531 Jefferson St., Napa, CA, United States of America, 94559
Wineries with tasting rooms know all too well that foot traffic is shrinking. But it was our clients without a hospitality arm who got us thinking: how important is the on-site channel to the wine industry as a whole?
Maybe we’re just evolving. After all, people buy everything—from cars to carrots—online these days. Isn’t it natural for wine to follow suit?
We pulled on that thread, and it turns out the decline in wine country tourism is a bigger issue than it first appears.
When we look at why wine sales are down, we can break it into three core factors:
And one of those clearly dominates.
Frequency—how often someone chooses wine—is the elephant in the room. It accounts for a whopping 65% of the volume decline. Simply put, fewer people are reaching for wine in their daily lives.
Next up is volume, responsible for about 19% of the drop. These consumers still drink wine, but they’re drinking less per occasion.
Finally, abstinence represents only 7% of the decline. These folks have exited the wine category altogether, often favoring spirits, RTDs, or non-alcoholic options.
This breakdown gives us a clear direction: focus on increasing frequency, encourage responsible volume, and work to keep existing wine drinkers from drifting away.
Demographic data shows us where the decline hits hardest—and where there’s still potential.
Let’s start with age. Younger drinkers (ages 21–24) are actually increasing their wine consumption—by 73% more than any other age group. Meanwhile, drinkers aged 65+ are leading the retreat, with an index of 121 for drinking less and just 48 for drinking more. This could be due to health concerns, lifestyle shifts, or simply changing preferences.
Income tells a similar story.
Low-income consumers (<$50k) are more likely to be drinking less wine. On the other hand, higher-income consumers are still spending—often on premium bottles—indicating the luxury wine segment remains strong.
So if we’re looking for growth, it’s clear: the opportunity lies with younger, affluent consumers who are curious and still forming their wine habits.
Across the board, consumers who begin buying wine over $20 didn’t just wake up one day and change their habits. They were introduced to a gateway wine—a bottle that surprised and impressed them, often in a memorable setting.
That single bottle becomes a turning point. From there, consumers often start exploring more expensive options, seeking wine education, and becoming more involved in wine culture.
Creating that moment is the key. The industry’s challenge is to get more consumers to cross that threshold.
According to the Wine Market Council, the most common place consumers discover wines over $20?
Wine country.
A full 76% of consumers say visiting a winery or wine region plays a role in their discovery of premium wines. The physical, sensory, and emotional experience of being on-site is nearly impossible to replicate online.
Social gatherings, tastings, and trusted retailers also matter—but in-person, immersive experiences lead the charge. More passive methods like influencer content or wine club shipments don’t seem to have the same effect.
The takeaway? Wine isn’t just a product. It’s an experience—and wine country is still the best showroom we have.
Our biggest opportunity lies with converting curious, affluent younger consumers into wine lovers—and eventually, loyal buyers. To do that, we need to get them into wine country.
Research consistently shows that visiting wineries increases consumers’ exposure to higher-end wines and reinforces a lifestyle that includes wine. And that lifestyle leads to stronger engagement, deeper knowledge, and more frequent purchases.
Only 16% of consumers visit a wine region monthly or more—and most of them are already wine lovers.
Another 53% visit once to three times a year.
And 31% of consumers visit less than once a year or never.
That last group is where the biggest opportunity lies—and also our biggest challenge.
Novice wine drinkers make up 54% of those who rarely or never visit wine country. These are exactly the people we need to reach if we want to grow the category long-term.
The most engaged wine tourists?
The least engaged? Newcomers.
This leaves us with a critical challenge: How do we attract novice drinkers and infrequent buyers to wine country in the first place?
To grow our consumer base, wineries must take this data seriously. That means:
The decline in wine country visitation isn’t just a hospitality problem—it’s a brand engagement crisis. If fewer people are stepping into our world, fewer people are falling in love with wine. And that affects the entire industry, from DTC to wholesale.
We need to rethink the winery experience, not as a bonus channel, but as the first step in a consumer’s lifelong journey with wine. The more gateways we build, the more drinkers we gain—and the better chance we have at making wine culture thrive for generations to come.
As travelers eagerly plan their next getaways, the tourism landscape is shifting—fast. Driven by changing values, advancing tech, and global events, how we explore the world in 2025 looks very different than it did just a few years ago. From AI-crafted itineraries to wellness retreats designed around your sleep cycle, travel today is more curated, personal, and purpose-driven than ever.
But while adventurers chase hot springs in Iceland and food tours in Tokyo, one classic destination is quietly slipping from the spotlight: wine country. Once a top choice for weekend getaways and special occasions, winery visits are on the decline. And for the wine industry, that’s more than just a hospitality hiccup—it’s a missed opportunity to turn curious sippers into lifelong fans.
Understanding this season’s top travel trends isn’t just about keeping up. It’s about getting ahead—and finding fresh ways to bring the modern traveler back to wine country.
Let’s start with a trend rooted in self-care: travelers aren’t just looking to escape—they’re looking to heal, reset, and optimize. Wellness tourism now includes everything from personalized health programs and silent retreats to sleep coaches and circadian lighting.
With the wellness tourism sector growing at 12% annually and expected to hit $904 billion globally this year, destinations that cater to well-being are winning big. It’s no longer about indulgence—it’s about intentional restoration.
Opportunity for wineries: Curate wellness-focused visits with vineyard yoga, clean-eating picnics, or guided meditations among the vines. (Could vineyard-bathing become a thing?) Wellness doesn’t have to mean wine-free—it can mean wine-smarter.
