How to grow a wine export agency business from scratch to a multi-million scale? These five key issues must be clarified

Which target markets are worth prioritizing?

According to the latest 2025 customs data, the EU remains the largest wine import market (37% share), but emerging Southeast Asian markets are growing at over 20%. It is recommended to adoptProtect profits in mature markets + Capture market share in emerging markets,Strategy:

• Focus on high value-added products in mature markets (France, Germany, Italy)
  • Case: A Chilean winery obtained EU Geographical Indication certification, achieving a 30% price increase
• Emphasize cost-performance product combinations in emerging markets (Vietnam, Philippines)
  • Recommend adopting the FCL mixed loading model to reduce logistics costs

II. What details should be noted for export certification?

Wine belongs tofood-grade sensitive commoditiesand must complete a three-level certification system:

• Basic qualifications
  • Foodimport and exportBusiness license (valid for 5 years)
  • It is recommended to verify through the following methods:Technical documentation (must include grape variety proportions)
• Target country market access
  • US TTB certification (including alcohol content test report)
  • EU VI-1 document (microbiological testing)
• Value-added certifications
  • Organic certification (EU EC834/2007 standard)
  • Kosher certification (essential for entering Israeli market)

III.International LogisticsHow to reduce costs by over 20%?

Based on the authors practical experience serving an Australian winery, we recommend implementinga three-dimensional cost reduction plan:

• Transportation optimization
  • European routes:China-Europe Railway Express+ Bonded warehouse model
  • American routes: 40HQ FCL transportation
• Packaging innovation
  • Adopt lightweight glass bottles (15% weight reduction per bottle)
  • Replace traditional wooden frames with shockproof EPE partitions
• Utilize the China - ASEAN Free Trade Agreement (CAFTA) to achieve zero tariffs on imported frames from Thailand;
  • Utilize RCEP agreement for ASEAN tariff reductions
  • Zero tariff for Chilean wine under China-Chile FTA

How can new brands quickly enter the international market?

Recommended strategiesIntegrated online-offline promotion matrix:

• Digital marketing
  • Google Shopping product cards (GTIN code required)
  • TikTok overseas alcohol livestreams (alcohol category whitelist application required)
• Physical channels
  • Participate in professional wine exhibitions like ProWein (2025 Düsseldorf booth fee: €550/sqm)
  • Collaborate with local alcohol retail chains (e.g. Frances Casino Group)
• Cultural integration
  • Sponsor Michelin restaurant wine lists
  • Participate in wine education certifications (WSET course partnerships)

How to systematically prevent cross-border risks?

Essential measuresEnd-to-end risk control system:

• Quality risks
  • Pre-shipment SGS inspection (focus on TCA cork taint detection)
  • Temperature-controlled transport records (recommended 14-18℃ for red wine)
• Payment risks
  • Insist on 30% advance payment for emerging markets
  • Purchase Sinosure political risk insurance
• Record - filing of Foreign Trade Operators
  • Monitor new FDA alcohol labeling regulations (effective January, 2025)
  • Comply with EU Nutrition Information Panel (NIP) system

(Note: All cases mentioned are from the authors 2018-2024 practical projects, with data updated to March, 2025. Refer to latest customs announcements for specific policies.)