He Found an Overlooked Wine Niche — Then Grew 100%+ in a Year (Part 1/2)

What if the biggest opportunity in a crowded industry is hiding in a category most people are overlooking? In Part 1 of this two-part episode, host Britlyn Williams sits down with Peter Andrews, founder of Culture Wine Co., to unpack how a trip to South Africa reignited his passion for wine and inspired him to build a business around the country’s new generation of winemakers. Peter shares how he returned home, wrote a business plan in two months, traveled more than 1,000 kilometers to meet with 50 winemakers, and launched Culture Wine Co. with nine producers — despite having no established customer base. He also explains what it means to build an entirely new category, how old-school cold calling and face-to-face relationships helped him grow from zero to more than 200 accounts, and why focusing on trust, collaboration, and an underserved story has helped him build an 80% wholesale reorder rate while bootstrapping the company to profitability!

What we discuss with Peter:

+ Discovering South African wine

+ Finding an underserved category

+ Meeting 50 winemakers

+ Launching with nine producers

+ Building a category from scratch

+ Cold calling and relationship-building

+ Growing to 200+ accounts

+ Creating an 80% reorder rate

+ Bootstrapping to profitability

+ Expanding wholesale and DTC

Thank you, Peter!

Check out Part 2 of this episode.

Check out Culture Wine Co. at CultureWineCo.com.

Follow Peter on Instagram and LinkedIn.

Watch the video podcast of this episode!

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