As crowds surge during the day, travelers are discovering the magic of night. From stargazing in Chile’s Atacama Desert to night safaris in Kenya, nocturnal travel is lighting up itineraries.
These after-dark adventures offer cooler temps, fewer crowds, and a new way to engage the senses.
Opportunity for wineries: Fire pits, telescope nights, full moon tastings, or glow-in-the-dark vineyard walks—use the quiet of the evening to create unforgettable, ethereal experiences.
Fueled by binge-worthy content, set-jetting is sending travelers to places they’ve seen on screen. Whether it’s “The White Lotus” fans heading to Sicily or Game of Thrones devotees walking Dubrovnik’s walls, media is driving wanderlust.
Opportunity for wineries: Lean into your own cinematic potential. Got a picturesque view? A storybook setting? Use storytelling and content creation to become part of your visitor’s narrative—and their feed.
The antidote to our overbooked, always-on lives? The calmcation. These are quiet, soul-soothing escapes where the Wi-Fi is weak and the nature is strong. Travelers are actively seeking silence, stillness, and space to breathe.
Think mountain monasteries, silent retreats, and remote lakeside cabins.
Opportunity for wineries: Create serene spaces that encourage unplugging—perhaps a “quiet hour” in the vineyard, meditative tastings, or tech-free zones for reflection.
Hot is out. Cool is in. As summers become more extreme, travelers are heading north (and up) for relief—glaciers, fjords, mountaintops, and sea breezes are the new status symbols.
Opportunity for wineries: Even if you’re in sunny Texas, your cool cellar or shady hilltop might be just the refreshing escape people are craving. Embrace temperature as part of the experience.
Tourist-saturated hotspots are losing their appeal to curious travelers looking for authenticity. Lesser-known destinations—think Vilnius instead of Vienna—are on the rise. It’s all about originality, cultural depth, and avoiding the crowd.
Opportunity for wineries: Play up your location’s quirks and hidden stories. Show off your dirt roads, your family dog, your unpolished charm. Being off the radar is now a feature, not a flaw.
Grandparents, parents, and kids are traveling together more than ever, seeking shared experiences that create lasting memories across age groups.
These trips tend to be generous—often funded by older generations—and crave versatile, everyone-friendly experiences.
Opportunity for wineries: Host family-friendly events with wine for the grownups and activities for kids. Create tasting options that pair with chocolate or juice. Inclusivity creates loyalty.
Vacations are no longer about lounging—they’re about movement, achievement, and transformation. Whether it’s cycling through Tuscany, hiking the Andes, or paddleboarding in the fjords, travelers are using their time off to move their bodies and push their limits.
Opportunity for wineries: Offer hiking trails, bike rentals, or vineyard tours on foot. Partner with outdoor outfitters. Show that wine and movement can go hand-in-hand.
Today’s travelers aren’t just looking for destinations—they’re chasing experiences that align with their values, their identities, and their stories.
Whether it’s mindfulness in the vineyard, stargazing with a splash of Syrah, or family bike rides that end in a shaded picnic, the future of wine tourism lies in emotional connection—not just location.
These trends aren’t just changing how people travel—they’re changing why. And for wineries, that opens a window to reimagine what hospitality looks like.
So the question becomes: Will you let travel trends pass you by—or pour them into a mixed cocktail of something unforgettable for your guests?
You can have the prettiest patio, the penultimate Pinot, and the most personable pourers this side of the valley—but if your online reviews are crickets or chaos, good luck filling your reservation book. We pulled together a dozen stats that show just how much ratings matter. Spoiler: They’re not just shaping your reputation—they’re deciding your foot traffic.
Online reviews aren’t fluff. They’re not nice-to-haves, and they shouldn’t be afterthoughts. They are critical, high-impact marketing assets that shape consumer perception, affect your search rankings, and—let’s be honest—determine whether or not someone walks through your tasting room door.
You don’t need hundreds of reviews overnight, and you definitely don’t need to beg for them. What you need is a plan.
Here’s how to approach winery reviews strategically—and professionally.
Online reviews are today’s word of mouth but with a larger megaphone. They don’t just impact reputation—they influence your visibility, credibility, and revenue. The key platforms are:
Summary: Google gets you found. Yelp gets people in the door. TripAdvisor gets you on the vacation itinerary. You need all three.
We get it. Asking people to leave reviews is awkward and can feel like asking a stranger to write you a college recommendation letter. There’s nothing more disingenuous than saying, “I’d love it if you’d leave us a review!” without context or timing. The trick is to make the request feel natural and authentic or—better yet, part of the experience.
1. Make it Obvious
2. Ask During a Moment of Delight
3. Reinforce with Post-Visit Follow-Ups
3. Leverage Social Media Wisely
If you’re successful, posed reviews are not a set-it-and-forget-it situation. Reviews should be checked daily—yes, daily. We’re talking for less than five minutes of your time about something that could directly influence a visitor’s decision.
Here’s how to make sure nothing slips through the cracks:
Response Timing: 24 Hours or Less
Positive or negative, your goal is to respond within a day. Fast responses show you’re engaged, professional, and attentive. Waiting too long—especially for negative feedback—signals indifference.
Who Should Respond?
Whoever’s responsible must be empowered to speak on behalf of your brand. That means clear guidelines and a little training. Responses should be thoughtful, on-brand, and composed—never canned, never combative.
Responding to Positive Reviews: Don’t Phone It In
Acknowledging great reviews builds loyalty, encourages others to chime in, and shows the world you’re paying attention.
Make it personal, even if it’s brief:
The trick? Say thank you, keep it short, and reference something specific if you can.
Responding to Negative Reviews: Stay Classy
Not every review will be glowing, but everyone deserves a thoughtful response.
