Giuliana Imports

What Giuliana Imports does

Giuliana Imports is a privately held, founder-led specialty wine importer and regional wholesaler established by Steve Lewis in 1996 and headquartered in Boulder, Colorado. The company sources estate-bottled wines directly from 40+ family-owned producers across six countries — Italy (Piedmont, Lombardy, Friuli, Veneto, Tuscany, Abruzzo, Sicily), Spain (Rioja, Rías Baixas), France (Chablis), Argentina (Mendoza), Chile (Itata Valley), and Germany (Mosel) — and distributes them through its own sales force to licensed restaurants and wine retailers in six U.S. states: Colorado, California, New Mexico, Nebraska, Arizona, and Wyoming. Core operations center on importation, marketing, and trade education, with the company website (giulianaimports.com) functioning as a producer- and region-organized portfolio reference used by trade accounts and consumers.

The firm's offering is the curated portfolio itself rather than a technology platform; value is delivered through exclusive U.S. allocations of small, terroir-driven estates and importer-led support for on-premise and retail accounts. Several relationships are multi-decade, including Domenico Clerico (referencing Giuliana in a 1976 founding letter), Anselmi (since 2004), and flagship-tier producers such as Cavallotto, La Spinetta, Bodegas Muga, Ciacci Piccolomini, Tenuta delle Terre Nere, Venica & Venica, and Domaine Raoul Gautherin. The business model is wholesale transactional revenue per case/bottle, with quote-based pricing to licensed trade accounts; no public pricing or revenue figures are disclosed. The company also operates a small ancillary direct-to-consumer line, 'Giuliana Direct Olive Oil,' via goliveoil.com, providing a secondary consumer-facing brand distinct from the three-tier wholesale wine business.

Name

Giuliana Imports

Legal name

Giuliana Imports

Website

https://giulianaimports.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Giuliana Imports is a privately held specialty wine importer founded in 1996 in Boulder, Colorado, distributing estate-bottled wines from 40+ family-owned producers across Italy, Spain, France, Argentina, Chile, and Germany to licensed restaurants and retailers in six U.S. states, supported by trade education and an ancillary direct-to-consumer olive oil brand.

Ownership category

akta.pro rank

Product category

Wine Import and Wholesale Distribution

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Beverage Import/Export & Cross-Border Wholesale (AFAIAGAL)

Keywords

• Wine importation
• Wine distribution
• Estate wines
• Importer distributor
• Olive oil

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Wine import and wholesale distribution: Primary revenue stream: Giuliana Imports purchases wines directly from family-owned producers overseas and resells them at wholesale to restaurants and retailers in Colorado, California, New Mexico, Nebraska, Arizona, and Wyoming. Revenue is transactional per case/bottle sold, tied to portfolio allocation and regional market demand.
2. Direct-to-consumer olive oil (Giuliana Direct): Secondary consumer-facing brand, 'Giuliana Direct Olive Oil', sold via the goliveoil.com website, representing an ancillary revenue line distinct from the wholesale wine business.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Giuliana Imports sources estate-bottled wines directly from family-owned producers in Italy, Spain, France, Argentina, Chile, and Germany and distributes them at wholesale to licensed restaurants and retailers across six Western/Midwestern U.S. states (Colorado, California, New Mexico, Nebraska, Arizona, Wyoming). The company pairs importation with portfolio marketing and trade education, and operates an ancillary direct-to-consumer olive oil brand (Giuliana Direct) sold via goliveoil.com.

Product overview

Giuliana Imports is a single-business wine importer founded by Steve Lewis in 1996 in Boulder, Colorado, distributing in Colorado, California, New Mexico, Nebraska, Arizona, and Wyoming. Rather than a unified software platform, its offering is a curated, region-organized portfolio of wines sourced from six countries: Italian Wines (covering Piedmont, Lombardy, Friuli, Veneto, Tuscany, Abruzzo, and Sicily), Spanish Wines (Rioja and Rias Baixas), French Wines (Chablis), Argentinian Wines (Mendoza), Chilean Wines (Itata Valley), and German Wines (Mosel). Each regional category aggregates named producer partnerships (e.g., Altos Las Hormigas, Bodegas Muga, Domaine Raoul Gautherin & Fils, Tenuta delle Terre Nere, Cavallotto, Contratto), and the broader portfolio is complemented by a separately branded direct-import olive oil, Giuliana Direct Olive Oil, sold via goliveoil.com.

