In a wine market where many importers are trimming budgets and leaning harder on algorithms, Ethica Wines is placing its chips somewhere less fashionable: people. The international importer and distributor of premium Italian wines is expanding its World Wine Pro program for 2026–2027, backing it with an investment of roughly $2 million and a clear thesis—that the professionals who can tell the story behind a bottle are the most durable competitive advantage in premium wine.
For restaurant beverage directors, distributors, and retail buyers navigating a rapidly shifting U.S. wine landscape, it's a notable signal about where value is being created in the trade right now.
What the World Wine Pro Program Actually Does
World Wine Pro sends sales and marketing professionals to Italy for immersive travel and hands-on education, connecting them directly with Ethica's partner wineries. Participants meet the producers, walk the vineyards, and experience the communities behind each label firsthand.
The goal is straightforward: turn abstract product knowledge into credible, story-rich conversations. By understanding not just how a wine is made but the people, places, and traditions that shape it, participants are better equipped to support the distributors, retailers, and hospitality partners who bring these wines to market.
Since its inception, the program has enabled more than 200 professionals to visit Italy, training alongside partner wineries and deepening their grasp of Italy's diverse wine regions and production philosophies. The 2026–2027 edition will host at least 12 new professionals in Italy, with the broader investment funding immersive training, educational programming, and long-term career development inside the company.
Technology as a Tool, Not a Replacement
Ethica isn't turning its back on data. The company continues to lean on technology and proprietary data tools to sharpen its commercial capabilities—but it frames them explicitly as instruments that empower people rather than replace them.
"Our success has always been driven by people. While our industry continues to evolve, our commitment remains the same: investing in education, developing talent, and building lasting relationships."
— Francesco Ganz, CEO of Ethica Wines
That human-first stance lands at a moment when the beverage trade is being reshaped by both new consumer behaviors and new tech stacks. Ethica's answer: authentic storytelling and deep product knowledge remain the most valuable assets in building premium wine brands.
Why It Matters
For operators and buyers, the practical takeaway is about who you're buying from—and how well their people can actually sell your customers on a bottle.
- Better-informed reps mean better floor conversations. A distributor sales team that has walked the vineyards can hand your sommeliers and servers the narrative hooks that move premium wine off the list. Ask your Ethica contacts which regions and producers they've visited firsthand.
- Education is a differentiator you can leverage. Programs like World Wine Pro create staff-training resources—tasting notes, producer stories, regional context—that hospitality teams can tap to elevate their own beverage programs and justify premium pricing.
- Human-led partnerships add stability. As tech and consumer habits churn, suppliers who invest in relationships and talent tend to be more reliable long-term partners for menu planning and allocation.
The move also reflects a broader theme playing out across the industry: as operators reengineer beverage programs for scale, credible storytelling and supplier expertise are becoming central to margin—not a nice-to-have.
Growth Behind the Investment
The expansion follows another milestone: Ethica Wines was recently recognized as one of the Fastest Growing Companies of 2026. The company operates through four strategic hubs in Miami, New York, Trento, and Bangkok.
Founded in 2016, Ethica Wines represents and markets a significant selection of Italian wineries across the USA, Canada, and the Asia-Pacific region. It now represents 60 wineries spanning denominations from Italy's major wine regions and has built a network of more than 200 distributors—positioning itself as a leading commercial partner for Italian producers looking to enter or grow in the North American and APAC markets.
The Bottom Line
Ethica's bet is a reminder that in premium wine, the last mile is still human. For buyers and operators, that's an invitation to expect—and demand—more from your supplier relationships: deeper knowledge, richer stories, and partners who've actually been to the source.
How is your team building wine expertise on the floor—and does supplier education factor into your purchasing decisions? Explore more of our beverage partnership coverage and share your take in the comments.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
