Making great wine is only half the job. Getting it into the right glasses, in the right markets, at the right price, is a different skill entirely — and it’s where many producers lose momentum. The importer or broker you choose can make or break an international expansion. Here’s what to actually look for.
1. Local Market Access, Not Just a Business Card
Anyone can claim to “know the market.” What matters is whether they have active, working relationships with the distributors, retailers, and on-premise accounts that fit your wine’s positioning. Ask for specifics: Which accounts have they placed similar wines with in the last 12 months? Can they name buyers, not just regions?
A broker who can only offer general market commentary isn’t the same as one who can pick up the phone and get you a meeting.
2. A Track Record With Wines Like Yours
A broker who excels with mass-market bulk wine may not be the right fit for a small-production, terroir-driven label — and vice versa. Look for a partner whose existing portfolio sits comfortably alongside your own. If your wine is priced at the top of the market, you want a broker whose current clients are priced similarly, calling on the accounts that actually buy at that level.
3. Regulatory and Logistics Fluency
International wine trade comes with real complexity: import licensing, labeling compliance, duties, and shipping logistics that vary by country and sometimes by state. A good importer or broker should be able to walk you through this clearly, not vaguely wave at “we’ll handle it.” Ask how they’ve navigated compliance issues in the past, and what happens if a shipment gets held up at customs.
4. Transparent Pricing and Positioning Strategy
Pricing a wine for a new market isn’t just a currency conversion — it has to account for duties, distributor and retailer margins, and local price expectations. The right partner will walk you through a full pricing strategy before a single case ships, not after. If a broker can’t explain how your bottle’s price will look on a shelf in the target market, that’s a red flag.
5. Genuine Investment in the Relationship
The best importers and brokers treat producer relationships as long-term partnerships, not one-off transactions. This shows up in small ways: how much time they spend understanding your story and production philosophy, whether they visit or want to visit your operation, and how they talk about your wine to others. A broker who invests in the relationship first tends to represent your wine more effectively down the line.
6. References You Can Actually Call
Don’t settle for a polished pitch deck. Ask for two or three producer references you can speak with directly, and ask them pointed questions: How responsive is the broker? Did sales projections match reality? Would they work with them again?
The Bottom Line
Choosing a wine importer or broker is a long-term commitment, not a single transaction. The right partner brings real market access, a portfolio that complements yours, fluency in compliance and logistics, transparent pricing strategy, and a genuine investment in your success. Take the time to vet thoroughly — the right relationship will pay off for years; the wrong one can quietly stall a market entry before it ever gets started.
Looking for a brokerage partner who checks all of these boxes? Get in touch with our team to talk through your market entry strategy.