Free winery CRM template for Excel and Google Sheets — accounts, pipeline and follow-ups

Most small wineries do not need CRM software yet. What they need is a system: one place where every account, every conversation and every promised next step lives — instead of a winemaker’s memory, a phone’s notes app and three half-started spreadsheets. This is a free CRM template built specifically for winery sales — distributors, retailers, restaurants — that you can download and use today. No email required, no watermark, and it imports cleanly into Google Sheets.

What’s inside

• Accounts — one row per account: type (distributor / retailer / restaurant / importer / broker), state, priority, stage, the main contact, and — the part that matters — a next step with a due date. Overdue dates turn red.
• Interactions — a log of every call, visit, tasting, email and trade-show conversation, each with a next action. Two lines per entry is enough; the discipline is logging it the day it happens.
• Pipeline — one row per live opportunity: estimated cases, price per case, revenue (calculated), stage, probability and weighted value (calculated). This is where "it went well" becomes a number.
• Dashboard — fully automatic: accounts by stage, hot accounts, interactions in the last 30 days, open and weighted pipeline value, and the number that should drive your Monday morning — follow-ups overdue.
• Lists — the dropdown values (stages, account types, priorities). Edit them there if your process uses different words.

How to actually use it (the part templates skip)

A CRM — template or software — fails for one reason: it stops reflecting reality. Three habits keep this one alive:

• Every account has a next step with a date, always. An account with no next step is not "in progress", it is dead — either close it as Lost or write the step. This single rule is most of what a CRM does.
• Log interactions the same day, in two lines. "Poured 3 wines, he liked the Grenache, send pricing by Friday" is a perfect entry. Next week you will not remember; next month, when the account finally orders, the trail is why.
• Review the dashboard weekly. Overdue follow-ups first, then hot accounts, then the weighted pipeline. Fifteen minutes on Monday replaces the "whatever the inbox surfaces" sales strategy.

The pipeline sheet uses weighted values — estimated revenue times the probability of the stage. Individual rows will be wrong; the total is surprisingly honest. If your weighted pipeline is $18,000 and your goal for the year needs $80,000, you do not have a closing problem, you have a top-of-funnel problem — and that is worth knowing in July, not November.

Excel or Google Sheets?

The file is a standard .xlsx. In Google Sheets: File → Import → Upload, and everything — formulas, dropdowns, the red overdue formatting — survives. Sheets is the better choice the moment two people need to update it, which, as it happens, is also the first sign you are outgrowing spreadsheets entirely.

A note on what this template is not

In the interest of honesty: GrapeFlow, who made this template, is not a CRM company. GrapeFlow is production software for small wineries — vineyard, cellar, inventory, traceability. We built this template because our customers kept asking what to use for sales tracking, and the honest answer at boutique scale is: a well-designed spreadsheet, used with discipline. Where GrapeFlow does help commercially is everything a sales conversation triggers — what is actually in stock, which lots are bottled, specs and traceability paperwork a distributor asks for before the first order.