Sending samples is one of the most common steps in the export sales process. For many wineries, it feels like the moment when a potential opportunity becomes real. A wine importer shows interest, asks to taste the wines, and the producer prepares a shipment with the hope that it will lead to a new distribution agreement.

But samples are not free. They involve wine, packaging, shipping costs, documentation, time and follow-up. In some cases, producers send samples to dozens of companies without knowing if those companies are truly relevant, active or capable of developing the brand in their market.

This is why evaluating a wine importer before sending samples is so important.

The goal is not to make the process complicated. The goal is to avoid wasting resources on poor-fit companies and focus your attention on importers that have a real chance of becoming serious partners.

Why sample requests should not be treated equally

When a wine importer asks for samples, it can be a positive sign. It means there is at least some level of interest. However, not every sample request has the same value.

Some importers request samples because they are genuinely reviewing their portfolio and looking for new producers. Others may be curious but not actively buying. Some may not be a good fit for your price level, category or production volume. Others may not have the right distribution channels for your wines.

For this reason, wineries should avoid sending samples automatically to every company that asks. Before preparing the shipment, it is worth taking a step back and asking whether the importer is a realistic commercial match.

A few minutes of research can save money, time and frustration later.

Start with portfolio fit

The first question is simple: does this importer work with wines like yours?

This does not mean the importer must already represent producers from your exact region or category. In fact, too much overlap can sometimes be a problem. But there should be a logical fit between your wines and the company’s existing portfolio.

If you produce premium organic wines, an importer focused mainly on low-cost supermarket labels may not be the right partner. If you produce large-volume entry-level wines, a boutique importer working with small allocations for fine dining may not be able to move enough volume. If your wines come from an emerging region, you may need an importer that is open to storytelling and market education, not only one that works with famous appellations.

Look at the types of wines the importer already sells. You can do this using the BestWineImporters platform.

Check the countries of origin, price positioning, wine styles, certifications, packaging and channels. If their portfolio includes products that speak to a similar buyer profile, the chances of a productive conversation are much higher.

Portfolio fit is often more important than company size. A smaller specialized importer can be a better partner than a large company with no real interest in your category.

Understand their sales channels

A good importer is not just a company that can bring your wine into the country. The importer also needs access to the right customers.

Some importers are strong in restaurants and hotels. Others work mainly with independent wine shops, online retail, supermarket chains, wholesalers or regional distributors. Some specialize in premium wines for sommeliers, while others are built around volume, private label or mainstream retail.

Before sending samples, try to understand where your wines would actually be sold.

If your brand depends on storytelling, hand-selling and premium positioning, an importer with strong restaurant and independent retail connections may be more suitable. If your business model is based on larger volumes and competitive pricing, then retail and wholesale access may be more important.

The question is not only “Can this company import my wine?” The better question is “Can this company sell my wine to the right buyers?”

Check if the importer is active

One of the biggest risks in export prospecting is working with outdated information. A company may appear on an old list, have a website that has not been updated in years, or still be registered as an importer even if its activity has changed.

Before sending samples, check whether the importer appears active. Look at their website, social media, portfolio updates, event participation, recent announcements and online presence. If they are attending trade fairs, launching new wines, updating their portfolio or actively communicating with customers, this is usually a positive sign.

However, online visibility is not always enough. Some strong importers have a limited public presence, especially if they focus on trade clients rather than consumers. In these cases, other indicators become important, such as company data, market references, trade activity or direct communication quality.

An active importer usually communicates clearly, asks relevant questions and shows knowledge of the market. If the conversation feels vague from the beginning, be careful before investing in samples.

Look at company credibility

A sample shipment is not a distribution agreement, but it can be the beginning of one. Before going further, producers should understand whether the importer is a serious and credible company.

This does not mean you need a full legal investigation before sending a few bottles. But basic due diligence is useful, especially if the importer is asking for a large number of samples, requesting exclusivity early, or discussing future orders.

You can look at how long the company has been active, whether it has a professional website, whether its contact details are consistent, whether it represents known producers, and whether it appears connected to the trade. In some cases, it is also useful to check company registration details, financial indicators, ownership or credit risk information.

A serious importer should also be able to explain their business model. They should know which channels they would target, what price range makes sense, what margins are expected and what next steps would follow after tasting.

If the importer cannot clearly explain why your wines are interesting for their market, the sample request may not be strong enough.

Pay attention to the quality of the conversation

The way an importer communicates before receiving samples often tells you a lot about how they may behave later.

