Proposta Vini

What Proposta Vini does

Proposta Vini Srl is an Italian B2B wine distributor founded in 1984 by Gianpaolo and Andrea Girardi, headquartered in Pergine Valsugana (Trentino). The company curates and distributes a catalog of more than 3,500 labels sourced from over 300 Italian and European wineries — including still wines, Italian sparkling wines, champagnes, beers, spirits, oils, and vinegars — exclusively to HORECA professionals (restaurants, wine shops, hotels, and wine bars) carrying an Italian VAT number. Distribution is executed through a national network of 160 commissioned sales agents with 3-day delivery across Italy and no minimum order requirement, supplemented by an e-commerce platform with age verification, the 'Degustiamo Insieme' trade tasting event format, wine list design and graphic services, and an editorial blog and reserved supplier portal.

The business model is transactional, with negotiable commercial terms per customer and revenue generated through per-bottle take rates on distributed products. Beyond core distribution, Proposta Vini operates a portfolio of branded editorial projects — Nostri Progetti — that organize rare and terroir-driven wines into themed collections (Vini dell'Angelo, Vini Estremi, Vini delle Isole Minori, Bollicine da Uve Italiane, Vini Vulcanici, Vini Franchi, Vini delle Abbazie, I Vini nelle città Italiane, Dinamiche Interpretazioni). The company publishes annual printed and digital Catalogo Vini editions from 2003 through 2026, and in 2021 extended into spirits through the Proposta Spirits sub-brand.

Ownership remains with the founding Girardi family; the entity is privately held with no external institutional investors, no funding rounds, and no M&A activity disclosed. Operations span 101-250 employees and a multi-channel content presence (blog, newsletter, Facebook, Instagram, YouTube, LinkedIn). The company holds a Family Audit workplace certification and is GDPR-compliant.

Name

Proposta Vini

Legal name

Proposta Vini Srl di Girardi Gianpaolo

Website

https://propostavini.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

Proposta Vini is a family-owned Italian B2B wine distributor, founded in 1984, that serves HORECA professionals (restaurants, wine shops, hotels, wine bars) across Italy through 160 agents and a catalog of 3,500+ labels from 300+ wineries, with 3-day nationwide delivery and no minimum order.

Ownership category

akta.pro rank

Headquarters

HQ city

Pergine Valsugana

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Wine Distribution: Distribution of wines, sparkling wines, and spirits to HORECA professionals including restaurants, wine shops, hotels, and wine bars across Italy. Products include Italian and foreign wines, beers, spirits, oils, and vinegars.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Proposta Vini is a B2B wholesale distributor of wines, sparkling wines, champagnes, beers, spirits, oils and vinegars to HORECA professionals (restaurants, wine shops, hotels, wine bars) across Italy. It offers more than 3,500 labels from 300+ wineries through a network of 160 sales agents with no minimum order quantity and 3-working-day nationwide delivery. Complementary services include wine list design, the recurring "Degustiamo Insieme" trade tasting events, an annual print/digital catalog, the Proposta Spirits sub-brand, and a portfolio of curated Special Projects collections (e.g., Vini dell'Angelo, Vini Estremi, Bollicine da Uve Italiane).

Product overview

Proposta Vini is a wholesale wine distributor founded in 1984, operating a B2B e-commerce platform for HORECA operators (restaurants, wine shops, hotels, wine bars) across Italy. The core offering consists of over 3,500 wine labels distributed from a catalog of Italian and international wines, sparklings, champagnes, beers, spirits, oils, and vinegars. The company also operates Proposta Spirits as a dedicated spirits sub-brand. Beyond distribution, it offers complementary services including wine list design, event organization, and a reserved supplier area with educational content. The portfolio includes Nostri Progetti (Special Projects) — curated sub-brands featuring rare wines from specific themes or regions, including Vini dell'Angelo (recovered Trentino varieties), Vini Estremi (heroic wines), Vini delle Isole Minori (Mediterranean island wines), Bollicine da Uve Italiane (sparklings from native grapes), Vini Vulcanici (volcanic soil wines), and vini franchi (ungrafted vine wines). The company also publishes annual Catalogo Vini and operates the Degustiamo Insieme tasting event format, plus an editorial blog platform.

Differentiator

Problem solved

Functional benefit

Brands

• Proposta Spirits: A spirits and liqueurs line under the Proposta Vini umbrella, extending from wine to distillates with the same passion for quality.

