, a good glass of wine — and the hands and minds behind it — still speak volumes.

About Fanny Spironelli and the agency l’Eau à la bouche :

L’eau à la bouche is a French-American agency based in the USA (New York) and in France. Specialising in branding, graphic design, digital solutions and public relations, the agency helps its clients build strong identities and impactful campaigns, blending French elegance with international sensibility. With its creative and tailor-made approach, it is the go-to partner for brands in the wine & spirits, gastronomy and lifestyle sectors. It transforms every project into a memorable experience.

Fanny Spironelli, founder of L’eau à la bouche, brings over 20 years of international experience in wine, branding and strategic communications. Her dual cultural perspective and instinct for storytelling make her a trusted partner for premium brands seeking impact and authenticity.