Many wineries spend time building lists of potential importers, but then lose opportunities because the first message is too generic, too long, too focused on the winery, or sent to the wrong person. Importers receive many offers from producers every week. A short, clear and relevant email has a much better chance than a long presentation sent without context.
Contacting wine importers is not about sending the same message to hundreds of companies. It is about showing the importer why your wines may be relevant for their market, their portfolio and their customers.
A good outreach strategy combines three elements: a qualified importer list, a strong first email and a professional follow-up process. When these parts work together, producers can turn cold contacts into real export conversations.
Start before the email
The most important part of contacting wine importers happens before writing the message.
Before reaching out, wineries should understand who they are contacting and why. Is the company an importer, distributor, agent, wholesaler, retailer or a combination of several roles? Does it work with wines similar to yours? Does it sell to restaurants, independent wine shops, retail chains, online customers or hospitality buyers? Does it already import wines from your country or category?
This research helps you avoid one of the most common mistakes in wine export outreach: sending a good email to the wrong company.
A premium organic winery should not approach an importer focused only on large-volume supermarket brands in the same way it would approach a boutique importer working with restaurants and independent retailers. A producer of sparkling wines should prioritize companies that understand the category. A winery looking for private label opportunities needs a different type of buyer than one looking to build a premium brand.
The better the match, the easier it becomes to write a relevant email.
Contact the right person
Sending an email to a generic address such as info@ or office@ is sometimes unavoidable, but it should not be the first choice when a direct contact is available. Importer outreach usually works better when the message reaches the person responsible for buying, purchasing, imports, portfolio development or company management.
Depending on the company, the right contact may be the owner, wine buyer, import manager, category manager, purchasing director or commercial director. For smaller importers, the owner is often directly involved in selection. For larger companies, the buying team may be divided by category, region or sales channel.
A direct contact also allows you to personalize the message. Instead of writing “Dear Sir or Madam,” you can address the person by name and show that you have selected the company for a specific reason.
This does not guarantee a reply, but it improves the chances that your email will be read by someone who can actually evaluate the opportunity.
Keep the first email short
A first email to a wine importer should not be a full company presentation. The goal is not to explain everything. The goal is to create enough interest for the importer to reply, request more information or agree to a call or tasting.
Importers are busy. They may read your message on a phone, between meetings or during a buying season. If the email is too long, unclear or too focused on general claims, it can easily be ignored.
A strong first email usually answers four simple questions. Who are you? What do you produce? Why are you contacting this importer specifically? What is the next step?
The message should be professional, but not overly formal. It should show that you understand the importer’s business and that you are not sending a mass email to every company in the market.
What to include in the first message
The first message should give the importer a quick reason to continue the conversation. It should mention your winery, your region, your wine category, your positioning and the reason you believe there may be a fit.
If you have relevant certifications, awards, export experience, strong availability or a clear specialty, mention them briefly. If your wines are organic, biodynamic, natural, premium, sparkling, low-intervention, private label-ready or suitable for a specific channel, this should be clear from the beginning.
However, avoid trying to include too much. The importer does not need your full history, complete technical details or every award in the first email. Those can come later.
The first message should lead naturally to a simple next step: asking if they are currently reviewing new producers, offering to send a short presentation, proposing a call or inviting them to taste at a trade fair.
Subject lines that can work
The subject line should be clear, specific and professional. It should not look like spam and should not promise too much.
Examples of useful subject lines include:
New winery proposal from [Country/Region]
[Wine category] producer looking for importer in [Country]
Organic wines from [Region] – potential portfolio fit
Meeting request for [Trade Fair/Event]
Wine producer from [Region] – export opportunity
The best subject lines are usually simple. They help the importer understand what the email is about before opening it.
Email template: first contact with an importer
Subject: Wine producer from [Region] – potential fit for your portfolio
Dear [Name],
My name is [Your Name] and I represent [Winery Name], a winery from [Region/Country] producing [short description of wines: e.g. premium organic reds, traditional-method sparkling wines, small-batch natural wines, etc.].