Example:
Don’t let your best reviews live and die on the web. Repurpose them across your marketing channels:
Should You Advertise on Review Platforms?
Think of reviews not as afterthoughts but as extensions of your hospitality. A great visit doesn’t end when the last pour is served—it ends when the guest posts a glowing five-star summary online. The goal? Make that process easy, natural, and part of your brand story. When managed well, reviews don’t just boost your online reputation—they drive real business. So monitor them. Respond to them. Use them. And whatever you do, don’t ignore them.
In the ever-evolving world of wine, tasting rooms have long been sacred spaces for sampling vintages and educating consumers about winemaking. But recently, the definition of what belongs in a tasting room has expanded beyond the conventional pour. Enter the world of alternative beverages—non-alcoholic wines, wine-based cocktails like Frosé, and low-alcohol spritzers. These trends are carving out significant space, appealing to younger generations, health-conscious consumers, and a broader range of visitors.
The rise of alternative beverages in tasting rooms isn’t just a fleeting fad—it’s a response to shifting consumer preferences and lifestyle trends. The adaptability of tasting rooms to these new offerings is a testament to the industry’s resilience. The question now isn’t whether tasting rooms should adapt, but how they can complement the core identity of wine while capturing the attention of a broader audience.
Several studies have shown that modern consumers, particularly Millennials and Gen Z, are more inclined toward moderation in alcohol consumption. According to NielsenIQ, sales of non-alcoholic beer, wine, and spirits in the U.S. grew by 31% year-over-year in 2022, reaching $510 million. This growth reflects consumers’ increasing prioritization of health and wellness and their desire for moderation in alcohol consumption. Non-alcoholic beer dominated the category with 85.3% of sales, followed by non-alcoholic wine at 11.2%, and non-alcoholic spirits, which saw a dramatic 94% growth.
Drizly, an alcohol e-commerce platform, reported similar findings. In 2022, the platform saw a 21% increase in sales of non-alcoholic beer, 20% growth in non-alcoholic wine, and 50% growth in non-alcoholic spirits compared to 2021. This surge reflects a generational shift, with younger consumers—especially Gen Z and Millennials—driving much of the demand for these products.
The overall no- and low-alcohol category is expected to grow at a compound annual growth rate (CAGR) of 7% through 2026, with no-alcohol products leading the way. This shift is primarily driven by consumer interest in wellness, variety, and the desire for more moderate drinking options. This shift is due to an increased focus on health and wellness, but it’s also about balance and variety. Younger consumers seek experiences that offer the same sophistication as traditional wines without the alcohol.
Let’s combine that data with another interesting tidbit: Most affluent Millennials and Gen Zers live in urban areas. A Pew Research Center study found that 88% of Millennials live in metropolitan regions, making trips to wine country a sensory vacation from city life. This demographic trend underscores how Millennials’ lifestyles often contrast with rural experiences, making trips to wine country or similar retreats feel like a sensory escape from their urban routines. This insight could be valuable when marketing wine tourism or rural wineries, as it appeals to the desire for a break from the metropolitan hustle. Why is this relevant? For many, it’s not just about the wine—being in nature, sunshine, and having quality time with family and friends are just as much part of the appeal as our wines. This shift influences how wineries engage visitors who might not come solely for the wine but for the whole experience.
Speaking of family, this cohort is also more likely to incorporate family members—whether kids or parents—into their travel plans. Offering a diverse range of beverages that can appeal to different tastes and even non-drinkers ensures that everyone feels included and catered to.
In response, many wineries are meeting this demand by expanding their tasting room offerings to include non-alcoholic wines and low-alcohol beverages. For wineries, introducing alternative beverages is not just a way to capture a growing market—it’s also an opportunity to enhance their brand’s inclusivity. By offering non-alcoholic wines, wineries can create an environment that welcomes everyone, from designated drivers to individuals who abstain from alcohol for personal or health reasons.
One of the most intriguing shifts in tasting rooms is the rise of non-alcoholic wines. These wines are crafted using the same grapes and winemaking techniques as their alcoholic counterparts but go through a process of alcohol removal, resulting in a beverage that retains the flavor, aroma, and complexity of wine—without the buzz.
Non-alcoholic wines appeal to a growing segment of health-conscious consumers who still want to participate in the ritual of wine tasting without the after-effects. Brands like TÖST and Gisen Wines have carved out a niche in this market by producing high-quality non-alcoholic sparkling wines that are often served in tasting rooms alongside traditional pours. Wine Enthusiast notes that many non-alcoholic wines today offer a level of sophistication that was previously absent from the category, making them a viable and even exciting option for wine lovers looking to cut back on alcohol. As we saw last week, even LVMH is now in the market, proving that this trend can even go lux.
Another key player in the alternative beverage trend is the rise of low-alcohol-by-volume (ABV) wines and spritzers. These beverages, typically between 4-8% ABV, offer a lighter experience while still maintaining the essence of wine.
Low-ABV options are especially popular with consumers seeking balance—whether it’s enjoying a drink during a weekday lunch or sipping more than one glass without feeling the effects. These beverages are also appealing to those who want to be mindful of their alcohol intake while still enjoying the social and sensory experience of wine.
For wineries, serving low-ABV options in tasting rooms is an easy way to cater to diverse preferences and occasions. A light, refreshing spritzer might be the perfect option for a casual afternoon tasting, while a traditional pour can be reserved for the more serious wine connoisseur.
On the other end of the spectrum, wine-based cocktails like Frosé (a frozen rosé slushie) are injecting fun and innovation into tasting rooms. Initially popularized by rooftop lounges, Frosé has become a staple in wine country, offering visitors a refreshing, playful alternative to traditional tastings.
