Location/Region: Washington, DC.
Industry: International Trade (wine
and spirits imports)
Apps implemented: Accounting, CRM and Inventory
Software
Replaced: Xero
Number of users: 2
Hosting type: Odoo
online
Wine importing is more than just sourcing bottles—it's about telling the stories behind them. For Ian and his wife, the founders of Red Wolf Imports, it also meant learning an entire industry from scratch. Armed with passion, a knack for finding unique wines, and a commitment to relationships, they turned their dream into a thriving business. But as their company grew, so did the complexity of managing inventory, accounting, and customer relations. That's where Odoo stepped in.
“Neither of us came from the wine industry, but we loved wine and learning about it. This business became our way of combining passion with purpose.”
Red Wolf's story began with a simple desire: to create something that makes people feel good and welcome. While brainstorming business ideas, Ian and his wife found inspiration during a vacation to South Africa. Amid breathtaking landscapes, they discovered unique, high-quality wines that weren't available in the U.S.—and all at surprisingly affordable prices.
Intrigued by their discovery, the couple researched further upon returning home. With Ian's background in law and family connections to the import/export industry, and his wife's yearning to transition out of healthcare, they seized the opportunity. A book titled How to Import Wine became their roadmap, and Red Wolf was born in 2014.
A philosophy rooted in tradition and creativity
Initially importing only South African wines, Red Wolf soon expanded its portfolio to include wines and
spirits from Portugal. But the couple's selection criteria remain distinct: they look for products built on
tradition but not constrained by it. That means wines with a sense of history—balanced, high-acid, and
perfect for pairing with food, but also they're drawn to winemakers who are willing to innovate and
adapt.
This commitment to innovation also includes supporting wineries that prioritize
sustainability, fair labor practices, and experimentation, such as introducing new grape varieties or
refining winemaking techniques.
Navigating challenges with smart solutions
As Red Wolf Imports grew, so did the logistical challenges. Managing an expanding inventory while juggling accounting and customer data became a major pain point. “We were using systems that wouldn't talk to my accounting or my CRM,” Ian explained. These inefficiencies led to increased costs and hours wasted on manual updates and error corrections.
Before Odoo, tracking landed costs—the total costs of inventory including shipping and taxes—was a headache. The lack of integration between their tools meant they couldn't efficiently manage their inventory or provide accurate pricing. Ian knew they needed a solution that could streamline operations without breaking the bank.
"We researched various software, but none integrated well with our accounting and CRM."
After extensive hunting, Ian found Odoo and its enterprise resource planning (ERP) platform, and he says it stands out because of its customizable and affordable features that have transformed Red Wolf's operations.
With its modular, all-in-one platform, Red Wolf Imports was able to revolutionize how they ran their business. Ian highlighted three key areas where Odoo made a difference. First: Inventory management. By implementing Odoo, Red Wolf could now accurately track landed costs and inventory turnover. Alerts helped them manage stock levels proactively, avoiding shortages or overstock.
“With Odoo, I have complete visibility into my stock. I can track costs, know how long a product has been sitting in the warehouse, and access detailed reports to make informed decisions. This level of insight was impossible before.”
Second: CRM Insights. Odoo's CRM provided a holistic view of their customer relationships. They used data insights to strengthen partnerships and anticipate client needs, creating a more personalized experience.
“The system helps us anticipate customer needs by analyzing past order trends. This allows us to plan inventory more effectively and avoid overstocking or shortages, and also allow us to better forecast demand and ensure we are prepared without holding excess stock.”
Third:
Predictive Planning: Odoo's forecasting tools enabled them to plan warehouse timelines and customer
deliveries more effectively. This was a game-changer for maintaining their commitment to excellent
service. "It's amazing how much smoother everything runs now. With Odoo, they've eliminated redundancies,
reduced errors, and freed up time to focus on what matters most—building relationships and sourcing great
wines,” Ian stated.
Beyond inventory and CRM, Odoo also
supports Red Wolf's accounting functions, providing a
unified system that streamlines operations across the business.
Looking ahead
After a decade in business, Ian and his wife remain the sole direct employees of Red Wolf, a testament to their hands-on dedication and passion. Looking ahead, Red Wolf is focused on continuing to build strong relationships with their customers.
“We took on two new customers last year, so our focus now is to strengthen those relationships. We sell wholesale, mostly to distributors, and we want to make sure we're offering them the best possible support,” Ian said. While Red Wolf has some new ideas in the works, Ian notes that -alongside wines-, they also got a couple of gins, and are exploring different lines, different producers, and different products.
Red Wolf's story is not just about importing wine; it's about crafting an experience that celebrates creativity, culture, and the joy of discovery.
Odoo has been a vital part of their journey, helping streamline operations and foster growth while allowing them to stay focused on what truly matters.
For businesses looking to enhance efficiency and build stronger, Odoo offers the flexibility and tools to turn vision into reality.
