Your register types the label the whole market reads.

The product name and vintage you key into your point-of-sale don't stay at the counter. They flow to your website, into your winesearcherfeed.txt file, and onto Wine-Searcher — where they either match a buyer's search or vanish. Clean data is the cheapest sales lever you own. Sloppy data makes your best bottles invisible.

One keystroke, a long journey

Type “Caymus Cab 19” into your PoS to save a few seconds at the register, and that's exactly what ships downstream. Your website inherits it. Your feed publishes it. Wine-Searcher tries to match it — and can't line it up with Caymus Cabernet Sauvignon 2019, Napa Valley, the entry thousands of shoppers are actually searching for. The listing doesn't rank low. It doesn't appear. Every link in that chain is only as accurate as the name you entered first.

Same bottle. Same price. One version earns the click; the other is invisible.

Vintage is not optional

Wine-Searcher ranks by wine and by vintage — a 2019 and a 2021 are different listings, with different prices and, potentially, different buyers. A blank vintage can drop you from prominent results entirely; an erroneous one lists you against the wrong wine, where your price looks off and shoppers pass you by. The same care applies to bottle size: a 750ml and a 700ml are not interchangeable, and matching to the wrong one distorts where you land. Precision in those two fields — vintage and size — is what turns a raw listing into a ranked, clickable offer.

Clean data is found money

Fixing names and vintages costs nothing but your time. Every SKU you correct is one more bottle that can finally be matched, ranked, and sold — inventory you already own, suddenly visible to the buyers who were searching for it all along. There's no ad spend here, no discount, no new product. Just the same catalog, described accurately enough for the market to find it.

That's where PriceGun's matching engine earns its keep. It processes millions of listings, so it sees precisely which of your products fail to match and why — the missing vintage, the abbreviated name, the mismatched size. Fix those, and your catalog stops hiding from the very shoppers hunting for it.