Wine cocktails allow wineries to appeal to a broader audience, particularly younger consumers who may prefer creative beverages over a standard pour. According to a Wine Market Council study, Millennials are more likely to gravitate toward cocktails over beer or wine, appreciating the versatility that mixed drinks offer.
Wineries that offer wine cocktails in their tasting rooms can elevate the experience by showcasing their wines in a new light. Rather than competing with traditional pours, these beverages complement the overall experience, giving visitors the chance to enjoy wine in a more casual, less structured format.
The beauty of wine cocktails lies in their adaptability. Whether served as a refreshing sip on a hot summer day or a festive option during the holidays, these drinks create opportunities for wineries to extend their offerings beyond the conventional. They also open the door to creative collaborations, with wineries working alongside mixologists to craft signature drinks that can be a unique selling point for their tasting rooms.
For wineries, the introduction of alternative beverages isn’t just about keeping up with trends—it’s a strategic business move. Expanding the menu to include non-alcoholic wines, wine cocktails, and low-ABV options allows wineries to attract a broader customer base. This inclusivity can lead to increased sales, more diverse event offerings, and greater customer retention.
Alternative beverages also give wineries a chance to get creative with their offerings. Signature drinks like Frosé or a curated non-alcoholic wine flight can differentiate a winery’s tasting room from the competition, creating a memorable experience for guests. And in the age of social media, these unique offerings are prime content for sharing, helping to amplify the winery’s brand.
According to the Silicon Valley Bank’s 2024 State of the U.S. Wine Industry Report, experiences increasingly drive consumer demand, and the wine industry is being urged to adapt by offering personalized, memorable experiences to younger consumers, such as Gen Z and Millennials. These younger demographics are less interested in traditional wine and more inclined to explore alternatives, such as non-alcoholic beverages or social experiences without alcohol. Thus, offering alternative beverages opens the door to a broader demographic, allowing wineries to foster deeper connections with guests.
As the wine industry evolves, so too must the tasting room experience. The inclusion of alternative beverages—whether non-alcoholic, low-ABV, or wine-based cocktails—offers wineries a way to stay relevant and appeal to today’s more diverse, health-conscious consumers.
The key is finding balance. Alternative beverages should enhance the tasting room experience, not replace the core focus of showcasing the craftsmanship of winemaking. By integrating these new trends alongside traditional offerings, wineries can create a dynamic environment that appeals to everyone—from wine lovers to those who are simply there for the atmosphere.
In an industry driven by tradition, evolution is necessary to stay relevant. By embracing alternative beverages, wineries can ensure their tasting rooms remain welcoming spaces for all, while still honoring the artistry of winemaking.
By offering a range of alternative beverages, wineries can create a tasting room experience that resonates with a wider audience while staying true to their roots. After all, innovation and tradition can coexist, and alternative beverages are just the beginning of what’s possible.
Let’s be real—every generation shops differently. Boomers? They’re all about the in-store treasure hunt, but Gen Z and Millennials are navigating their purchase journeys with the ease of a swipe. In a world where everything’s one click away, that in-person experience better bring something extraordinary to the table if you want to capture their attention.
According to DigiMarCon, you’re leaving money on the table if you focus only on driving sales through the tasting room. Boomers prioritize price and quality, while Gen Z and Millennials want more—think influencer recommendations, charitable connections, and community engagement. It’s not just about the product anymore; it’s about the vibe around it.
When it comes to what influences purchasing decisions, each generation has its own quirks. Boomers, ever-practical, still base their choices mostly on price and quality. But our younger friends, Gen Z, and Millennials are adding more layers to the decision-making process, with charitable donations and influencer recommendations creeping up as key factors. They’re showing us that shopping isn’t just about the product anymore—it’s about the impact, community, and vibe around it.
Ethical transparency? That’s a win across the board. Interestingly, across all age groups, ethical considerations are gaining traction. Gen Z and Millennials especially want to know where their dollars are going—whether it’s helping the planet or supporting a good cause. People are looking at how brands treat their employees, their environmental policies, and whether they have an active, engaged community. It’s clear that brands who are transparent and ethical have an edge in today’s market. After all, why not buy from a company that makes you feel good about your purchase, right?
Bottom line? People are buying with their hearts and wallets these days.
The research highlights key differences in where consumers from different generations go to discover products. Given that Gen Z and Millennials are digital natives, social media, search, and YouTube ads are key for reaching them, while Gen X and Boomers tend to favor TV, search, and retail (in person).
It’s all about meeting people where they are. For Gen Z and Millennials, that’s online, but Gen X and Boomers still like their TV and in-store browsing even if they’re starting to make that digital shift. And when it comes to making that purchase? Boomers are still team “in-store,” while the younger crew leans toward Amazon, websites, and even social media shops.
All generations still buy products at a store. However, the research indicates that the preference for in-store purchasing decreases significantly with age. As we would suspect, buying online from retailers and directly from a brand’s website is also high on the list of preferences when it comes to shopping.
As the wine industry pivots from Boomers to younger generations, having an omnichannel strategy is essential. Gen X and Millennials are bouncing between tasting rooms and online shopping like it’s second nature. Does your marketing reflect that?
Gen Z Shopping Habits
This crew is glued to their phones—social media and digital discovery are king. TikTok, Instagram, and YouTube are their top platforms. Brands that take a stance on social issues get major brownie points with 50% of Gen Z, so don’t be afraid to get vocal.
