In the late nineties private label wines hit the scene and tore the wine world asunder.  Stores like Trader Joes and Whole Foods began selling wines that looked like they were from boutique wineries, yet were derived from bulk grapes.  These stores reaped a large profit from these wines because there was zero competition. 

During this time, I founded a company called Bellovino with the owner of San Francisco Wine Trading Company, Gary Marcalletti.  We hoped to market a private label wine under the Art di Bellovino Brand.  We envision competing with Trader Joes with our own label.

Sadly, this business never came into its own. Why? I guess life got in the way. Sometimes the best ideas fall victim to the wrong time. Also, I realized that I had no formal business training and did not know one thing about running a company, so I went back to get an MBA.

However, we made some really cool T-shirts with wine quotes on them.  If you ever want a kick ass shirt that has the quote “In Vino Veritas” on the back, then call Gary at 415-731-6222, tell you want to buy a shirt (under the table).  Be sure to remind him I still get a cut.