In a landscape dominated by mega brands and mass distribution, Vin Noir Explorers & Importers (VNE Importers) is carving out a different path. Co-founders Shunia Burruss and Christopher Richardson aren’t just importing wine—they’re curating experiences, amplifying unheard voices, and delivering bottles that tell a story. From spontaneous tastings in the Swiss countryside to navigating the complexities of U.S. import regulations, their journey has been anything but conventional. We sat down with Shunia Burruss to talk about how it all started, what they’ve learned along the way, and where the future of boutique wine importing is headed.

Edited excerpts from the interview.

Q: Can you walk us through that defining moment at the Virginia Wine Expo that inspired the creation of VNE Importers?

The idea had been in the background for years—a dream, really. It first took root during a family trip to Massanutten, Virginia, when we visited Marceline Vineyards. The wine was amazing, but it was the intimate, family-run vibe that stuck with us. Fast forward to the 2024 Virginia Wine Expo. We were tasting small-batch wines, like those from Holmes Wine Consulting, and realized how many incredible producers weren’t getting broader visibility. That’s when we said, “This isn’t just a dream. This is an opportunity.” That same summer, we stumbled across Adrian’s Weingut in Switzerland while traveling. We loved the wine, met the winemaker, and ended up importing his wine—his first shipment to the U.S. 

Q: You focus heavily on limited-production, family-run vineyards. What’s your selection process like?

It’s less about a checklist and more about intuition. We look for passion, authenticity, and a compelling story. We often meet producers while traveling, and that personal connection really guides our decision-making. We always ask: Do we love this wine? Can we see where it fits—on a wine list, at an event, with a particular dish? We also prioritize producers who want to stay small and focused. Our portfolio is curated, and we want every bottle to have a story worth telling.

Q: What are some current challenges you’re facing in the importation process—particularly with logistics and regulations?

It’s been a steep learning curve. Tariffs have been unpredictable, and even our logistics partners have struggled with clear answers at times. Something as seemingly simple as shipping wine from Switzerland to France turned out to be complicated. Having the right logistics company makes all the difference. There are always variables you can’t control—so patience is everything.

Q: What advice would you give to other importers trying to break into a new regional market with limited-production wines?

Relationships first, sales second. Breaking in takes time and trust-building. By the time you pitch, many accounts have already planned their buying cycles. So be present. Introduce yourself, attend local events, and talk to people in the community. Also, partner with distributors and vendors you trust—those relationships are the foundation of success.

Q: Are retailers and restaurants asking for specific styles or regions in 2025?

Not so much regions—it’s more seasonal. Whites and rosés are in higher demand during warmer months. Our diverse portfolio lets us adapt quickly. Whether someone wants a crisp white or a bold red, we’ve got options that stand out.

Q: Younger consumers are reshaping wine culture. How are you appealing to them while staying true to your ethos?

It’s about thoughtful curation, not compromise. We already work with producers who align with younger preferences—natural wines, no additives, sustainable practices. One of our producers uses eco-friendly pouches. They're perfect for beach days and float in water—practical and fun. It's about meeting people where they are while staying true to quality.

Q: Are you seeing opportunities in no- and low-alcohol wines or natural/minimal-intervention styles?

Definitely! We already carry natural and minimal-intervention wines and are open to exploring more in the no- and low-alcohol space—as long as the quality and values align. We're not chasing trends, but if something fits and resonates with our audience, we’re excited to bring it in.

Q: Your wine events are a signature part of your brand. How do they support your strategy?

Events are how we connect. Whether it's an in-home tasting, a collaboration with a retailer, or a private dinner, these settings allow us to tell the story behind every bottle. They also build trust with vendors. We’ve even hosted meetings in our home to create space for real dialogue. And we’re planning to launch wine dinners where winemakers can speak directly to guests.

Q: What’s the biggest misconception people have about importing boutique wines?

That great wine sells itself. It doesn’t. Boutique brands often lack recognition, so visibility takes effort and strategic partnerships. You have to build community—online and off. We’ve been fortunate to find a supportive network, and we’re committed to paying that forward through marketing, content, and storytelling.

Q: What does success look like for VNE in the next five years?

Growth that’s intentional. We want to expand across the Mid-Atlantic and into the Northeast, build a wine club, and deepen engagement through curated experiences. Our larger mission is to elevate small, family-run producers who might otherwise be overlooked. If we can do that while building a trusted, recognizable brand—one rooted in story and substance—we’ll have succeeded. And personally, I want to honor the belief my husband, Christopher, placed in this venture. He invested his 401(k) into this dream. I’d love nothing more than to see that faith rewarded—for all of us.

Vin Noir Explorers & Importers is proving that in a fast-paced, commoditized wine world, there’s still room—and real demand—for authenticity. With each bottle, they’re not just selling wine; they’re sharing the soul of the vineyard, one story at a time

Header image sourced from VNE Importers (Website).