Millennial Shopping Habits
Millennials aren’t too far off from Gen Z. They’re plugged into social media, internet searches, and YouTube ads. But they’re especially passionate about companies taking a stand on social issues like climate change, income inequality, and LGBTQ+ rights. If your brand’s values align with theirs, you’re golden.
Gen X Shopping Habits
Gen X prefers a blend of search, social media, and in-store shopping to discover new products. With 90% using social media, Facebook, YouTube, and Instagram are their top platforms. When it comes to social issues, they’re divided—40% believe companies should take a stance, while another 40% think they should remain neutral, leaving 20% undecided.
Boomer Shopping Habits
Boomers primarily shop through TV ads, internet search, and retail stores, with minimal engagement on social media—only 20% have discovered products there recently. Most Boomers believe companies should avoid taking a stand on social or personal issues, which rarely influence their purchase decisions.
People aren’t just looking for a great deal. They’re increasingly prioritizing seamless experiences. Everyone, regardless of age, is looking for that seamless shopping experience. Your website should be mobile-friendly because over 70% of Gen Z, Millennials, and Gen X are discovering products on their phones. Slow, confusing, or hard-to-navigate experiences leave consumers dissatisfied and disgruntled. Consumers now demand high-quality experiences that are connected, easy to use, convenient, and channel agnostic. As a result, brands that deliver convenience, ease, and connectivity will win over brands that don’t.
The chart below, pulled from the DigiMarCon report, clearly shows the importance of optimizing your website for mobile. Close to 3:4 of everyone across 3 generations (Gen Z, Millennials, and Gen X) say they discover products on mobile. When was the last time you checked your brand’s website on your phone?
While the report does not specifically reference the wine industry, it has a lot of good data about overall shopping habits across generations. It is clear why tasting rooms were such a success with the Boomer generation.
The wine industry may have thrived on Boomer loyalty, but we need to broaden our horizons to win over the next generation of wine lovers. To do this, we must ensure we meet our consumers where they are (not only where we want them to be) to successfully capture the generations who will fuel the wine industry for the next 40 years or so. Whether they’re tasting in the vineyard or adding bottles to their digital cart, make sure you’re there, ready to meet them where they’re at—because the future of wine is in their hands.
In today’s competitive market, knowing your customers is not just an advantage—it’s essential. Data appends offer businesses a way to enrich their customer data, providing deeper insights that can transform marketing strategies, improve customer experiences, and drive revenue.
Data appends involve adding new information to your existing customer database. This could include demographic details, email addresses, phone numbers, or behavioral data. The goal is to build a more comprehensive profile of your customers. Think of your friends or coworkers. If you knew one thing about them – Joe likes Cabernet Sauvignon – it would be tough to carry on a conversation with Joe for very long. You’d run out of things to say. But if you also know that Joe likes reading historical fiction and woodworking, is taking adult education classes in painting and art appreciation, and has traveled to Asia several times, you could converse all evening!
This is where appending what you know about your customers is helpful. It allows you to create a full 360 view of your customer with several benefits:
At WGM we use data appends for two very specific marketing purposes. First, we use it to craft relevant messages on email and on social media. If we know what consumers are into outside of wine, we have a better chance of connecting with them on content. We group similar consumers together into groups called Personas, and we tag them. Then we create different content for different types of people.
For this winery, we are running different ads to different personas that we’ve identified with different characteristics. The first ad is for the “Flavor Explorer” audience who is looking to experience new tastes, the middle is for the “DIY” audience looking for details, and the ad on the right is for the “Adventurer” audience looking for experiences,
Second, we use it to target new customers on platforms like Meta, LinkedIn, and Google. By now, everyone should know about look-alike audiences, where you upload a database to an ad platform and say, “Find more people like these people.” Well, the more data you have on someone, the more accurate the look-alike audiences can be.
This practice is not new. A recent study revealed that 95% of marketers who employed consumer insights saw enhanced results, particularly by tailoring their strategies to meet customer expectations. This approach allowed them to stay ahead in a rapidly changing market environment, underscoring the power of data-driven marketing (quantizin) (AMA).
How much does all this cost? Assume a data company won’t be able to append all your contacts, and for those they can append, you’ll probably pay $.02 – $.07 per name, depending on your database’s size. You’ve heard the adage that keeping a customer is cheaper than getting a new one? A few hundred or thousand dollars is a small price to connect better with your customers.
But data appends are more than just a tool for updating customer records—they’re a way to deepen your understanding of who your customers are and what they want. In a time when marketing must bring people into tasting rooms and get buyers and club memberships, you need all the tools. By leveraging your database’s full potential, businesses can build stronger relationships, deliver more value, and stay ahead in the competitive market.
Ready to unlock the full potential of your customer data? Start your data append journey today and see the difference it can make in your marketing and customer engagement strategies.
Setting expectations is difficult. After all, we all want perfection and success, so isn’t it just positive thinking to predict that your campaigns will be victorious? That’s what “The Secret” tells us, anyway.
But while it can’t hurt to take a stab at manifesting abundance and contemplating gratitude, you are likely using more concrete values, such as benchmarks and previous performance, to project the results of your marketing campaigns to your management.
We submit additional data points to anticipate reasonable responses to your marketing campaigns. These data points are:
Let’s break each of these down and include some real-life winery examples.*
Many marketing decisions are best made with data. Your database is your guidebook; you should know the segments within, their values, and their behavior. Historical data empowers you to make informed decisions. If you don’t have it, that’s fine, but then expect a low degree of certainty in your predicted response. You should test some targeting, offers, and messages to learn what your database responds to.
