Mistakes that cost wineries international sales (and how to avoid them)

29 Oct, 2025

Errores que hacen perder ventas internacionales a las bodegas (y cómo evitarlos)

Yes, many Spanish wineries are losing international sales without realising it. Not because of the quality of their wine, but because of small strategic mistakes that put off foreign visitors just when they are most willing to buy.

At Move Your Wine we work with wineries all over Spain to help them turn every visit into an international sale. Today we share the most common mistakes and, above all, how to avoid them.

1. Not offering international wine shipping

One of the most costly mistakes is not offering an international shipping solution to visitors who want to buy wine. Foreign tourists often fall in love with your wines, but cannot take them in their suitcase or fear problems at customs. If you don’t give them a clear alternative, they simply don’t buy.

Solution:
Offer a professional door-to-door international shipping service. At Move Your Wine we manage the entire process: certified packaging, customs documentation and safe delivery to countries such as the USA, Canada, the UK or Switzerland. This removes logistical barriers and turns a visit into a real sale.

2. Not adapting the experience to foreign visitors

Many international visitors feel that wineries are not prepared to welcome them: signage only in Spanish, untranslated materials or staff who cannot explain the wines in their language. This creates an incomplete experience and reduces the chances of a sale or of building loyalty.

Solution:

  • Translate essential information (tasting sheets, prices, packs).
  • Train your team in basic multilingual customer service.
  • Use QR codes with versions in several languages for technical sheets or videos.

The goal is for visitors to feel understood and be able to buy without friction.

3. Not using merchandising as a sales tool

Merchandising is not just decoration. It is an extension of your brand and an opportunity to generate additional income. Not having a carefully curated selection of products or not offering personalised items reduces the impact of the visitor experience.

Solution:
Design a product line consistent with your identity: tasting notebooks, tote bags, engraved glasses or corkscrews. Each piece should say something about your winery. Discover examples in our merchandising for wineries section.

4. Not recording visitor data

Every foreign visitor who comes to your winery is an opportunity for a future sale, but if you don’t capture their contact details, they disappear as soon as they walk out the door. Many wineries have no registration or post-visit follow-up system.

Solution:

  • Create a simple form to collect email, country and wine preference.
  • Send a thank-you email with a special offer or international shipping packs.
  • Segment by country to offer specific promotions.

Good follow-up turns a tourist into a repeat customer.

5. Not telling the brand’s story

International visitors are looking for authenticity. If you only talk about grape varieties or alcohol content, you miss the chance to connect emotionally. Telling your story —who you are, how your winery was born, why your wines are unique— creates value and loyalty.

Solution:
Integrate storytelling into the visit and your sales materials. A visitor who understands your story will be the one who recommends your wine when they return to their country.

6. Not measuring or optimising the visitor experience

Many wineries do not analyse how many visitors buy, which products they choose or why they do not complete a purchase. Without data, you cannot improve.

Solution:

  • Implement a simple tracking system (form, CRM or survey).
  • Measure the conversion from visit to sale.
  • Adjust prices, packs and products according to demand.

Optimising is as important as producing good wine.

Conclusion

A winery’s international success does not depend on the wine alone: it depends on the experience you offer and how you make it travel beyond your walls. Avoiding these mistakes is the first step to turning every visit into an international sale.

At Move Your Wine we help wineries all over Spain make the most of their wine tourism, combining international wine shipping and custom merchandising that enhances the brand experience. Is your winery ready to make the most of its global potential?

Frequently asked questions

Can I ship wine to the USA from my winery?

Yes. Move Your Wine handles door-to-door shipments from Spain to the USA and other countries, with certified packaging and full customs management.

What type of merchandising works best with foreign tourists?

Useful, sustainable and personalised products: engraved glasses, tote bags, tasting notebooks or gift packs.

How can I build loyalty with an international customer after their visit?

Send them a personalised email, offer recurring shipments and create special packs with thank-you notes.