The Wines Of Guy Azera. On Sale.

From: Wine of the Month Club Sep-15-2024 11:19:am

I have been wanting to highlight the career and wines of this most extraordinary importer:

Guy Azera, the inspiration behind The Wine Source, Inc. is from the Bordeaux region of France. He grew up in the two hotels and restaurants owned by his parents in the Bordeaux region. He was exposed at an early age to the Haute Cuisine and the unique wines from the region. While on summer vacation, managing one of the Hotel Restaurant, he created a unique wine list representing not only the best wines of Bordeaux but the best values as well.

He also became Champion of French Boxing while also going to school. While at Sup'De Com Bordeaux (Business School) he got a grant to transfer to UCLA. In 1978, Guy came to the United States and while attending UCLA, developed a wine program for Bordeaux appellations to survey about 1,500 companies from retailers to importers. He then sent the results to his friends, who were chateau owners, to show them the U.S. potential for their wines. To his surprise, four of his friends filled a 40-ft container and shipped it to him.

This is how the whole thing started. Guy was supposed to be in the U.S. to learn the American way of managing multi-unit operations to help his parents grow their business in France. But this was not to be, instead, he started to sell a container of wines from four unknown châteaux to…and oh yes, there were no customers to start. In 1981, he founded Transat Trade Inc., an importer, and distributor of fine wines from only four Bordeaux châteaux. So with days before the payments were due, Guy was lucky enough to have an appointment with Mayfair Markets' wine buyer, Mr. Jay Hill. Guy told the buyer that this was just a school project based on a market study. Jay realized the potential for his market chain and ordered the exact amount that was needed to be paid to the French producers. While Guy was writing the order, Jay added one condition to which Guy responded, "Anything you want," as he had just met his savior because prior to meeting Jay, that would have been the end of Guy's career in the wine business. Surprisingly, Jay's condition was for Guy to simply re-order another container from Bordeaux.

If someone deserves the credit for putting Guy in the wine business, it is Mr. Jay Hill. The credit also goes to Guy himself, for all his hard work.

Guy quickly expanded the selection of wines from Bordeaux and added the other wine regions of France with the same strategy: offering great wines at great values that people can enjoy.

To this day, The Wine Source, Inc. never lost track of its purpose which is to bring great French wines to people to enjoy on daily basis.

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