About Us

WineCircle Team Members include:

Peter Grossman, Founder and CEO

WineCircle Consulting is led by . Peter has trained and managed buyers and merchandise managers at Bevmo!, and at other retail chains. He brings the “behind the scenes” experience and expertise that can truly help clients create actionable plans to sell more wine. Peter’s extensive track record of accomplishments in sales, marketing and merchandising in the wine industry is second to none.

Peter’s core competencies include product mix optimization, pricing strategy, inventory management, supply chain logistics, marketing effectiveness, operations efficiency, and team evaluation, starting from the ground up.

Prior to founding WineCircle, Peter was Senior Vice President, General Merchandise Manager at Beverages & more!, a 60 plus unit alcoholic beverage superstore chain. He was recruited by its CEO to grow its business significantly, which he accomplished during his tenure.

At Bevmo!, Peter was the sales and merchandising leader on the five person senior management team that nearly doubled sales from less than $200 million to over $375 million, quintupling earnings in a three year period. Peter accelerated the growth of the business by increasing the focus on quality branded and private label products. He reallocated inventory investment to improve turnover and sales. By hiring and leading the appropriate talent, he built the business and the merchandising organization. Peter enhanced the growth of the wine business by increasing the productivity of the stores and the internet. Peter has extensive contacts in the wine industry.

Prior to joining Bevmo!, Peter owned and operated his own business for a number of years. Sales increased from $13 million to nearly $19 million and profitability improved. Peter understands how to grow small businesses. He comprehends how to get things done within the constraints of a small business. Peter also built little known products and categories into successful national businesses in a number of senior executive roles with branded, national retail chains, including Egghead and The Sharper Image.

Peter has an M.B.A. from Harvard Business School, and an undergraduate degree from Princeton University, where he graduated magna cum laude.

Mike Sullivan, Founder and Executive Vice President

has spent over two decades as a high energy, results-oriented, sales and marketing professional helping small companies grow and expand their business. By developing and executing successful sales and marketing strategies, Mike’s “pioneering” project wins have spanned many industries. He has helped relatively unknown companies sell consumer products into targeted distribution channels, including grocery, drug and specialty store chains.

Mike has been successful in the most difficult sales situations. He has sold a new, unproven software product to a large publishers’ association. He has sold one of the world’s largest defense contractors on the capabilities of a small design company. Mike has devised solutions for the many challenges that impact the growth and expansion of boutique wineries into established distribution channels.

Over the last two decades, Mike has repeatedly developed products that have gained footholds in various channels. He has created platforms for additional expansion. He has implemented numerous national business roll-outs, targeting retailers and distributors. Mike has closed deals with effective sales presentations. He has built and trained sales teams, devising metrics to measure and improve sales force and distributor productivity.

Mike also has a track record of optimizing online sales effectiveness. Mike creates and maximizes cross channel sales opportunities. Based on where products are in their life cycles Mike knows when and how to implement appropriate programs, from product rollout to saturation marketing.

Prior to starting WineCircle, Mike was Executive Vice President Lead Market, the search engine marketing specialist, U.S. General Manager for Kaiser Berndorf A.G., and a business development consultant for Godengo. Mike also ran his own business, which successfully sold branded consumer products through all channels of distribution in Northern California. In these roles, Mike identified industries needing various products and services, prospecting and closing clients in vertical market segments. Mike has paved the way for companies to focus their assets and target their business models.

Mike has a B.A. from the University of Illinois.

Additional team members and capabilities:

WineCircle has a substantial network of consultantswho have both winery and functional expertise, all of whom are available on an “as needed” basis, depending on the particular needs of our clients. We can involve outstanding winemakers, wine marketers, and wine national sales managers, as well as experts in finance, operations, personnel, web marketing, and website development, to name a few of the people who WineCircle has on call. Our commitment to you is that we will bring you the expertise you need to improve your business for an affordable monthly retainer.

winecircle-logo CONTACT
WineCircle Consulting
1700 Ygnacio Valley Rd., Suite 218
Walnut Creek, CA 94598
[email protected]