The 5 Most Important KPIs for a Wine Agent

Being a successful wine agent is not only about building relationships and telling great stories - it’s also about knowing your numbers. Key Performance Indicators (KPIs) are what allow agents to track progress, identify opportunities, and show wineries the real value they bring.

But which metrics matter most? Here are the five most important KPIs every wine agent should monitor.

1. Sales Volume and Value

At the end of the day, sales are the core of the job. Tracking both volume (bottles sold) and value (total revenue generated) gives you a clear picture of performance.

• Volume helps you understand product movement.
• Value shows profitability and the impact on winery results.

Monitoring both prevents you from chasing volume at the expense of margins.

2. Number of Active Clients

How many clients have placed an order in the last 3–6 months? This KPI tells you the health of your portfolio.

• A growing number of active clients shows strong market penetration.
• A shrinking base suggests you may be relying too heavily on a few big buyers.

For wine agents, client diversification is key to long-term stability.

3. Average Order Value (AOV)

The Average Order Value indicates how much each client spends per transaction.

• Increasing AOV means your upselling and cross-selling strategies are working.
• Low AOV may highlight opportunities to introduce premium labels or bundle offers.

4. Sales per Client Segment

Not all clients are equal: restaurants, wine shops, distributors, and private buyers behave differently. Tracking sales per segment helps you:

• Identify which channel is most profitable.
• Adapt your strategy (e.g., more tastings for restaurants, more volume deals for retailers).
• Spot imbalances - if 80% of your sales come from just one type of client, you may be at risk.

5. Customer Retention Rate

New clients are important, but repeat clients are what sustain your business. Retention rate measures how many of your customers keep buying over time.

• High retention = strong relationships and consistent service.
• Low retention = red flag, time to investigate why customers aren’t coming back.

In wine sales, where trust and personal connection matter so much, this KPI may be the most critical of all.

How Dolia Can Help

Tracking KPIs sounds simple in theory, but in practice, wine agents often get lost in spreadsheets and scattered data. That’s where Dolia makes the difference.

• All your orders, invoices, and client data are centralized.
• KPIs like sales volume, AOV, and active clients are calculated automatically.
• Reports for wineries can be generated in seconds, not hours.

With Dolia, you don’t just sell wine - you run your business like a professional, with clear numbers to back up your results.