Wine is a product of passion, tradition and – once it leaves your cellar (or warehouse) – logistics. Whether you're a small winery in South Australia or an online wine club in California, demand for international shipping is growing. Global wine drinkers want access to boutique bottles, and retailers want to meet that demand. But shipping wine isn’t like sending socks. It’s highly regulated, expensive if done inefficiently, and vulnerable to spoilage or breakage if mishandled.
This guide breaks down how to do it right. We’ll explore costs, carrier options, packaging, customs paperwork and more. We’ll also show you how fulfilment automation can help you streamline the process, so you can spend less time on admin and more time sharing great wine with sippers around the world.
Can you ship wine internationally?
Yes, but the better question is: where can you ship it? And what paperwork do you need to do it legally?
Wine is classified as alcohol, which means it’s subject to strict trade regulations in most countries. Some, like the U.S., limit or outright ban direct-to-consumer (D2C) wine imports from international retailers.
Others, like those in the EU, require specific testing and documentation to ensure the wine meets local standards. Even within a single market, rules can vary by region or state.
For example, a New Zealand winery can export to Australia, but must declare and pay import duties, Goods and Services Tax (GST), and the Wine Equalisation Tax (WET). A UK-based wine merchant sending bottles to Germany needs to comply with EU excise duty rules, VAT registration thresholds and wine label requirements. Trying to ship wine directly to a consumer in Mississippi? That’s a no-go. As we mentioned, some U.S. states prohibit these kinds of shipments.
If you’re new to global shipping, the regulatory complexity can be daunting. But with a clear process and the right systems, it’s manageable, and very much worth the effort for brands looking to grow internationally.
How much does it cost to ship wine overseas?
There’s no single answer to this, because costs vary significantly depending on where you’re shipping to, how much you’re sending, and which carrier you use. That said, wine is generally expensive to ship compared to other consumer products. It’s heavy, it needs specialised packaging, and it may require extra documentation and handling due to alcohol restrictions.
On top of that, many carriers charge extra for alcohol shipments, adult signature services, and peak season surcharges. The materials you use, like moulded pulp inserts, insulated boxes, and protective liners, all add bulk and cost. And if you're shipping cross-border, expect to pay more for express services to avoid spoilage in transit.
These fulfilment costs add up fast. And that’s before you even get to duties, taxes, or customs clearance – which we’ll cover in more detail next!
Best way to ship wine internationally
So, what does a good wine shipping setup look like? It’s about more than picking the cheapest carrier. You need to understand the rules, protect the product, and deliver a great customer experience. Let’s have a look at what it takes.
How to navigate wine shipping regulations
Start with the legal side. Some countries require the shipper to be licensed. Others expect the receiver to be. In the U.S., for instance, international D2C shipments are usually prohibited unless routed through a licensed importer. In the UK, you must display the importer’s address on every bottle, and in the EU, you may need a VI-1 certificate for each export.
If you’re moving stock under bond (meaning duties and taxes haven’t been paid yet) you’ll need to store and transport that wine through a bonded warehouse or approved logistics partner. These facilities are authorised by customs to hold goods in duty suspension until they’re sold, re-exported, or moved into the local market.
For example, if you’re shipping wine into the EU and plan to distribute it across multiple countries, you might first store it under bond and then move it using EMCS (Excise Movement and Control System). This lets you defer payment of excise duty until the wine reaches its final destination.
Just keep in mind: once that wine leaves bond and enters the local market, all applicable taxes kick in – including excise duty, VAT or GST, and any alcohol-specific levies. And for commercial shipments, there’s no duty-free allowance – even one bottle will attract tax.
How to pack wine for shipping
Wine shipping packaging can make or break your wine shipments (literally). Wine breaks, it leaks, and it can be sensitive to temperature changes. To protect your product (and your reputation), use moulded pulp or polystyrene inserts to hold each bottle upright securely. Place these inside a double-walled cardboard shipper, and avoid excess material that adds weight without protection. Also, be sure to always label the package clearly as fragile and containing alcohol.
Getting paperwork right: duties, taxes, and customs
Customs documentation for alcohol shipments is more intensive than standard goods. When shipping wine abroad, there are some basic requirements that apply no matter what country you’re shipping to.
Commercial invoice
This includes a commercial invoice, which should show:
- Quantity (e.g. 6 bottles).
- Quantity measurement (e.g. 750ml).
- Country of origin (e.g. USA).
- Producer
- Vintage where applicable
- Wine type (i.e. Red/ White, Still/ Sparkling)
- Percentage alcohol by volume (e.g. 13%)
- Unit value (per bottle)
- Total value (Sample Bottles will need a true $$ Value with indication NOT FOR RESALE, VALUE FOR CUSTOMS PURPOSE ONLY)
If the shipment includes sample bottles or gifts, clearly indicate this and note the value for customs purposes only.
