We just released the newest Enolytics Snapshot — our free, monthly look at how the DTC wine industry is actually performing, right now, in real numbers.

Here are three smart tips that caught our attention this month.

Tip #1: Focus on Value per Visit

Don't wait for volume to recover. The wineries holding their ground aren't selling more bottles — they're selling smarter. Look at your Average Order Value and ask where you have room to move it: through bundling, through tiered offerings, through staff training on upselling. Pricing power is a skill. Practice it now, while the market is teaching you to.

Tip #2: Treat your Tasting Room Pipeline as the Urgent Priority it is

May's data showed signups outpacing attrition for positive net club growth of 0.5% — proof that conversion works when the ask is made consistently. Since you can't always control foot traffic, control what happens when guests do arrive. Audit your club invitation process. Is every guest receiving a warm, genuine invitation to join?

Tip #3: Mine your Existing Customer Data before Chasing New Visitors

The Last 12 Months trend shows the industry is stabilizing, not deteriorating — which means your existing customer base is worth more right now than it may appear. Work it accordingly. There is so much low-hanging fruit of sales opportunities that Enolytics surfaces for you every time you look, within your very own database.

Start there. Heck, LIVE there! Your sales till grow, guaranteed.

Peek at the SNAPSHOT page, and right away you’ll notice the WISE Triple Score. It's smart. Actionable. Born from boots-on-the-ground experience.

That’s exactly why we love working with WISE, and why we’re inviting you to our next webinar, Wine Sales Multiplier: Top Tips from WISE x Enolytics — Wednesday, June 17 at 11 am PST.

What happens when two of the wine industry's sharpest businesses on sales and data get in the same room? You get content — and action steps — like this.

Whether you want to grow your DTC sales, understand your customers more deeply, or find that extra edge in a market that isn't giving anything away for free — this conversation is for you.

It's free. You don't need to be a current customer to attend. And it might be the multiplier your wine sales have been waiting for.

RSVP here.

We'd love to see you there.

As always, thank you for reading —

Cathy

What happens when two of the wine industry's sharpest minds on sales and data get together? You get this webinar. Whether you're looking to grow your DTC sales, better understand your customers, or just find that extra edge in a competitive market, this conversation is for you. Don't miss the insights that could be the multiplier your wine sales have been waiting for.

Register Here

From the Desk of Michelle van der Lugt…

Getting someone to join your wine club is a win.

First, good for you!

Now... What happens next?

That’s a new challenge. It’s where real connection is either built or lost.

Our data shows that long-term loyalty often depends on what happens in the first 7 to 10 months. The wineries seeing the best retention rates are the ones asking thoughtful questions early and communicating with intention.

Here are the kinds of questions that Enolytics helps wineries to answer, to help maximize retention:

• When do most members leave, and does it vary by club tier?

• How many shipments have they skipped?

• Are they still buying outside the club?

• What kind of buyer are they, and what wines do they actually prefer?

• What kind of demographics make up your club today?

This information isn’t just helpful to know. They’re signals that show you who’s still engaged, who’s slipping away, and who’s at risk of leaving.

If you aren’t tracking the answers to these questions within your very own wine club membership, it’s hard to know what’s working and what isn’t.

We’d love to show you a clearer picture of your club and your customers, and more importantly, help you act on it.

If you're curious to see your own data through this lens, schedule some time here and we’ll set you up with a quick demo using your numbers. You’ll be able to spot exactly who to check in with and where to focus next.

We’re excited to work with you on this, and show you very direct “wins” with your own data.

Thank you!

Michelle

Don't guess whether Enolytics is worth it. See it for yourself.

Try it now, at zero cost.

Book Now

Most winery teams do not need more data.

They need a clearer way to use the data they already have.

That has always been the goal of Enolytics: to help wineries find real opportunities to sell more wine.

To save time, too, and to understand what is happening in their DTC business.

Now we are taking that one step further with our ROI Guarantee. Before asking you to make a long-term commitment, we want you to see what Enolytics can do with your own data.

Book Now

During the trial period, your team gets access to the platform, support from our team, and the chance to run real campaigns around real revenue opportunities.

We introduced the ROI Guarantee because we know winery teams are under pressure right now. Time pressure. Budget pressure too.

And we know that adding another tool is not a small decision.

We do not want you to guess whether Enolytics is worth it. We want you to see it for yourself.

The ROI Guarantee is also a reflection of how we think about partnership.

We believe technology should come with real support.

We believe more wineries should be able to use their data with confidence.

And we believe enough in Enolytics to stand behind the results.

If you have been curious about Enolytics, this is the perfect time to learn more.

Thank you,

Michelle

I have a confession to make.

I eavesdropped.

Meaning, I listened in on customer calls that Chris has been having lately, to tune in on how wineries who work with Enolytics are making the most of their data.

Here are three examples from Enolytics users, with three of their favorite ways to use data.

Another way of seeing this?

Three new visions for making your wine data work for you too.

Have a look.