Differentiator

Problem solved

Functional benefit

Brands

• Giuliana Direct Olive Oil: Olive oil product line referenced from the company website via goliveoil.com.

Products and services

• Italian Wines Estate-bottled Italian wines from family-owned producers across Piedmont (Antoniolo, Azelia, Cavallotto, Cigliuti, Clerico, Contratto, La Spinetta, Paolo Scavino, and others), Lombardy (Dirupi), Friuli (Venica & Venica, Ronco del Gnemiz, Giuseppe & Luigi), Veneto (Cantine Lenotti, Prà), Tuscany (Ciacci Piccolomini d'Aragona, Fèlsina, La Serena, Mocali, San Lorenzo, Piazzano, La Spinetta Casanova, Fortulla), Abruzzo (Fosso Corno), and Sicily (Calcaneus, Paccamora/Curatolo Arini, Tenuta delle Terre Nere); sold wholesale to U.S. trade accounts in six states.
• Spanish Wines Estate-bottled Spanish wines from Rias Baixas (Attis Bodega & Viñedos — Albariño) and Rioja (Bodegas Muga, Gómez Cruzado, and the Karman Garnacha négociant project); sold wholesale to U.S. trade accounts in six states.
• French Wines (Chablis)

Quantifiable outcome

• Importer operating continuously since 1996 — nearly three decades of continuous trade operation
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

35 partnerships are on record, tiered core, flagship and minor.

