Case Study: Precision in the barrel — how one beverage innovator modernized its sales approach

The challenge: too many contacts, no clear system

The founder, who managed the sales operation alone, had amassed a database of 18,000 contacts. Outreach was ad hoc, relying on cold emails with no structured follow-up. There was no standardized pipeline, no reliable reporting, and no easy way to forecast. As he planned to eventually bring on a sales team, the lack of structure made growth unsustainable.

With limited bandwidth, he also struggled to balance the demands of running the business with the need to nurture leads. Time management, accountability, and adoption of new tools were ongoing hurdles.

Building the foundation for growth

CRM setup and data organization

The team implemented a clean CRM environment, built custom properties, and structured a deal pipeline that reflected the company’s unique sales cycle. This system provided a single source of truth for managing the 18,000 imported contacts.

Hands-on training and automation

Training sessions focused on making the founder self-sufficient. Together, they created a workflow to automate basic tasks, which demonstrated the potential of automation while saving hours of manual work.

Roadmap for scaling

Beyond immediate fixes, the plan included a path for long-term growth. This covered sales team onboarding, marketing agency partnerships, and expanded use of HubSpot tools like Sequences, Reporting, and Forecasting.

Results: clarity, confidence, and control

• Operational hub created: A working sales pipeline, workflows, and structured properties brought order to previously scattered data.
• Better decision-making: Reliable reporting and forecasting dashboards gave leadership visibility into performance.
• Empowerment: With the knowledge to use automation, reporting, and sequences effectively, the founder could confidently manage sales while preparing to scale.

Why it matters for producers

For wineries and distilleries, precision is everything. This company had already delivered innovation in the cellar with barrels that let producers fine-tune oak and oxygen exposure. Now, by modernizing its sales operations, it also brought that same level of precision and repeatability to how it engaged with customers.

Key measurable metrics

Call to action

Scaling requires both product innovation and operational excellence. With a structured sales process now in place, this beverage equipment manufacturer is positioned to expand its reach while staying true to its reputation for craftsmanship.