Monte Xanic

Monte Xanic has been operating since 1987. Over three decades building one of Latin America's most recognized wine brands, with lines like Rosa Mexicano, Gran Ricardo, Calixa, and an award-winning portfolio at BACCHUS (Spain), VINALIES (France), and DU VIN (Belgium) year after year.

Their physical distribution was solid: presence in top restaurants, select retailers, exports to the United States, Canada, Europe, and Asia. Robust operations, decades-long relationships, healthy margins. But the direct-to-consumer channel — online sales from their own site — was operating well below potential. The premium Mexican and North American buyer increasingly expects to buy fine wine with the same experience level they use to buy any other premium product online.

That's where we came in.

• DISCONNECTED CORPORATE SITE FROM E-COMMERCE
  The corporate website presented the brand with the elegance it deserves, but e-commerce lived as a separate property with a different look-and-feel. Every time a consumer discovered a wine on the institutional site and wanted to buy it, they jumped to an environment that felt different. Conversion: significant loss in that transition.
  
• CHECKOUT NOT OPTIMIZED FOR PREMIUM TICKET
  Buying a premium wine bottle online isn't buying a t-shirt. The buyer needs denomination info, vintage, food pairings, gift options, refrigerated delivery capacity. The existing checkout treated wine like a generic product. Result: average ticket much lower than what the buyer was willing to pay.
  
• MANUAL AND FRAGILE LOGISTICS OPERATIONS
  Every online order was handled by hand by the winery's admin team. Picking, packing, labeling, courier coordination, shipping cost management, incident support. Maximum operational capacity: well below actual demand. Every sales spike (Father's Day, Christmas, product launches) created visible bottlenecks.

We designed and built all three components as a unified system, not as sequential projects. Key architectural decision: if the site, e-commerce, and 3PL operate under the same method and share real-time data, operations scale without proportional team growth.

• E-COMMERCE PLATFORM
  WooCommerce on headless WordPress. Specific client decision — mature WordPress ecosystem for wines, full catalog control, integration with industry-specialized plugins, known vendor community.
  
• CMS FOR INSTITUTIONAL CONTENT
  WordPress managed by Monte Xanic's internal team. Training included so the marketing team could update tech sheets, launches, and editorial content without technical dependency.
  
• 3PL ↔ E-COMMERCE INTEGRATION
  Geek Merch as exclusive 3PL operator for direct channel. API integration with WooCommerce: order enters system, automatic warehouse picking, specialized bottle packing, labeling, courier dispatch with tracking return to system. Zero manual intervention from Monte Xanic team.

+23% ANNUAL GROWTH IN ONLINE SALES

After implementing the integrated system, the direct-to-consumer channel grew 23% year-over-year. Not one-month growth or projection — it's sustained operational results over 12 months with the new infrastructure.

$2,900 MXN AVERAGE TICKET PER ORDER

The premium-optimized checkout let buyers easily find and add complementary products. Result: significantly higher average ticket than standard Mexican wine e-commerce.

FIXED NATIONAL SHIPPING COST OF $180 MXN

Rate negotiated by Geek Merch that the end customer couldn't obtain directly. Difference that translates into healthy margins and competitive value for the buyer.

Beyond quantitative metrics, the operational shift let the Monte Xanic team dedicate time to higher-value activities: catalog curation, membership experience development (Club MX), and high-value buyer communication. Logistics operations stopped being a mental bottleneck for the team.

The system went live. The relationship with Monte Xanic continues actively in OPERATE mode — the final phase of the Engine and the one that compounds value the longest.

• ONGOING 3PL OPERATIONS
  Geek Merch continues as exclusive direct channel operator. Daily order processing, inventory management, incident support, capacity scaling during peak seasons.
  
• CONTINUOUS E-COMMERCE OPTIMIZATIONS
  Implementation of system improvements, integration of new payment methods, adaptation to tax changes and new brand products as they're added to the portfolio.
  
• EXPANSION TO NEW CHANNELS
  Active work enabling additional channels (selective marketplaces, specialized wine-selling platforms) under the same centralized system, maintaining logistics integration as competitive advantage.
  
• INTEGRATED PERFORMANCE MARKETING
  Coordination with Geek Media for Meta and Google Ads campaign management feeding the direct channel, with metrics connected in real-time to the e-commerce system for ROI optimization per channel.