1. “This is just like printing money, right? You don’t really have to do much for this except say yes, I’m going to do it again.”

That’s the beauty of automation, with data-based winery campaigns in particular.

Start with the task you want to execute. We help you identify the task, set it up, test it, refine it. Then set it in motion, and you’re off and running.

2. “You don’t know how much time that’s going to save me.”

For real. How much time do you spend creating, and then recreating, the same reports? How much time do you spend pulling up a particular piece of information? How much time do you spend segmenting your customer database, to try to narrow down the right audience for a particular offer?

Instead of recreating the same reports, Enolytics lets you bookmark them. Which means you save the template then, anytime you open up the template, the report is populated with your own, refreshed data.

Instead of searching for information, just ask Robin (our AI agent) where to find it. She’ll send you right there.

Instead of manually segmenting audiences, either ask Robin to show you how or else choose one of our “Sell More Now!” audiences that are already ready.

3. “This is my favorite thing in the world, the email domain filter tool. This tool right here just makes my life so much easier.”

Can you imagine manually working through every email address in your customer database, to try to figure out a customer’s professional industry and whether or not they’re a good candidate for corporate gifting?

We’ve seen this happen again and again. IYKYK. It makes my head hurt.

In Enolytics we put the technology to work for you. We identify a customer’s likely professional industry based on their email address, and match it up with that industry’s likelihood of corporate gifting. Non-profits? Not so much. Law firms though, and financial services? Ding ding.

That’s the pattern here, of all three points today: time savings, smart technology, and automating tasks.

Letting the tools do what they’ve been designed to do.

You have the data. We have the tools. Let’s match everything up, and set you up to succeed.

We’re here for it. Let me know if you have any questions.

Still not sure? Check out our ROI Guarantee. Yes, that means what you think it means. You try out Enolytics. We’re guarantee you’ll see the ROI.

You have literally nothing to lose.

Thank you, as always, for reading and for your interest —

Cathy

Let's jump right in.

Here are the Top Takeaways from Last Week’s Tasting Room Data Webinar:

• Your winery’s WISE Triple Score is ready right now within Enolytics. Even if you aren't already a WISE customer, you benefit from this opportunity.

• +10% revenue, 27 fewer open days. Big Cork Vineyards eliminated Thursdays and Mondays from their schedule this year — 27 open days gone — and still came in over 10% above last year’s revenue. How? Keep reading to see!

• 87% improvement in guest account usage. Domaine Drouhin Oregon launched the RedChirp guest check-in QR code on April 10th. By April 27th — just 17 days later — guest account usage had improved by 87% across nearly all associates.

• 25% of expected crop, 100% of the planning challenge. Big Cork normally brings in 200 tons from their Maryland estate. This year’s frost dropped that to roughly 60 tons — forcing an immediate pivot in distribution strategy, wine club fulfillment, and inventory allocation.

We just wrapped one of our most energizing webinars yet. Three panelists. From three very different wineries. With one theme throughout: the data is right there, and what you do with it changes everything.

Tasting Room Data Had Flatlined

Kristen Bodmer at Big Cork Vineyards in rural Maryland was candid in the best possible way. For years, they did everything right in the tasting room — incredible hospitality, a loyal wine club, etc — but they did almost nothing with the data those guests represented.

No email capture. No behavior tracking. No targeted outreach. Just great wine and good vibes, and a growth curve that had completely flattened.

Then came their new tech stack of Corksy, RedChirp, and Enolytics. Now Kristen sees revenue trends in real time, and takes action on the insights that were surfaced, including where this year’s cases are going to land (Tasting Room vs Distribution) after the damaging frost.

Iconic Property in the Willamette Valley

Kateland Harvey at Domaine Drouhin engages with their data in different ways. She tracks sales associate performance across guest account usage, club conversion rate, average order value, and bottles per order — with standardized goals for all of it.

What you inspect, people respect.

That’s not just a good line. It’s a management philosophy.

The thing Kateland shared that I couldn’t stop thinking about: the RedChirp guest check-in QR code. A walk-in guest arrives, scans that QR code on their own phone, and because it autofills from saved contact info, the data is accurate, consented, and in Commerce7 within seconds.

Guest account usage improved 87% in 17 days. The staff that initially pushed back? Within two days, they loved it. It made their jobs easier.

WISE Triple Score, Now Available in Enolytics

Liz Mercer from WISE brought the industry-wide perspective. The WISE Triple Score — based on three questions of 1) are we asking for the order, 2) inviting guests to join the club, 3) capturing data with real consent? — is now a bookmarked report inside Enolytics.

To be clear: Your winery’s WISE Triple Score is ready right now within Enolytics.

Bottom line? Data capture isn’t a sales tactic. It’s hospitality. Your guests want to hear from you. All you have to do is start.

If you missed the webinar, the recording is available here.

Visit enolytics.com/demo to see how this works for your winery.

Thank you, as always —

Cathy

Spring is in the air! And summer’s about to come in hot.

Wineries around the country are gearing up for a summer season in the Tasting Room, and I gotta tell ya.

