3 ways in which agents and wineries can work better together

The relationship between wineries and sales agents is at the heart of the wine trade. Wineries rely on agents to expand their markets, build relationships, and sell their wines. Agents depend on wineries for quality products, reliable logistics, and competitive conditions.

But as essential as this partnership is, it often suffers from inefficiencies and misalignment. Orders get lost in emails, inventories don’t match reality, and reporting becomes a constant headache.

Here are three ways in which agents and wineries can work better together — and unlock growth for both sides.

1. Share information transparently

One of the biggest sources of frustration between wineries and agents is the lack of real-time information. Agents are often left guessing:

• Is a certain wine still available?
• What are the current prices and discounts for a market?
• Has an order already been shipped?

When agents don’t have answers, clients lose confidence.

The fix: Wineries and agents need shared systems where information is updated in real time. A centralized inventory and order management platform ensures that everyone — from the winery to the rep in the field — sees the same data. Transparency builds trust.

2. Align goals and reporting

Too often, wineries and agents measure success differently. The winery wants detailed sales data and forecasts; the agent wants tools that make their life simpler, not extra admin. This misalignment creates tension.

The fix: Define shared KPIs and reporting methods. Instead of endless spreadsheets, use software that generates reports automatically from actual sales data. This way, wineries get visibility and agents avoid double work. Everyone wins.

3. Streamline communication and workflows

Emails, WhatsApp messages, PDF price lists — the more channels, the higher the risk of errors. Both agents and wineries waste valuable hours re-checking orders, correcting invoices, or clarifying conditions.

The fix: Bring everything into one workflow. Orders, invoices, inventory, CRM — when managed on a single platform, communication is faster and errors disappear. Agents can focus on selling, and wineries can focus on producing.

Building stronger partnerships

At the end of the day, the relationship between wineries and agents is about partnership. Technology won’t replace the human connection, but it can remove the friction that often gets in the way.

With the right tools, wineries and agents can move from constant troubleshooting to real collaboration — spending less time fixing problems and more time growing sales together.