In many instances, the best way to honor a person’s accomplishments is to continue the person’s legacy even after they have passed from this worldly life. This is the glass that Kyle Flandrau is raising to his mentor Charles Francis Massie, a gifted individual associated with making Absolut Vodka a household name.
Wine and spirits have long been dominated by legacy names and inherited prestige, but Kyle Flandrau, the 30-year-old founder and CEO of By the Glass Imports, has taken a different path. Unlike many in the industry, he did not inherit a vineyard or come from a family of winemakers. Instead, he leveraged creativity to shake the conventional wine and spirits importation model.
While many industry executives have built their reputations over decades, Kyle Flandrau has expanded his company into five countries in just a few years. His business moves millions of bottles annually, focusing on an approach that prioritizes storytelling, branding, and consumer experience as much as the quality of the product. On top of his import company By the Glass, Kyle is also fully hands-on with his distribution companies in New Jersey, New York, and Florida and is even setting his sights on eventual expansion into South Korea, Vietnam, and China for import and distribution this year.
From Microphone to Merlot
Before making his mark in the wine and spirits industry, Kyle Flandrau spent nearly two decades as a musician. His background in music shaped his ability to craft compelling narratives, which is essential in branding and marketing. When one can evoke emotion, they create experiences and connect with an audience, which is translated into Flandrau building his company’s unique approach to wine and spirits.
“Music taught me how to create an experience,” Flandrau says. “Every song tells a story, and every bottle of wine should do the same.”
Kyle Flandrau’s experience understanding audiences also helped him anticipate changing consumer trends, especially now that younger buyers seek a deeper emotional connection with the brands they support.
Rewriting the Rules of Wine and Spirits Importation
The traditional wine and spirits import industry relies heavily on long-established distributor networks. Smaller players often struggle for visibility, and consumers typically buy familiar labels. Flandrau saw a different opportunity.
Apart from distributing, By the Glass Imports creates. This allows the company to design labels, source production from small-batch wineries and distilleries, and market directly to a new generation of consumers who prioritize authenticity and storytelling.
The strategy has paid off. Sales of the company’s flagship brand, Costa Bella, have surged in recent years, aligning with growing industry trends. According to 2023 data from the Wine Market Council, U.S. consumers are showing an increasing preference for premium and boutique wines, with a 12% rise in demand for imported bottles priced under $30. Projections suggest this segment will expand another 8% by 2025, driven largely by younger demographics.
The Challenges in a Traditional Industry
Despite its success, By the Glass Imports faces industry-wide resistance to change. Traditional distributors dominate retail partnerships, and entering new markets requires persistence. Additionally, the rise of direct-to-consumer (DTC) sales—driven by post-pandemic online shopping habits—presents both an opportunity and a challenge.
This focus on experience-driven branding has set By the Glass Imports apart. The company has achieved a remarkable 40-50% annual revenue growth, demonstrating that modern consumers are drawn to brands that offer something beyond a product—a connection to an experience.
A Legacy Still in the Making
As By the Glass Imports expands rapidly, the next phase of its evolution remains an open question. But for Kyle Flandrau, the mission is firm. “I want to build something lasting,” he says. “Not just a company that sells wine and spirits, but a company that changes how people think about them.”
Kyle Flandrau’s fresh approach is reshaping the industry. Whether he is seen bringing new life to the industry or someone highly ambitious, one thing is certain—his influence will be felt for years to come.
