How to export wine: step-by-step guide

Exporting wine successfully requires discipline more than luck. This step-by-step guide covers what to do, in what order, and what to avoid. Written for winemakers exploring export for the first time or reviewing an existing export strategy.

Step 1: Decide if you are ready to export

Export is a long-term investment: 6 to 18 months to first orders, 2 to 5 years to durable revenue. Before starting, make sure you have: sufficient production capacity to serve export markets without disrupting domestic distribution, financial ability to invest in trade shows and market visits over multiple years, quality consistency across vintages (importers demand predictability), and time or a partner to run the commercial work.

Step 2: Select your first markets

Start with one or two markets, not five. Criteria: cultural affinity, geographic proximity, regulatory simplicity, market size for your style of wine. Common first markets for European winemakers: Belgium, Switzerland, Germany, UK. For New World winemakers exploring Europe: France, UK. For any winemaker exploring Asia: Japan is the mature market.

Step 3: Prepare your export toolkit

Product sheets in English (or the target market language): tasting notes, technical specifications, ex-cellar price, minimum order quantity, pack size, container fit. Professional photography of bottles and labels. A short brand story (500 to 1000 words) covering the winery's history, philosophy, and current output. Certifications and awards (organic, biodynamic, medals from credible competitions). Samples prepared for shipping (typically 2 to 4 bottles per prospect for serious first contacts).

Step 4: Identify and contact importers

Two options: work directly (use directories like BestWineImporters, industry contacts, trade shows) or use a specialised prospection agency (like La Base Viti). Direct work takes more time but preserves margin and control. Agency work accelerates market coverage but has a cost.

In both cases, disciplined targeting matters. Focus on importers whose existing portfolio fits your positioning. Mass outreach to 1000 importers is less effective than targeted outreach to 50 relevant importers with personalised messages.

Step 5: Follow up, meet, close, then build

Response rates on cold email are 10 to 25 percent with disciplined targeting. Response to meeting conversion is 30 to 50 percent. Meeting to first order conversion is 30 to 60 percent. First order to durable relationship is 50 to 70 percent. The math works: for every 100 well-targeted first contacts, you can expect 3 to 8 durable importer relationships within 12 months.

Frequently asked questions