I came across [Importer Name] and noticed that your portfolio includes [relevant detail: similar origin, organic producers, premium restaurant wines, independent growers, etc.]. Based on this, I believe our wines could be a good fit for your market and customer base.
We currently offer [brief commercial detail: export-ready wines, available volumes, price positioning, certifications, key varieties or appellations]. I would be glad to send you a short presentation and pricing information if you are currently reviewing new producers.
Would this be of interest?
Best regards,
[Your Name]
[Title]
[Winery Name]
[Website]
[Phone/WhatsApp]
Why this template works
This type of message is short, but it does several important things. It explains who you are, shows that you researched the importer, gives a clear reason for the contact and asks for a simple reply.
It does not pressure the importer. It does not include attachments in the first message unless necessary. It does not ask for too much time. Most importantly, it makes the email feel relevant.
For many producers, the temptation is to write a long message with the full winery story. But at the first contact stage, clarity is more important than detail. The importer should be able to understand your offer in less than one minute.
Email template: approaching an importer before a trade fair
Subject: Meeting at [Trade Fair Name] – [Winery Name] from [Region]
Dear [Name],
I hope you are well.
I will be attending [Trade Fair Name] with [Winery Name], a producer from [Region/Country] specializing in [short description of wines].
I noticed that [Importer Name] works with [relevant portfolio/channel detail], and I believe our wines may be relevant for your selection. We will be presenting [brief mention of range, new vintage, organic/biodynamic certification, sparkling wines, premium line, etc.] during the fair.
If you are attending, I would be glad to schedule a short tasting meeting at our stand.
Would you be available for a 15-minute meeting on 2026 or 2026?
Best regards,
[Your Name]
[Winery Name]
[Stand number, if available]
[Website]
[Phone/WhatsApp]
Why trade fair outreach is different
Before a trade fair, importers receive many invitations. The message should be even more direct than a normal introduction email. They need to know who you are, why the meeting may be useful and how easy it is to meet you.
If you have a stand number, include it. If you are walking the fair without a stand, mention that you are available for appointments. If the importer is from a priority country, personalize the message more carefully.
Trade fairs are one of the best opportunities to move from cold email to real conversation, but only if the meeting is prepared in advance.
Email template: after meeting an importer
Subject: Thank you for meeting at [Event Name]
Dear [Name],
Thank you for taking the time to meet with us at [Event Name]. It was a pleasure to introduce [Winery Name] and discuss the opportunity for [Country/Market].
As discussed, I am sending you [presentation, price list, technical sheets, sample details or other requested information]. Based on our conversation, I believe the most relevant wines for your portfolio may be [wine names or categories].
Please let me know if you would like to receive samples or schedule a follow-up call to discuss the next steps.
Best regards,
[Your Name]
[Winery Name]
Follow up quickly after meetings
After a trade fair or business meeting, speed matters. Importers often meet many producers in a short period of time. If you wait two or three weeks, the conversation may lose momentum.
A good follow-up should be sent within a few days. It should remind the importer who you are, refer to the conversation and provide exactly what was requested. If the importer asked for samples, confirm which wines should be sent. If they asked for prices, include a clear price list. If they asked for technical sheets, make sure the documents are complete and easy to understand.
The goal is to make the importer’s job easier. A clear and organized follow-up gives the impression that your winery will also be professional as a supplier.
Do not send large attachments too early
Many producers send catalogues, brochures, technical sheets, bottle images and presentations in the first email. This can sometimes work, but it can also reduce deliverability or make the message feel heavy.
A better approach is to keep the first email light and offer to send more information if there is interest. If you do include an attachment, keep it small and relevant. A short PDF presentation is usually better than multiple large files.
Another option is to include a simple link to your website or online portfolio. However, avoid forcing the importer to search for key information. Your email should still explain the basics clearly.
The follow-up strategy
Many importers will not reply to the first email. This does not always mean they are not interested. They may be busy, traveling, reviewing other offers or waiting for a better moment.
