For wineries looking to grow in the U.S. market, understanding what makes a wine commercially successful at retail is becoming increasingly important. Shelf space is competitive, consumer preferences continue to evolve, and buyers are looking for products that can deliver both quality and consistent sales performance.

To better understand what drives wine success in U.S. retail, the USA Wine Ratings spoke with Jusden Aumand, Head of Buying at Tri-Vin Imports, about pricing, packaging, partnerships, changing consumer trends, and what wineries need to know to improve their chances of long-term commercial success.

From an importer’s perspective, what separates a wine that sells consistently in U.S. retail from one that struggles?

Jusden Aumand:

“A clear message, quality for money, dependability, and often an X factor. Wines that consistently perform usually make it easy for consumers to understand what they are getting, while also delivering reliable value and quality.”

What are the key factors you evaluate when deciding whether a wine has real commercial potential in the U.S. market?

Jusden Aumand:

“Different methods apply depending on the channel and market. In many cases, compelling packaging is a key factor, but analytics also come into play. It is important to understand where a wine fits commercially and whether there is room for it to succeed.”

How important are price point and value perception in today’s retail environment, and where do you currently see the strongest opportunities?

Jusden Aumand:

“Value is extremely important. Discovery continues to emerge, especially among younger consumers. They do not want to stay within rigid boundaries or have the acquisition and understanding of wine feel overly complicated. Yet, authenticity still matters — the wine needs to feel genuine.”

Packaging plays a major role in first impressions. How much do label design, bottle presentation, and shelf appeal influence retail success?

Jusden Aumand:

“In the majority of cases, it matters.”

In retail, first impressions often happen before a bottle is even picked up. Strong packaging and shelf presence can create the initial opportunity for a wine to stand out in crowded categories.

Consumer preferences continue to evolve. What wine styles, varietals, or categories are currently performing best in U.S. retail?

Jusden Aumand:

“The industry will likely tell you low and no alcohol wines, aromatic white wines, and bubbles. All true. But in our world, XXL, in addition, is dominating. It is the opposite of many of the previously mentioned categories.”

His perspective highlights an important reality: success can vary dramatically depending on retailer, market, and consumer segment.

What are some of the most common mistakes wineries make when positioning their wines for U.S. retail shelves?

Jusden Aumand:

“I could take up an essay’s worth of space to answer this. Ultimately, for international wineries, do some research on the USA in general before you present.”

Understanding the U.S. market, retail expectations, pricing dynamics, and consumer behaviour remains critical for international producers hoping to gain traction.

How important are brand story and producer authenticity in helping wines stand out among increasingly crowded selections?

Jusden Aumand:

“They are key, but they are generally expected today and do not guarantee the spotlight.”

While storytelling and authenticity matter, wineries still need strong execution, commercial fit, and retailer support to stand apart.

What role do distributors, retailers, and importers each play in building long-term commercial success for a wine brand?

Jusden Aumand:

“Partnerships, communication, forecasting, and relationships are critical. Everyone needs to be excited about a brand for it to succeed.”

Long-term success depends on alignment across the supply chain — from winery to importer to distributor and retailer.

Are retailers today more interested in unique, niche wines with a story, or wines with proven commercial appeal and broad consumer demand?

Jusden Aumand:

“It depends on the retailer. I see both being effective in different channels.”

Different retail environments often call for different strategies, making market fit and channel understanding especially important.

For wineries hoping to grow in the U.S. market, what practical advice would you give to improve their chances of retail success?

Jusden Aumand:

“Breaking into shelf spacing initially is challenging. Retaining that space is formidable. A winery needs to have a long-term view and work individually with importers to cater to exactly their needs to break in. Once placed, the winery needs to be flexible and deft in pivoting with the market. Complacency flatlines brands.”

Final Thoughts

Success in U.S. retail is rarely built on quality alone. Wines that perform consistently tend to combine strong value, clear positioning, appealing packaging, and the right partnerships across the supply chain.

As Jusden Aumand highlights, wineries looking to succeed in America should approach the market with patience, adaptability, and a willingness to understand the unique needs of importers, retailers, and consumers.

About Jusden Aumand

Jusden Aumand is the Head of Buying at Tri-Vin Imports, where he plays a key role in sourcing and evaluating wines for the U.S. market. With deep experience across importing, buying, and portfolio development, Jusden works closely with producers and trade partners to identify wines that not only deliver quality but also have strong commercial potential in retail.

His expertise spans market positioning, pricing strategy, packaging evaluation, and understanding changing consumer trends across different retail channels. Through his work at Tri-Vin Imports, Jusden has developed a practical perspective on what helps wine brands successfully enter, grow, and sustain momentum in the competitive U.S. market.

Also Read:
How USA Wine Ratings Helps Wineries Reach U.S. Retail Buyers
The American Wine Regions Challenging Napa’s Dominance
How To Pitch Your Wines, Beers, and Spirits To National Chains