The Wine Agents

What The Wine Agents does

The Wine Agents (legal entity Jagger Hannah Imports Ltd.) is a Toronto-based wine import agency founded in 2021 that operates as a consignment agent to the Liquor Control Board of Ontario (LCBO), distributing premium wines from France, Italy, New Zealand, and formerly the United States across Ontario. The company serves three customer segments: Ontario retail consumers (via LCBO shelf access and the Wine Route Online direct-to-consumer e-commerce platform), LCBO Licensees such as restaurants, bars, and retailers (via a dedicated wholesale price list and a regional field sales force), and international wineries seeking LCBO market entry. The company portfolio spans 15+ producers across Burgundy, the Rhone, Provence, Languedoc, Piedmont, Tuscany, Veneto, Sardinia, Puglia, Trentino, Marlborough, Nelson, and (prior to March 2025) California, Washington, and Oregon, with bottle prices ranging from $14.95 to $106.95.

The company's product surface extends beyond distribution into four additional lines: a monthly curated wine subscription called The Mixing Zone (e.g., the May 2026 Tuscan Collection at $299.78), an e-commerce gift card product in $50-$300 denominations, a small wine-accessory catalogue (e.g., the Professional Sommelier Approved Cork Screw), and the My Wine Cellar iOS mobile application. The My Wine Cellar app is currently distributed via Apple TestFlight and provides custom cellar design, bottle-count and label-photo inventory tracking, tasting notes, iCloud backup/restore, Siri Shortcuts voice control, and HomeKit integration for temperature and humidity monitoring (with SwitchBot Matter-enabled hubs recommended as the sensor bridge).

The business generates revenue through LCBO consignment sales, wholesale transactions with LCBO Licensees, direct-to-consumer e-commerce (with a $25 GTA delivery fee and $25 per case fee for south/central Ontario), a monthly subscription product, and ancillary accessory and gift card sales. A field sales team of approximately eight named regional agents covers the GTA, Ottawa, Kingston, London/Niagara, and south/central Ontario trade territories. The company is privately held with no disclosed institutional investment, no revenue disclosure, and no funding history. Distribution of US wines, beer, and spirits is currently suspended in Ontario in response to trade war tariffs effective March 3, 2025.

Name

The Wine Agents

Legal name

Jagger Hannah Imports Ltd.

Website

https://thewineagents.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

The Wine Agents is a Toronto-based wine import agency and LCBO consignment distributor selling premium international wines through Ontario's LCBO retail network, licensee wholesale, direct-to-consumer e-commerce, and a monthly curated subscription.

Ownership category

akta.pro rank

Product category

Wine Import and Distribution Services

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Alcohol Importers & Brand Owners (Wholesale) (CRAOAIAB)

akta.pro secondary industry

Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

Keywords

• Premium wine distribution
• LCBO consignment services
• Wine import agency
• Monthly wine subscriptions
• Wine cellar management app

Headquarters

HQ city

Markham

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. LCBO Consignment Sales: Wine products sold through the Liquor Control Board of Ontario (LCBO) on consignment basis. The LCBO retails to Ontario consumers while The Wine Agents serves as the import agency.
2. Wholesale to LCBO Licensees: B2B sales to LCBO licensees (restaurants, bars, retailers) with a separate wholesale price list. Licensees can order through the Licencee Price List.
3. Direct-to-Consumer Online Sales: Retail wine sales through Wine Route Online store, with delivery to GTA ($25 per delivery fee plus HST) and south/central Ontario ($25 per case plus HST).
4. Monthly Mixer Subscription (The Mixing Zone): Monthly curated wine collection selections (e.g., 'The Tuscan Collection' for May 2026 at $299.78) with mixed case options.
5. Wine Accessories: Sale of wine accessories including Professional Sommelier Approved Cork Screw ($19.99 sale price).
6. E-Gift Cards: Digital gift cards sold in denominations of $50, $100, $150, $200, and $300.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Wine Agents is a Toronto-based wine import agency that distributes premium international wines into Ontario via LCBO consignment, wholesale to LCBO licensees (restaurants, bars, and retailers), and direct-to-consumer online sales through Wine Route Online. The agency complements its wine portfolio with a monthly curated wine subscription (The Mixing Zone), digital e-gift cards, wine accessories, and a proprietary iOS wine cellar management app (My Wine Cellar App). The portfolio covers wines from France (Champagne, Burgundy, Rhone, Languedoc, Provence), Italy (Piedmont, Tuscany, Veneto, Sardinia, Puglia, Trentino), New Zealand (Marlborough, Nelson), and the United States (California, Washington, Oregon).

