In the past five weeks, I’ve traveled 2,185 miles, visited five wine regions, and attended four major wine marketing conferences—so you don’t have to. From Monterey to Sacramento to Oregon and Paso Robles, I’ve been soaking up the latest industry insights and distilling them down into actionable strategies to help you sell more wine.
Here’s the big takeaway: We can’t just hustle. We can’t just think. We need to think AND hustle.
With the wine industry facing major headwinds—declining consumption, new regulations, and shifting consumer behaviors—wineries need smarter marketing strategies to thrive. Fortunately, there’s so much low-hanging fruit that most wineries are still missing. Let’s break it down.
3 BIG Takeaways (And How to Make Them Actionable)
1. The Industry Is Relying Too Much on Existing Customers
The Problem:
Most wineries are squeezing as much revenue as possible from current club members instead of capturing new customers. While wine clubs are still essential, relying only on retention is like squeezing blood from a stone.
The Data Insight:
Wine clubs remain the lifeblood of many businesses, but acquisition + retention is the real winning formula.
Actionable Steps:
✅ Evaluate your wine club pitch. Does it emphasize community, perks, and exclusivity—or just discounts? Customers want to feel part of something special.
✅ Run a referral campaign. Give current members an incentive to bring in their wine-loving friends.
2. Customer Data Is the Low-Hanging Fruit Wineries Aren’t Grabbing
The Problem:
Most wineries still don’t effectively capture and use customer data. That means missing out on opportunities to personalize marketing and drive more sales.
The Data Insight:
Personalized email and SMS campaigns significantly outperform generic blasts. Customers expect tailored recommendations, not one-size-fits-all promotions.
Actionable Steps:
✅ Audit your data collection. Are you capturing emails, phone numbers, and purchase preferences at every touchpoint? If not, fix it.
✅ Set up automated emails: Welcome sequences, abandoned cart reminders, and club anniversary emails make a huge impact with minimal effort.
3. The Wineries That Win Will Make Their Customers the Hero
The Problem:
Most winery marketing is winery-centered, when consumers actually want to see themselves in the brand.
The Data Insight:
Customer journey mapping was a huge topic across multiple conference sessions. You don’t have to be everywhere—you just have to be clear on who you’re for and tell stories that resonate.
Actionable Steps:
✅ Refine your brand story: Identify six core consumer resonance stories (e.g., sustainability, luxury, family-owned, experience-driven, etc.).
✅ Shift your email copy: Instead of “We’re excited about this new release,” try “You’re going to love this new release because it pairs perfectly with your next dinner party.”
The Winning Formula:
Capture | Communicate | Convert
To make these insights work for your winery, follow this simple structure:
✅ Capture: Get more data from visitors, online buyers, and club members.
✅ Communicate: Use data-driven email & SMS to make offers relevant.
✅ Convert: Stop waiting for repeat buyers—actively attract new ones.
Final Thoughts
If you take anything away from this conference circuit download, let it be this: Think AND hustle. Plan smart, then take action.
PS: Make sure to watch this week’s YouTube video!
💬 What’s your biggest wine marketing challenge? Drop a comment below, and I’ll tackle it in a future post!
Want Event More Wine Marketing Insights?
📩 Join our email party
📸 Follow us on Instagram
📘 Like us on Facebook
🔗 Subscribe to our LinkedIn Newsletter
🎥 Watch our latest YouTube episodes
🚀 Let’s take your winery’s marketing to the next level! 🍷
