Waterford Wine & Spirits

What Waterford Wine & Spirits does

Waterford Wine & Spirits is a privately held, independent wine and spirits retailer operating three brick-and-mortar stores in Wisconsin — a flagship in Milwaukee (2120 N. Farwell Ave.), a Lake Country location in Delafield (631 Genesee St.), and a Madison-area location in Fitchburg (6227 McKee Road). The company's site navigation also references a fourth store, suggesting recent or planned footprint expansion within the state. The business carries an extensive curated assortment of wines from more than a dozen countries and regions — Argentina, Australia, Austria, Chile, France (Bordeaux, Burgundy, Northern and Southern Rhône), Germany, Greece, Italy (Northern, Central, and Southern), New Zealand, Portugal, Spain, and South Africa — organized by country, type (red, white, rosé, sparkling, natural), and grape varietal. Price points span everyday bottles under $10 to highly allocated collector bottles, with critic-validated picks (e.g., 92-point James Suckling ratings) featured prominently. The spirits category spans gin, whiskey, tequila/mezcal, vodka, rum, and THC products, with a "Last Chance Spirits" close-out line clearing final allocations and one-off batches.

Revenue is generated through three streams: in-store retail across the three Wisconsin locations, direct-to-consumer e-commerce at waterfordwine.com (with in-store pickup but no in-state shipping due to regulatory constraints), and the Terroir Club monthly wine subscription offered at three price tiers — $50, $100, or $125 per month — with automatic billing on the first of each month and the ability to pause or cancel at any time. Customer acquisition relies on email newsletter marketing, organic social (Facebook, Instagram), and a heavy experiential calendar that includes warehouse sales with 15%-off-bottle / 30%-off-case discounts and premium ticketed tasting events such as the September 2025 Bordeaux 2016 1855 Classification reunification tasting presented at the Delafield store. The company runs per-store philanthropic giving programs and positions staff sommelier expertise as a core differentiator. The firm operates with 11-50 employees, has not raised external funding, has no parent company, no disclosed M&A history, and no disclosed revenue.

Name

Waterford Wine & Spirits

Legal name

Waterford Wine and Spirits

Website

https://waterfordwine.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Waterford Wine & Spirits is a privately held Wisconsin wine and spirits retailer operating three brick-and-mortar stores (Milwaukee, Delafield, Fitchburg), an e-commerce site, and the Terroir Club monthly subscription wine club serving individual wine enthusiasts and collectors in the state.

Ownership category

akta.pro rank

Product category

Specialty Wine & Spirits Retail

NAICS

Beer, Wine, and Liquor Retailers (44532), Beer, Wine, and Liquor Retailers (4453), Beer, Wine, and Liquor Retailers (445320)

akta.pro primary industry

Liquor Stores (Off-Premise Spirits Retail) (CRANABAA)

akta.pro secondary industries

Fine Wine & Luxury Spirits Retail (CRANABAE), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

Keywords

• Specialty wine retail
• Spirits retail store
• Wine subscription club
• Curated wine selections
• Wine tasting events

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Wine Sales: Direct retail sales of wines across multiple countries and regions including Argentina, Australia, Austria, Chile, France (Bordeaux, Burgundy, Rhone), Germany, Greece, Italy, New Zealand, Portugal, Spain, South Africa. Products range from everyday discoveries to highly allocated collector bottles.
2. Spirits Sales: Retail sales of spirits including gin, whiskey, tequila/mezcal, vodka, rum, and THC products.
3. Terroir Club Subscription: Monthly subscription wine club with three tiers ($50, $100, or $125 per month). Members receive curated terroir-driven wines monthly with automatic billing on the first of each month. Club members may pause or cancel at any time.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Waterford Wine & Spirits is a multi-location specialty wine and spirits retailer operating three retail stores in Wisconsin (Milwaukee, Delafield, and Madison/Fitchburg) and an e-commerce website. The company sells curated wines from multiple global regions, a full spirits selection (gin, whiskey, tequila/mezcal, vodka, rum, THC), and runs the Terroir Club monthly wine subscription at three price tiers. The company also hosts in-store tasting events, warehouse sales, and curated Bordeaux tastings.

