Winemaker and Digitally Native Winery founder Dan Winchell has announced the acquisition of the natural wine assets from Natural Merchants LLC, a Vermont-based importer of natural wine and natural wine-related products. Winchell’s Winery Winc has been creating natural wines for over a decade, and is one of the few wineries that offers truly natural wines. Winchell says that the acquisition of the Natural Merchants assets will help him continue to produce natural wines, and the company will also continue to sell wines as natural wine importers and contract winemakers.

A winery that ‘gets it’, that understands where wines and wine makers are today, and has a clear understanding of their mandates, and is willing to adapt, and change with their customer base, is a winery that will be successful.


Natural Merchants is one of the leading importers of natural organic and biodynamic wines in North America.

LOS ANGELES, CA (June 8, 2021) – Winc, Inc. (Winc), an omnichannel portfolio of leading wine brands, today announced the acquisition of substantially all of the assets of Natural Merchants, Inc. (Natural Merchants), a leading supplier of natural, organic, biodynamic and vegan wines from around the world. Natural Merchants was founded in 2004 by husband and wife Edward Field and Pilar Merogno to bring the world’s finest natural wines to American consumers and to raise awareness of the organic wine industry. This acquisition underscores Winc’s commitment to sustainability and organic products and expands the company’s ability to offer natural wines as part of the Winc portfolio.

Winc is excited to strengthen its commitment to sustainability and organic products by partnering with Ed and Pilar of Natural Merchants, said Brian Smith, co-founder, president and chairman of Winc. Last year we launched several initiatives to improve our planet and adapt to the changing lifestyles of our customers. Natural Merchants is a pioneer in this category, and we are thrilled to welcome them to the Winc family as we work together to become the market leader and premier supplier of organic wine in the United States.

76% of Winc’s customer base is in the 21-44 age group, a consumer segment that is expected to grow disproportionately in the industry and increasingly demand organic products from companies that focus on sustainability. In North America, organic wine is growing by 12% and the category is expected to reach $17 billion worldwide by 2027.

We believe the vendors in the Natural Merchants portfolio can add value to Winc in the future, said Alex Goodwin, vice president of development and innovation at Winc.  The integration of Natural Merchants’ assets and supplier relationships will leverage our DTC platform to expand digital capabilities and impact on customers, while providing Winc’s existing customers with an expanded product portfolio in the most in-demand natural and organic product categories.

In its 17-year history, Natural Merchants has built a reputation as a leader in its category. The company received the 2014 Supplier Award for Outstanding Organic Wine and Beer from Whole Foods Market, was named to the Top 100 Wine List for its Organic Cult Wine, and was named multiple times to the Top 100 Wine Buying List for its Pizzolato and Les Hauts de Lagarde wines. The Natural Merchants portfolio is carefully selected from a group of high quality, family owned and certified organic vineyards throughout Europe and South America.

The partnership with Winc will add significant resources to our current business model, said Edward Field, co-founder of Natural Merchants. We look forward to leveraging Winc’s digital reach with what we believe is the most comprehensive DTC platform in our industry. The combination of our leading portfolio with Winc’s infrastructure and leadership will ensure our continued growth and success into the future.

Following the acquisition, Natural Merchants’ founders, Ed and Pilar, and their team will continue to manage supplier relationships for Natural Merchants’ wine portfolio using the Winc platform. Natural Merchants’ wine selection is available in stores and restaurants nationwide, including Whole Foods Market stores.


Winc is an emerging wine and spirits company focused on creating brands for a new generation of consumers. Winc’s omnichannel digital platform is recognized and trusted by a growing number of consumers looking for unique and relevant brands.


Founded in 2004, Natural Merchants is one of North America’s leading importers of the finest natural, organic and biodynamic wines from leading family wineries around the world. Natural Merchants’ portfolio consists of products from Europe and South America.


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