But along with performance benchmarks, it helps to know the history of communication with your customers. Don’t expect them to wake up quickly if you haven’t talked to your database in a predictable cadence or included information about your brand, people, or location to engage them. Customer communications are like any other relationship: the dialog needs thoughtful nurturing. If you only reach out when you have something you need (selling wine), your recipients might turn deaf to your calls to order.
Take the case of a recent boutique client who, because of the current economic conditions, had cut all social media and emails out over the past two years. Without a tasting room, he felt it prudent to stop all marketing until his new vintage release. It had been a year since his last email, two years since his last social post, and he was ready to release his next vintage. We recommended warming up the audience weeks ahead with updates about the brand, the people, the vintage, and the vineyard. Why spend time on this step? Because you remind consumers who you are and why they fell in love with you in the first place. He declined, citing that he wanted to avoid spending money on any activities that were not about sales.
We also recommended we launch a low-level advertising program to gather new mailing list signups from Meta for a few hundred dollars. Why? We know that databases naturally decay at a rate of about 2% a month, and with such a long hiatus between touchpoints, there would likely be a fair amount of database degeneration. Meta is the most efficient channel for adding contacts to a database without a tasting room. He also declined this recommendation, insisting we send the email to his database to launch the new wine. It was a beautiful email. He obsessed over every line of copy and took time in the design. It was perfect.
The database did not return with one single order.
It did result in a 10.5% bounce rate (wrong addresses), a meager 6% open rate, and zero clicks. He had expected sales to be like previous years before he cut out all consumer communication. He learned marketing isn’t a faucet you can turn on and off, and one single channel is only part of the story. The sales may come in from an email, but each transaction is influenced by social media posts, emails about the brand, texts on events, or other communications that keep your consumers interested and engaged with your winery. Without hearing from the winery in almost a year, the response was silence when the time came for the new release.
The parable? Keep up with your marketing – especially now. When you need sales post more, communicate honestly and resist the urge to shrink back into a shell to wait out the storm. Over time, if you share information of value on a consistent schedule with consumers, they will become reliable buyers. This ongoing two-way communication is a responsibility and a commitment, but it’s worth it in the long run. How long, you ask? In our experience, it takes six to nine months of repetition and best practices to train a database to open and click on your emails to the benchmark standards we share below.
It is possible to do everything right, and still be disappointed. Another client recently came to us wanting to use Enolytics for email segmentation. Typically, they had launched one mass email each quarter to their entire database and wanted to learn if breaking it up into segments would bring in more sales. They were specific about the goals – they wanted 4x the cost (our fees) in sales. We dove in, quickly outlined a half dozen segments we wanted to try with email offers, and began the program. From the first week of May to the first week of July, we executed eight emails to micro-segments and brought in over $60,000 in sales – almost 5x our fees. When we paused for a mid-program touch base, we were surprised when the program was canceled.
Why? They explained that executing eight emails instead of one was a lot of work for their team, which was not set up to work with an agency daily, reviewing copy and images and supporting the resulting sales and customer queries the campaigns created.
This highlights our second expectation variable—time. Yes, segmentation is effective, and yes, best marketing practices take time and thought, so prepare for that. Set reasonable internal expectations for the time and effort it takes to support smart marketing.
What your winery considers costs can vary. Typically, the Cost Of Goods/production costs aren’t up for debate. The cost for grapes by ton, barrels, and storage are documented and outlined in the COO’s spreadsheets. However, the Cost Of Goods Sold is another number entirely, as when marketing gets involved, it becomes less defined. A tasting room is likely the most expensive channel to sell if you add up the mortgages or rent, staff, overhead, groundskeeping, utilities, etc. But few wineries consider that. Why are wineries quick to ignore some costs but then obsess about advertising dollars or outsourcing fees?
Our third example is on this topic, which we battle with frequently. We worked with a substantial Napa Winery, which, seeing tasting room traffic wane, wisely wanted to test whether they could attract consumers to buy wine over $100 purely online. Up for the challenge, we outlined Meta and Google ads and set up for a three-month test. We aimed to sell a three-pack of wine online to brand-new people outside their database.
At the end of the test, we had spent $7200 and brought in $21k in sales—or a ROAS of 2.89. We were thrilled as the average Return on Ad Spend is around 1.5 for Google and 1.7 for Meta. But we were up for a surprise when our client did not consider the campaign a success. Why? Because they included our cost along with the ad spend, which made it closer to breaking even.
There are a couple of breaks with logic when including outsourcing fees in your cost of goods sold, and I’m not just saying this to defend our costs. (Ok, maybe I am a little bit.) First, when your employees execute programs internally, it isn’t free. There is still a cost to having employees. You need to include or exclude consistently. The second flaw is that you don’t take a break and go home early when adding outsourced support. No, you are freeing yourself or your team to do other critical tasks of value. So instead of considering outsourcing as just a drain on funds, look at it as paying to accomplish a goal.
Another point this winery missed was lifetime value of these customers. Remember that the future value of these 42 new consumers is still being determined. Two months later, seven ordered again, and now are a total value of $30k and 50 orders.
I will leave you with a last cautionary tale combining all three above areas into one misadventure. This involves a very successful central California winery with multiple locations. They intensely focused on traffic to their tasting rooms but needed to create a thoughtful remarketing email program. Since the last marketing manager left, they had not routinely emailed their database in over 18 months. As predicted, the database was sluggish in responding initially, but as our segmentation and repetition continued, we saw sales increase more readily. We micro-targeted groups of 300 – 1000 based on recency and product choice. The client was dubious, and we routinely had to remind him that with small lists come small sales. (After all, a 5% response on a list of 350 recent buyers of a certain SKU is only about two orders). After two and a half months, we had made back the money spent on our retainer and were just starting to see the database respond, but the client pulled the plug, saying the test was “a disaster.” Why? From his point of view, he said he could have done nothing and been in the same spot. I’m sure that is true, but it’s unclear how they’d ultimately succeed sitting on cases of unsold wine with no customers!
