This project developed a data-driven marketing and sales strategy for a fictional Portuguese wine distributor, Casanova Wines. Using real-world data processed in Tableau, we analyzed customer behavior and identified actionable insights through segmentation models like RFM scoring and K-means clustering. Key recommendations included implementing loyalty programs, optimizing e-commerce channels, and creating a B2B portal to enhance engagement and profitability. The project showcased advanced data visualization and strategic planning to align business objectives with market opportunities.