60: Building Skurnik Wines & Spirits: Inside a $200M Legacy with Harmon Skurnik - Business of Drinks

In this episode of Business of Drinks, we sit down with Harmon Skurnik, president of Skurnik Wines & Spirits, one of the most influential importers and distributors in the U.S. With more than $200 million in annual revenue, a wholesale presence in nine states, and import reach across the nation, Skurnik has grown into a powerhouse while holding tight to its roots as a family-run, quality-first business.

Unlike many peers, the Skurnik team has never chased scale for scale’s sake. Instead, their approach has been defined by thoughtful, organic growth — expanding only when the opportunity was right. From rescuing a struggling Ohio distributor to launching what would become their top-selling brand, The Pinot Project, Harmon shares how Skurnik’s strategy has delivered both scale and staying power. In fact, Skurnik’s sales were up in 2024, while much of the wine industry contracted — a testament to their effective operations and strategic growth path.

In this episode, Harmon shares:

• How Skurnik Wines & Spirits grew from a two-man operation in NYC to a national player with 270+ employees

• Why they still personally taste every wine and interview every employee — even with operations in nine states

• The story behind The Pinot Project, now their #1 SKU, selling 65,000 cases and $6 million annually

• How the team turned around a failing Ohio distributor into a thriving business in Ohio, Kentucky, and Indiana

• Why the company avoids expansion for expansion’s sake, and only grows where it can add true value

• How Skurnik positions itself as a marketing partner, not just a logistics provider, for its suppliers

• What makes a good distributor in today’s market — and why asking "how many reps do you have?" misses the point

Last Call: We dig into a provocative piece by cocktail historian and author David Wondrich: “Why Is My Drink So Damn Weird?” (via Punch). Erica, Scott, and Caroline debate:

🔸 Has the cocktail world gone too far with obscure ingredients and 7-step prep techniques?

🔸 Are we losing sight of flavor in the pursuit of Michelin-style cheffy flair?

🔸 Where’s the line between innovation and accessibility on modern cocktail menus?

Listen in to hear our thoughts!

Don’t miss our next episode, dropping on April 23.

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Instagram @ericaduecy

Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributo