Founder and CEO, Bruce Cunningham, has been in the wine industry since 1987. After earning an undergraduate degree in Wine Marketing Studies at the University of Adelaide (South Australia), Bruce attended business school and has been involved in many aspects of the industry with a specific focus in packaging and production. After relocating to New York from Australia, he saw the need for custom labels of Australian wines for direct marketing needs in the USA. A W Direct (formerly Aussie Wine Direct), was born. This focus on a market segment was, at the time embryonic, and quickly led to further expansion of both suppliers and various segments of the wine market.

 A W Direct relocated to California in 2004, and the team expanded, led by the formidable talents of his business partner, Kimberly Cunningham. Kim - an engineer, and techno-geek at heart - with her experience in running divisions of some of the world’s largest companies, was able to build systems to help create the efficiency needed to allow A W Direct to grow, but also compete in a wine world that can be inflexible and intolerant. As the company grew, Kim enhanced the business by developing a successful team of energetic, challenge-driven people who have the right “moxie” to keep our well-oiled machine running smoothly.