• Altos Las Hormigas (Mendoza, Argentina)coreChannel Partner/ Reseller/ DistributorGiuliana Imports is the U.S. importer and distributor of Altos Las Hormigas, a Mendoza-based Malbec specialist founded in 1995. Altos Las Hormigas produces Malbec Clásico, Malbec Terroir, Malbec Reserva, Tinto, and Bonarda. Listed under Giuliana's Argentina country page.
• Antoniolo (Gattinara, Piedmont)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Antoniolo, one of Gattinara's most famous Nebbiolo producers, re-established in 1945. Portfolio includes Rosato, Nebbiolo Juvenia, Gattinara, Gattinara Osso San Grato, and Gattinara San Francesco.
• Azelia (Barolo, Piedmont)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Azelia, a Castiglione Falletto-based organic Barolo producer run by the Scavino family since 1920. Includes Dolcetto, Langhe Nebbiolo, Barolo, Barolo Bricco Fiasco, Barolo San Rocco, and Barolo Margheria.
• Attis Bodega & Vinedos (Rias Baixas, Spain)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Attis, an Albariño specialist in Val de Salnés, Rias Baixas. Portfolio: Attis Xión Albariño, Attis Lías Finas Albariño, and Attis Nana Albariño.
• Bodegas Muga (Rioja, Spain)flagshipChannel Partner/ Reseller/ DistributorGiuliana Imports represents Bodegas Muga, a flagship traditional Rioja Alta estate founded in 1932 by Isaac Muga and Aurora Cano. Includes Blanco, Rosé, Flor de Muga, Reserva, Reserva Selección Especial, Prado Enea Gran Reserva, Torre Muga, and Aro.
• Cà del Re (Moscato d'Asti, Piedmont)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Cà del Re, the Perrone family's Moscato d'Asti estate in Santo Stefano. 100% estate fruit; includes Moscato d'Asti.
• Calcaneus / Vinicalcagno (Mt. Etna, Sicily)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Calcaneus, the Calcagno brothers' sixth-generation organic Etna estate in Passopisciaro. Portfolio: Etna Bianco Ginestra, Rosso Nireddu, Rosato Romice, Rosso Feudo di Mezzo, Rosso Arcuria.
• Cavallotto (Barolo, Piedmont)flagshipChannel Partner/ Reseller/ DistributorGiuliana Imports represents Cavallotto, one of Barolo's most fabled estates, farming Nebbiolo since 1929 and bottling since 1948, with monopole Bricco Boschis. Includes Dolcetto d'Alba Vigna Scot, Barbera d'Alba Vigna Cuculo, Langhe Freisa, Langhe Nebbiolo, Langhe Grign, Barolo Bricco Boschis, Barolo Riserva Vigna San Giuseppe, Barolo Riserva Vignolo.
• Ciacci Piccolomini d'Aragona (Montalcino, Tuscany)flagshipChannel Partner/ Reseller/ DistributorGiuliana Imports represents Ciacci Piccolomini, a storied Brunello di Montalcino estate in Castelnuovo dell'Abate. Includes Rosso di Montalcino, Brunello di Montalcino, and Brunello Riserva Vigna di Pianrosso Santa Caterina d'Oro.
• Cigliuti (Barbaresco, Piedmont)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Fratelli Cigliuti, a family Barbaresco estate on Serraboella hill in Neive. Includes Barbera Campass, Barbera Serraboella, Barbaresco Serraboella, Barbaresco Vie Erte.
• Domenico Clerico (Barolo, Piedmont)flagshipChannel Partner/ Reseller/ DistributorLong-tenured partnership: Clerico's 1976 founding letter to his father specifically thanks 'Giuliana' for helping build the business. Portfolio: Dolcetto d'Alba Visadi, Barbera d'Alba Trevigne, Arte Langhe Rosso, Barolo DOCG, Barolo Ciabot Mentin, Barolo Pajana, Barolo Percristina, Barolo Aeroplanservaj.
• Contratto (Piedmont)flagshipChannel Partner/ Reseller/ DistributorGiuliana Imports represents Contratto, an historic Italian sparkling wine house (est. 1867) revived by Giorgio Rivetti and his son Andrea, including Millesimato, Blanc de Blancs, For England Blanc de Noir DOCG Alta Langa, For England Brut Rosé, Special Cuvee Riserva Pas Dose, plus the Contratto spirits/vermouth range (Aperitif, Vermouth Bianco, Bitter, Vermouth Rosso, Fernet, Vermouth Americano Rosso).
• Dirupi (Valtellina, Lombardy)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Dirupi, the project of Davide Fasolini and Pierpaolo Di Franco farming 4.5 hectares of high-altitude, terraced Chiavennesca (Nebbiolo) vineyards since 2004. Includes Rosso di Valtellina Olé!, Valtellina Superiore, Sforzato di Valtellina.
• Domaine Raoul Gautherin & Fils (Chablis, France)flagshipChannel Partner/ Reseller/ DistributorGiuliana Imports represents Domaine Raoul Gautherin & Fils, a Chablis producer with vineyards dating back to 1585 and 16.5 ha of holdings across Chablis, Premier Cru (Vaillons, Montmains, Mont de Milieu) and Grand Cru (Vaudesir, Les Clos, Grenouilles). Portfolio: Chablis, Chablis Vieilles Vignes, Chablis 1er Cru Vaillons, Chablis Grand Cru Vaudesir, Les Clos, Grenouilles.
• Fosso Corno (Abruzzo)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Fosso Corno, a 30-hectare Abruzzo estate owned by the Biscardo family since 1897. 21 ha planted to Montepulciano. Includes Aires, Mayro, Il Grande, and Riserva Montepulciano d'Abruzzo.
• Bodegas y Viñedos Gómez Cruzado (Rioja, Spain)flagshipChannel Partner/ Reseller/ DistributorGiuliana Imports represents Bodegas Gómez Cruzado, a historic Haro-based Rioja Alta winery dating to 1886, led by David González and Juan Antonio Leza. Includes Rioja Blanco, Crianza, Reserva, Honorable, Pancrudo, Cerro las Cuevas, plus the Karman Garnacha negociant project.
• Giuseppe & Luigi Anselmi (Friuli)coreChannel Partner/ Reseller/ DistributorGiuliana Imports has represented the Anselmi brothers' Friuli estate since 2004; 80-hectare estate founded by Ettore Anselmi in 1937 in Pocenia. Includes Prosecco, Pinot Grigio, LaGiana Pinot Grigio, and Friulano.
• Hofgut Falkenstein (Mosel, Germany)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Hofgut Falkenstein, the Mosel-based German producer listed under the company's Germany country page.
