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Oxlee Graham Wines is based in Santa Rosa, California and founded in 2022 by owner and winemaker Jennie Murphy. The name “Oxlee Graham” is a tribute to Murphy’s grandmothers, Elinor Oxlee and Mabel Graham, and many of the wines are also named after influential women in her life. Oxlee Graham focuses on small-production, vineyard-driven wines with an emphasis on cool-climate Pinot Noir alongside lesser-known varietals that Murphy affectionately calls her “weirdos,” including Petit Verdot, Albariño, Chenin Blanc, and Picpoul Blanc.
The Challenge
Multiple Platforms Led to Lack of Visibility
Producing just 900 cases annually, Oxlee Graham Wines was using multiple platforms to manage shipments and inform customers of their deliveries. But managing shipments across platforms created an inconsistent customer experience as well as unpredictable costs.
“It was a bit discombobulating for customers, because the notifications were very different depending on which system I was sending them from. Pricing structure also differed by platform, which made it harder to determine upfront shipping costs.”
Having multiple systems required significant manual effort from Murphy, who runs Oxlee Graham as a one-woman operation. Tracking shipments, managing delivery exceptions, and monitoring orders required her to navigate through multiple platforms, limiting visibility and consuming valuable time.
The Solution: Consolidated Fulfillment & Enhanced Notifications
Looking to simplify fulfillment while maintaining the flexibility of an in-house operation, Oxlee Graham partnered with Wineshipping and adopted On Demand Fulfillment as the foundation of its shipping strategy. By consolidating fulfillment into a single solution, the winery eliminated the need to manage multiple platforms and vendors while gaining the scale, expertise, and support of a dedicated logistics partner.
Today, all shipments are managed through Wineshipping’s Awesome Client Portal (ACP), giving Oxlee Graham a single place to fulfill orders, track deliveries, and proactively address exceptions. With complete visibility into every shipment, ACP streamlines fulfillment workflows, simplifies tracking, and provides greater control throughout the delivery process.
“Now with Wineshipping, I have everything in front of me. I can see what’s in progress, what’s delivered. It’s made the whole process easier, and I haven’t had any return shipments since switching.”
In addition to the operational benefits of On Demand Fulfilment, Oxlee Graham has leveraged other Wineshipping capabilities to further enhance the customer experience. Using Premium Tracking within ACP, the winery delivers branded notifications and tracking pages that keep customers connected to the Oxlee Graham brand from checkout through delivery.
The winery also benefits from Wineshipping’s nationwide fulfillment network, which enables inventory to be positioned closer to customers and helps reduce transit times. For Oxlee Graham, some shipments now arrive in as little as two days, compared to the previous three-to-four-day delivery window. Together, these capabilities help the winery deliver the premium experience its customers expect while keeping fulfillment simple and scalable.
The Impact: Premium Service Without Raising Costs
Since consolidating with Wineshipping, Oxlee Graham Wines has improved operational efficiency and enhanced the customer experience. Branded tracking via Premium Tracking has strengthened the brand experience by giving customers greater transparency and control over their deliveries—something they didn’t get with just a tracking number. Since implementing, there have been zero returns.
“It’s helped to have full visibility for the customer, so they can know exactly where their package is and when it’s coming, plus they have that full control over how to receive it.”
Crucially, they have been able to do this without raising costs. Wineshipping’s carrier rates are consistently more competitive than past providers, saving Oxlee Graham approximately $5 per package. These savings, combined with the flexibility and carrier expertise provided through On Demand Fulfillment, have helped the winery adapt to changing shipping requirements without increasing internal complexity or operational overhead. Improved shipment visibility and proactive customer notifications have also eliminated return shipments since implementation. The result is a more efficient operation and a seamless delivery experience that aligns with the winery’s premium brand.
By consolidating shipping operations into a single platform, Oxlee Graham Wines gained greater visibility into every shipment while reducing overall shipping costs. The streamlined delivery experience, branded customer communications, and flexible delivery options have helped eliminate return shipments, enhance customer satisfaction, and support the luxury experience that defines the Oxlee Graham brand.