Territories and Exclusivity: How to Structure Agreements Without Killing Growth

For wine agents and wineries, exclusivity agreements are a double-edged sword. On one hand, they motivate agents to fully invest in a territory. On the other hand, too rigid or poorly defined exclusivity can limit growth and leave opportunities on the table.

The key is finding a balance that protects both parties while allowing the business to expand. Here’s how to approach it.

1. Define territories clearly

A territory should be geographically or commercially defined, so there’s no confusion about who is responsible for what. Consider:

• Geography: region, city, or country.
• Customer type: restaurants, retailers, distributors.
• Channels: online vs offline, direct vs wholesale.

Clear definitions prevent overlap and disputes, and ensure each agent knows where to focus their efforts.

2. Set realistic exclusivity

Exclusivity can be a powerful motivator, but if it’s too broad, it can limit potential growth. A few tips:

• Limit exclusivity to a manageable territory or specific customer segments.
• Include performance clauses: if sales targets aren’t met, the winery can reassign part of the territory.
• Consider time-limited exclusivity, with regular reviews to adjust based on market opportunities.

This way, agents are rewarded for commitment, but growth isn’t blocked by inflexible agreements.

3. Include flexibility for new opportunities

Markets change, and new clients can appear outside the defined territory. Agreements should allow:

• Ad-hoc approvals for selling to key accounts outside the territory.
• Joint discussions between agent and winery before pursuing new segments.
• Optional partnerships with other agents if growth requires additional coverage.

Flexibility ensures that exclusivity does not become a barrier to seizing new opportunities.

4. Track performance and market coverage

Even the best agreement fails if there’s no oversight. Both wineries and agents should monitor:

• Sales per territory and segment.
• Client coverage and penetration.
• Compliance with exclusivity clauses.

Tools like Dolia can centralize orders, client data, and reports, making it easy to see who is selling where, which products are moving, and whether targets are met — without endless spreadsheets.

5. Communicate and review regularly

Exclusivity agreements should not be “set and forget.” Regular check-ins allow both sides to:

• Discuss performance and opportunities.
• Adjust territories based on market evolution.
• Resolve conflicts before they affect relationships or growth.

A proactive approach turns potential friction into structured collaboration.

Conclusion

Territories and exclusivity agreements are not obstacles - when structured carefully, they are powerful tools for aligning interests and driving growth.

The secret is balance: clear definitions, realistic limits, flexibility for opportunities, performance tracking, and ongoing communication. With the right approach - and tools like Dolia to keep everything visible and organized - agents and wineries can protect their markets while still expanding their reach.