Ten years after graduating from the Geneva Hotel School, Charles Villa is now a co-founder of Wine District 42 SA, a company specializing in the storage, distribution, delivery, and appraisal of wines. Behind this entrepreneurial venture lies a journey guided by passion, hard work, and a strong commitment to quality.

Starting with a final-year project on wine storage, Charles has gradually transformed his initial idea into a company recognized throughout the Swiss wine industry, now managing over 150,000 bottles and a team of five employees. Over the years, he has developed an approach based on precision, trust, and impeccable service, while building close relationships with collectors, restaurateurs, and renowned wineries.

“It’s already been ten years since I graduated from the Geneva Hotel School, and I really haven’t noticed how fast the time has gone by!”

I graduated in October 2016. My third and final internship, which I completed at Cave de Genève, went particularly well, and the company offered to extend my stay for a few more months. Then, in January 2017, my business partner and I decided to take the plunge and found Wine District 42 SA.

The early years were challenging. We had to make a name for ourselves, build our reputation, and, above all, earn the trust of our first clients. It took time for word of mouth about the quality of our services to spread, but today it has become our greatest strength: ten years later, we still operate without a marketing budget.

At first, the venture also required some sacrifices. For nearly two years, the company wasn’t yet able to pay me a salary. So I worked a second job in the evenings as a wine merchant at a wine shop in Eaux-Vives to finance the launch of Wine District. Starting in 2019, I was finally able to devote myself entirely to the business. In addition to our storage services, we began providing appraisal services for an auction house.

A real turning point occurred in 2020. We accelerated the expansion of our wine sales, a business we had already begun with our customers through various partners. With the pandemic, demand surged. We then began importing wines directly and gradually became distributors for renowned wineries in France, Italy, and Switzerland.

This growth has allowed us to scale up, expand our team, and continue our development. Today, we have five full-time employees, and our business is evenly split between storage and distribution. We’ve also had to expand our facilities twice and now store more than 150,000 bottles.”

“My interest in wine began fairly early, around the age of 17. I was already buying a few bottles, tasting wines, building my own small collection, and, above all, reading a great deal on the subject.

The real turning point in my career came during my senior year at the Geneva Hotel School. I decided to focus my thesis on an issue related to wine storage. My own wine cellar was reaching capacity at the time, and I came to a fairly simple conclusion: I certainly couldn’t be the only one running out of space to store my bottles under the right conditions.

“This real-world problem evolved into a business idea. After I graduated, my business partner and I decided to put theory into practice and turn this academic project into an entrepreneurial venture. That’s how Wine District 42 SA was born.”

• Carefree.
• Work
• Success

“Wine District 42 SA grew directly out of my final project at the Geneva Hotel School. After graduating, my business partner and I decided to turn this idea into a reality. We were probably a bit naive, but above all, we had a tremendous amount of enthusiasm. We invested all of our personal savings in the project.”

At the time, there was only one company in Switzerland offering a truly professional wine storage service. We were convinced that there was room for a second company, provided we offered impeccable service and set ourselves apart through our high standards.

“This commitment to excellence has been with us from day one. In fact, some of our very first clients had previously worked with our colleague. That quickly reinforced our intuition.”

“If I had to sum up our philosophy in one sentence, I would say: treat every bottle as if it were our own.

Above all, we are passionate about wine, but also about a job well done. We place great importance on attention to detail, precision, and responsiveness. We strive never to put off until tomorrow what can be done today. This commitment is now part of Wine District’s DNA.

Over time, this philosophy has paid off. Some of our clients own wines all over the world and tell us that we really stand out for our precision, our reliability, and the quality of our service. In my view, that’s probably one of the greatest forms of recognition we could receive.”

“When it came to oenology and wine courses, I had already acquired a great deal of knowledge through my personal interest in the subject. The EHG, however, allowed me to organize that knowledge and, above all, to develop a systematic approach. This methodology was then very helpful as I continued to deepen my knowledge of other wine-producing regions around the world. It was also useful when I prepared for the WSET at the end of my studies.”

But what probably benefited me the most during my training were the internships. They gave me a practical understanding of how a company operates, helped me discover the demands of the professional world, and allowed me to mature.

“My most recent internship at La Cave de Genève was particularly pivotal. It reinforced my desire to make winemaking my career and gave me my first hands-on experience in the wine industry. Looking back, that experience clearly played an important role in the rest of my career.”

“What I appreciate most are the encounters.

Thanks to our warehousing business, we’ve had the opportunity to meet people we probably would never have crossed paths with if we’d focused solely on wine distribution. Today, our clients come from all over the world, and over the years, we’ve become much more than just a service provider to some of them. At times, we’re almost like their anchor in Switzerland. We assist them with many matters related to their wines—and occasionally, even beyond that. These are genuine relationships built on trust that have developed over time.