Since they hadn’t done much online sales before, I inquired about his internal barometer for online sales success, to which he replied 4x our retainer cost. I asked him if he included his own employees’ costs when evaluating the tasting room channel, to which he replied, “That’s none of your business.”
This example combines so many mistaken assumptions about marketing. First, a conjecture that marketing performs immediately at full steam. Second, an lack of understanding that regular segmented emails do bring a higher % of conversions, but realizing the lists are smaller so the number of sales might seem small. (But, they add up.) Third, the inconsistency of including manpower cost in one channel but not another. Finally, unrealistic metrics for success. I have heard some creative KPIs before, but never that marketing shouldn’t cost anything – that the benchmark was comparing any marketing costs to the cost of doing nothing. Doing nothing will always be cheaper. And easier.
What’s the point of my rant? Well, I got to vent, so if you made it this far, thanks for that. But know there are no tricks. There is no silver bullet. There is no magic tool, database, or platform that will bring you thousands of dollars. Like all things in life, selling your wine takes thought and focus. Marketing is a process that takes time – assume 6-12 months. And money – assume 5% of your gross sales. And effort – sometimes yours, sometimes others. But if you set reasonable expectations and communicate your goals, you can succeed by improving over time.
Ultimately, the cost of not doing marketing is assuredly failure, which is a far greater cost than anything you might risk with a few ads or emails.
*(All names, characters, organizations, places, events, incidents, and portrayals are entirely fictional and invented for and occurring in this work of fiction. Any resemblance to actual persons (living or dead) or actual entities or events is purely coincidental.)
It’s happening. We can’t stop it.
Dry January—a month-long challenge to reset drinking habits—has become a global trend. Initiated as a time for people to reflect on their relationship with alcohol, create healthier routines, and begin the year with mindfulness at the forefront, it can be a challenging time in an industry relying on consumption, with many consumers stepping back from wine and spirits entirely.
But here’s the thing—Dry January doesn’t have to be a buzzkill. In fact, it’s a golden opportunity to connect with your audience in new, fresh, and meaningful ways
While the idea of a booze-free month sounds noble, reality often paints a different picture. According to CivicScience, about 41% of adults in the U.S. planned to participate in Dry January in 2023. The reality is 16% managed to do so all month. For wineries, this isn’t bad news—it’s a window of opportunity! Instead of focusing on strict abstinence, you can shift the conversation to moderation, mindfulness, and balance. But, how do you stay relevant when everyone’s pretending to love sparkling water? Here are three actionable ways to keep your brand thriving all month long.
More consumers are seeking transparency and connection with the products they consume, and wine is no exception. January is the perfect time to showcase how your brand values align with health, mindfulness, and wellness. (Notice we said “brand”. We do not recommend you try to position your wine as healthy, which is highly regulated and not advisable. But nothing says a winery cannot show their consumer as part of a balanced, healthy diet, social life or lifestyle.)
Start by emphasizing the aspects of your winemaking process that appeal to health-conscious individuals. If you use organic grapes, biodynamic farming methods, or practice sustainability. Let your customers know you’re not just producing great wine—you’re saving the planet one vineyard plot at a time. These details not only resonate with environmentally conscious drinkers but also reflect your commitment to mindful production.
You can build on this by showcasing your wine with healthy, fresh, and vibrant recipes or serving suggestions and showing the wines in situations with people enjoying friendship, family, and different activities. Avoid leaning into old troupes of serious, contemplative, or solitary consumption that seem to back up the WHO claim that all alcohol creates psycho-dependence and destructive behavior.
If your winery offers low-calorie or low-alcohol wines, Dry January presents a unique chance to spotlight these products. Position yourself as an excellent choice for those who want to enjoy a glass without overindulgence. Similarly, consider introducing educational content, such as workshops or social posts on mindful drinking. A class like “The Art of Savoring Each Sip” can elevate the conversation and encourage consumers to enjoy wine more thoughtfully. You could even offer incentives for responsible behavior, such as perks for designated drivers —because nothing says “we care,” like giving the DD a free charcuterie plate.
Remember, most of those attracted to Dry January are doing so because they seek ways to be present in their daily lives. By presenting wine as part of a balanced, modern lifestyle, you’re not just staying in the conversation for January—you’re building a year-round message that resonates with your audience. Meet your audience where they are. Show them that wine and wellness don’t have to be mutually exclusive—and that your brand is all about balance.
Dry January is the ideal time to think outside the bottle and transform your winery into a hub for creativity and community. Dry January might make it harder to pack your tasting room, but it doesn’t mean you can’t pack your calendar. Consider hosting events that bring people together without centering on wine. Transform vineyards into wellness havens with yoga classes and meditation sessions. If you have an estate chef, take advantage of their expertise by hosting cooking demonstrations or workshops that inspire healthier habits in the kitchen. These kinds of activities pair nicely with all those New Year’s resolutions everyone’s trying not to break.
Entertainment events like live music, trivia nights, or comedy shows are also excellent options. These activities provide an inviting atmosphere where guests can relax and connect without feeling pressured to drink. Even non-alcoholic offerings, such as mocktail tastings and food.
The key is to create a space where people feel welcome and engaged, regardless of their beverage choices. By offering these unique experiences, you keep your tasting room vibrant and show that your brand is about more than wine—it’s about connection, celebration, and community.
