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How to Sell Wholesale Wine Online: Everything You Need to Know

by Samantha Greene / Nov 6, 2023 / 5m

The global wine industry has unheard-of potential because of the massive growth in online wine sales in various countries over the past year. Wine eCommerce has had a significant increase since the beginning of 2020, during the COVID-19 epidemic.

Wine eCommerce has surged in popularity in various areas, according to the Global Wine E-commerce Survey. Its user base has evolved from 10-20% of engaged, discovery-oriented wine consumers to 40-50% of the population who appreciate wine and buy it on a regular basis.

The most prominent number in the 2021 report was the increase in average bottle prices of 10%. Furthermore, DtC's overall wine supply has grown by 1.9% over 2020 projections. Sparkling wines were a big winner in terms of volume shipped, accounting for nearly 4% of the market so far this year, with increases in both volume (30%) and value (41%). All these numbers once again prove that wine wholesale can be a very profitable business if managed smartly. This is what we will help you with. In this post, we are going to shed some light on selling wholesale wine online.

Step #1: Get All the Documents to Sell Wine Online Legally

It is important to understand the rules and regulations governing the sale of wine. The following permissions and licenses are required to sell wine online:

  • The Alcohol and Tobacco Tax and Trade Bureau's (TTB) will record your company and tax information, as well as your dealer class and subclass.

  • A retailer's license issued by the state.

  • A winemaking permit issued by the state.

  • TTB registration.

Additionally, obtain a shipper's license in each state where you want to ship. This one shows that you are a licensed and approved alcoholic beverage dealer. To ship out of state, you will additionally require a Direct-to-Consumer (DTC) agreement.

Step #2: Select Your Niche

While selling wine online at, you have a variety of specialty areas to pick from. Finding your niche is crucial since it allows you to:

  • Regularly expand your knowledge in your areas of competence.

  • Understand your target audience and where to sell wine wholesale.

  • Create a brand that communicates directly to your customers.

  • Focus your sales and marketing efforts on people who are interested in the wine you are offering.

Understanding customer categories is also important since you'll need to know how to reach out to each of them. Are you looking for individual consumers, restaurants, or hotel chains?

Step #3: Source a Supplier

If you're not selling the wine you create, you'll need to purchase it from a supplier. Finding the right stock supplier might be the difference between a stressful business and one that runs smoothly and makes money. In order to choose a supplier, take into account the following:

  • Is the vendor trustworthy?

  • What varieties of wine are available?

  • What are wine costs, and how much profit can you make out of them?

  • Do they provide their clients with any further help or guidance?

Take your time to research the niche, look for customer reviews, and make a decision only afterwards. A wrong step can cost you too much.

Step #4: Build Your Brand

Although there are numerous opportunities in the wine business, there are also many wine retailers at the moment, so you'll need to stand out. Having an excellent product and knowing how to sell wine wholesale are no longer sufficient in an age where consumers can easily browse hundreds of wine labels at their local grocery store. So, how can wine be sold online?

In your wine case, there should be one or more distinctive characteristics. The value you employ for your eCommerce shop is just as important as the taste. Some customers will choose their wine selection based on the bottle's or packaging's aesthetic attractiveness.

Step #5: Create an Online Wine Store

Having great wine is one thing, but having a well-performing channel when you sell your wine effectively is something different. And you should agree that the latter is no less important than having a high-quality product. Therefore, any business owner needs to set up an appealing and user-friendly eCommerce platform. Your website is in charge of practically everything in your business, including collecting visitors, generating leads, processing orders, providing content, displaying items, and accepting payments via an eCommerce payment gateway. It can also assist you in establishing flat-rate delivery.

Step #6: Focus on Sales

After you've laid the groundwork for your company, it's time to boost eCommerce sales! A solid sales strategy is based on the following principles:

  • Recognizing prospects' wants and demands

  • Matching the appropriate product with the right consumer

  • Being receptive to customer recommendations

  • Persistence and the pursuit of winning opportunities

  • Deals, discounts, and limited-time offers are now available.

The first of these four concepts is crucial. Customers will notice your items if you take the effort to discover what they desire the most. Customers also enjoy not being marketed to directly. Consider what makes your product a natural choice and link your branding with these attributes. 

Ensure the Success of Your Business

Although the wine retail business can be a highly profitable niche, it does not always perform as expected. In order to make the most out of selling wholesale wine online, take the above steps and approach this business responsibly.