Product overview

Waterford Wine & Spirits is a multi-location wine and spirits retailer operating four stores in Wisconsin (Milwaukee, Delafield, Madison). The company offers an e-commerce platform selling wines from multiple countries and regions, spirits (Gin, Whiskey, Tequila/Mezcal, Vodka, Rum, THC), and operates the Terroir Club subscription service at three monthly tiers ($50, $100, $125). Products are organized by country/region, wine type (Red, White, Rose, Sparkling, Natural), and grape varietal (Cabernet, Chardonnay, Malbec, Pinot Noir, etc.). The company also offers close-out wines and spirits at discounted prices through Last Pours and Last Chance Spirits collections.

Differentiator

Problem solved

Functional benefit

Brands

• The Terroir Club of Waterford Wine & Spirits: Wine club offering with three membership tiers at $50, $100, or $125 per month, providing terroir-driven wines to members.

Products and services

• Terroir Club Wine Subscription Monthly wine subscription service offered to individual wine enthusiasts, with three price tiers ($50, $100, $125 per month) providing curated terroir-driven wines and an elevated in-store experience; members are billed automatically on the first of each month and may pause or cancel at any time.
• Retail Wine Catalog Curated retail wine assortment sold to individual consumers through Wisconsin stores and online, organized by country/region, wine type (Red, White, Rosé, Sparkling, Natural), and grape varietal (Cabernet, Chardonnay, Malbec, Pinot Noir, Sauvignon Blanc, Zinfandel, Merlot, Pinot Grigio).
• Retail Spirits Catalog Retail spirits assortment sold to individual consumers through Wisconsin stores and online, including gin, whiskey, tequila/mezcal, vodka, rum, and THC products.
• Last Pours (Wine Close Outs) Discounted retail wine offering sold to individual consumers at reduced prices, sourced from timing, overproduction, label changes, vintage transitions, or logistics.
• Last Chance Spirits (Spirits Close Outs) Discounted retail spirits offering sold to individual consumers at closing prices, comprising final bottles of allocated, one-off batch, or distillery release spirits.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• BevMo!: West Coast multi-store wine, beer, and spirits retailer with strong curated assortment. Overlaps with Waterford's specialty retail positioning across a different geography.
• Total Wine & More: Large national multi-store wine, beer, and spirits chain with massive selection and aggressive pricing. Operates broadly in the same retail category as Waterford with overlapping assortment but at vastly greater scale.

Direct peers

• Morrell & Company: NYC wine and spirits retailer specializing in fine wine and corporate gifting. Comparable specialty-retail model focused on premium wines and curated experiences.
• Sherry-Lehmann: Iconic New York fine wine and spirits retailer with premium assortment and loyal collector customer base. Highly comparable to Waterford's premium positioning and Bordeaux/allocated bottle focus.
• Binny's Beverage Depot: Multi-store Chicago-area wine, beer, and spirits retailer with deep curated assortment and competitive pricing. Direct competitor to Waterford's multi-store specialty retail model in the upper Midwest.
• Astor Wines & Spirits: NYC-based wine and spirits retailer with strong online presence and curated selection. Comparable omnichannel specialty retail model to Waterford's e-commerce-plus-store approach.
• Spec's Wine, Spirits & Finer Foods: Texas-based regional multi-store wine and spirits retailer with broad assortment. Comparable regional specialty chain model to Waterford's Wisconsin footprint.
• K&L Wine Merchants: Specialty wine and spirits retailer (California-based) known for deep curated selection and strong e-commerce. Closely comparable to Waterford in assortment depth and curated, expertise-driven positioning.

Regional players

• Hi-Time Wine Cellars: California-based wine and spirits retailer with strong selection of allocated and rare bottles. Comparable fine-wine specialty retailer to Waterford, operating in a different regional market.

Others

• Wine.com:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/WaterfordWineAndSpirits
• Instagraminstagram.com/waterfordwine
• LinkedInlinkedin.com/company/waterford-wine-spirits

Revenue estimate

Valuation estimate

Number of profiles

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 Waterford Wine & Spirits