Leadership

The people who run it.

Matt Guerriero

Owner

“Following conventional wisdom and relying on shortcuts can be worse than knowing nothing at all.” — Ben Horowitz

After 28 years in the beverage alcohol business, and 13 years since co-founding VinMarket, co-owner Matt Guerriero continues to be the operating partner for the business and is on-site every day. While he doesn’t ski, hike, bike or kayak as much as he would like, Colorado is still a great place for him to call home.

The boys that were just kids after their family’s move from Brooklyn are now aged 30 and 27, with one joining the business as a street sales representative nearly two years ago. The beginning of each day is a long early walk with the family dog, having breakfast with his wife of 32 years, reading the trades and getting geared up to adapt to the unpredictable issues that every day inevitably brings.

Charles Bloomfield

Owner

“We make a living by what we get, but we make a life by what we give.” — Winston Churchill

Charles is an entrepreneur and investor. His diverse experience spans hospitality, sales, real estate, industrial safety, IT consulting and private equity. After a childhood spent largely in Europe, he returned to the US for college in Iowa. School breaks provided the opportunity to return home and fill luggage with raw milk cheeses, bottles of Fleurie and “real beer” to share with friends — his first foray into the import and distribution business.

He graduated with a degree in history, and after four years in the hotel business, obtained an MBA from the University of Denver. Now semi-retired, Charles lives in Boulder with wife Maria and daughter Nina. He manages a small import portfolio for VinMarket, and when not working or parenting, he may be found taking advantage of all Colorado offers in outdoor recreation, gardening, cooking, and supporting local nonprofits.

Eric Lambertus

Director of Sales

I came up in restaurants, enthralled by the scene, the people, the theater-magic of service, the opportunity to make money — learning and selling wine enhanced it. Of a day, the order clipboard landed in my lap… figured I better learn enough not to look the fool. Mentors, reading and journaling sample impressions were a lifeline: eternally grateful to those who were patient and kind in early days.

Oregon, then, for (unrelated) book learning, and restaurants again provided means. More people — a majority fascinating — segued a chance to dip into grassroots wine production. I had a sense but couldn’t anticipate just how cold, wet, and tired the days would leave me. Wouldn’t trade that window but wasn’t ready to make it my life.

Returned to Colorado, visited with a stranger at a bar, helped start a distributor. Ten years passed and tried to reengage my education for career. Sidelined wine about a week then was hoodwinked into a gig with a national importer, ended up chief bottle washer and seller-man.

After, helped with a southern hemisphere grape juice project, both fermented and not. Learned logistics again, differently. Eye opening.

Worked back into Colorado distribution and managed a sales team in two separate iterations: in the second (here with VinMarket), exploring and selling spirits, liqueurs, sake, sherry, and yep, wine. Hello 2026!

Time with my lady, catching up with happy adventurous kiddos, books and movies (especially silly ones) and being commandeered by a couple loving, troublemaking canines fills the in-between.

Rochelle Bell

Office / Portfolio Manager

“Luck is what happens when preparation meets opportunity.” — Seneca

Rochelle Bell, a Colorado native, graduated from the University of Colorado with a degree in political science and psychology. She helped manage her family’s fire protection business through to its eventual sale, and then worked as an account manager in custom steel fabrication. The wine bug bit Rochelle in the late 1990s, when she found her way to VinMarket courtesy of Alan Freis (Applejack Liquors patriarch).

As VinMarket’s Office and Portfolio Manager, Rochelle has assumed a variety of brand management duties and — most importantly — keeps us sane. In her spare time, Rochelle loves watching the CU Buffs and LA Dodgers, hiking, fly fishing, rose gardening and agility training with her Clumber Spaniel, Autumn.

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