Products and services

• Wine Distribution (Vino e Distribuzione) B2B wholesale distribution of more than 3,500 wine labels from 300+ wineries to HORECA professionals (restaurants, wine shops, hotels, wine bars) across Italy, with no minimum order and delivery within 3 working days. Catalog includes Italian and foreign still wines, Italian sparkling wines, champagnes, beers, spirits, oils and vinegars.
• Proposta Spirits Dedicated spirits and liqueurs sub-brand from Proposta Vini, featuring gins, whiskies, vermouths and other distillates sourced from small artisanal producers and distributed under the same quality and territorial-typicity philosophy as the wine portfolio.
• Catalogo Vini (Annual Wine Catalog) Annual printed and digital catalogs presenting Proposta Vini's curated wine selections with producer stories and editorial content, used by HORECA buyers to discover and order wines from the company's portfolio.
• Vini dell'Angelo (Special Project) Curated collection of rare wines produced from recovered historic grape varieties of Trentino, marketed through 19 partner wineries under the Vini dell'Angelo project. Targets HORECA operators seeking distinctive, historically rooted wines that escape standardization.
• Vini Estremi (Special Project) Curated collection of "heroic" wines from small winemakers in extreme zones (mountains, cliffs, sea), produced in small quantities and aimed at HORECA customers looking for unique, story-driven wines.
• Vini delle Isole Minori (Special Project) Curated collection of wines from small Mediterranean islands, produced from grape varieties adapted to unique geological and climatic conditions. Targeted at HORECA professionals seeking distinctive island-terroir wines.
• Bollicine da Uve Italiane (Special Project) Curated collection of sparkling wines produced from traditional Italian grape varieties using Classic, Martinotti and Familiare methods, marketed to HORECA operators focused on Italian-native sparkling wines.
• Vini Vulcanici (Special Project) Curated collection of wines made from grapes grown on volcanic and lava soils, offering distinctive mineral profiles for HORECA customers seeking differentiated terroir wines.
• Vini Franchi (Special Project) Curated collection of wines from vineyards that resisted phylloxera in the mid-19th century and continue on their own rootstocks without American grafting, marketed to HORECA operators focused on rare viticultural heritage.
• Vini delle Abbazie (Special Project) Curated collection of wines from European abbeys and ancient monasteries where viticulture has been practiced for centuries. Marketed to HORECA operators seeking wines with a monastic heritage narrative.
• I Vini nelle Città Italiane (Special Project) Curated collection created with researcher Iris Fontanari of wines historically consumed in Italian cities during specific historical periods. Marketed to HORECA operators and concept stores focused on Italian wine history.
• Dinamiche Interpretazioni (Special Project) Curated collection of experimental and intuition-driven wines from producers recovering traditional vineyard and cellar practices, marketed to HORECA operators seeking innovative artisanal wines.
• Wine List Design Services Assistance with the building, copywriting and graphic design of customer wine lists, including product selection and visual realization. Offered to HORECA operators to support them in creating a distinctive, on-brand wine list.

Quantifiable outcome

• 3500+ labels available
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Proposta SpiritsminorOthersProposta Spirits is a related entity extending Proposta Vini's portfolio from wine to spirits, carrying the same passion for quality and focus on artisanal producers. It operates as a separate brand under the same ownership.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pellegrini SpA: Pellegrini is a large Italian HORECA-focused beverage distributor with national reach and a multi-category portfolio. It is one of the closest direct competitors to Proposta Vini in terms of customer segments and field-sales-led go-to-market.
• Velier: Velier is a Liguria-based spirits and beverage distributor with a strong reputation for artisanal and premium sourcing. The two companies share both supplier DNA and a partial overlap through the Proposta Spirits sister brand.
• Compagnia dei Caraibi: Compagnia dei Caraibi is an Italian importer and distributor specializing in premium and artisanal wines and spirits for the HORECA channel. Its emphasis on craft producers mirrors Proposta Vini's Special Projects positioning.
• Gruppo Meregalli: Gruppo Meregalli is a major Italian wine and spirits wholesaler with deep HORECA penetration and a curated portfolio of premium producers. It competes head-to-head with Proposta Vini for both supplier relationships and restaurant/wine-shop accounts in Italy.
• Berto (Beretta Bevande): Beretta Bevande is one of Italy's largest B2B wine and spirits distributors serving HORECA accounts nationally. It is a direct comparable in scale, business model, and customer base to Proposta Vini.

Regional players

• Boutinot: Boutinot is a UK-founded wine producer and distributor with a strong HORECA presence across Europe. Its combination of agency representation and direct distribution mirrors the supplier-curation model Proposta Vini operates in Italy.
• Enotria & Coe: Enotria & Coe is the UK's leading wine and spirits distributor to HORECA, with a comparable curated-producer model and field-sales approach. It operates in a different geography but exemplifies the model Proposta Vini could pursue for cross-border expansion.
• Hallgarten Wines: Hallgarten is a UK-based premium wine and spirits distributor focused on independent HORECA and specialist retailers. Its portfolio curation philosophy is directly analogous to Proposta Vini's approach.

Broad incumbents

• Italian Wine Brands: Italian Wine Brands is a publicly listed Italian wine group covering production, bottling, and distribution. While broader in scope, it is a comparable counterpart for understanding competitive dynamics and valuations in the Italian wine value chain.
• Domori (Illy Group): Domori, part of the illy Group, combines artisanal sourcing with distribution into Italian and international HORECA. While not a pure wholesaler, its premium-artisanal approach to producers provides a useful comparison for Proposta Vini's Special Projects positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCF2aLVlc7u2rcT9-GlRxaoQ
• Facebookfacebook.com/proposta.vini
• LinkedInlinkedin.com/company/proposta-vini
• Instagraminstagram.com/proposta_vini

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Proposta Vini