Helping Wineries Grow Direct To Consumer Sales


Always Extend the Invitation

Wine tasting has been a favorite pastime for my husband and I as long as I can remember. Being that we would frequent wine country about once a year, we considered ourselves to be pretty familiar with the tasting experience. That is until I started working in the industry. I was shocked to find out that guests should be getting invited to join the wine club! Would you believe that in ten plus years of wine tasting that we were never invited to join a single wine club? It’s true! I couldn’t believe what we had been missing out on.

Numbers, Numbers, Everywhere!

You’ve probably heard the old adage… “You can’t manage what you don’t measure” and measuring is even more important if you want to grow your direct to consumer (DTC) sales.

We all know how important it is to measure your DTC results, but if you are a family winery you may be short on time and DTC talent. If you can’t report on everything, which numbers are most important to your winery’s DTC success?
If you only have time to track three things where should you focus?

Take Charge of Your Brand

Let’s face it. You already have a brand image and I’m not talking about your wine labels.

Got Wine Club?

To be… or not to be…

Some wineries question whether they want a wine club. They are concerned about the consumer’s perception of a wine club. Whether you decide to call it a club, a society, or a membership, there’s no doubt that building a structure for reoccurring shipments offers many benefits.
Here are just a few:

Is There Life After the Tasting Room?

Let’s face it…. the magic happens in your tasting room. It’s where guests connect with your winery and decide whether they will continue the relationship by joining your club or providing you with their email address.

Everything that happens after the tasting room is marketing! How do you create successful consumer marketing campaigns? We believe it’s about the Right Offer at the Right Time to the Right Audience via the Right Channel!

Right Audience

Spring Training

Baseball season is about to begin, and so is the busy season at your winery!
After spring training for weeks, the players are ready. Your winery team seems ready too, but somehow when “The Show” starts, we have to sit up and pay attention.

Spring Training for Your Winery

Surprise & Delight Part Two

I shared my Enterprise story with you in Part One of Surprise and Delight. When guests are asked what makes for a luxury experience they often say that they were surprised… in a delightful way!
What does it take to surprise and delight you? Think about the last time you were pleasantly surprised. At the heart of that experience was someone who took the time to listen, really listen to you. They listened for that one thing you needed and then, when you least expected it, they delivered it.

Surprise & Delight

Have I told you my Enterprise story? Enterprise, as in the car rental company. No? Okay, here goes.

I’ve traveled a lot over the span of my career and there’s one part of the business travel experience that I especially dreaded – renting a car at my final destination. It was always my goal (and I succeeded) to build up enough points to achieve frequent driver status and bypass the rental counter altogether.

Counting Tasters isn't Sexy, but the Outcome May Be...

What is one thing you can do today to increase wine sales to consumers? It’s simple… start tracking the number of tasters you see in the tasting room!

You may wonder how counting your tasters will lead to increased sales, so here goes…

It’s a fact:
- Winery DTC (direct to consumer) begins with a taster – it’s true! Connections are built and relationships are forged in the tasting room.
- 90% of a winery’s customer database is built in the tasting room. Your future DTC revenue potential is ONLY as strong as your customer database.

Are Wine Clubs Passé?

I was first introduced to the concept of wine clubs in 2004. I had just landed in California, working for Foster’s Wine Estates (now Treasury) and a very smart marketer with Beringer explained wine clubs to me. She said “it’s really incredible that consumers sign up for wine clubs… they don’t really get any benefits that other consumers don’t receive – just discounts”. She went on to tell me that she didn’t see a future for wine clubs because wineries didn’t understand how to retain those loyal “members”.

Syndicate content