A professional follow-up sequence can significantly improve your chances. The key is to be persistent without becoming aggressive.
A simple structure can work well. Send the first email. If there is no reply, follow up after five to seven business days. If there is still no reply, send a second follow-up one or two weeks later with a slightly different angle. After that, leave the contact for a later campaign or future event.
The follow-up should not simply repeat the first email. It should add context, make the decision easier or offer a specific next step.
Follow-up template: first reminder
Subject: Re: Wine producer from [Region] – potential fit for your portfolio
Dear [Name],
I just wanted to follow up on my previous message regarding [Winery Name].
We are currently looking for the right import partner in [Country], and I believe our [wine category/style] could be relevant for your portfolio, especially because of your focus on [relevant detail].
Please let me know if you would like me to send a short presentation and export price list.
Best regards,
[Your Name]
Follow-up template: second reminder with added value
Subject: Re: [Winery Name] – wines from [Region]
Dear [Name],
I wanted to follow up once more in case my previous message arrived at a busy time.
To give you a quick overview, [Winery Name] produces [short description] with [key point: organic certification, limited production, strong price-quality ratio, premium positioning, export experience, awards, etc.]. Our wines may be especially suitable for [restaurants, independent retailers, premium retail, online wine shops, etc.].
If you are currently reviewing new producers, I would be glad to send more details or arrange a short call.
Best regards,
[Your Name]
When to stop following up
Persistence is important, but so is knowing when to stop. If an importer does not respond after two or three well-written messages, it is usually better to pause. Continuing to send emails too often can damage the relationship before it begins.
This does not mean the contact should be deleted. The importer may become relevant later. They may respond before a trade fair, during a portfolio review or when they are looking for a specific type of wine. You can keep the company in your database and contact them again when there is a stronger reason, such as a new vintage, an upcoming event, a market visit or a product that better matches their portfolio.
Good export sales often require long-term timing. A “no reply” today can still become a conversation later if the contact is handled professionally.
Personalization matters more than volume
It is easy to believe that contacting more importers will automatically create more opportunities. In reality, the quality of the contact list and the relevance of the message are usually more important than volume.
A personalized email to 30 well-matched importers can perform better than a generic campaign sent to 300 companies. Importers can quickly recognize when a message has been sent to everyone. They can also recognize when a producer has taken the time to understand their business.
Personalization does not mean writing a completely different email every time. It means adapting the message enough to show relevance. Mention the importer’s portfolio, sales channel, country focus or product category. Explain why your wines may fit. Use direct contacts when possible.
This small effort can make a major difference.
Common mistakes when contacting wine importers
Many outreach campaigns fail for avoidable reasons. The most common mistake is sending a generic message with no clear connection to the importer’s portfolio. Another is writing too much and making the importer work hard to understand the offer.
Some producers also focus only on the winery story and forget the commercial details. Importers need to know what makes the wine interesting, but they also need price positioning, available volumes, certifications, logistics and market potential.
Another common mistake is sending samples too early. Samples should usually come after the importer has shown some interest and confirmed which wines are relevant. Sending bottles without qualification can become expensive and inefficient.
Finally, many producers do not follow up properly. They send one email, receive no answer and assume there is no opportunity. In export sales, timing and consistency matter. A polite follow-up can often reopen the conversation.
How BestWineImporters helps producers contact the right importers
BestWineImporters helps wine, beer and spirits producers make importer outreach more targeted. Instead of relying on random searches or outdated lists, producers can use BWI to identify importers and distributors by country, company type, product category, size and contact information.
This makes outreach more efficient because producers can focus on companies that are more likely to match their wines. They can also contact relevant decision-makers instead of relying only on generic company emails.
For wineries preparing an export campaign, a trade fair or a market visit, this can save time and improve the quality of the first conversation. A strong email is important, but it works best when sent to the right importer.
BestWineImporter does not replace the need for professional communication, good materials and consistent follow-up. But it gives producers a better starting point: a qualified list of potential partners and the information needed to approach them with relevance.