How to become a wine merchant?

Becoming a wine merchant is one of those careers that sounds romantic -- and it can be -- but it is also a serious business that requires hard work, smart planning, and deep product knowledge.

Start with education. WSET Level 2 is the bare minimum for credibility; Level 3 is strongly recommended. Consider spending a harvest season working at a winery to understand the product from vine to bottle. Restaurant or bar experience helps develop your palate and customer service skills.

The business side is equally important. In Belgium, you need to register with the Crossroads Bank for Enterprises (BCE), obtain food safety clearance from AFSCA, and secure an excise licence for alcohol sales. A business plan should cover location, initial stock investment, operating costs, and marketing strategy.

Budget: expect EUR 50,000-150,000 to open a wine shop, depending on location and stock size. Initial stock typically represents 30-50% of total investment. Margins in wine retail run 30-45% on average, but cash flow can be tight in the first two years.

Sourcing is where your expertise shines. Build relationships with importers, agents, and wineries. Visit wine fairs (ProWein in Dusseldorf, Vinexpo in Paris, RAW Wine for natural wines). Your competitive advantage over supermarkets is curation -- find wines that big retailers cannot or will not stock.

The most successful independent wine shops today are community hubs. They host tastings, run wine clubs, offer workshops, and have a strong online presence (website, social media, possibly e-commerce). The days of simply unlocking the door and waiting for customers are over.

Personal qualities that matter: insatiable curiosity (you never stop tasting and learning), teaching ability (translating wine knowledge for every level of customer), physical stamina (moving cases, long hours on your feet), and genuine love for the product. If you find yourself reading about wine on your day off, you are probably cut out for it.