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7 Post-Holiday Strategies to Sell More Wine
As the festive buzz of Christmas begins to settle, savvy wineries are already gearing up for the next big occasion: New Year’s and the post-holiday sales rush. Seizing the momentum from the holiday season, wineries can strategically position themselves for success in January and beyond. In this post, we explore key marketing strategies to keep the celebration going, ensuring a strong start to the new year.
1. Create Irresistible Post-Holiday Offers
The day after Christmas doesn’t mark the end of celebration; it’s an opportunity to extend the festive cheer. Craft enticing post-holiday promotions to keep customers engaged. Consider limited-time discounts, bundle deals, or exclusive releases to captivate your audience and encourage them to continue celebrating with your wines.
Post-holiday example offers:
- “Restock the Wine Rack” Offer: Enjoy a generous 15% off when you purchase a case of 12 bottles. Encourage customers to replenish their wine racks with their favorite varietals or explore new releases at a discounted rate.
- “New Year, New Wine” Bundle: Introduce a curated selection of wines that are perfect for the new year. Bundle these wines together at a special price, providing customers with a unique and exciting way to start their year with your exceptional vintages.
- “Celebrate Every Season” Membership Upgrade: For wine club members, offer an exclusive upgrade that includes special access to limited-edition releases throughout the year. Elevate their membership experience and create a sense of anticipation for upcoming wine releases.
2. Leverage Social Media Engagement
Social media is a powerful tool for maintaining brand visibility and fostering a sense of community.
Engaging content and interactive campaigns examples:
- User-Generated Content Contest: Encourage customers to share photos of their holiday celebrations featuring your wines. Host a contest with a chance to win a special wine gift basket or a virtual tasting experience. This not only boosts engagement but also generates authentic content for your brand.
- Share the Joy: Post stories or videos showcasing how your winery and team celebrated the holidays. This behind-the-scenes content provides a personal touch, allowing customers to connect with the people behind the wines.
3. Email Marketing: Keep the Conversation Alive
Email marketing is a direct and effective way to communicate with your customer base. In addition to sending thank-you emails for holiday purchases, use emails to share behind-the-scenes stories, upcoming events, and exclusive promotions. Segment your email list to provide personalized offers based on customer preferences and purchase history.
Post-holiday sales email campaign examples:
- “Beat the Winter Blues” Email Series: Acknowledge the post-holiday lull by sending a series of emails that focus on beating the winter blues with your wines. Highlight cozy evenings, pairing suggestions, and exclusive promotions to warm up the season.
- “Sip into the New Year” Series: Create a series of emails featuring curated wine selections for different occasions in the upcoming year. Highlight wines perfect for cozy winter evenings, celebratory milestones, and even Valentine’s Day. Include enticing descriptions and pairing suggestions to inspire purchases.
- “Unlock Exclusive Access” Email: Build excitement by sending an email to your subscribers, teasing an upcoming limited-release wine. Offer them exclusive access before the release goes public, creating a sense of urgency and rewarding their loyalty.
- “Winter Warm-Up” Flash Sale: Introduce a flash sale featuring winter favorites or top-rated wines. Use a limited-time discount code to encourage quick purchases and drive traffic to your online store. Clearly communicate the urgency to seize the opportunity before the offer expires.
- “Customer Spotlight” Feature: Showcase the diversity of your customer base by featuring customer stories in your emails. Share testimonials, photos, and anecdotes from real customers who enjoyed your wines during the holidays. This not only adds a personal touch but also reinforces the sense of community around your brand.
- “Resolutions Uncorked” Survey: Engage customers by sending a fun survey asking about their New Year’s wine resolutions. Use the responses to tailor future promotions and recommend wines that align with their preferences. Offer a discount as a thank-you for completing the survey, encouraging participation.
4. Host Virtual Tastings and Events
Bring the winery experience directly to your customers by hosting virtual tastings and events. Utilize video conferencing platforms to connect with your audience, share insights about your winemaking process, and answer questions in real time. Offer special promotions or discounts for attendees, creating a sense of exclusivity and incentivizing participation.
Virtual Event Examples:
- “Not So Dry January” Tasting Event: Acknowledge the popular “Dry January” trend by hosting a tongue-in-cheek “Not So Dry January” virtual tasting. Feature your best reds and full-bodied whites, encouraging customers to indulge in moderation and celebrate the joy of wine year-round.
- Food and Wine Pairing Workshop: Collaborate with a local chef for a virtual food and wine pairing workshop. Provide discounted wine bundles for attendees, creating a memorable experience and showcasing the versatility of your wines.
5. Optimize Your Online Presence
Ensure that your winery’s website is not only visually appealing but also optimized for user experience and online sales. Streamline the purchasing process, provide detailed information about each wine, and implement secure payment options. Being mobile-friendly on all devices is a must-have with the increase of mobile shopping!
6. Invest in Customer Relationships
Building strong relationships with customers is essential for long-term success. Offer exceptional customer service by addressing inquiries promptly and resolving issues effectively. Consider implementing a loyalty program that rewards customers for repeat purchases, referrals, or participation in events. Personalize interactions by using customer data to tailor recommendations and offers.
Customer relationship-building ideas:
- Surprise and Delight: Implement a plan to surprise and delight your top customers in January. See why this can be a very useful marketing tactic in our article here.
- Customer Appreciation Week: Dedicate a week to show gratitude to your customers. Send personalized thank-you notes, offer exclusive discounts, and engage in social media shout-outs to highlight your appreciation for their continued support.