• Karman (Rioja, Spain)coreChannel Partner/ Reseller/ DistributorKarman is the Garnacha-focused negociant project of Bodegas Gómez Cruzado in Haro, sourced from old head-pruned vineyards in Cárdenas Valley. Distributed in the U.S. via Giuliana Imports.
• La Serena / Cantina La Serena (Montalcino, Tuscany)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents La Serena, the Matengoli family's organic/biodynamic Brunello estate in the north-west zone of Montalcino (8.5 ha). Includes Rosso di Montalcino, Brunello di Montalcino, Brunello Riserva Gemini.
• La Spinetta (Piedmont)flagshipChannel Partner/ Reseller/ DistributorGiuliana Imports represents La Spinetta, the Rivetti family estate across Piedmont (and Tuscan Casanova outpost). Listed as a flagship Italian producer in the portfolio.
• La Spinetta Casanova (Tuscany)coreChannel Partner/ Reseller/ DistributorTuscan project of the Rivetti family (La Spinetta), built around old Sangiovese vineyards near Casciana Terme/Terricciola. Includes Il Rosé di Casanova, Il Nero di Casanova, Sezzana.
• Cantine Lenotti (Veneto)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Cantine Lenotti, a Bardolino-based estate founded in 1906 on Lake Garda, with vineyards in Valpolicella (Negrar, Fumane, Valgatara). Portfolio: Soave, Bardolino, Valpolicella Classico, Valpolicella Ripasso, Amarone della Valpolicella.
• Mocali (Montalcino, Tuscany)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Mocali, Tiziano Ciacci's small organic Brunello estate in the south-west zone of Montalcino. Includes Fossetti, Il Piaggioni, Rosso di Montalcino, Brunello di Montalcino, Brunello Riserva Raunate.
• Paccamora / Curatolo Arini (Sicily)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Paccamora, the Sicilian still-wine brand of Curatolo Arini (Marsala), the longest-standing family-owned Marsala producer (since 1875). Includes Paccamora Catarratto and Paccamora Nero d'Avola.
• Pedro Parra y Familia (Itata Valley, Chile)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Pedro Parra y Familia, the terroir-focused project of Chilean soil scientist Pedro Parra (PhD in terroir from the Paris Center of Agriculture) in the granitic Itata Valley. Includes Imaginador (100% Cinsault) and Pencopolitano (67% Cinsault/33% Pais).
• Prà (Veneto)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Prà, Graziano Prà's estate in the Veneto's volcanic Soave hills, plus Valpolicella. Portfolio: Soave Otto, Valpolicella, Soave Monte Grande, Valpolicella Ripasso Superiore, Amarone della Valpolicella.
• Fattoria di Piazzano (Tuscany)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Fattoria di Piazzano, the Bettarini family's estate in Empoli, Tuscany — Vegan Friendly certified, run on renewable energy. Includes Sangiovese and Chianti.
• Ronco del Gnemiz (Friuli)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Ronco del Gnemiz, Serena Palazzolo's 12-hectare biodynamic estate on Rosazzo Hill, Colli Orientale del Friuli. Includes Sauvignon, Sauvignon Peri, Friulano, Chardonnay Sol, Rosso di Jacopo, Rosso del Gnemiz, Cabernet Franc, Schioppettino.
• San Lorenzo (Montalcino, Tuscany)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents San Lorenzo, Luciano Ciolfi's 5-hectare estate in Prata, south-western Montalcino. Includes Rosso di Montalcino and Brunello di Montalcino.
• Tenuta San Lorenzo (Gavi, Piedmont)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Tenuta San Lorenzo, the Cazzulo family's organic Gavi DOCG estate (16 ha) in Novi Ligure, established by Marquis Raggio d'Azeglio. Includes Gavi.
• Tenuta delle Terre Nere (Mt. Etna, Sicily)flagshipChannel Partner/ Reseller/ DistributorGiuliana Imports represents Tenuta delle Terre Nere, Marc de Grazia's Mt. Etna estate with 10 Premier Cru and Grand Cru sites for Nerello Mascalese. Portfolio: Etna Bianco, Etna Rosato, Etna Rosso.
• Venica & Venica (Friuli)flagshipChannel Partner/ Reseller/ DistributorGiuliana Imports represents Venica & Venica, a 28-hectare family estate in Dolegna, Collio (Friuli), founded in 1930; one of Friuli's most well-known and respected estates with organic practices and on-site solar. Portfolio: Malvasia Petris, Pinot Grigio Jesera, Friulano Cime, Sauvignon Ronco del Cero, Sauvignon Ronco delle Mele.
• Fèlsina (Chianti Classico, Tuscany)coreChannel Partner/ Reseller/ DistributorGiuliana Imports represents Fattoria di Fèlsina, a benchmark Chianti Classico producer focused exclusively on Sangiovese with organic farming and old-vine (30–50+ years) selections.
• Fortulla (Tuscan coast)minorChannel Partner/ Reseller/ DistributorGiuliana Imports represents Fortulla, a 5-hectare Tuscan coast estate (IGT Terratico di Bibbiona) planted to Cabernet Sauvignon and Cabernet Franc. Includes Rosso Toscana and Sorpasso.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Banfi Vintners: Long-established U.S. Italian wine importer/distributor with a national footprint. Overlaps Giuliana's Italian category focus but operates as a broad incumbent with larger scale, broader producer representation, and national distribution.
• Kobrand Corporation: National U.S. wine and spirits importer/distributor with a broad portfolio including Italian and French premium producers. Comparable in product category (imported wine) and trade-channel distribution but at materially greater scale and geographic reach than Giuliana.
• Frederick Wildman & Sons: Long-established New York-based importer with a broad Italian and French portfolio, including many premium estates. Overlaps Giuliana's Italian producer categories but operates at greater scale and broader U.S. distribution, making it a broader incumbent reference point.
• Palm Bay International: One of the largest U.S. wine importers with a broad portfolio across Italy, France, and other regions. A larger incumbent whose portfolio breadth and national distribution represent the scale and negotiating leverage that Giuliana, as a regional boutique, does not have.

