Trayvino Wine Company Ltd.

What Trayvino Wine Company Ltd. does

Trayvino Wine Company Ltd. is a privately-held, Canadian-owned wine import agency founded in 2019 by Tracy Noseworthy and headquartered in Newmarket, Ontario. The company operates as a licensed manufacturer's representative under AGCO Licence to Represent Manufacturer #1097615, functioning as a consignment agent within the LCBO's Specialty Services Consignment Program. Its core product is the Wine Consignment Program, which gives Ontario restaurants, hotels, bars, and private consumers case-only access to a curated portfolio of approximately 140 wines from family-owned wineries across Italy, Argentina, Chile, Spain, Australia, New Zealand, South Africa, California, and France, organized under sub-brands such as Viajero, Don Tomasi, Bodega Canciller, Tierras de Murillo, Vignano, Carlin de Paolo, Bocca Della Verità, Chateau Diana, Cranswick, Anderson Hills, Mussel Bay, and Swartland.

The company monetizes through an agency-fee revenue model layered on the LCBO's pricing stack (which includes LCBO's 64% markup, levies, lab fees, and storage) and through transaction margins on direct wine sales. Sales occur through two channels: an enterprise field-sales motion targeting on-trade hospitality accounts across Ontario, and a direct-to-consumer motion via a Squarespace-hosted e-commerce storefront with province-wide delivery. Pricing is case-only (typically 12 bottles, occasionally 6 for premium wines) with tiered delivery fees (CA$15 first case within GTA, CA$20 per case outside GTA, free with two or more cases). Supporting products include wine accessories, non-expiring gift cards (CA$50–CA$375), and a 2024-launched non-alcoholic RTD (Spiritliss Gin & Tonic).

Trayvino is a micro-operator with 1–10 employees including CSW- and WSET Level 3-credentialed staff, a certified sommelier consultant, and an on-premise business development manager. It has no disclosed institutional funding, no parent company, and no subsidiaries. The business carries no proprietary AI/ML or advanced technology stack beyond standard e-commerce and credit-card processing; its defensibility rests primarily on its regulatory license, its curated winery portfolio (supported by multiple James Suckling, Decanter, Concours Mondial, and Wine Companion award placements), and its sommelier-staffed on-trade service.

Name

Trayvino Wine Company Ltd.

Legal name

Trayvino Wine Company Ltd.

Website

https://trayvinowines.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Trayvino Wine Company is an Ontario-based wine import agency operating through the LCBO Specialty Services Consignment Program, importing curated wines from family-owned wineries worldwide for sale to Ontario hospitality businesses and private consumers by the case.

Ownership category

akta.pro rank

Product category

Wine Distribution Services

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beer, Wine, and Liquor Retailers (44532)

SIC

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

akta.pro primary industry

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

Keywords

• Wine import agency
• LCBO consignment program
• On-trade wine supply
• Hospitality wine distribution
• Direct-to-consumer wine

Headquarters

HQ city

Newmarket

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Agency Fee / Service Fee: Trayvino Wine Company acts as a licensed wine agent representing manufacturers to the LCBO. They charge agency fees as part of the LCBO consignment program pricing. The service fee includes LCBO levies, storage, handling, lab testing, administrative fees, research, customer service, and Trayvino Agency fees.
2. Wine Sales: The company facilitates wine sales through the LCBO consignment program where wines are imported and sold by the case. Revenue comes from the margin between landed costs and retail prices which include the agency fee structure.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Trayvino Wine Company is a wine import and distribution agency that curates, markets, and distributes wines exclusively from family-owned wineries in Spain, Uruguay, and South Africa through Ontario's LCBO Consignment Program. The agency serves both on-trade hospitality clients (restaurants, hotels, bars) and private consumers via its e-commerce platform with Ontario-only direct delivery. It also offers ancillary services including gift cards, wine accessories, and non-alcoholic beverages.

Product overview

Trayvino Wine Company Ltd. is a Canadian wine import and distribution company that operates as a manufacturer's representative for the LCBO (Liquor Control Board of Ontario). The company's core offering is its Wine Consignment Program, which allows Ontario customers to purchase wines by the case through the LCBO's consignment channels. The portfolio includes wines from family-owned wineries worldwide, organized under sub-brands including Viajero (Chilean wines), 707 Winery Collection (California), Tierras de Murillo (Spanish Rioja), Don Tomasi (Sicilian), Bocca Della V (Venetian Italian), Canciller (Argentinian), Black Oak/Chateau Diana (California), Vignano (Bio-organic Tuscan), Swartland (South African), Carlin de Paolo (Italian Piedmont), Cranswick (Australian), and Mussel Bay (New Zealand). Supporting products include wine accessories (corkscrews, boxes, carriers, gift bags, pourers), gift cards, non-alcoholic beverages (Spiritliss Gin & Tonic), and delivery services. The company also provides On-Trade services including wine programs and training for the hospitality industry. All products are sold case-only per LCBO regulations.

Differentiator

Problem solved

Functional benefit

Products and services

• LCBO Consignment Program Wine Portfolio

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

13 partnerships are on record, tiered core.