There’s a fair amount of anxiety. Will traffic be down? How about consumer spend?

There’s also uncertainty. Are new staff trained up and ready? How will visitor trends vary this year from what we’re used to?

Is it even possible to “win” in the Tasting Room this summer, with so many variables up in the air?

It is indeed possible, and we have a lineup of your peers and colleagues who not only know how to win, even in this time of uncertainty, but are ready to share their strategies with you.

They’re doing it smartly, with innovative strategies. And they’re doing it through data.

You can too. They will show you.

Please join us this Friday at 11 am PST for a deep dive into data-driven strategies to boost Tasting Room revenue through data. Registration link is here.

We’re incredibly excited to announce our guest speaker lineup!

• Kristin Bodmer, Director of Operations, Big Cork Vineyards

• Liz Mercer, Instructor, WISE Academy

• Kateland Harvey, Director of Sales and Marketing, Domaine Drouhin

Kristin, Kateland and Liz are READY for summer. We’re ready for summer.

Are you?

Let’s GO.

Please ping me with any questions or ideas.

Thank you, as always —

Cathy

They're not wearing capes.

They're wearing vests and carrying iPads and managing wine clubs and running tasting rooms and trying to figure out why last month's numbers don't match.

They're superheroes all the same.

In the wine industry, when are data superpowers unlocked?

Usually it starts with one moment.

A report that used to take an hour and a half is just there.

A heat map that used to be built manually in Excel now takes two clicks.

A segment gets run, an email goes out, and the winery sells more wine.

It happens every day. Not once a quarter when the board report is due. Every day.

That's what a superhero looks like.

It’s not about being a “tech person.” It's about being willing to look at what your data is actually telling you — about your customers, your club, your tasting room, your next email.

We're going to be putting the spotlight on the superheroes themselves at two upcoming events. If you're curious about what your data could actually be doing for you, these are worth your time.

NBBJ Wine Industry Conference Keynote

Wednesday, April 29 at 8 am PST

We'll be on the keynote stage sharing stories from winery teams that are turning data into decisions — and making the case for why that matters more right now than ever.

Spoiler alert: We’ll be sharing stories about the villains too, and how they’re being defeated

More details are here.

Enolytics Webinar: Grow Tasting Room Visitation with Smarter Customer Data

Friday, May 1 at 11 am PST

This is where the real superheroes show up. Real wineries, real results, real talk about what's working and what it took to get there. Register here.

Wine data superheroes are all around us. We'd love to help you become one of them.

I'm here, as always, for any questions or ideas. Thank you, also as always, for reading.

Cathy

Your tasting room is one of your most powerful sales channels — but are you using your customer data to its full potential? From identifying your most loyal visitors to timing your outreach just right, you'll walk away from this webinar with practical, actionable ideas to drive more visits, more sales, and stronger customer relationships.

Register Now

Small but mighty.

That's the phrase that kept coming back to me throughout last week's webinar. The three panelists who joined us are running lean DTC teams — Chelsea Leniart, Wine Club Manager at Scheid Family Wines, Hilary Berkey, Director of Sales, Marketing and Operations at Emeritus Vineyards, and Kristy Quigley, Operations Manager at Alma Rosa Winery.

"Lean teams" meaning two or three people deep. At the most.

The outsized results they're seeing, in a market that everyone agrees is hard, are genuinely remarkable.

Here's some highlights and takeaways from  what they shared in last week's webinar.

On Wine Club Customization

The fear is that if you give members flexibility, they'll race to the bottom and swap out for your cheapest wines. 

What Chelsea actually found was the opposite. 

By studying what members customized in the previous year's March run, she reshaped this year's offering more intentionally. 

The results? 

A 167% increase in sales of a higher-tier estate Pinot, and edited club shipments with a 14% higher AOV than default shipments.

Customization, done right, grows revenue.

On Hyper-Segmentation

Hilary’s team makes goal every month.

Every single month. 

She runs coordinated campaigns across every DTC channel — Club, outbound, email, text — with no customer touched more than twice with a sales message per month. 

The key advantage? 

Cross-platform data integration. 

Enolytics aggregates across Commerce7, Tock, RedChirp, and more, producing segments more precise than any single system could.

In February, one team member was $3,000 short with four days to go. They went into Sell More Now, identified the right customers, made the calls, and closed the month.

That's not luck. That's data, used right.

On Automating the Customer Journey

Kristy’s team at Alma Rosa joined Enolytics in February. Two months in, they've already built a fully automated re-engagement campaign for lapsed high-value customers — running daily, with no ongoing manual work. 

Enolytics identifies which customers have slipped, updates the list, and the emails go out automatically.

Kristy is now building a differentiated welcome journey based on where a customer made their very first purchase. 

Tasting Room versus Website. Two different customers. Two different conversations. Much better personalization, automated.

If you missed the webinar, you can watch the full recording here. 

And if you're ready to try this with your own data, we'd love to talk.

Thank you, as always, for reading —

Cathy