Direct peers

• Vintus Wines: Pleasantville, NY-based importer founded in 2001 representing premium, often iconic estates (including Italian and French producers) to the U.S. on-premise and retail trade. Directly comparable in portfolio caliber, importer-led education positioning, and wholesale trade distribution model.
• Skurnik Wines: New York-based family-run importer founded in 1987 representing terroir-driven, often organic/biodynamic producers from France, Italy, Austria, Germany, and elsewhere. Operates as a portfolio importer with regional U.S. wholesale coverage and trade education emphasis, closely paralleling Giuliana's producer-curation approach.
• Dalla Terra Winery Direct: Napa, California-based Italian wine importer representing a curated portfolio of small family-owned producers to the U.S. trade. Closely aligned with Giuliana's Italian-heavy, estate-focused, trade-education-driven model.
• Vias Imports: New York-based Italian wine importer specializing in small, family-owned producers across multiple Italian regions. Comparable to Giuliana's Italian-heavy portfolio (Piedmont, Tuscany, Sicily, Friuli) and similar focus on importer-led trade marketing and producer relationships.
• Polaner Selections: Connecticut-based importer of estate-grown French and Italian wines distributed to U.S. fine-wine trade. Similar mid-sized family importer model focused on family-owned estates with importer-led education and portfolio storytelling.
• Kermit Lynch Wine Merchant: Berkeley, California-based boutique importer founded in 1972 with a comparable model: a curated portfolio of small, family-owned French and Italian producers sold wholesale to U.S. restaurants and retailers, with a strong importer-led education and storytelling layer. Directly comparable in philosophy, customer type (fine-wine trade accounts), and producer relationship depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/giulianaimports
• LinkedInlinkedin.com/company/giuliana-imports-llc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Giuliana Imports