Joval Wine Group: Raising the Bar for Customer Experience

The B2B eCommerce space is full of change but few mid-market distributors have embraced digital transformation with the precision and ambition of Joval Wine Group. In 2024, their efforts were recognized with a major win: Mid-Market B2B eCommerce Distributor of the Year at the B2B eCommerce Industry Awards.

This post explores why Joval stood out and what other distributors can learn from their digital strategy.

Transforming the Digital Buying Experience for Fine Wine

Most B2B distributors focus on product selection or service. Joval does both but with a deeper goal: eliminate friction and make ordering seamless. In March 2024, they launched WineSource, a purpose built B2B portal designed to simplify ordering and boost digital adoption across their 4,500 customer base.

WineSource isn’t just another web portal it’s tightly integrated with Joval’s renowned service model. Their customer service team and digital platform now work in tandem, giving customers flexibility to place orders however they prefer while freeing up the team to focus on higher value interactions.

From 150 to 1,800 Weekly Orders and Climbing

The early results speak volumes. Joval has grown weekly WineSource users from 150 to over 1,800 in just a few months. They are on track to reach their goal of having 50% of all customer orders placed digitally by October 2024.

This is a dramatic shift not just in behavior, but in how distributors think about customer experience in B2B. Joval’s approach proves that digital adoption doesn’t mean losing the personal touch. It means delivering on service expectations in the way modern buyers prefer to work.

Built for Scale, Designed for the Industry

What sets WineSource apart is its industry specific design. Joval operates two separate fine wine distribution businesses red+white and Mezzanine each with its own portfolio and go to market strategy. But both brands leverage the same digital infrastructure, allowing Joval to scale capabilities while tailoring experiences.

Their portal isn’t a one size fits all tool. It’s a bespoke system built around how wine buyers actually operate: repeat ordering, easy discovery, account specific pricing, and flexible support.

Digital with a Personal Backbone

Unlike some digital only players, Joval isn’t replacing relationships it’s enhancing them. Their customer promise remains unchanged: personal, efficient, reliable service. WineSource just makes it easier to deliver that promise at scale.

Sales reps and support teams are still central to the Joval experience but now they’re supported by a system that automates routine tasks, eliminates ordering errors, and lets everyone focus on what matters most: the customer.

The Bottom Line

Joval Wine Group didn’t win Mid-Market B2B eCommerce Distributor of the Year because they went digital. They won because they redefined what great digital experience means in a complex, relationship driven industry.

Their success offers a blueprint for other mid-market distributors: simplify the experience, integrate digital with service, and focus on customer behavior not internal systems.

Interested in learning more or showcasing your own success in B2B eCommerce?

Visit b2becommerceawards.com to explore the full list of winners and submit your organization for next year’s awards.