Love For Wine And A Mind For Business

Photos submitted by Alvin Raul Cardona of various events featuring wines by Cardona Collection

Alvin Raul Cardona found his way being a wine importer and distributor by simply enjoying the product. Cardona said wine was just something that was always on the table at dinner. A self-described Sephardic Jew of Mexican and Puerto Rican heritage, the importance of good food and great wine crosses all of his cultural ancestry. When Cardona dined out, he also sought out exceptional food, accompanied by the appropriate wine. When speaking with waiters or waitresses about wine, he discovered that the same question would arise, that being:
“People would ask me, ‘what do you do in the wine business?’” he said. “That kept happening more and more and I kind of took it as a sign that maybe I should be in the wine business.”
Then, on a trip to visit friends in Mexico City in 2014, Cardona was convinced and the wine business was born a few months later.
The Cardona Collection selects wines from small wineries in Europe and imports them to the United States. Since Cardona is not a retailer, his business works to find restaurants and retail markets to carry the wine he has hand selected to import and distribute.
“I don’t sell wine; I sell art in a bottle,” he pronounced. “There is so much that goes into the making of a bottle of wine.
“The smaller wineries are actually hand-picking their grapes.”
Cardona hand-picks wines for his collection that fit certain criteria. He travels to Europe to taste wines and to create relationships with wineries. The relationship building is integral to how Cardona has built his business.
Of course Cardona is always seeking a great-tasting wine. In addition, he keeps costs down as well.
“All my wines sell for under $25 on the shelf; they’re wines you don’t have to pay a lot for, but are really good quality wines.” Cardona promised.
Taste, cost and attention to detail are incredibly important, but are less critical than the ability to build a relationship with the winery.
Cardona does not just look at the wine business as the movement of bottles. Rather, he wants to partner with wineries who are willing to come to the United States and explain the value of the product to the retailer so that the nuance of each bottle is understood.
“It’s like a date; you want to see if there’s a match,” he said of the business relationship. “I am not looking for someone to just sell me wine.
“It’s all about the the all-encompassing experience.”
Cardona explained that he is not looking for product, he is looking for a partner in the wine business.
As an example, Cardona tells the story of a winery in Spain with whom he has built a partnership.
“One of the wineries that I work with in Spain has multiple generations producing wine, but this is the first time their product has been in the United States,” he highlighted.
Cardona went to school for journalism, so perhaps the idea of becoming a wine importer and distributor was not second nature, but Cardona grew up in a family of entrepreneurs, so understanding how businesses work is second nature. To that end, Cardona understands that the ability of Americans to drink quality, European wine relies on the ability of the importer to find that quality wine and bring it to the United States. It is then up to the distributor to get that product onto shelves at your local store and into glasses at your favorite restaurant. Cardona knows he wants to get quality wines featured in more local retail establishments and restaurants so that they can be tasted and appreciated.
“That’s what I am working for; that’s the goal too,” he leveled. “It’s just to give people a wide variety of wines.”
To work with Cardona or to stock the Cardona Collection in your store or restaurant, contact Cardona via Cardona Collection.