Summer can be a challenging time for wineries, thanks to logistical issues like heat affecting shipping and customers’ busy travel schedules. These challenges can present opportunities for creative solutions to maintain sales momentum and engage customers in unique ways. Here are some strategies to help your winery thrive during the summer season.

1. Offer Heat-Proof Shipping Solutions

Customers are generally hesitant to order wine in the summer due to concerns about heat damage, and wineries are often hesitant to ship in the heat due to quality concerns, understandably. Providing reliable, heat-proof shipping options can reassure them and boost sales. Be sure to clearly note shipping times and temperature solutions upfront to ensure a smooth customer experience.

• Temperature-Controlled Packaging: Use insulated packaging and gel packs to keep wine cool during transit.
• Express Shipping: Offer expedited shipping options to minimize the time wine spends in transit.
• Hold at Location: Encourage customers to take advantage of the carriers’ “Hold at Location” features, minimizing the failed delivery attempts and the package’s time in the heat.

See more of our tips for shipping in the summer here.

2. Host Family-Friendly Events

Families traveling with kids are looking for activities that everyone can enjoy (check out Wine Glass Marketing’s article on the case for Kids and Dogs). Organize events that cater to families, making your winery a summer destination for visitors with children. If you’re concerned about the kids bothering your 21+ only guests, create a special family zone away from the 21+ only area. It’s also perfectly fine to clarify that only well-behaved kids are welcome.

• Picnics and Outdoor Games: Set up picnic areas with games like bocce ball, corn hole, and giant Jenga.
• Midweek Family Picnic: Offer a mid-week food offering for families with kid-friendly food and non-alcoholic drinks.
• Family Discounts: Provide special pricing for families, such as discounted wine flights for adults and free activities for kids.

3. Create a “Summer Survival Kit”

Curate a “Summer Survival Kit” that includes your wines and other summer essentials.

• Curated Selection: Include a mix of your best summer wines, such as chilled whites, rosés, and sparkling wines.
• Summer Essentials: Add items like sunscreen, a picnic blanket, reusable unbreakable wine glasses, and snacks that pair well with your wines.
• Gift-Worthy Packaging: Package the kit in an attractive, reusable tote or cooler bag that enhances the unboxing experience. Encourage your customers to share their summer activities on social media with a branded hashtag and tag your winery.

4. Partner with Vacation Rentals and Travel Agencies

Many families and groups travel during the summer, staying in vacation rentals. Collaborate with vacation rental properties and travel agencies to offer exclusive deals and experiences. Partnering with these businesses can introduce your wines to new customers and create memorable experiences.

• Welcome Packages: Provide vacation rentals with welcome packages that include a bottle of wine and a discount voucher for a visit to your winery.
• Exclusive Tours: Partner with travel agencies to offer exclusive vineyard tours and tastings.
• Cross-Promotions: Create joint marketing campaigns that promote both your winery and the vacation rental properties or travel services. Email your club members and VIPs special offers to these local businesses.

5. Host Virtual Tastings and Wine Education Classes

Offer virtual tastings and wine education classes to engage customers who cannot visit in person. Virtual experiences allow you to reach a broader audience, including those who are traveling or prefer to stay home during the heat of summer.

• Themed Tastings: Organize virtual tastings with a summer theme, featuring seasonal wine pairings and interactive activities.
• Wine Education: Host online classes that teach customers about wine production, tasting techniques, and food pairings. Take the tasting outside and show what’s happening in the vineyard to build anticipation for upcoming releases.
• Interactive Elements: Incorporate interactive elements such as Q&A sessions, polls, and live chats to keep participants engaged.

Conclusion

Maximizing sales during the slower summer months requires creativity and an understanding of your customers’ needs. By implementing outside-the-box strategies, your winery can boost sales and build stronger relationships with your audience.

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