While there are plenty of wine and spirit retailers in the Orlando area, a new business start-up founded by Ray Horal and his fiancé, Giuliana Rossi, is adding another ingredient to the mix: A generous pour of philanthropy with every purchase.
When customers shop at The Good Pour Wine & Spirits Marketplace — which is set to open seven locations across Central Florida this year — a portion of the proceeds goes to the charity of their choice.
“We wanted to give good intentions a platform,” Horal, the co-owner, said from the company’s headquarters in Winter Park. “For us, there was always an emphasis on giving back. We wanted to create something special, something that’s fulfilling. Something that’s going to make a difference; something that is really remarkable. For us, it’s an emphasis on people. We think there’s a huge opportunity to build a better business and create something that has a massive impact. Our passion is not about wine or spirits; it’s about people.”
He said the goal is to tap into consumers who care about making a difference.
“When you buy something, you’re helping others,” he added. “There is no hook. There’s no gotcha moment. We are truly going to support your cause out of our profits. You’re going to see a brand that’s going to treat our community right.”
The company expects to donate an average of 6.5% to 8% of every purchase to nonprofits, Horal added, noting that some products will see more than 10% of the sale going to charitable organizations.
Horal, 38, and Rossi, 30 plan to open the first Good Pour later this month in Winter Garden. The space is currently a mom-and-pop shop called Regency Wine & Liquor at 16100 Marsh Road. Through a franchising agreement, the store is being rebranded to its new name. The current owners, Donny and Candace Itwaru, will continue to run it, as they have for 15 years.
Horal said the company intends to ink franchise deals like this with smaller, older liquor stores across the state and then give these buildings an extensive interior and exterior makeover complete with modern finishes, designs, and an inventory overhaul. For the renovation of the Winter Garden property, the Good Pour team is investing roughly $250,000.
Horal referred to a Forbes Magazine article published in 2019 titled, “Independent Liquor Stores Will Become Obsolete.”
He said by rebranding, he’s helping these stores stay in business while attracting a new customer base.
“The mission to give back and make a difference is certainly our North Star, but I think a close second for us is being able to help these mom-and-pop wine and liquor stores that may be struggling to keep open today. Mom-and-pop stores can’t compete with big box stores. We are going to help them be better operators, help them better manage their inventory, and give them better marketing. We are telling them, ‘Hey come rebrand as Good Pour.’”
Good Pour leaders are looking to partner with like-minded operators who align with the company’s charitable mission.
But the company is also planning to open its own corporate-run locations through costlier redevelopment projects. In Longwood, a 6,620-square-foot building that formerly housed a True Value hardware store is being transformed into Good Pour — an expected $1 million renovation effort.
That plan is set to go before Seminole County’s development review committee on Jan. 11. The Longwood location is expected to open by June.
In Winter Park, an unfinished business office complex that was originally set to serve as the headquarters for Orlando-based Corkcicle before the Covid pandemic halted construction plans is now set to become The Good Pour. The company is investing $3 million into the new design of the building at 834 N. Orange Ave. This space would serve as its flagship location when it opens in May.
Charlotte-based Architecture firm Little is leading the design for the projects.
For the philanthropic arm of the business model, the company utilizes a new App program also created by Horal and Rossi called BOHO — which stands for “Buy One, Help Others.”
Through the app, customers can choose which charity they want to help by selecting from a number of organizations. They can also track how much money they’ve given to these organizations with their purchases.
Good Pour, which would sell candles, stationery, coffee, cookbooks, and other merchandise in addition to wine and spirits, would be the first business to use the App. Horal and Rossi hope that other businesses come on board for the sake of making a difference.
“We intend to take this App beyond the Good Pour,” Horal said. “We are going to take this to restaurants, we are going to take this to other partners. Our goal is to build the largest vehicle mankind has ever had to give back. The more brands and retailers and restaurants we can take this to, the better. We hope that this changes charitable giving for good.”
Other future locations for The Good Pour include Gainesville by March, Oviedo by August, and Horizon West and Lake Mary by October.