Duties and taxes: DDU vs. DDP
Duties and taxes for alcoholic beverages can be steep, but vary by destination – in some countries, the total charges (import duty, excise and VAT or GST) can be over 100% of the shipment’s value. These are sometimes paid by the recipient under DDU (Delivery Duty Unpaid) terms. But this can create a poor customer experience if they’re hit with unexpected fees.
An alternative option is DDP (Delivery Duty Paid). You can pay these fees upfront, giving customers a smoother delivery and reducing the risk of refusal.
It’s also important to include the HS code for wine shipments to enable accurate duty calculations and avoid complications.
Starshipit tip: Use Starshipit to automatically populate customs declarations and HS codes on international orders to reduce the risk of orders being held up at the border.
Wait – what about CIF and FOB?
While DDP/DDU terms define who pays the duty, CIF and FOB define what costs are included when customs calculates those duties.
Here’s how it breaks down:
- FOB (Free On Board): Only the product value is declared – shipping and insurance aren’t included in duty calculations.
- CIF (Cost, Insurance, Freight): The product value plus shipping plus insurance. Most countries use CIF as the basis for calculating import duties.
So, let’s say you're declaring AUD $2,500 worth of wine and shipping + insurance adds another $350, customs will treat it as a AUD $2,850 shipment under CIF.
Why this matters: If you assume duties are only based on the product cost, you might under-declare – which can cause customs delays, fines or additional charges. Always confirm what valuation method your destination country uses (most default to CIF).
Example: A high-duty scenario – shipping wine to India
Some countries impose especially steep import duties on alcohol, and India is one of the more extreme examples. While it's a growing market with strong demand for premium imported wine, it's also known for having some of the highest alcohol tariffs in the world.
Sticking with our previous example, let's pretend you're a licensed Australian exporter shipping AUD $2,500 worth of wine to India. Once you add shipping (AUD $300) and insurance (AUD $50), the total CIF value is AUD $2,850. Based on India’s current tariff structure for wine, the estimated charges break down like this:
- Import duty (150%): AUD $4,275
- Value-Added Tax (VAT) (18%): AUD $1,282.50
- Total duties and taxes: AUD $5,557.50
That brings the total landed cost to AUD $8,407.50 – more than triple the original value of the wine.
This kind of cost blowout is exactly why understanding CIF-based valuation and choosing between DDU and DDP matters. In high-barrier markets, leaving the customer to deal with surprise fees on delivery can easily lead to returns, refusals or lost loyalty. For destinations like this, many retailers opt to work with licensed importers or pre-pay duties using DDP.
Want to see how duties and taxes stack up for your own shipments? Try using a landed cost calculator like SimpleDuty – just enter the key details to get an instant estimate.
Keep wine cool: temperature control in transit
Wine is highly sensitive to heat. Long delays in customs or unprotected transits through hot warehouses can spoil even well-packaged bottles. That’s why choosing carriers with fast delivery windows and reliable temperature handling is key.
In cooler months, standard packaging will do the trick. In summer or when shipping to warm regions, insulated packaging or refrigerated services should be a top priority to ensure your wine arrives in top condition.
Download the guide
Whether you’re shipping Shiraz, snacks or something sparkling, our Food & Beverage Shipping Guide covers the lot. Get practical tips, carrier insights and packaging advice – so your deliveries arrive fresh, compliant and on-brand.
Download your copyTrack it right: delivery updates to keep customers happy
Customers buying premium wine want to know where their order is – and when it will arrive. High-value shipments also require signature-on-delivery and age verification, which can add friction if customers aren’t home.
Real time shipping updates, branded tracking pages, and SMS notifications help avoid missed deliveries. These touchpoints don’t just reduce delays and failed deliveries – they build trust and keep your customers informed.
Starshipit tip: Set up automated shipping notifications and branded tracking pages to create a consistent post-purchase experience that matches the quality of your product.
Which carriers ship wine overseas?
Not all carriers provide a specialised wine shipping service, and those that do might limit services to commercial accounts. The following well-known carriers are equipped to ship wine – here's a quick rundown of their services.
Australia Post wine shipping
Australia Post offers a specialised wine delivery service available to businesses with an eParcel contract. What sets this service apart is the compliance and care baked into every step.
All parcels flagged as containing alcohol are subject to ID25 checks – meaning delivery staff are prompted to verify the recipient’s age if they appear under 25. In some cases, drivers must record the receiver’s date of birth. AusPost also requires retailers to label wine shipments clearly and follow strict packaging requirements.
One limitation to keep in mind: Wine can’t be sent using Express Post. You’ll need approval from an account manager for international shipping, and international availability depends on destination country rules.
Starshipit tip: You can integrate your Australia Post eParcel account directly into Starshipit to streamline label creation and manage Authority to Leave rules at checkout. This saves you manual effort while helping you meet strict alcohol shipping rules.
DHL wine shipping
DHL Express is one of the few international carriers that actively supports wine exports, but only for approved business shippers. If you’re a licensed wine producer or distributor, DHL can help you send wine to over 220 countries and territories, with door-to-door tracking and delivery, sometimes in as little as 3 days.
You’ll need to meet their eligibility requirements and agree to the service terms. Once approved, DHL provides help with labelling, customs paperwork, and duty handling. Each shipment must comply with both local export regulations and the import rules of the destination country.
DHL advises that bottles must be cushioned, upright and leak-proof, and each box must be clearly labelled as containing alcohol. In some markets, DHL canassist with DDP (Delivered Duty Paid) services, which means you handle duties upfront, creating a smoother delivery experience for customers.
While DHL doesn’t currently support personal wine shipments, its focus on commercial export makes it a strong option for retailers scaling into new markets.
Starshipit tip: Once you’re approved, connect your DHL Express account to Starshipit to automate documentation, assign DHL to international orders, and manage delivery timeframes – all from one dashboard.
FedEx wine shipping
FedEx supports international wine shipping for licensed businesses, with a few important things to keep in mind along the way. Both the sender and receiver must hold valid alcohol shipping licenses with no exceptions.
FedEx will only move wine shipments where both parties are registered and compliant with relevant laws. Retailers need to include detailed commercial invoices listing the key details we mentioned previously. Many countries also require import permits, excise clearance, and product-level details like sugar content or specific health certificates.
FedEx has also published a country-by-country breakdown of requirements, from EU labelling rules to strict provincial controls in Canada. It’s a comprehensive but complex system, so it pays to check with a FedEx shipping specialist before sending anything.
Starshipit tip: If you're shipping wine with FedEx, integrating your account with Starshipit can streamline customs documentation and help ensure your wine shipments meet destination requirements, every time.
UPS wine shipping
UPS supports wine shipping for licensed businesses, both domestically and internationally, but only under strict conditions. You’ll need to sign a UPS alcohol shipping agreement and ensure that both the sender and receiver are fully licensed, with shipments allowed under local laws.
UPS supports:
- Domestic D2C shipping to select U.S. states, depending on the type of wine business (e.g. winery or retailer) and the state’s regulations
- International B2B shipping where alcohol imports are permitted, and both parties meet licensing and documentation requirements
Every wine shipment must use Adult Signature Required, follow UPS’s approved packaging standards (e.g. moulded pulp or polystyrene inserts), and stay under 50kg and USD $1,000 in declared value. You’ll also need a compatible shipping solution and properly completed documentation, including a commercial invoice and required permits.
Starshipit tip:Â Connect your UPS account with Starshipit to automate shipping rules, ensure proper documentation, and manage international wine shipments with less admin.
Wine retailer spotlight: Best of Wines
One retailer setting the standard for international wine delivery is Best of Wines, based in the Netherlands. They ship globally using UPS and are known not just for their reach, but for how carefully they treat every shipment.
What sets them apart is how they manage temperature risk. Instead of dispatching orders regardless of conditions, their team actively monitors weather patterns and may delay shipments during heat waves to prevent spoilage. Customers are notified proactively – a small operational touch that makes a big impact.
Despite shipping to over 50 countries, their process feels personal. From secure packaging to proactive service, they've built a reputation not just for great wine, but great delivery.
Their approach shows that fulfilment isn’t just about getting wine from A to B. It’s an extension of the brand experience. By putting customer outcomes at the centre, even when that means pausing a shipment, they turn logistics into a loyalty builder.
Next steps: Scale your wine shipping without the stress
Shipping wine overseas isn’t always easy – and that’s exactly why it can be a competitive advantage. Retailers who invest the time to get it right can access new markets, build trust through delivery, and create a customer experience that matches the quality of their product.
That means doing more than just ticking boxes. It means thinking about temperature, documentation, carrier selection and communication – and having the right tools to manage all of it efficiently.
That's where Starshipit can help. You can enable multi-carrier shipping, pre-fill customs documentation, apply branded tracking and delivery notifications in real time, and set rules for delivery preferences – all in one place. Keen to see how it can work for you? Start a free trial today, or book a quick demo to see how we can help you grow globally without any bottlenecks (pun intended).
Kimberley Hughes
Kimberley is Starshipit's Content Marketing Lead. Her days are filled with creative storytelling and innovative content strategies. Off the clock, she's an all-seasons iced coffee fan, a Catan strategist, and skincare explorer. For a peek into her world, find her on LinkedIn.
