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David Sarmento’s Journey to the U.S. and Business Ventures
Background: David Sarmento emigrated from Portugal to the United States in 1967. He initially worked at a factory, where he put in long hours and saved enough to buy two houses within five years. Despite a brief return to Portugal in 1972, he decided to settle permanently in the U.S., where he was welcomed back by his former employer.
Starting a Business: In 1976, David attempted to start a sausage factory by purchasing a restaurant, but his application was rejected. With encouragement from his wife, he instead decided to run the restaurant, which had an existing liquor license. The couple managed the restaurant successfully, paying off the purchase within three years.
Venturing into Wine Imports: In 1985, David expanded into importing wines, initially from Portugal’s ‘Caves Vice-Rei’. The process required acquiring import licenses, as he could not hold both a restaurant and import license. By this time, they had moved their business operations from New Bedford to Fall River, Massachusetts. The import business grew steadily, focusing on wines, spirits, beer, and various international products.
Expansion and Workforce: Today, Sarmento’s Imports operates in 23 U.S. states with a team of 22 employees, including sales representatives and warehouse staff. The company mainly serves retailers like liquor stores but is now expanding into restaurants, particularly in Boston.
Focus on Portuguese Wines: David initially focused on Portuguese products because of limited availability in the U.S. market 30 years ago. Over time, the image of Portuguese wines has improved significantly, with better labeling and presentation. Due to their quality and competitive pricing, Portuguese wines have gained recognition in the American market, competing well against pricier Californian options and becoming increasingly popular.
Market Perception: American consumers are familiar with grape varieties like Merlot and Chardonnay, making wines from regions like Chile popular. Similarly, the unique quality and affordability of Portuguese wines have helped them gain traction, resulting in a growing presence in the U.S. market.
