Vision
To be the most valued wine and spirits wholesaler in Colorado.
VinMarket is an independent, Colorado-owned distributor of wine, spirits, and sake — selling to accounts statewide since 2013.
About
Locally owned. Globally connected.
Mission
To be trusted in delivery on commitments to suppliers, accounts, and employees.
What does trust mean?
Trust starts with the quality of the beverage. We market products we are proud to drink — wines that represent their terroir and spirits and sakes that reflect their distillers’ and brewers’ heritage. Of course, for suppliers, trust means not having to wonder if the check we wrote will clear your bank.
Charles
How did VinMarket get started?
After 15 years working in the wine business at large distributors and in regional sales management for a large California winery, I wanted a new challenge both personally and professionally. Building a business from scratch was a leap of faith to prove that it could be done without someone else’s resources or safety net while still being able to provide suppliers, customers and our employees a quality experience and high level of service.
Matt
It was a transition from avocation to vocation, with a dose of serendipity. I was looking to build a business with an international component, and wine was a passion. Shortly after moving to Boulder, I met an importer with a small portfolio of Italian, Spanish, and Portuguese wines who needed distribution so I started TerraNova Wines in 2007 to focus on those wines.
Charles
What does the future hold?
A downturn in consumption (or the dilution from the overwhelming options available), the cost of living increases that are impacting discretionary spending and the increases in the cost of doing business in Colorado have all provided different challenges for us and our clients. However, at our size, winning in this new world is about gaining share, not dwelling on the growth or compression of the overall industry. We must do what we believe in to the best of our ability and earn the faith and trust of our customers and suppliers. Fortunately, we operate VinMarket with a great deal of financial discipline so our employees and suppliers can rely on us to honor our commitments to them and our customers can rely on us to have consistent inventory and a high level of service.
Matt
Our company DNA is one of integrity, innovation, and perseverance. We want to help our suppliers and customers navigate this changing environment. We know how to help stores replace revenue and increase profit, and how to help restaurants build compelling lists that build customer loyalty. We have a portfolio breadth and scale of operation that are relevant to customers of any size, and a track record of building brands for our suppliers.
Charles
Leadership
The people who run it.
Matt Guerriero
Owner
“Following conventional wisdom and relying on shortcuts can be worse than knowing nothing at all.” — Ben Horowitz
After 28 years in the beverage alcohol business, and 13 years since co-founding VinMarket, co-owner Matt Guerriero continues to be the operating partner for the business and is on-site every day. While he doesn’t ski, hike, bike or kayak as much as he would like, Colorado is still a great place for him to call home.
The boys that were just kids after their family’s move from Brooklyn are now aged 30 and 27, with one joining the business as a street sales representative nearly two years ago. The beginning of each day is a long early walk with the family dog, having breakfast with his wife of 32 years, reading the trades and getting geared up to adapt to the unpredictable issues that every day inevitably brings.
Charles Bloomfield
Owner
“We make a living by what we get, but we make a life by what we give.” — Winston Churchill
Charles is an entrepreneur and investor. His diverse experience spans hospitality, sales, real estate, industrial safety, IT consulting and private equity. After a childhood spent largely in Europe, he returned to the US for college in Iowa. School breaks provided the opportunity to return home and fill luggage with raw milk cheeses, bottles of Fleurie and “real beer” to share with friends — his first foray into the import and distribution business.
He graduated with a degree in history, and after four years in the hotel business, obtained an MBA from the University of Denver. Now semi-retired, Charles lives in Boulder with wife Maria and daughter Nina. He manages a small import portfolio for VinMarket, and when not working or parenting, he may be found taking advantage of all Colorado offers in outdoor recreation, gardening, cooking, and supporting local nonprofits.
Eric Lambertus
Director of Sales
I came up in restaurants, enthralled by the scene, the people, the theater-magic of service, the opportunity to make money — learning and selling wine enhanced it. Of a day, the order clipboard landed in my lap… figured I better learn enough not to look the fool. Mentors, reading and journaling sample impressions were a lifeline: eternally grateful to those who were patient and kind in early days.
Oregon, then, for (unrelated) book learning, and restaurants again provided means. More people — a majority fascinating — segued a chance to dip into grassroots wine production. I had a sense but couldn’t anticipate just how cold, wet, and tired the days would leave me. Wouldn’t trade that window but wasn’t ready to make it my life.
Returned to Colorado, visited with a stranger at a bar, helped start a distributor. Ten years passed and tried to reengage my education for career. Sidelined wine about a week then was hoodwinked into a gig with a national importer, ended up chief bottle washer and seller-man.
After, helped with a southern hemisphere grape juice project, both fermented and not. Learned logistics again, differently. Eye opening.
Worked back into Colorado distribution and managed a sales team in two separate iterations: in the second (here with VinMarket), exploring and selling spirits, liqueurs, sake, sherry, and yep, wine. Hello 2026!
Time with my lady, catching up with happy adventurous kiddos, books and movies (especially silly ones) and being commandeered by a couple loving, troublemaking canines fills the in-between.
Rochelle Bell
Office / Portfolio Manager
“Luck is what happens when preparation meets opportunity.” — Seneca
Rochelle Bell, a Colorado native, graduated from the University of Colorado with a degree in political science and psychology. She helped manage her family’s fire protection business through to its eventual sale, and then worked as an account manager in custom steel fabrication. The wine bug bit Rochelle in the late 1990s, when she found her way to VinMarket courtesy of Alan Freis (Applejack Liquors patriarch).
As VinMarket’s Office and Portfolio Manager, Rochelle has assumed a variety of brand management duties and — most importantly — keeps us sane. In her spare time, Rochelle loves watching the CU Buffs and LA Dodgers, hiking, fly fishing, rose gardening and agility training with her Clumber Spaniel, Autumn.
Producers
The neighborhood you want to be in.
The key to success is the company you keep and the halo effect enjoyed by our collection of amazing importers and producers – that is why you want to be here!
Brands in the Spotlight
Timely, not a ranking. Names rotate when something is happening — a release, a new line, a reason to look now.
Become a Customer
Open an account.
A few basics first. VinMarket will follow up from management@vinmarket.com — including the DocuSign paperwork when it is time.
Supplier Corner
Suppliers, are you intrigued?
If these words are in your lexicon, it may not be a great fit. If they make you laugh, keep reading.
The Cliché Bored
Words and phrases that just don’t work here.
Yes, the managers and owners did time at business school, worked in big corporations, and sat through enough marketing presentations to know exactly what they didn’t want at VinMarket. Below is our Cliché Bored, and what fine is levied if it slips out.
$50
- Circle the Wagons
- Block & Tackle
- Xs & Os
- Huddle Offline
- Pow-Wow
- Let’s Whiteboard This
$75
- Best in Class
- Mission Critical
- Laser Focus
- Next Level Anything
- Low Hanging Fruit
- Not Rocket Science
- Gamechanger
$100
- Curate(d)
- Highly Curated
- Curation
- Curatable
- Any other permutation of this overused word
Delivery Schedule
Delivery schedule.
Most small to mid-sized distributors don’t offer this frequency, especially in a state as large, and often as remote, as Colorado. We have a logistics partner who will deliver to accounts both large and small — so with our fair minimums, we are often outcompeting even the largest distribution companies in the market.
- Denver3× per week
- Boulder2× per week
- Aspen & the Roaring Fork Valley2× per week
- Vail Valley2× per week
- Summit County2× per week
- Fort Collins2× per week
- Colorado Springs2× per week
- Durango / Telluride and the Four Corners1× per week
- Steamboat & Grand County1× per week
- Grand Junction2× per month
We have you covered.
Careers