A strong potential partner usually asks specific questions. They may ask about ex-cellar prices, available volumes, current export markets, certifications, minimum order quantities, logistics, packaging, vintage availability, marketing support or exclusivity expectations. These questions show that they are thinking commercially.

A weak conversation is usually more generic. If the importer only says “send us samples” without explaining what they are looking for, which wines interest them or what type of buyers they serve, it may be worth asking for more information first.

Producers should not be afraid to qualify the importer before sending samples. A short professional reply can help clarify the opportunity:

“Thank you for your interest. Before we prepare the sample shipment, could you please let us know which sales channels you mainly cover and which wines from our range seem most relevant for your portfolio?”

This type of question is reasonable. Serious importers will understand it.

Clarify what happens after tasting

Samples should not be sent into a vacuum. Before shipping, it is helpful to define the next step.

Will the importer taste internally with the buying team? Will the wines be presented to key clients? Are they reviewing the portfolio for a specific season? Are they looking for immediate purchase, or just exploring future options? When can you expect feedback?

You do not need to pressure the importer, but you should create a clear follow-up path. Otherwise, samples may be received, tasted casually and forgotten.

A professional process might include sending the technical sheets and prices before shipment, confirming the tracking information, agreeing on a tasting timeframe and scheduling a follow-up call after delivery. This keeps the conversation active and shows that you are organized.

Many producers lose opportunities not because the wines are unsuitable, but because there is no structured follow-up after the samples arrive.

Be careful with exclusivity requests

Sometimes an importer may ask about exclusivity very early, even before tasting the wines properly or placing an order. This should be handled carefully.

Exclusivity can make sense when an importer is making a serious commitment to developing your brand. But it should usually be connected to clear expectations: territory, duration, sales targets, minimum orders, marketing activity and review periods.

Offering exclusivity too quickly can block your access to a market if the importer does not perform. Before agreeing to anything, make sure the company has the right channels, a realistic plan and a demonstrated interest in building the brand.

A sample request alone is not enough to justify exclusivity. It is only the start of the evaluation process.

Decide which samples to send

Once the importer seems relevant, the next step is deciding what to send. It is not always necessary to send the full range.

In many cases, a focused sample selection works better. Choose wines that best represent your winery and match the importer’s portfolio or market needs. If the importer is focused on premium restaurants, send the wines that fit that channel. If they are looking for retail-friendly products, choose wines with strong price-quality positioning and clear packaging.

You can also ask the importer which wines they prefer to taste based on your catalogue. This gives you more information about their interest and avoids sending unnecessary bottles.

Include technical sheets, pricing, vintage information and any useful commercial notes. The importer should be able to evaluate not only the quality of the wine, but also whether it makes sense commercially.

Track sample shipments and feedback

Sample management should be part of your export sales process. Keep a record of which importer received samples, which wines were sent, when they were delivered, what feedback was received and what the next step is.

Without tracking, it becomes easy to forget follow-ups or lose visibility over promising conversations. This is especially true after trade fairs, when many producers send samples to several contacts at once.

A simple system can make a big difference. Record the importer name, country, contact person, shipment date, wines sent, follow-up date, response and status. Over time, this helps you understand which markets, importer types and product categories generate the most serious interest.

Export success is rarely the result of one email or one sample shipment. It usually comes from consistent prospecting, qualification and follow-up.

Red flags before sending samples

There are some situations where producers should slow down before shipping samples.

Be careful if the company has no clear identity, no visible portfolio, inconsistent contact details or very vague communication. Be careful if they request a large number of samples without explaining their interest. Be careful if they ask for exclusivity before any serious discussion. Be careful if they avoid questions about sales channels, pricing expectations or next steps.

None of these signs automatically means the importer is not legitimate. But they are reasons to ask more questions before investing time and money.

A serious importer will usually respect a professional qualification process. They also want to know whether the producer is a good fit for them.

How BestWineImporters helps producers evaluate importers

BestWineImporters helps wine, beer and spirits producers make better decisions before contacting companies or sending samples. Instead of relying only on generic searches, old lists or incomplete websites, producers can use the platform to identify importers by country, product category, company type, size, activity and contact information. The platform offers shipping data and even on demand, complex reports when requested.

This helps wineries understand whether a potential importer is relevant before investing in outreach or sample shipments. Producers can check what type of company they are dealing with, build more focused prospect lists and prioritize the contacts that are more likely to fit their wines.

For export teams, this can make the sample process more efficient. Instead of sending bottles to every company that replies, wineries can focus on importers that match their strategy, market goals and product category. It helps producers start from a better position: with more reliable information and a clearer understanding of who they are approaching.