At its core, wine is about moments—shared meals, celebrations, and connections with loved ones. During Dry January, lean into the stories highlighting your brand’s lifestyle. Personal storytelling can be a powerful way to humanize your winery and build meaningful relationships with your audience. Share behind-the-scenes glimpses of your team, from vineyard workers to tasting room staff, and let their passion and expertise shine.
Don’t stop there—showcase your customers’ stories too. Highlight moments where your wine has been part of a milestone celebration, such as an anniversary dinner or a family gathering. It could inspire others to see your brand as part of their special occasions. These authentic, relatable stories invite customers to see themselves as part of your winery’s ongoing narrative.
When you focus on the human element of your brand, you remind your audience that wine isn’t just a product; it’s an experience. These stories show that your brand isn’t just about the wine—it’s about the memories, the moments, and the connections it helps create. Doing this during Dry January creates a sense of community and connection that resonates long after the month has ended.
At its heart, Dry January is not anti-alcohol – it is pro-connection. It is about people striving for healthier habits and a more balanced lifestyle. Contrary to what it may seem, wine can be part of this journey. By adapting to the wellness-focused priorities of your audience, you can ensure your brand remains relevant during this period and beyond.
Now is the time to innovate and engage. By highlighting the healthier aspects of wine country, hosting creative non-wine events, and sharing meaningful stories, your winery can turn Dry January into an opportunity to strengthen relationships with your customers. So don’t sweat Dry January. Embrace it, have fun with it, and show the world that you’re more than just a winery—you’re a source of inspiration, connection, and celebration.
Acquisition Creates the Leading Full-Service Wine & Spirits Agency in the U.S., with Offices in New York, San Francisco, Miami, Austin and now, the Heart of Downtown Napa
Colangelo & Partners (www.colangelopr.com), the leading wine and spirits-focused communications agency in the U.S., today announces the acquisition of a majority stake in the business of WineGlass Marketing (https://www.wineglassmarketing.com/), a wine and spirits-focused digital marketing
agency. WineGlass Marketing is renowned for combining strategic planning and creativity in direct response and advertising campaigns, web development and email marketing for the U.S. wine and spirits industry.
“This investment expands our service offering for the wine and spirits community in critical digital marketing areas and gives our agency a physical presence in the heart of wine country,” said Gino Colangelo, president of Colangelo & Partners. “We’ve grown our agency organically from a team of five to 75 over the past 18 years. WineGlass Marketing represents our first expansion through an acquisition and I’m happy to say they’ve been worth the wait!”
An advertising industry veteran with extensive strategic planning experience, Susan DeMatei founded WineGlass Marketing in 2011 after witnessing wineries struggle with their digital and DTC marketing. “This partnership frees me and my team from the operational hurdles facing a boutique agency. It provides us the opportunity to focus all of our energy and passion on creative and strategic campaigns to help our clients achieve sales and branding success in a very challenging business environment,” said Susan. “We’re thrilled to be working with Gino and his very talented and experienced team.”
WineGlass Marketing will continue to operate as a separate business entity under the management of DeMatei, drawing on the PR, trade and branding resources of Colangelo & Partners to augment their own digital marketing and advertising talents. Existing clients will experience no changes other than the additional resources now available to them. At the same time, Colangelo & Partners will now be able to access the vast experience of Susan and the WineGlass Marketing team’s digital communications expertise.
Felipe Gonzalez-Gordon, partner and COO of Colangelo & Partners, commented on the acquisition: “Integrating WineGlass Marketing’s suite of services allows us to offer a comprehensive marketing package to the beverage alcohol industry with communications programs that improve business results in the short and the long term. For example, brands that are finding a difficult fit in the traditional three tier distribution model need scalable
marketing programs with tangible ROI; our combined service offering can help deliver that.”
About WineGlass Marketing
Headquartered in Napa, WineGlass Marketing is the premier full-service marketing agency for the adult beverage industry. With a 12-year track record of excellence, the agency provides comprehensive marketing solutions to domestic and international wine and spirits clients across digital and traditional platforms. Recognized by Inc. Magazine for two consecutive years as one of California’s top 250 hyper-growth companies, WineGlass Marketing boasts an impressive portfolio of 12 Platinum, 25 Gold, and 14 Silver awards from
international design competitions, highlighting their prowess in social media, web design, email marketing, photography, and print materials. WineGlass Marketing is located at 531 Jefferson Street in Napa and can be reached online at www.wineglassmarketing.com.
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About Colangelo & Partners:
Colangelo & Partners specializes in premium food, wine, and spirits brands, and has long established relationships with the key press that drive these business categories and help determine the industry leaders. Agency principals have years of experience in retail and distribution as well as communications, a rare combination that gives Colangelo & Partners invaluable insights into consumer purchasing behavior. The agency focuses on ‘closing the loop’ between creative communications programs, distribution, promotion, publicity, and the consumer in order to maximize the efficiency of its communications programs and deliver measurable results. http://www.colangelopr.com/.
WineGlass Marketing is a full-service direct marketing agency for the wine and spirits industry.
We partner with our clients to elevate their digital marketing strategy and campaign implementation to grow and build strong, profitable consumer relationships.
We are experts in DTC marketing and the wine industry.
We are relationship-driven. We think of ourselves as an extension of your team.
Title | Name | Phone | Extension | |
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President | Susan DeMatei | susan@wineglassmarketing.com | 707-927-3334 | 205 |
Locations | Address | State | Country | Zip Code |
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WineGlass Marketing | 531 Jefferson St., Napa | CA | United States of America | 94559 |