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The AI assistant for wine and drinks sales reps

The restaurant is redoing its wine list, the wine shop wants a tasting, the bar is asking about a new beer on draught, and bottles from the great vintage are scarce. Ugo keeps your tech sheets, proposals, diary and allocations in hand.

Try UgoHow Ugo helps wine and drinks sales reps

Wine and drinks sales reps sell stories as well as bottles: grape, region, vintage, method, food pairings. Ugo is an AI assistant on WhatsApp that helps you tell them well and keep track of a portfolio of wineries, breweries, distilleries and soft drink and water brands. Ask him for a tech sheet, a proposal or a gap in your diary for a tasting, and he answers using your tools.

Your work changes with the customer. The wine shop wants labels with a story and tasting evenings. The restaurant is redoing its wine list and wants a proposal that fits the menu and the prices. The bar thinks about draught, aperitifs and spirits for cocktails. The on-trade wholesaler wants volumes and terms. And the most sought-after labels come on allocation: a few cases, to be shared out carefully.

Ugo learns the websites of the wineries you represent, creates wine list proposals from your template, organises tastings and trade shows and keeps count of allocations in your Excel file. Before he sends a message, creates a document or changes a number he shows you what he’ll do and waits for your “Confirm”. You focus on what no assistant can do: pour, tell the story, persuade.

The daily challenges of a wine and drinks rep

A rich portfolio is an advantage, until you have to remember all of it.

Tech sheets and vintages

Grapes, ABV, ageing, pairings, awards: the customer wants the right details, and the new vintage changes everything. Tech sheets are scattered across websites, PDFs and producers’ emails.

Wine list proposals

Every restaurant wants a tailored proposal: so many whites, so many reds, a price band, a region. Building it from scratch every time takes hours you could spend on calls.

Allocations of limited labels

The most sought-after bottles are few and must be shared among your best customers. Without an accurate count you risk promising cases you don’t have or upsetting people who’ve been waiting for months.

Tastings, events and trade shows

Evenings at wine shops, winery visits with customers, meetings at trade shows: every event has to be booked, communicated and followed up. And after a show, new contacts go cold fast.

How Ugo helps wine and drinks sales reps

From the wine list to the tasting, four concrete examples.

The wine list proposal

The restaurant wants six Italian reds under a certain price band. Ugo cross-checks your price list with the tech sheets on the wineries’ websites, suggests the labels and creates the proposal document from your template on Drive.

Skills used

Ugoonline

  1. The Brentwood Arms is redoing its list: they want Italian reds to go with meat, list price under £15

  2. From your price list on Drive, with tech sheets from the wineries’ websites, under £15: 1. Barbera d’Alba Superiore, Cantina Monfalletto 2. Dolcetto di Dogliani, Poderi San Luigi 3. Langhe Nebbiolo, Cantina Monfalletto 4. Montepulciano d’Abruzzo, Tenuta Ca’ Bianca 5. Primitivo di Manduria, Masseria del Sole 6. Valpolicella Ripasso, Poderi San Luigi Shall I create the proposal?

  3. Yes

  4. Here’s what I’ll do: Create the document “Wine list proposal, The Brentwood Arms” from the template “Wine list proposal”, in the Proposals folder, with the six labels, short tasting notes and list prices. Confirm?

The tasting at the wine shop

You agree an evening with the wine shop. Ugo finds a free Thursday, creates the appointment in your diary and sends the owner a confirmation from your WhatsApp Business, with the labels to be tasted.

Skills used

Ugoonline

  1. Tasting evening at The Wine Cellar, a Thursday evening in November

  2. In November you’re free on Thursday 12 and 26 after 6pm.

  3. The 12th from 7, I’ll bring the Ca’ Bianca whites

  4. Here’s what I’ll do: • Create the appointment “Tasting, The Wine Cellar” on Thursday 12 November from 7:00pm to 10:00pm • Message Luke (The Wine Cellar) from your WhatsApp Business: “Hi Luke, the evening of Thursday 12th from 7 is confirmed: I’ll bring the Tenuta Ca’ Bianca whites. Let’s talk about numbers.” Confirm?

Keeping count of allocations

The cases of the allocated label are in an Excel file on OneDrive. Ugo tells you how many are left and who you’ve promised them to, and updates the cell when you assign a case to a customer.

Skills used

Ugoonline

  1. How many cases of Monfalletto Barolo 2021 do I still have to allocate?

  2. From the sheet “Allocations 2026”: 24 cases of 6 in total, 17 allocated, 7 free. Latest allocations: The Avon Brasserie 3, The Wine Cellar 2.