Then there are the meetings with the winemakers. Wine District is still a young company, and we often work with a new generation that has taken over their family estates. Through visiting the estates, learning about their work, and spending time together, some professional relationships have turned into true friendships. Today, we sometimes get together outside the context of wine, and that’s an aspect of the job I really appreciate.

Finally, we have the privilege of discovering truly exceptional wines thanks to our customers and partners. I’m thinking in particular of the inauguration of our dining table at Wine District, when the owners of Petrus made the trip for a memorable dinner. I’ll let you imagine the caliber of the wines served that evening… It’s moments like this that remind me just how lucky we are to be in this line of work.”

“The world of wine is constantly evolving, and thinking you know it all is probably the best way to stop learning.”

“It’s hard to pick just one, because all three are essential. But if I really had to choose, I’d say knowledge.”

I’ve met people who are extremely passionate about wine, but who sometimes lacked a solid enough foundation. To me, it’s a bit like learning a foreign language: without vocabulary, it becomes difficult to truly express yourself.

That said, knowledge alone is not enough. Once you’ve mastered the basics, it’s essential to remain curious and, above all, humble. The world of wine is constantly evolving, and thinking you know it all is probably the surest way to stop learning.

“Even today, I continue to discover new wine regions, new terroirs, and new ways of approaching wine. It is precisely this richness and this opportunity to keep learning that make this profession so exciting.”

“Above all, I try to distinguish between passing trends and fundamental shifts in the market.

The example of natural wines speaks for itself. Many players have jumped on this trend because it enjoyed high visibility. For my part, I’ve always believed that, regardless of the trend, quality must remain the top priority. There are, of course, excellent natural wines, but I don’t think the market can sustainably accept wines with obvious flaws simply because they’re in fashion.

Conversely, we’re seeing a fundamental shift that strikes me as much more sustainable: consumers are drinking less, but better. They’re prioritizing quality over quantity and are willing to buy fewer bottles to gain access to more prestigious wineries. This is something we’re seeing very clearly among our customers.

When it comes to staying up to date, nothing really beats being out in the field. We interact daily with collectors, restaurateurs, and winemakers. We taste extensively and closely monitor market trends. It is this constant contact with the various players in the industry that allows us to distinguish underlying trends from more fleeting phenomena.”

“First and foremost, I’d tell him to hold on to his carefree spirit. When you graduate from school, you’re full of motivation, energy, and a desire to succeed. That carefree attitude is a strength, because it pushes you to try things you might not dare to do a few years later.”

I certainly wouldn’t tell him just how demanding the wine industry can be! I’d simply advise him to work hard and not count his hours. I remain convinced that in Switzerland, dedication, discipline, and hard work eventually pay off.

“Finally, I would advise him to meet as many people as possible. In our line of work, networking is probably one of the greatest assets you can build. The best opportunities often arise from a chance encounter, a recommendation, or a relationship of trust built up over the years.”

“A business is built over time. It’s a marathon, not a sprint.”

“After nearly ten years of intense development, our priority today is to consolidate Wine District rather than pursue growth at any cost. Of course, we want to continue to move forward, with organic growth of around 5 to 10% per year, but without rushing things and while maintaining the level of quality that has built our reputation.

On a personal level, I’ve also come to understand that building a business is a long-term process. It’s a marathon, not a sprint. For several years, I devoted a tremendous amount of time and energy to Wine District, sometimes at the expense of my personal life. So today, I’m trying to find a better balance.

I’m convinced that an entrepreneur is also more successful when they know how to step back, recharge, and set aside time for their personal life. Ultimately, my ambition is quite simple: to continue growing Wine District in a healthy and balanced way, without losing what makes us strong, while learning to enjoy life more.”

“The first piece of advice I would give is to never underestimate the importance of hands-on experience. Operational experience provides an essential foundation for understanding business functions, developing leadership skills, and gaining the credibility needed to lead a team.”

Every experience counts. Whether in the kitchen, at the front desk, in the dining room, or in any other department, every position provides valuable insight into how an establishment operates as a whole.

I also encourage students to stay curious. School provides an excellent foundation, but learning never stops. You have to dare to explore new topics and take an interest in innovations, new technologies, and developments in the field.

Finally, I would tell them not to be afraid to step outside their comfort zone. The best opportunities often arise when you’re willing to take on a challenge that seems ambitious or unexpected. Our industry is demanding, but it’s also incredibly rewarding on a personal level. It’s a world where you can create memorable experiences, meet inspiring people, and constantly reinvent yourself. That’s precisely what makes it so wonderful.”

Ten years after graduating, Charles Villa is pursuing an entrepreneurial venture born of a passion and intuition that he turned into a concrete project at EHG. Combining high standards, perseverance, and a commitment to excellence, he has successfully grown Wine District 42 SA without losing sight of what matters most: trust and quality. His journey serves as a reminder that, in wine as in entrepreneurship, the greatest successes are often those that are allowed time to mature.