Wine Enthusiast Companies modernized drop ship automation and supply chain data management for the next generation of digital commerce with Logicbroker.

“Logicbroker to me and my team means modern technology, fast, flexible, scalable, with real people making me feel like a customer. Something that all technology companies should be about.”

Adam Strum, Chairman/CEO Wine Enthusiast Companies


Founded in 1979, Wine Enthusiast Companies is the world’s number one source for wine accessories, storage, information, education, events and travel, and is a driving force in the marketplace. Over the last 30 years, this multifaceted business has thrived along with America’s ever-expanding enchantment with wine. Started as a direct mail business, Wine Enthusiast has published over 300 million catalogs. Today Wine Enthusiast successfully markets via direct mail, multiple internet sites and with our business-to-business division, bringing Wine Enthusiast products into retail stores throughout the nation.

With the evolution of digital commerce, the Wine Enthusiast team knew that to maintain a competitive edge, it was necessary to invest in new technologies. For over a decade, the team relied on Radial, Vendornet and Ecometry to manage and track orders and inventory. The team decided to implement NetSuite to replace their legacy Ecometry order management system (OMS) and HighJump and B2B Gateway to handle the warehouse management and EDI integrations.

Upgrading their backed systems proved to be a difficult and lengthy process, and the team struggled with missed go-live deadlines and the continuation of manual work. In order to scale their business, Wine Enthusiast knew it was necessary to bring in a new solution.


Wine Enthusiast partnered with Logicbroker to leverage their NetSuite Connector to ensure B2B and B2C orders were seamlessly exchanged to meet SLAs and maintain accurate inventory. As the company operates as both an online retailer and a supplier of wine accessories, two separate solutions needed to be in place to meet their unique business requirements.

Wine Enthusiast Companies was fulfilling orders out of multiple systems, as they could not drop ship eaches and pallets in one platform. Now, with both connectors in place, whether a set of wine glasses shipping directly from a supplier or hundreds of pallets of wine fridges en route to Costco, Logicbroker’s comprehensive, consolidated platform to manage, analyze and optimize all the related supply chain data real time.

Wine Enthusiast was eager to go live and set an aggressive timeline to ensure their business needs would not only be met but exceeded. The Logicbroker team was able to implement the connector along with migrating over 80 suppliers and 15 retailer connections just six weeks after the agreement was signed.


Today, the Wine Enthusiast team enjoys a fully automated, modern solution that can scale with their business. With a working solution in place, the team is free from needing to manage onboarding and integration and can leverage Logicbroker’s managed service to ensure all procurement information is properly exchanged and new suppliers and retail channels can be added quickly. With EDI, there is no need to manually enter any order data. With Logicbroker’s robust reporting, the Wine Enthusiast team has complete visibility to vendor performance, exception management, and order/GMV overviews.

With a working solution in place, Wine Enthusiast Companies is expected to save millions of dollars annually on ongoing licensing and consulting fees and is ready for the next generation of eCommerce.

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