Traveling through Argentina in 2008 opened Shelbi Herring’s eyes to a new business opportunity. Long a wine enthusiast, she noted the exceptional quality of wines being served there. “I realized that the wines available in the U.S. didn’t represent the best of what Argentina had to offer,” she said. “The real gems weren’t being exported, so the U.S. market was missing out.”
A seasoned strategic consultant with expertise in many facets of business — growth strategy, logistics, finance, etc. — Herring was inspired to kick off her first entrepreneurial venture: Copa Fina.
“I started the business with three wineries and 14 wines from Argentina, driven by a simple but powerful mission: to connect thoughtful family-owned wineries with people who would appreciate them. Over the years, that mission has expanded to include Chile, New Zealand, Spain, Italy, France and Uruguay,” Herring explained. “We’ve grown from a passion project into a thriving business, always staying true to our core values of authenticity, quality and partnership.”
Herring shared her perspectives into Copa Fina and being a business owner:
How do you describe Copa Fina to people you meet?
Copa Fina is a boutique wine import and distribution company built on relationships and a commitment to thoughtful sourcing. We work with family-run wineries from around the world — people who farm their own land, make their own wine and care deeply about their craft. Our rule is to bring those wines to the market in a way that represents their integrity while making them accessible to retailers, restaurants and consumers.
What differentiates your business from the companies you compete with?
We don’t think of ourselves as another importer or distributor; we are instead a strategic partner. We operate with a high level of service, curating a portfolio that balances both iconic staples — Argentinian Malbec and New Zealand Sauvignon Blanc wines, for example — and unexpected, forward-thinking options like Chilean Riesling. Our wineries all practice what I call “conscientious farming,” focused on low-intervention, low-impact methods. Most of the wines we work with are limited in production, which ensures a level of exclusivity and quality.
On the operational side of our small business, we apply highly efficient, technically driven logistic models that enable us to compete with larger players while offering personalized service. Because we’re able to operate and execute at a level that’s unusual for a portfolio of our size, we can compete with much larger companies serving many of the same retail customers.
Are there challenges associated with serving your various customers?
About 95% of our business is wholesale — third-party distributors, restaurants and retailers — with a tiny portion of sales attributable to consumers who seek us out. Each segment has its needs, which can be a challenge, but also an opportunity.
Third-party distributors require consistency in supply and strong support. Restaurants and retailers want wines that set them apart. Managing these varying expectations requires a tailored approach, including the right mix of wines, clear and organized communications, and a supply chain that provides quality and reliability.
We work with our partners to help them develop successful wine programs. We’re strategic in how we position our portfolio, ensuring our wines are both compelling and commercially viable for each type of client. Because we focus on relationships instead of transactions, we have been able to build a business that supports not only our customers, but also the family-owned wineries we represent.
How has your company grown since its inception?
Since our founding in 2009, when we started with 14 wines, we have grown to carry over 200. While this is a small number compared with other distributors, it is intentional. Our growth has never been about adding more for the sake of adding more product, but rather thoughtful curation. Each wine is selected strategically to fill a distinct place in the market, ensuring our offerings complement, rather than compete with, one another. Our strategic portfolio growth has led to geographic growth; we’ve strengthened our presence and team in all three of our locations: California, Nevada and Arizona.
Whom do you rely on for business advice?
I’m lucky because I’ve had a lot of mentors along the way. Some of my ex-colleagues who worked in wine were very helpful, and I’ve always talked with other importers, as well as colleagues throughout the supply chain. But a lot of credit goes to our team. Bouncing ideas around in-house has been integral to our success, because our team members are smart and insightful. We approach issues not by saying, “What is industry standard?” but rather, “What’s the logical way to approach this?” Sometimes we do things very differently, and it works for us!
How does having a dedicated business banker help your company?
Having a dedicated PNC business banker has been extremely helpful to us, particularly because our industry moves so quickly. Our banker understands the nuances of our business and offers timely support and insight around managing cashflow, preparing for growth and other financial matters. Having a trusted, reliable, responsive resource to turn to is an extra layer of confidence for us as we continue to expand.
What advice would you offer aspiring entrepreneurs?
Stay flexible. Surround yourself with great people. Never underestimate the power of a strong team. Entrepreneurship isn’t linear: You’ll face challenges and setbacks that force you to reevaluate your approach, but having a strong network and staying open to learning is critical. What’s even more important is to build a team that shares your vision and values.
Also remember that success isn’t just about work — it’s about balance and fulfillment. I’m so proud of what we’ve built and what we do, but I recognize that my roles as mom, wife, daughter and friend are just as important as being an entrepreneur. A big part of my starting Copa Fina was to build a thriving company with a culture that would support work-life balance for every member of the team. While building a business is important, so is building a life that feels rich and meaningful.
