Wine export guide 2026: complete playbook
Wine export is a long-term investment in your winery's growth. This guide covers everything from market selection to first orders: pricing, importer selection, logistics, trade show strategy, and long-term relationship building.
How to select your first export markets
Start with neighbouring markets or markets with cultural affinity to your winery. For European winemakers: Belgium, Switzerland, Netherlands, Germany, UK are typical starting points. For New World winemakers exploring Europe: France, UK, Germany are common. For any winemaker exploring Asia: Japan is the most mature market, followed by South Korea and China.
Key criteria for market selection: market size and growth for your style of wine, competitive landscape, regulatory complexity, cultural distance from your home market, logistical accessibility.
Understanding pricing and margins
Wine importers typically apply a coefficient of 1.7 to 2.5 on the ex-cellar price (before duties and VAT) to arrive at wholesale prices for restaurants and shops. Retail prices then apply another margin (typically 30 to 50 percent on wholesale).
Your ex-cellar export price must allow a competitive final consumer price while preserving your margin. This requires understanding the target market's typical retail price points for wines similar to yours, then working backwards to your ex-cellar price.
Trade shows and market visits
Major trade shows structure the annual export calendar: ProWein (Dusseldorf, March), Wine Paris (Paris, February), Vinitaly (Verona, April), London Wine Fair (May), Vinexpo Asia (rotating cities, summer). Attending these shows is essential for new market entry: preparation, appointment scheduling with target importers 2 months in advance, structured tastings during the show, follow-up within 15 days after.
In addition to trade shows, in-market visits are essential for markets that require personal relationship building: Japan, Korea, China, USA. Plan one visit per year per priority market once the relationship is established.
Long-term relationship building
First orders are just the beginning. The real value is in the sustained relationship over years: consistent quality across vintages, timely communication, reliable delivery, market development investment (tastings, sales support, dedicated marketing materials), transparent commercial terms.
Most successful winemakers build 5 to 15 durable export relationships over 3 to 5 years. That is the base of a resilient export business.
Frequently asked questions
How long does wine export take to become profitable?
First orders in year 1 (typically 6 to 18 months from first contact). Profitability of the export activity itself in year 2 to 3 depending on volumes. Long-term durable growth from year 3 onwards.
Do I need to speak the local language?
For English-speaking markets (UK, USA, Canada, Australia): no. For non-English markets: English is generally accepted with importers, but local language documents and cultural sensitivity significantly improve response rates and relationships.
Should I use an export agent or work directly with importers?
Both work. Direct relationships give you more control and higher margins. Agents accelerate market coverage but reduce margin. Many winemakers combine both: direct on priority markets, agents on secondary markets.
Do you help with export logistics?
Yes, we advise on logistics best practices and can recommend specialist providers. Most wineries partner with a wine-focused logistics operator (transitaire) for customs and international shipping.
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