Premium Wine Broker – a modern négociant in bulk wine

Premium Wine Broker is a virtual négociant and talent scout in the bulk wine industry. Every year we filter out the most sellable bulk wines on the global market, taking into account global trends, unique selling points, correctness of wine style and value. We aim to be the most innovative company in the bulk wine industry, identifying new trends faster than anyone ells.

Founder, certified Sommelier and head wine broker, Mr. Cruz Liljegren, studied to be a négociant on the university of Dijon, France. He knew that Burgundy was the home of many of the greatest négociants and wanted to learn how to build a modern négociant businesss with knowledge from previous generations of wine brokers.

In Burgundy he saw with his own eyes the effects of global warming on the wines of France and decided to build a business that would be one of “the good guys” in terms of CO2 emissions. He knew that shipping bottled wine around the globe was the major contributor to CO2 emissions in the wine business. In building a business model for his company it therefore made sense to exclude the largest environmental issue.

He discovered that négociant up until very recently shipped their wines in bulk and not bottle, a practice that became unpopular due to the possibility of labelling wines fraudulently. In the 1990s and 2000s a new generation of ultra modern bottling lines have been pioneered in countries such as Germany and the UK, enabling wines in bulk to be bottled close to the area of consumption. Current legislation has greatly reduced the risk of wine fraud in bulk wine, so it became clear that his negociant business should go back to the traditional practice of exporting wines unbottled, in bulk.

What we do

The clients of Premium Wine Broker are value driven and in need of bulk wines with strong selling points. We therefore taste over 500 bulk wines before assembling what is the core of our business, a yearly PDF that we somewhat confidently call “the best bulk wines on the global market”. Supermarkets, brand owners and wine importers can be confident that the bulk wines in the list are some of the best values of the year, indeed less than 5% of the wines we taste end up on the final selection. We don’t accept payments from wineries to list wines with us,

Premium Wine Broker is your independent guide to the best bulk wines on the market. We think it would be great if more people understood that the wine world is much more than what’s available in the supermarkets. We believe that consumers are intelligent and ready for what’s next.

For more specific information about our services press below.


All enquiries: info@cruzliljegren.com | Cruz Liljegren +34 694 485 986

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