By: Cameron Wells

Georgia-based startup prioritizes sustainable growth over rapid scale while building national distribution network

In an industry where success traditionally requires substantial upfront investment and generational relationships with distributors, Marble Wines is demonstrating that strategic capital allocation and authentic brand positioning can compete effectively against established players.

The Atlanta-based wine company, founded by Latoya S. Jordan and Brianna Shelko, has built a business model that deliberately prioritizes sustainability over speed, allowing the founders to maintain control while expanding into competitive markets including Brooklyn’s sophisticated wine retail landscape.

Capital Strategy Drives Growth Decisions

Operating in one of the most capital-intensive consumer goods categories while maintaining full-time careers in other industries, the founders have developed a disciplined approach to investment prioritization that sets them apart from venture-backed competitors.

“Having other careers gives us the freedom to be disciplined,” Jordan explained in a recent interview. “We don’t have to chase rapid scale or outside funding—we can prioritize smart investments that keep Marble sustainable.”

The company’s investment hierarchy places product development first, followed by high-return marketing strategies such as social media campaigns and pop-up tastings, with geographic expansion occurring gradually and intentionally. This approach contrasts sharply with traditional wine industry models that often require significant debt financing or equity dilution to achieve market presence.

“We’d rather build a loyal community in the right markets than try to be everywhere at once,” Jordan noted, emphasizing their focus on building brand strength rather than pursuing immediate volume.

Distribution Strategy Targets Boutique Partners

Marble’s market entry strategy reflects broader shifts in wine distribution, where authentic brand stories can compete effectively against established relationships. The company entered Brooklyn’s competitive market through boutique retailers rather than pursuing major chain placement, a decision that has yielded measurable results.

Recent partnership with Pompette Wines in Harlem represents a significant milestone, demonstrating that their community-focused approach resonates beyond their Georgia home base. This selective partnership strategy extends to their nationwide expansion plans.

“We’re not looking for blanket coverage everywhere—we’re looking for aligned partnerships that give us reach without losing our identity,” Jordan said, highlighting the tension many emerging brands face between scale and authenticity.

The approach appears sustainable as larger distributors increasingly recognize that small brands bring unique value propositions that can differentiate retail offerings in saturated markets.

Competitive Positioning in Crowded Market

With thousands of wine brands targeting female consumers and promoting approachable positioning, Marble faces the challenge of defending competitive advantages that could theoretically be replicated by better-funded competitors.

The founders argue their differentiation stems from authentic lived experience rather than marketing positioning. “Our story, our perspective, and the way we connect with our community can’t be replicated by a big company with a larger budget,” Jordan stated. “They can copy the language, but they can’t copy the lived experience or the relationships we’re building one conversation, one event, and one customer at a time.”

This positioning strategy focuses on community building and direct consumer relationships rather than traditional wine industry metrics such as critic scores or distributor penetration. While this approach limits certain growth pathways, it potentially creates stronger customer loyalty and brand resilience.

Photo Courtesy: Marble Wines

Mission-Driven Business Model Challenges

Marble’s stated mission to “create wines that delight the senses, honor individual expression and foster connection among women” drives operational decisions that sometimes conflict with traditional business optimization strategies.

The company removes industry barriers through approachable pricing, diverse retail partnerships, and marketing that targets broader demographics rather than established wine consumers. This includes hosting events where consumers can interact directly with founders, creating personal connections that larger competitors struggle to replicate at scale.

“The traditional wine industry has built barriers around status and legacy,” Jordan observed. “We’re removing them by creating connection, authenticity, and inclusivity—because when people feel seen, they’re more willing to explore, enjoy, and share wine.”

Exit Strategy Considerations

When asked about potential acquisition opportunities, the founders indicated they would evaluate such decisions based on cultural alignment rather than purely financial considerations.

“It wouldn’t just be about numbers on paper,” Jordan explained. “It would be about alignment—does the partner understand our mission, our community, and the values that make Marble different? Would they help us amplify what we’re building, or would they water it down?”

This approach reflects growing awareness among mission-driven brands that acquisition can dilute the authentic relationships that drive their competitive advantage, even when financial terms appear attractive.

Market Performance and Future Outlook

While specific financial metrics remain private, the company reports steady year-over-year growth and successful expansion beyond their initial Georgia market. Their ability to enter competitive markets through boutique partnerships suggests their model may be scalable without compromising brand authenticity.

The success of Marble Wines offers insights for other emerging consumer brands navigating capital-intensive industries. Their emphasis on sustainable growth, authentic community building, and selective partnerships provides an alternative template to traditional venture-backed scaling strategies.

As consumer preferences continue shifting toward brands with authentic stories and community connections, Marble’s approach may signal broader changes in how successful consumer goods companies build national presence while maintaining their founding values.

Marble Wines is currently available online nationwide and through select retail partners in Atlanta and Brooklyn.

Disclaimer: Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems. Women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. Drink responsibly.