  3. Give 2 cases to Villa Rosa restaurant

  4. Here’s what I’ll do on the sheet “Allocations 2026”: • Add the row: Villa Rosa | Monfalletto Barolo 2021 | 2 cases • Free cases: from 7 to 5 Confirm?

Following up after the London Wine Fair

After the show you have dozens of business cards and emails. Ugo searches your inbox for the contacts you met on those days, sums them up and drafts the thank-you email with your offer, one by one.

Skills used

Ugoonline

  1. Who emailed me during the London Wine Fair that I haven’t got back to yet?

  2. From the emails on the show days, with no reply from you: • Martha Gill, Bar Eight, Bath: wants the price list for the whites • Lakeside Hotel, Windermere: wants samples for the summer list • David Ross, on-trade wholesaler, Bristol: asking for terms on the Primitivo

  3. Reply to Martha that I’ll send the price list and we’ll arrange a visit

  4. Here’s what I’ll do: Reply to Martha Gill: “Dear Martha, it was a pleasure meeting you at the fair. I’ll send you the price list for the whites later today. Would a visit to Bar Eight next week suit you?” Confirm?

A day in the life of a wine and drinks rep

From wine shops in the morning to restaurants after lunch, through to the evening tasting.

  1. 8:30

    Scheduled task: Ugo sends you today’s appointments and sample requests that came in by email.

  2. 10:00

    At the wine shop the owner asks how a red is aged: Ugo reads it to you from the winery’s website.

  3. 12:00

    An on-trade wholesaler asks for terms on mineral water: Ugo finds the price list on OneDrive and answers with prices and pallets.

  4. 15:30

    The restaurateur wants to redo the wine list: Ugo suggests the labels and creates the proposal from the template.

  5. 17:00

    You allocate the last cases: Ugo updates the Excel sheet after your “Confirm”.

  6. 19:00

    Tasting at the wine shop: the day before, Ugo had already reminded you of the labels and the number of guests.

The tools to connect for selling wine and drinks

Wineries, price lists, allocations: every detail where Ugo can find it.

The websites of wineries and breweries

With Company websites Ugo learns the tech sheets published by the companies you represent: grapes, ageing, pairings, awards. He answers quoting the page, so you know where the information comes from.

The allocations sheet on OneDrive

Label, vintage, cases available, customer and quantity allocated. Ugo reads the sheet, adds rows and updates cells when you assign a case.

Wine list templates on Drive

A document with {{client}} placeholders and space for the labels: Ugo creates a filled-in proposal for each restaurant, in the folder you choose.

The CRM for customers and samples

HubSpot, Zoho CRM, Agile CRM or Odoo: Ugo logs calls and tastings, creates follow-up tasks and moves deals along when the customer orders.

The skills to switch on

The most useful Ugo features for this job, starting with the first one to turn on. You switch them on from the portal in a few minutes.

FAQs about wine and drinks sales reps

How do I put together a wine list proposal for a restaurant?

Start from the menu and the venue’s price band, then choose a few coherent labels: region, style, pairings. Add short notes front-of-house staff can use. Ugo suggests labels from the websites of the wineries you represent and creates the proposal document from your template on Google Drive.

How should I manage allocations of the most sought-after wines?

Keep a single sheet with label, vintage, cases available and allocations by customer, and update it every time you promise a case. Ugo works on that sheet in OneDrive: he tells you how many cases are left, who they went to and adds new allocations after your “Confirm”.

How do I get organised for the London Wine Fair or ProWein?

Book meetings with customers before the show, keep a list of the labels you want people to taste and note every new contact. Ugo creates the appointments in your diary, searches your inbox for contacts from the show days and drafts your follow-up emails, which go out only when you confirm.

Does Ugo work for beer, spirits and soft drinks too?

Yes. The method is the same: Ugo learns the websites of breweries and distilleries, reads soft drink and water price lists and helps you follow up bars and on-trade wholesalers on WhatsApp Business and in the CRM. The products change, the way of working doesn’t.

Is it safe to connect my email and price lists to an AI assistant?

Ugo’s servers and database are in Frankfurt and he uses Anthropic’s Claude models. He only answers verified WhatsApp numbers, on Google Drive he works only in the folder you choose and he never sends emails or messages without your “Confirm”. You can disconnect a skill from the portal whenever you like.

Useful references

Associations, bodies and official sources for the sector: external websites, independent of Ugo.

More time to talk about your wines

Have Ugo learn your wineries’ websites and connect your diary and Drive: proposals and tastings in a few messages.

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