How to Identify and Approach Potential Wine Importers

What criteria do you use to determine which importers are best for your wines? What is the most effective method of approaching them? What are some of the most typical inquiries they’ll have before deciding to form a partnership? We’ll try to answer some of these issues in the following guide, which are critical for any producer looking to grow into new markets.

Many wine producers who want to export believe that all they need is to find one importer who is interested in their wines, regardless of their profile, and everything will fall into place for them. In actuality, not just any importer will suffice. You must locate an importer that is a good fit for you, one who not only concentrates on a desirable location but also has the financial resources to help you grow your business. Someone with whom you can form a positive “business chemistry.”

Other options include referrals and recommendations from other suppliers or industry folks.

Key aspects to consider when checking a wine importer’s profile:

The location of their corporate headquarters and the geographical area in which they operate. It’s critical to learn which country in Asia they have distribution in or if they cover the entire country in the Asia.

The importer’s size: financial strength, number of employees, number of brands and suppliers, number of bottles/cases shipped, etc.

The importer’s specialization or particular focus – many importers have a specific focus on a region, a wine variety (organic, etc.) or a certain price point

After you’ve whittled down your list, it’s time to start crafting your marketing message. The greatest advise is to constantly consider what the importer stands to gain if he chooses to deal with you.