7. Why Make the Switch to Corksy?
As wineries navigate the challenges of post-holiday sales, it’s essential to have the right tools at your disposal. Enter Corksy, a platform designed to help wineries sell more wine. With its user-friendly interface, Corksy allows wineries to effortlessly manage online sales, promotions, and customer engagement.
Corksy’s advanced features, including customer relationship management and analytics, empower wineries to make informed decisions and tailor their marketing strategies for maximum impact. The platform streamlines the online selling process, making it easier for wineries to connect with customers and boost sales.
Now is the perfect time to make the switch to Corksy and elevate your winery’s marketing efforts. Don’t miss out on the opportunity to build lasting customer relationships and maximize your post-holiday sales. Chat with a member of our growth team today to discover how Corksy can help your winery grow in 2024!
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The Digest is a compilation and condensation of statutes, regulations, and administrative decisions from all states governing the sales and marketing of wine and distilled spirits. It is a user-friendly reference guide to the information you need to conduct business as a producer, wholesaler or importer in the wine and spirits industry. It has been specifically designed to eliminate the problem of spending hours searching for the statutes and regulations relevant to your situation. It is available in print and online versions. The online version allows the subscriber to access desired information by subject or by state. The print version comes in a four binder set.
Digest subscribers represent all aspects of the alcoholic beverage industry, from wineries, distilleries, wholesalers and importers to attorneys, trade associations, and industry consultants. Anyone who needs to navigate the regulations of selling and marketing wine and distilled spirits will be benefitted by a subscription to this versatile service.
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The Digest website offers many useful features which allow subscribers to view information in various ways and stay informed and up to date as changes are made.
- Searches: The information in the State Digests can be searched either by state or by topic. For example, if information is needed on distributor relationships in few states, select the Franchise Laws topic and the states needed and run a report. If a new market is being contemplated, select the state and run the report.
- Reports: Reports generate quickly and can be viewed on screen or saved as a PDF for printing or saving for later review.
- List of recent updates: The home page of The Digest site provides a link to a list of the recent updates. When subscribers are logged in, this list has live links allowing one-click access to updated topics.
- Compare: When a topic has been updated, click on the update date for a marked up version showing the recent additions and/or deletions.
- Notifications: Subscribers can opt-in for email notifications about updates to The Digest. Emails are short compilations of recent changes and are sent 2-4 times each month.
What The Digest Covers
Here are some of the resources you'll find in The Digest:
State Digest - A separate Digest has been prepared for every state and the District of Columbia. States that have both state-controlled business and private-sector business (through wholesalers) are further divided into two Digests — a “Control” Digest and an “Open” Digest (for example, Oregon Control and Oregon Open). Similarly, states that conduct only state-controlled business are labeled as a “Control” Digest (for example, New Hampshire Control).
The individual state Digests cover a wealth of practical information, beginning with contact data for each applicable regulatory agency — the mailing, street, and internet address(es), as well as phone and fax number(s). Each state Digest is organized in a standardized, easy-to-follow format. Its information is divided into seventeen major sections and numerous subsections (which can vary by state). Refer to the "Outline of State Digest Information" below for an explanation of these primary divisions.
Legal citations are included with the relevant text, not in a separate footnote or listing. These references enable you or your legal counsel to locate the necessary statutory or regulatory data quickly and easily when you want to review the regulatory sources in their entirety.
Requirements by State - Tables providing “at a glance” summary information on each state’s requirements. One table is provided for Suppliers selling through the wholesale channel and includes licensing, bond, and sales license requirements, as well as label registration, price posting, monopoly protection, and reporting. The other table is for companies shipping Direct to Consumer and includes licensing, bond, and tax registration requirements as well as sales and excise tax reporting, label registration, wine of own production, and shipping limits.
Control States - A listing of all “control” states, with an explanation of what commodities are covered and how business is conducted in each particular state that operates a control system.
Direct Shipments of Alcoholic Beverages (to Consumers and/or Retail Licensees) - A state-by-state compilation of information on shipping alcoholic beverages direct to residents and/or retail licensees in the listed states. Qualifications for licensing, protocols for shipping, tax returns and reports to be submitted, and all legal requirements are covered in detail. A few states permit the direct shipment of distilled spirits and/or malt beverages in addition to wine. This listing also includes available information on felony prosecutions and penalties for those states that do not permit direct shipments to consumers.
Excise Tax Table - A table showing current data on excise tax rates for the federal government and each state for wine and distilled spirits. Additional rates for cider and beer are found in the respective State Digests.
Federal Law and Regulations - Selected sections of the law, or Code of Federal Regulations (CFR), are reprinted in their entirety (except as otherwise noted) and included for ease of reference.
History
The Digest of Wine & Spirits Law was founded in 1991 by Mary Kramer of M. J. Kramer & Associates. Since Mary's retirement in 2018, the service has been carried on by Compliance Service of America, (CSA), a long time subscriber of The Digest.
CSA has specialized in alcoholic beverage regulation and licensing since 1983. A fully staffed compliance firm, CSA brings to The Digest a wealth of expertise and experience in explaining complicated regulations in plain English.
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| Title | Name | Phone | Extension | |
|---|---|---|---|---|
| Subscriber Coordinator/Manager | Dyana Nedra | digest@wineandspirits.com | 800-400-1353 | 223 |
| Editor | Alex Heckathorn | digest@wineandspirits.com | 800-400-1353 | 225 |
| Editor | Sara Schorske | digest@wineandspirits.com | 800-400-1353 | 231 |
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| Locations | Address | State | Country | Zip Code |
|---|---|---|---|---|
| The Digest of Wine & Spirits Law | 54476 Mariah Rd, Myrtle Point | OR | United States of America | 97458 |
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