With good times and great wine at their core, amie is a wine brand for friends produced in the South of France. They needed a solution for their field sales team to gain better visibility of their customers and prospects.
Since switching to Bowimi, amie has gone from reactive to proactive. With live sales data, seamless Xero integration, Power BI insights, and clear visibility across every account, they’ve transformed how they sell, plan, and grow.
I will make a point of anybody who I know who is a similar sort of business to us, if they are going to start using a CRM system, I'm always very fast to go and say Bowimi is absolutely what I would be using.
Who are amie?
amie is a producer of Languedoc-based wines, reds, whites, rosés, and a sparkling Crémant, made for modern drinkers who value great taste and good design in equal measure.
As Commercial Director, Fred Barton leads the sales team, bringing over ten years of experience across FMCG brands like Willy’s ACV and Chase Vodka. Having worked with giant CRMs before, he knew how complicated they could get, and how little personal support they often provided.
Going from a start-up to scaling up, their sales team was juggling “monster” spreadsheets, disconnected systems, and data they couldn’t trust. Watch our case study with Fred about amie’s journey with Bowimi below, or read on to find out more.
I’ve used the biggest CRM system in the world, but whenever something didn’t work, it was almost impossible to get anyone to take ownership and fix it. With Bowimi, it’s completely different. The team is hands-on, supportive, and constantly improving the platform based on how we actually use it.
What problem did they have?
Like many growing FMCG brands, amie’s sales data lived across too many places.
Reporting was time-consuming, their CRM didn’t integrate with Xero, and there was no easy way to see who had or hadn’t ordered certain products. That meant the team was missing opportunities to re-engage customers, upsell, or spot trends early.
And with multiple reps adding accounts manually, duplication was a constant headache.
“We’d end up with five or six different versions of the same account because different reps had added them in slightly differently. It made tracking and reporting messy and unreliable.”
The Bowimi solution
Switching to Bowimi gave amie clarity, speed, and confidence in their data. Take a look at some of the features and integrations that Fred loves the most.
The platform integrates with Google to eliminate account duplication. Every account is tied to its verified Google location, so the team works from one clean, reliable source of truth. No more ‘The Dog and Duck’, ‘The Dog and Ducks’, or ‘Dog and duck’ confusion. The human error of manually inputting important data is over.
By integrating directly with Xero, Bowimi brings amie’s entire customer base, from bars and hotels to restaurants, into one intuitive dashboard. The team can instantly see spend by customer and SKU, track activity, and run detailed sales reports without touching a spreadsheet.
“Bowimi integrates perfectly with Xero and allows us to visualise all of that information. How much each customer has spent per product, per month, per year. It means we can finally track how we’re doing across any period, really easily.”
By combining Bowimi with Power BI, amie has unlocked even deeper insights. They can see all their customers without the 50 account cap that applies to Bowimi insights, across more tailored timelines, as well as granular detail.
“Power BI lets us look at every single customer and see which products they have and haven’t bought. We can then run a campaign, like visiting everyone who hasn’t bought our Crémant, offer them something special, and track the results before and after.”
The outcome? Targeted campaigns, smarter sales conversations, and full visibility over performance. Power BI is an essential add-on for businesses looking to get more out of their data.
Bowimi is amie’s sales team’s centralised hub. They not only have all the tools they need to plan, prospect, and record visits, but every team member’s data feeds into powerful insights. In this way amie can ensure they’re getting the most out of every customer, not just focusing on selling into new ones.
We can now track how we’re doing one month or one year versus the same period last year, which is crucial because our products are seasonal. Power BI and Bowimi together have made that possible.
The results
The numbers speak for themselves: amie has grown by 250% in the last year and a half.
Fred credits a huge part of that growth to having the right visibility and reporting tools in place.
Audits that once took hours now take minutes, giving the team more time to act on insights, not chase data. Monthly dashboards and graphs now show exactly how many new customers are being added, how each SKU is performing, and where to focus next.
“Before Bowimi, we were firing blind. Now, we can clearly see who’s buying what, who isn’t, and how to grow from there.”
The Bowimi Experience
The amie team describes working with Bowimi as collaborative, more like a partnership than a software subscription. Fred says, “What I’ve loved is that suggestions we’ve made have been taken on by Ian, Dan, and the team, and actually made real. That’s where Bowimi really wins versus other CRMs.”
New functionality is added regularly, often shaped by customer feedback. The result is a platform that evolves alongside its users, rather than leaving them behind.
Looking forward
amie is excited about what’s next, both for their business and Bowimi. With all the new software developments coming out every month, there’s lots of new functionality on the way, and they want to make sure they’re making the most of all of it.
Together, amie and Bowimi have built a partnership that makes data-driven selling simple, freeing up time to focus on what really matters: getting great wine into more hands (and glasses).