Retail shops that court clients for private sales appeal to a category of wine lovers who crave exclusivity, personalized customer service, and the opportunity to procure rare or highly allocated bottles. For the retailer, this type of service can be a significant boon to sales.
The process of building this type of clientele—and matching them with the right wines—isn’t always easy. It requires fastidious attention to detail, ongoing commitment to developing relationships with importers and distributors, and a savvy approach towards providing a unique, curated experience not available elsewhere.
But the right operational strategy can make this sales channel a worthwhile investment. SevenFifty Daily spoke with retail professionals about what it takes to succeed in the delicate game of private wine sales.
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Develop a Robust Client List
For retailers venturing into or expanding private sales, capturing customer intel is crucial. “Keep a record of clientele willing to spend a lot of money on substantial quantities to create a database for direct outreach,” says Melissa L. Smith, the founder of Enotrias Elite Sommelier Services in northern California.
And don’t miss opportunities to collect details from potential clients; a basic sign-up sheet is an easy way to gather intel if you’re curating wines for a private event. However, it should be done strategically, says Tony Rivera, the owner of Monopole Wine Co., a concierge wine shop in Oklahoma City. “We’re always prepared to gather information and share ours in the hopes that interested parties will follow up,” he says. “When staffing or providing services for an event, depending on your marketing budget, [try offering] half bottles of Champagne with a card attached as a party favor.”
If you have a retail shop and are considering private sales, you probably already have more interested clients than you realize, adds Rivera. “Developing a culture around wine that provides an outlet for your clients helps attract the right people,” he says. In his experience, most clients are garnered by word of mouth, but he also works with local real estate agents, home builders, and restaurants to identify people who’d like to build their private cellars.
To that end, DCanter, a wine shop in Washington, D.C., aims to make private sales more accessible. It’s a mission that transcends tapping collectors seeking cult favorites and point-driven bottles, says cofounder and CEO Michelle Lim Warner. “DCanter is a modern, community-oriented retailer committed to providing a high-touch, relationship-driven service that’s accessible to a broader audience.”
Decide What to Reserve for Private Sales
Part of the appeal and mystique of being a private wine client is the opportunity to snag those rare, elusive bottles. But how does a retailer decide which wines to reserve and which to put out on the shelf? It’s often on a case-by-case basis, according to Rivera, starting with familiarity of clients’ preferences and keeping detailed notes on their wish list to know if something’s a fit for their cellar.
“We always offer those wines to the people we know would be the most interested and then decide if we want to put them on the shelf now or hold back in our reserve collection to be placed out another time,” says Rivera.
He also makes sure they’re the first to know about advance releases, but admits that the practice must be carefully managed. ”Mistakes happen, and you never want to offer a product to your customer only to be told by your vendor that they can’t support the inventory or it was sold before you could place an order.”
At Folio Fine Wine Partners in Napa, private clients get exclusive access to wineries’ cellars and their annual library releases; they’re given three months of priority access for new vintages and six months for library wines. “We prefer to build a long-term relationship with our clients to celebrate these historic brands together,” says Philippe André, Folio’s U.S. private client director.
Smith says that allocated bottles, including top Burgundies, cult California Cabernets, first growth Bordeaux, and some vintage Champagnes, will be offered directly to the private client list. Futures are typically all released at the same time, and “the first ones to buy get the first ones imported, if they’re bought in waves.”
Hire Specialized Staff
At DCanter, offers from importers for limited-allocation wines are only pursued when bottles are well-suited to concierge clients. Paramount to this personalized service are savvy staff members who can leverage their knowledge. “Dedicated staff exclusively focused on our concierge service are also trained in floor sales to ensure that these clients can connect directly with their personal wine expert,” says Warner.
Since Folio Fine Wine Partners isn’t a brick and mortar organization, it’s especially important for team members to manage their networks and meet with clients in person when possible. “We typically meet new clients that visit Napa, and our hospitality manager will personally host them,” says André. “If the client is interested in private client access, they would be paired with a team member that can build the relationship further.”
Rivera recommends that retailers hire someone with a core knowledge of wine and stellar customer service skills to help clients explore. “If you’re looking to add another [employee], find someone with experience that will complement your other client managers to navigate a wide range of client needs, goals, and personalities,” he says. He and his partner both have backgrounds in hospitality, yet most of Rivera’s experience stems from retail and wholesale, while his partner is a trained winemaker and professor.
It’s also important to factor in the staff’s time commitment, which varies depending on the amount and type of service offered, and to be transparent about fees, recognizing that not all private clients need to have deep pockets. “Our philosophy is that if you are willing to give us your time to come discuss your interest in wine, then you deserve our time to do so,” says Rivera.
Overcome the Challenges of Private Client Sales
While private clients have the potential to dramatically boost sales, managing this type of program is not without its challenges, including the time it takes to meet and build trust with a new prospective client. “We have very limited inventory and we have to make sure it ends up in the right hands to be ambassadors for our most prized bottlings,” says André.
Smith has also experienced many challenges, such as dealing with difficult clientele, changes in purchasing, and declining interest in wine. “Dedicating more resources to getting younger people into wine and wine investing is the best route to opening up the market and continuing sales,” she says.
Managing and competing for allocations can also be a frustrating hurdle—and a process that varies state by state. “There are only so many wines and you’re not the only account trying to get your hands on them,” says Rivera. “Working with brands and importers consistently and opening that line of communication goes a long way,” he says. “Discuss your expectations and ask what the expectations are from the distributors.”
Understanding specific client requests and the time required to fulfill them can also be tricky, adds Rivera, so be sure to ask questions for clarity and glean experience from smaller asks.
Level Up Your Private Client Sales
DCanter’s monthly concierge service attracts clients with unique offerings, like an outsourced personalized shopping experience connecting consumers to top-tier discoveries from smaller producers, including sustainable and organic bottles, based on their taste and budget. The holistic experience includes benefits like first access to wines, tasting events, and wine travel opportunities, which Warner and her team supports through their investment in their team, technology, and operations. “For us, private client sales are about immersing our customers in a rich, engaging wine journey,” says Warner.
To further build client sales, consider adding auction purchasing. Rivera, who is currently expanding into this arm of the business, suggests checking your state’s laws and starting with one auction house before navigating multiple venues. “Do your research, set a budget and stick to it, and don’t buy anything you’re not comfortable with,” he says, since these wines need to eventually be oversold.
It’s also important to foster an atmosphere of hospitality within your program. The high-touch nature of private sales demands a significant investment in time and resources, Warner points out, from researching wines to handling specific requests to packing and shipping. But she believes that attention to detail is one way retail shops can differentiate themselves and take their private sales up a notch.
“Adding small touches like personalized tasting notes, custom packaging, or handwritten greetings make every interaction feel thoughtful,” she says. “Creating a premium client experience is about the details: personalized recommendations, exclusive access, and an ongoing relationship that makes them feel valued and part of something special.”
Dispatch
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Kelly Magyarics is a wine, spirits, travel, and lifestyle writer in the Washington, D.C. area who holds the WSET Diploma. You can reach her on her website, kellymagyarics.com and on Twitter and Instagram @kmagyarics.