Product overview

The Wine Agents is a Toronto-based wine agency and LCBO consignment distributor offering premium wines from world wineries alongside technology products. The core offering consists of the Wine Route Online e-commerce platform for retail wine sales and the My Wine Cellar mobile application for personal wine collection management. The product portfolio includes a monthly Mixing Zone subscription service for curated wine selections, eWine Gift Cards in various denominations, and wine accessories like the Professional Sommelier Approved Cork Screw. The wine portfolio spans French (Burgundy, Rhone, Provence), Italian (Piedmont, Tuscany, Veneto, Sardinia), American (California, Washington, Oregon), and New Zealand origins, distributed through LCBO consignment and direct-to-consumer online sales.

Differentiator

Problem solved

Functional benefit

Products and services

• The Wine Route Online Direct-to-consumer e-commerce storefront at thewineagents.com/winerouteonline where retail customers in Ontario can order wines, beer, spirits, and accessories online, with delivery available to the GTA and south/central Ontario. Functions as the company's consumer-facing sales channel integrated with its LCBO consignment offering.
• My Wine Cellar App iOS mobile application (available on Apple App Store via TestFlight beta) that lets users design custom wine cellar/room layouts, track inventory by rack location, capture bottle counts, label photos and tasting notes, and monitor temperature/humidity via Apple HomeKit-enabled sensors (with SwitchBot Matter hub recommendation). Includes Siri Shortcuts voice-activated commands and iCloud Backup/Restore of collection data.
• The Mixing Zone

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Andrew Peller Limited: Canadian publicly-traded wine producer and retailer with VQA brands and The Wine Shop retail banner. Comparable Canadian alcohol market presence but integrated producer-retailer versus pure importer.
• Halpern Enterprises: Larger Canadian wine and spirits importer with broad LCBO and trade presence. Comparable business model but significantly larger scale and more diversified portfolio.
• Mark Anthony Group: Major Canadian alcohol importer and brand owner (Mission Hill, White Claw, etc.). Comparable channel position but operates at vastly larger scale across multiple beverage categories and geographies.
• Diamond Estates Wines & Spirits: Canadian wine producer, VQA winery owner, and agent for international brands with LCBO listings. Comparable agency function but with vertically integrated production assets.

Direct peers

• Authentic Wine & Spirits Merchants: Canadian wine and spirits importer with multi-province distribution including Ontario. Comparable as a boutique import agency representing international producers through LCBO and trade channels.
• SBW Wines & Spirits: Canadian importer and distributor of wines and spirits, with LCBO listings and trade coverage across provinces. Directly comparable as a multi-category alcohol import agency.
• Lifford Wine & Spirits: Canadian wine and spirits import agency with Ontario focus and LCBO listings. Comparable as a multi-principal agency distributing premium imports to trade and retail channels.
• Trialto Wine Group: Canadian wine import agency representing international wineries across multiple provinces with field sales teams. Directly comparable as a multi-principal import agency serving the Canadian trade market.
• Profile Wine Group: Ontario-based wine import agency representing premium international wineries. Comparable size and structure as a boutique agency serving LCBO and trade customers in Ontario.
• Elevation Wine Partners: Canadian wine import agency with Ontario and other province presence, representing boutique international wineries. Comparable go-to-market via LCBO consignment and trade sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thewineagents
• Instagraminstagram.com/the_wine_agents
• LinkedInlinkedin.com/company/the-wine-agents

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Wine Agents