• LCBO (Liquor Control Board of Ontario)coreStrategic or Co-development PartnerTrayvino Wine Company is a licensed agent operating through the LCBO Specialty Services Consignment Program. They work with producers and suppliers to export and market products in Ontario. Trayvino participates in LCBO tenders, promotes brands to consumers and on-trade, and provides guidance through LCBO requirements including labelling, case specifications, and lab work. The LCBO processes orders and handles fulfillment through their consignment warehouse.
• AGCO (Alcohol and Gaming Commission of Ontario)coreStrategic or Co-development PartnerTrayvino holds Licence to Represent Manufacturer #1097615 issued by the AGCO for representation of vintners. The AGCO regulates beverage alcohol sales in Ontario and issues the licenses that enable Trayvino's operations.
• Don Tomasi Winery (Sicily, Italy)coreChannel Partner/ Reseller/ DistributorThird-generation, award-winning winery producing wines embodying Sicilian winemaking. Family-run since 2004, founded by Giuseppe Terrasi and associates.
• Bodega Canciller (Mendoza, Argentina)coreChannel Partner/ Reseller/ DistributorFour generations of winemaking expertise from Argentina. Highly awarded estate showcasing Mendoza's renowned vineyards. Ambassadors of Argentina wines.
• Bocca Della Verità (Veneto, Italy)coreChannel Partner/ Reseller/ DistributorFamily-run winery in the heart of Veneto, crafting wines reflecting elegance and tradition of Northern Italian winemaking.
• Chateau Diana Winery (California, USA)coreChannel Partner/ Reseller/ DistributorBoutique, family-owned winery producing highly acclaimed wines highlighting diversity of California's wine regions. Founded 1981 in Healdsburg, CA.
• Mussel Bay (Marlborough, New Zealand)coreChannel Partner/ Reseller/ DistributorLeading family-run estate from the renowned Marlborough region, specializing in bright, expressive wines.
• Carlin de Paolo Winery (Piedmont, Italy)coreChannel Partner/ Reseller/ DistributorFourth-generation Italian winery, recognized for commitment to tradition, innovation, and award-winning wines. Certified bio-eco farming.
• Espíritu de Chile (Viajero Wines)coreChannel Partner/ Reseller/ DistributorFamily winery capturing essence of Chile's diverse terroirs, producing highly acclaimed wines with a sense of place.
• Tierras de Murillo (Rioja, Spain)coreChannel Partner/ Reseller/ DistributorHighly awarded, family-run winery from legendary Rioja region, balancing tradition with modern winemaking.
• Vignano Winery (Tuscany, Italy)coreChannel Partner/ Reseller/ DistributorBio-organic, family-owned estate in Tuscany crafting highly acclaimed wines. Certified ICEA and highest Delinat Bio accreditation. Three brothers Patrick, Dominique and Nicolas Fanucci run the winery.
• Cranswick Wines (Australia)coreChannel Partner/ Reseller/ DistributorRespected, family-run winery producing award-winning wines showcasing Australia's premium vineyards and winemaking heritage. Brand created 1991.
• Anderson Hills (Adelaide Hills, Australia)coreChannel Partner/ Reseller/ DistributorEstablished 1994 by Brian Anderson and son Ben. 35 acres in Lenswood, South Australia with 20 acres of vineyards. Premium cool climate wines.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Diamond Estates Wines & Spirits: Ontario-headquartered wine company (TSX-listed) operating through the LCBO with both proprietary brands and agency/distribution of international producers, directly comparable in geography and channel to Trayvino.
• Authentic Wine & Spirits Merchants: Canadian importer and agency representing international family-owned wineries across provincial liquor boards, with a comparable agency/import model targeting both on-trade and DTC consumers.
• Trialto Wine Group: Canadian wine import agency representing family-owned and boutique international wineries across Canada, with a comparable agency/representation business model and on-trade focus similar to Trayvino's LCBO-based operations.
• Halpern Enterprises: One of Canada's largest wine importers representing an international portfolio of family-owned and premium wineries across Canadian provincial channels, paralleling Trayvino's international agency role at greater scale.
• Profile Wine Group: Canadian wine import agency curating portfolios of family-owned international wineries for the Canadian market, with a similar agency model and on-premise/DTC channel mix to Trayvino.
• The Small Winemakers Collection: Canadian importer specializing in small, family-owned wineries, with a curated boutique positioning and on-premise channel focus that mirrors Trayvino's value proposition.

Broad incumbents

• Andrew Peller Limited: One of Canada's largest wine producers and marketers (TSX-listed) with broad LCBO presence across multiple price tiers; a major incumbent whose Ontario retail and on-trade reach defines the competitive context for agencies like Trayvino.
• Mark Anthony Group: Privately held Canadian beverage company with a large international wine, beer, and spirits import portfolio distributed through provincial channels; represents the broad-incumbent scale benchmark against which Trayvino's boutique agency model competes.
• Corby Spirit and Wine: TSX-listed Canadian marketer of spirits and wines with established distribution across provincial liquor boards including LCBO; broad incumbent whose portfolio breadth frames the opportunity for niche agencies like Trayvino.
• Arterra Wines Canada: Major Canadian wine company (formerly Constellation Brands Canada) with broad proprietary and distributed wine brands across LCBO and other provincial channels; sets the scale and pricing context for boutique Ontario wine agencies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/trayvino-wine-company-ltd

Compliance1 record

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 Trayvino Wine Company Ltd.