Meet Shelbi Herring: Owner, Copa Fina Wine Imports

We had the good fortune of connecting with Shelbi Herring and we’ve shared our conversation below.

Hi Shelbi, what principle do you value most?
For me, it all comes down to pride. Pride in your work impacts everything you do: you care about the outcome. You work harder. You drive better results. This ripples through the entire supply chain: a winemaker who makes wine with pride? You can taste it. Customers that are proud of their wine lists are the most fun to work with, and the most rewarding. It is a key characteristic I look for in all of our employees. We don’t sell super trendy, cult wines… we sell approachable, everyday wines with the intent to surprise and delight our customers. When our sales reps are proud of these wines, they work harder, do a better job representing our products, and ultimately deliver better service to our customers. It is the backbone of our culture and our reputation.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Copa Fina is a dream I started chasing in 2009. At that time, not many people had heard of Malbec. It was the start of the financial crisis, and I was searching for a professional purpose. I began small, with four wineries from Argentina: winemakers crazy enough to take a chance on a passionate 26 year old. I started with the tools I had available: experience in logistics, strategy, finance…. coupled with an insatiable work ethic and a budding passion for wine.

I started knocking on doors of restaurants in San Francisco, learning as I went. I really didn’t know the “norms” of the industry, and I was fine with that. My dream was to build a company based on passion and authenticity: selling wines I was proud to represent, while delivering the best customer service possible.

In the early days, we had a storage area in South San Francisco about the size of a large parking space. I would deliver our orders in the morning and make my sales calls in the afternoon, then finish all the admin late at night. Nothing about it was easy, but I’ve always held the philosophy that anything is achievable with the right amount of dedication and hard work.

We slowly (verryyyyyyy slowly) began to build a reputation for quality wines, great prices, and exceptional service: my goal from day one. Our team grew . We started selling in new areas, to new customers, and outside of California. We continued to grow the portfolio, always maintaining the the same philosophy since day one: wines and people we were proud to represent.

The wine industry is one dominated by a small number of very large players; then are thousands of us “little guys”, who try to stand out in our own ways. As a growing boutique distributorship, we have to deliver operationally versus the big guys (and their deep pockets), but also compete with the many other wonderful small distribution companies on selection, price, and service. Figuring out the right scale, inventory investment, and footprint is a constant struggle. In the early days, I tried to please everyone – to make every sale. That is not a sustainable (or profitable) strategy, especially now that I’m a mother with two kids under 6. It took me a long time to figure that out.

For many years my annual strategic initiates focused on “improved operational efficiency” and “achievable top line sales growth.” Now, we are more focused on working “smarter” (not necessarily harder), and on optimizing resource allocation. Sales growth doesn’t always equal profitability growth, and by shifting our focus we have improved the overall health of our company. And, since the beginning, we have invested in our team in ways that don’t seem to be industry standard for companies of our size. I’m very proud of that.

Copa Fina turns twelve this year: my first child, my (nearly) constant obsession, the nucleus that holds together an amazing group of winemakers, restaurants, retailers, and the most incredible team of people we call our Copa Fina family. We don’t have the biggest portfolio, the broadest selection, or the trendiest or spendiest of options. And that’s perfect for me…. because what we do every day is a dream: work with wonderful people and wonderful wines.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
San Diego is a wonderful place to have the best time ever!! Here is an overview of some of my favorite spots. A weeklong trip is a luxury for a working mom like me, so instead I’m going to pack in three full days. Plan to eat and drink a lot because this is the best part of travel 🙂

DAY 1: North County
– grab a coffee at Barefoot Coffee Roasters, the BEST in San Diego, then walk down Cedros and window shop until you pass the train station and arrive at Claire’s for brunch.
– go for a long walk at Dog Beach in Del Mar… go in the late morning, when the tide is out…. you can walk almost forever Borrow a dog if you don’t have one, it is more fun that way 🙂
– head over to Viewpoint Brew Co for an early afternoon beer and some french fries
– did you bring a bike? Bike over to Old Del Mar and take a little snooze on Powerhouse Park. Still hungry? Then first swing by the original location of Board & Brew at 12th and PCH and grab a chicken club…the best!
– drive up the coast (PCH) around sunset and enjoy the view as you drive through Cardiff. End in Encinitas at Q’ero to be transported to Peru for the most amazing empanadas, aji de gallina, and lomo saltado

DAY 2: Balboa + Petco Park
– spend a lazy morning at Balboa Park! Hit the zoo if that’s your thing, or otherwise just enjoy the gardens and people watch.
– if you want an adventure, try an Urban Adventure Quest (a scavenger hunt in Balboa Park) – great for a small group!
– San Diego has amazing micro brews! Check out Thorn Street Brewing in Barrio Logan and grab some tacos at Taco Salud for a a perfect beer + tacos combo.
– Catch an evening game at Petco Park, one of America’s most beautiful ballparks. Sit in the outfield and have a picnic.

Day 3: Eat until you can’t eat anymore
– Little Italy is the meca for food… start by cruising the at the farmers market for goodies
– Grab breakfast at either Queenstown Public House or Farmers Table.
– People watch and grab a coffee at Zinque!
– cruise around and do an ultimate progressive day of food and drinks. Make sure you hit: Vino Carta for an amazing selection of natural wines, Ironside for oysters and french fries, Juniper & Ivy, and Kettner Exchange!
– walk down to Waterfront Park – check out the Star of India, or if you’re a history buff check out the Midway Museum

before you fly out, make sure you go to Wet Stone for the cutest experience of tapas and wine! The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Jack Elkins, My Dad. The original entrepreneur. My biggest advocate, advisor, teacher and trusted guide over many years and many tough decisions. Thank you for sharing your vision, work ethic, and intellect with me!

Website: copafina.com

Instagram: instagram.com/copafina/

Linkedin: linkedin.com/in/shelbielkins

Facebook: facebook.com/copafina

Youtube: youtube.com/channel/UCcnNsHXZHUGEdpsLo_479xA