Selection Massale
Selection Massale is a boutique natural wine and spirits importer, founded in 2010 and based in Carmel Valley, California, that curates small artisan producers across France, Europe, and North America and distributes to 200+ US restaurants and wine shops via direct sales and a 35-state regional partner network.
- Company typePrivate
- Founded2010
- HeadquartersCarmel Valley, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Selection Massale does
Selection Massale is a privately-held natural wine and spirits importer founded in 2010 by Guilhaume Gerard, headquartered at 17 West Garzas Road, Carmel Valley, California, with a secondary office in Chicago. The company curates and imports wines from 40+ small artisan producers across France (including Loire, Rhône, Beaujolais, Jura, Corsica, Savoie, and Champagne), Italy, Spain, Portugal, Germany, Hungary, California, and Canada, plus artisanal spirits (notably Clairin from Haiti) and cider. Its portfolio is explicitly limited to small producers using organic or biodynamic viticulture and natural fermentation, with no mass-market producers.
The business operates a hybrid distribution model: direct sales coverage in key markets (NYC/Brooklyn, Upstate NY, Illinois, California) supplemented by a network of 35+ regional distribution partners covering most US states. Named accounts include Le Bernardin, Gramercy Tavern, Chez Panisse, The Modern, State Bird Provisions, Terroir, Contra, and Sauvage, plus over 200 listed purveyors nationwide. The company also operates two proprietary sub-brands: La Boutanche (a liter-format affordable natural wine launched in 2012) and The Perfect Red (a custom everyday-red project launched in 2018 with Clos du Jaugueyron, Broc Cellars, and Mateus Nicolau De Almeida).
Selection Massale is a partnership owned by Guilhaume Gerard, Nadim Audi (National Sales Manager), Carlos Camacho, and Tim Gagnon (spirits), with a lean team of approximately eight people. There is no disclosed external institutional investment or parent company. Revenue is generated transactionally through wine and spirits sales (unit pricing) with publicly undisclosed pricing tiers; SKUs are positioned at the affordable end of the natural wine category (~$20 retail for La Boutanche). Go-to-market is sales-led, supported by content marketing through a quarterly newsletter, producer storytelling on the website, and trade-event participation.
Selection Massale firmographics
Firmographics- Name
- Selection Massale
- Legal name
- Selection Massale
- Website
- https://selectionmassale.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Selection Massale is a boutique natural wine and spirits importer, founded in 2010 and based in Carmel Valley, California, that curates small artisan producers across France, Europe, and North America and distributes to 200+ US restaurants and wine shops via direct sales and a 35-state regional partner network.
- Ownership category
- akta.pro rank
Selection Massale industry classification
Industry- Product category
- Wine and Spirits Importing
- NAICS
- Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)
Keywords
Where Selection Massale is headquartered
LocationHeadquarters
- HQ city
- Carmel Valley
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Selection Massale business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain
Revenue model
- Wine and Spirits Importing: Selection Massale imports natural wines and spirits from small producers worldwide and distributes them through their network of distribution partners and direct relationships with restaurants and wine shops across the United States.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | La Boutanche line positioned as affordable natural wine |
| Unit Pricing | Pay-as-you-go | The Perfect Red custom bottling line |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Selection Massale product offering
Product offeringCore offering
Selection Massale imports and distributes natural wines and artisanal spirits from a curated portfolio of 40+ small producers across France, Italy, Spain, Portugal, Germany, Hungary, the U.S., and Canada, plus spirits from Haiti, Ecuador, and other origins. The company sells exclusively to U.S. restaurants, wine bars, and retail wine shops through regional distribution partners and direct sales. It also runs two proprietary custom bottling lines: La Boutanche (affordable liter-format natural wines launched 2012) and The Perfect Red (everyday red Clairet-style bottlings launched 2018).
Product overview
Selection Massale is a natural wine importing company that specializes in bringing in wines from small, artisan wineries. Their portfolio includes La Boutanche (a line of affordable, liter-sized screw-top natural wines launched in 2012), The Perfect Red (a custom bottling project featuring Clairet-style wines sourced from various producers), and a diverse range of wines from producers across France, Italy, Portugal, Spain, the U.S., Canada, and other regions. They also carry a selection of spirits including Clairin from Haiti, Puro from Ecuador, and artisanal spirits from Canada and Germany.
Differentiator
Problem solved
Functional benefit
Brands
- La Boutanche: Custom bottling project launched in 2012 offering high-quality natural wine in liter-sized screw-top bottles at affordable prices
- The Perfect Red
Products and services
- Natural Wine Portfolio Curated portfolio of natural wines imported from 40+ small, organic/biodynamic producers across France (Loire, Rhône, Beaujolais, Jura, Corsica, Savoie, Champagne), Italy, Spain, Portugal, Germany, Hungary, the United States (California), and Canada (Niagara). All wines are fermented naturally without cellar tricks. Sold to restaurants, wine bars, and retail wine shops across the U.S.
- La Boutanche Private-label custom bottling project offering high-quality natural wine in liter-sized screw-top bottles at the $20 retail price point. Designed to provide accessible, terroir-driven natural wine for everyday drinking. First run launched in 2012 with Gamay from Maison PUR; subsequent bottlings have included La Boutanche Cinsault (Martin Texier), La Boutanche Zinfandel (Broc Cellars), and La Boutanche Fish (Frantz Saumon Gamay rosé pétillant).
- The Perfect Red Custom bottling project featuring affordable, food-friendly red wines suited for weeknight dinners. The concept originated with Michel Théron's 'Le Rouge Parfait' Clairet-style bottling at Clos du Jaugueyron in 2018. Current production includes the California Perfect Red (Cabernet Sauvignon-based blend from Fox Hill Vineyard and Wirth Vineyard) made by Broc Cellars, and the Douro Perfect Red produced by Mateus Nicolau De Almeida in Portugal.
- Artisanal Spirits Portfolio Terroir-driven spirits program managed by partner Tim Gagnon, featuring Clairin from Haiti (Patrick St. Surin, Meles Augustin Normil), spirits from Menaud Distillerie, and other small producers. Positioned alongside the wine portfolio for sale to the same restaurant and retail accounts.
Companies that use Selection Massale
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Selection Massale technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Selection Massale partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered regional, core and minor.
- International Wines & Craft BeerregionalDistribution partner covering Alabama and Mississippi markets.
- Selection SauvageregionalDistribution partner covering Arizona market.
- Bowler WineregionalDistribution partner covering California market.
- Old World Wine Co.regionalDistribution partner covering Colorado market.
- Ungrafted SelectionsregionalDistribution partner covering Connecticut market.
- Fantasma WinesregionalDistribution partner covering D.C., Maryland, and Virginia markets.
- Hogshead Wine Co.regionalDistribution partner covering Massachusetts market.
- Maverick Beverage Co. ILregionalDistribution partner covering Illinois market.
- David Mayfield SelectionsregionalDistribution partner covering Texas market.
- Puget Street ImportsregionalDistribution partner covering Washington state market.
- Broc CellarscoreCustom bottling partner for 'The Perfect Red' project. Broc Cellars produces the California Perfect Red, a Cabernet Sauvignon-based blend using estate fruit from Fox Hill Vineyard and Wirth Vineyard. Also produces La Boutanche Zinfandel.
- Mateus Nicolau De AlmeidacoreCustom bottling partner producing The Perfect Red from the Douro region (Baixo Corgo sub-region). Portuguese winemaker producing terroir-driven wines. Fifth generation Douro winemaker working with Teresa Ameztoy.
- Michel Théron (Clos du Jaugueyron)coreOriginal inspiration for 'The Perfect Red' concept. The project began with Michel Théron's Clairet-style bottling 'Le Rouge Parfait' in 2018 when a parcel needed early picking due to disease pressure.
- Martin TexiercoreNorthern Rhône producer (St.-Julien-en-St.-Alban, Brézème). 5 hectares, organic viticulture. Son of Eric Texier, began winemaking in 2014. Produces La Boutanche Cinsault for Selection Massale. Partner for custom bottling projects.
- Tim GagnonminorSelection Massale partner overseeing spirits portfolio. Background in spirits world focusing on terroir-driven spirits. Manages relationships with Clairin producers (Patrick St. Surin, Meles Augustin Normil), Menaud Distillerie, and other spirit producers.
- Frantz SaumoncoreMontlouis-sur-Loire producer. 6 hectares at domaine, plus additional purchased fruit. Organic certified. Produces Chenin Blanc, Romorantin, Gamay. Also produces La Boutanche Fish (Gamay rosé petillant).
- Marie ThibaultcoreAzay-le-Rideau producer. 3.5 hectares, certified organic. Produces Gamay, Côt, Grolleau, Chenin Blanc. Winemaker since early 2000s, worked at François Chidaine before founding her domaine in 2011.
- Patois CidercoreCider producer in Crozet, Virginia. Run by Patrick Collins and Danielle LeCompte. First commercial vintage 2019. Focus on wild fruit and terroir expression. All hand harvest, no spray practices, fermenting with little/no SO2. Custom projects include Cydonia orchard ciders.
- Pearl MorissettecoreNiagara Peninsula, Canada producer. 11.4 hectares. Winemaker Francois Morissette learned from Domaine Alain Gras, Frédéric Mugnier, Christian Gouges, and Domaine Roulot. Organic farming, minimal intervention winemaking. Produces Irreverence Blanc, Oxyde Riesling, Primesautier, Racines du Ciel, Fougue Chardonnay.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Selection Massale competitors and assessment
Company assessmentDirect peers
- Vias Imports: NY-based Italian wine importer with national wholesale reach into restaurants and independent retail. Comparable mid-sized importer-distributor model, though focused on Italy rather than multi-country natural curation.
- Polaner Selections: Mount Kisco, NY-based importer/distributor with a portfolio of grower-producer wines from France and the US, distributing nationally to restaurants and retail accounts.
- Louis/Dressner Selections: NY-based importer of natural, biodynamic wines from small producers across Europe, distributed through a regional partner network. Strongly comparable curation philosophy and target customer base.
- Jenny & François Selections: US importer specializing in natural wines from France, with a similar philosophy of small-producer curation and on-premise natural-wine-bar focus.
- Vine Connections: Importer and brand owner of estate wines and pisco from South America and beyond, distributed nationally to restaurants and retail. Comparable boutique-importer scale and curated-portfolio approach.
- T. Edward Wines: NY-based distributor of natural, organic, and biodynamic wines to restaurants and retail in the Northeast. Closely comparable in customer base (sommelier-driven on-premise) and product mix.
- Skurnik Wines: New York-based importer/distributor specializing in family-owned and natural wineries from France, Italy, Austria, and Germany. Comparable curated-portfolio model with regional distributor partnerships and direct NYC restaurant sales.
- Kermit Lynch Wine Merchant: Berkeley, CA-based importer and distributor of French and Italian natural wines through a national wholesale and retail network. Closest structural analog to Selection Massale in terms of producer-portfolio curation, on-premise focus, and Bay Area origin.
- Domaine Select Wine Estates: NY-based importer and brand owner (formerly Domaine Select) distributing estate-driven wines from Europe and the Americas. Comparable hybrid importer/brand-owner model with on-premise focus.
Broad incumbents
- Empson & Co. Long-established NY-based importer of Italian and other European wines with national distribution. Larger and broader in scope than Selection Massale but competes for the same on-premise and independent-retail accounts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Selection Massale social profiles
Digital presenceSelection Massale financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selection Massale leadership team
Management profileNumber of profiles
Profiles9 records
Selection Massale funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selection Massale M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Selection Massale
What does Selection Massale do?
Selection Massale imports and distributes natural wines and artisanal spirits from a curated portfolio of 40+ small producers across France, Italy, Spain, Portugal, Germany, Hungary, the U.S., and Canada, plus spirits from Haiti, Ecuador, and other origins. The company sells exclusively to U.S. restaurants, wine bars, and retail wine shops through regional distribution partners and direct sales. It also runs two proprietary custom bottling lines: La Boutanche (affordable liter-format natural wines launched 2012) and The Perfect Red (everyday red Clairet-style bottlings launched 2018).
Is Selection Massale a public or private company?
Selection Massale is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Selection Massale founded?
Selection Massale was founded in 2010. It employs 1 to 10 people.
Where is Selection Massale based?
Selection Massale is headquartered in Carmel Valley, United States, in the North America region.
How does Selection Massale make money?
One revenue line is on record: wine and Spirits Importing.
Who are Selection Massale's main competitors?
Direct peers on record are Vias Imports, Polaner Selections, Louis/Dressner Selections, Jenny & François Selections, Vine Connections, T. Edward Wines, Skurnik Wines, Kermit Lynch Wine Merchant and Domaine Select Wine Estates. Empson & Co. is listed as a broad incumbent.
Does Selection Massale have an API?
No public API is recorded for Selection Massale.
What industry is Selection Massale in?
Selection Massale's product category is Wine and Spirits Importing. Its primary akta.pro industry code is CRAOAIAA, Beer, Wine & Spirits Wholesale Distribution. Its NAICS code is 42482 and its SIC code is 5180.