France is Europe's 5th-largest wine-consuming country, with an average annual per capita consumption of 42 liters, according to Statista. Although the French are tending to drink less wine, they prefer quality to quantity, and are therefore looking for professionals who can offer them advice and top-of-the-range products. Whether you're a connoisseur of fine wines or a gourmet, would you like to open your own wine cellar? Discover all the steps you need to take to launch your wine cellar business.
Specificities of the wine merchant business
Although you don't need a diploma to start a wine cellar business, it is strongly recommended that you receive training in oenology, to learn about the latest wines, wine and food pairings, and how to showcase them in your wine cellar. To professionalize the trade, the Fédération des Cavistes Indépendants even created the title of “Maître Caviste” in 2017. Management skills are also recommended, to be able to manage inventory, accounting and taxation.
Compulsory licenses
To sell alcohol, you'll need one or more licenses. There are two types of license for takeaway sales:
- a small takeaway license to sell group 2 and 3 spirits
- a takeaway license to sell alcohol groups 2, 3, 4 and 5.
If you wish to offer on-site consumption in your wine cellar, you will need to obtain another license:
- the 3rd category license for groups 2 and 3
- the grande licence for groups 4 and 5.
These licenses will be granted after you have attended a 20-hour training course and obtained your operating permit. Finally, 15 days before you open for business, you'll need to make a prior declaration to the town hall, using CERFA 11542.
The final step, specific to the sale of alcohol, is to register with the local customs office.
Choosing a wine bar license
Study your competitors to stand out from the crowd
Before you get started, it's time to do some market research. This will enable you to find the catchment area that's right for you, but also to discover the habits and expectations of consumers in the region. Look at your competitors: are there many of them? What do they offer? Measure their strengths and weaknesses, so you can adapt your offer to stand out from the crowd.
Choose an innovative concept
Your biggest challenge will be to stand out from the crowd in a market where supermarkets hold the lion's share of the cake. Your trump card will be proximity: your customers will be looking for advice and professionalism. Think about what will set you apart from your competitors: organic wines only, bag-in-box quality wines, etc. Don't overlook the additional services that will build customer loyalty: regular tastings, introductions to oenology, a delicatessen corner with gourmet products or even a wine bar! This choice will be crucial to the success of your project.
Choisir le bon concept pour sa cave à vin
Administrative formalities
Before you open your wine cellar, it's time for the administrative formalities. Legal form, financial analysis, choice of partners and business plan are all on the agenda.
Think about financing
Becoming a wine cellar owner requires solid funding, because the investment is substantial. You'll need a fairly substantial initial stock to be able to serve your customers and offer them a wide choice. You also need to take into account the layout of your premises, specific equipment (refrigerated cabinets), as well as traditional start-up costs such as communication and cash flow. According to the L'expert-comptable website, industry professionals reckon on an average investment of €80,000 for a 50m² store (excluding stock).
Choosing your suppliers
As a wine merchant, you are both a buyer and a specifier! It's very important to select your suppliers carefully, because they'll be an integral part of your project. Get out into the field, meet them at trade fairs and shows, and tour the châteaux and cellars of your region, as well as the other wine-growing regions of France !
Draw up your business plan
This roadmap covers everything you need to know about your wine cellar project. It will not only help you convince your bankers, but also guide you through the entire process of launching your wine cellar.
A business plan includes :
- your market study
- your detailed project
- your projected income statement over 3 years (initial financing plan, cash flow statement, projected balance sheet, etc.).
Open your wine bar in the perfect location with wooden decorations
Installing the wine cellar
Now that your project is complete, it's time to get down to business! Let's get on with finding the best premises, fitting them out and preparing for your launch!
Finding the ideal location
To find the perfect location, your market research will have already enabled you to target a geographical area. Usually in a city center or wine tourist area (such as Bordeaux or Burgundy), your business needs to be visible to passers-by. Be careful, though, as some small towns do not allow the sale of alcoholic beverages.
The perfect layout
Once you've found the right store, it's time to think about layout and decoration! Your shop window must also make you want to walk through the door. Tradis offers you a specific range for wine shops with high-quality, durable solid wood furniture to dress up your wine cellar: a tasting table, a wine storage for 140 or 200 bottles, a wine display stand or even a wine bar. These pieces of furniture will add character to your establishment and showcase the high-end products you offer.
The communication plan
The final stage in your launch is your communication plan. There are a number of levers at your disposal: advertising in the local press, flyers, posters, word-of-mouth with other local businesses. Think digital too, with a website to offer click&collect or online sales, or social networks to develop your online business.