These are the people who procure wine from the growers or the vintages and stock it up in their shops for people to buy. Wine merchants can either be the retailers who sell to the consumer or they could as well be the wholesalers who sell to other retailers. For one to qualify to be a wine merchant there are some prerequisites that they should fulfil and some of them is that they should be well versed with the local laws concerning liquor use and sale.

People who go to work in the management of wine businesses for companies and other individuals are also known as merchants. These are amply equipped with the proper skills of marketing and unlike their counterparts in self employment they have to get some times double as online wine merchants. They follow the orders of their bosses or the marketing policies of the companies that have employed them.