Wine Agency: What's In A Name?

The language spoken in the wine world is a complex one. That’s why, whenever we meet consumers, one of the most frequently asked questions is: "What exactly is a wine agent?"


An agent is an intermediary between the producer (the wine estate) and the professional purchaser (wholesale distribution, wine importers).

The main reason why a producer appoints an agent is to ensure that an estate’s wine range gets access to the widest yet tailored distribution network possible in order to let the right wine reach the right end consumer.

A classic agency has no stock and does not sell directly to the end consumer. You could think of the wine agent as a commercial export extension of the wine domain, somebody who can perfectly translate the philosophy and vision of the producer and who, due to many years of experience, can create a win-win situation for all parties involved.

Producer / Agent






 End consumer


However, Le Wine does not stop there. Apart from establishing the traditional distribution channels, wines are also positioned in the market by means of marketing campaigns and events. This includes everything from negotiating sponsorship deals for major events to personalised introduction events of a wine/producer and even representing producers at various trade fairs and tastings.

On top of that, Le Wine is heavily involved in communication: both the printed press (newspapers/magazines) and a complete online blog platform should ensure that the end consumer can get acquainted with Le Wine’s portfolio.


In order to distinguish itself in the Belgian market, Le Wine also acts as a mediator. We are convinced that it is our duty to provide everyone with as much transparent information as possible, allowing each wine aficionado, young or old, to make the right wine choice. As a mediator, we want to be a source of information and we want to continuously incite the end consumers, the purchasers and even the producers.

With that in mind, it should come as no surprise that our annual Vintage Impressions event, a professional wine day during which buyers can both taste and receive a unique report of the new harvest, is always well received.

Le Wine wants to keep innovating without losing sight of the traditional values of the wine world.  

  • 01 April -

Le Wine Head office

Vaucampslaan 110

1654 Huizingen


+32 2 356 33 00

Le Wine Nederland

+31 655 30 85 92

Le Wine France

71/73 Rue Desnouettes

75015 Paris