Direct-to-consumer (DTC) sales give wine brands better margins and direct relationships with their best customers. But long-term growth still depends on strong retail and on-premise partners. That’s where most wine is discovered and purchased, and why supporting those accounts is just as important as scaling DTC.

The challenge? Avoiding channel conflict. When your website competes with your retailers on price or access, it can strain relationships. The most successful wineries are finding ways to support wholesale accounts and grow DTC sales. Here’s how to do both—without compromise.

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Understand the risk of channel conflict for wine brands

Before building out an omnichannel strategy, wine brands need to recognize the potential pitfalls of channel conflict. When your DTC pricing, promotions, or messaging undercut your wholesale partners, it can create friction—or worse, lost placements. Retailers and restaurants don’t want to compete with your website for the same customer, especially if you're offering better deals or exclusive access online. Over time, this can strain relationships, reduce reorder rates, and damage your reputation with distributors. Understanding these dynamics early on is key to building a strategy that supports both channels without forcing them into competition.

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5 ways wine brands can support retail partners without hurting DTC sales

Keeping all your accounts and channels in harmony can feel like a balancing act, but with the right strategies, it’s both possible and advantageous in the long run. Here are a few key strategies that keep your accounts and DTC sales working in tandem, not in competition.

1. Maintain pricing parity across DTC and retail

Supporting your accounts means empowering them to sell your wine effectively without feeling like they’re in competition with your tasting room or online store. One of the best ways to do this is by maintaining consistent pricing across channels. 

Never offer your wines for less on your website than what retailers are charging. In fact, it can be beneficial to give accounts exclusive SKUs, custom labels, or seasonal offerings that aren't available DTC. 

Providing shelf talkers, tasting notes, staff education, or in-store signage helps them tell your story, reinforcing the brand rather than just selling a bottle. When you invest in their success, they’re more likely to champion your wine.

2. Use allocation strategies to differentiate channels

Not all wines need to be sold everywhere. Strategic allocation allows you to create separation between channels and reduce overlap. For example, you might reserve your small-lot or experimental bottlings for wine club members or direct sales while allocating your core, high-volume wines to retail and restaurants. This not only prevents internal competition, but it also builds demand across the board by making each channel feel unique and valuable in its own right.

3. Align retail and DTC marketing for shared success

Rather than treating DTC and account marketing as separate entities, smart wineries find ways to integrate them. This can include highlighting restaurant or retail partners in your email newsletters, sharing their events on social media, or tagging them in your posts when their customers check in with your wine. You can also collaborate on co-branded events, tastings, or promotions. When you help drive traffic to your partners, you’re reinforcing a symbiotic relationship—one where everyone benefits and the customer has a consistent brand experience, whether they buy from you directly or from a favorite local shop.

4. Use product locators and hybrid tools to support all channels

Wine buyers often move fluidly between online and in-person purchasing, and your strategy should reflect that. Tools like store or product locators make it easy for customers to find your wines locally, which can be especially helpful for those who discover your brand online but want to shop nearby. Make sure to choose a product locator that gives your customers a variety of buying options, like ordering from your website or finding a nearby store or restaurant. These solutions not only support your accounts, they improve customer experience and make your brand feel accessible across all touchpoints.

Learn more: Top 10 Features to Look for in a Product Locator Tool →

5. Treat retail and on-premise accounts like strategic partners

At the end of the day, your wholesale and on-premise accounts are partners, not just sales channels. Treating them as such means communicating openly about your DTC efforts and demonstrating how they complement your broader distribution strategy. Share product timelines, give them early access to new releases, and ask how you can better support their sales efforts. 

Consider offering joint staff training sessions, sales incentives, or co-marketing opportunities. When your accounts see that you're invested in their success, not just your own, they’re far more likely to advocate for your brand and remain long-term partners.

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Strengthen all your channels with a product locator

One of the most effective ways to support your retail and on-premise accounts without cannibalizing your DTC sales is to include a product locator on your website. A product locator allows customers to find local stores, wine shops, restaurants, or bars that carry your wines, giving them options beyond buying directly from your online store. This approach not only helps drive traffic to your accounts, but also builds goodwill with retailers and restaurants who see you actively supporting their success.

Make it visible and useful

To be effective, your product locator should be easy to find. Place it prominently on your navigation and individual product pages, especially where purchase decisions happen. Don’t hide it in the footer or bury it in your FAQ. The easier it is to use, the more it benefits everyone involved.

Learn more: How to Optimize Your Store or Product Locator Page →

Offer filtered choices

Consumers value convenience and control. That’s why the best locators include filters like Buy Online, Buy In-Store, or Restaurant Availability. These filters help users quickly find the purchasing experience that fits their needs, whether they want doorstep delivery or a night out. By offering flexibility, you keep the buying journey customer-focused while still supporting all your sales channels.

Balance DTC and account visibility

It’s tempting to push DTC sales hard, but if you’re also trying to grow your wholesale presence, balance is key. Avoid making your “Buy Now” button the only option on product pages. Instead, pair it with a “Find Near Me” or “Available Locally” button. This way, customers see your DTC shop as one of many buying options, keeping accounts in the spotlight too.