Collectors buy everyday drinking wine between allocations, so the person quietly ordering modest bottles is invisible to spend-based logic, exactly wrong for the client who should be first on the en-primeur list.
One book holds £12 bottles and £12,000 cases. Spend on any single order tells you almost nothing about whose cellar deserves the allocation call. McKinsey & Company finds the top 1 to 10% of customers carry 20 to 50% of revenue; in wine, most of them are buying midweek bottles between allocations.
McKinsey & Company, “Small and mighty: the untapped value of your top 1%” (2023)
When a hidden VIC places an order, Halia notifies your team by web push and email. Then you decide whether to reach out, pick a template and send. It compounds into a relationship worth many times the first order.
Halia ranks your quiet collectors by the wealth behind their modest orders, so the rare-allocation call, the en-primeur invite, and the private tasting reach the people most likely to say yes. Allocation lists are already clienteling, this systematises them.
Connect your store and Halia surfaces your hidden VICs, usually within the hour.
Connect your store → Calculate your ROI