Category: Financial

The Rise of Cultural Meh

Cyndi

How brands can speak to emotionally exhausted customer

a half filled wine glass next to a half filled wine bottle on a table in front of a person standing in front of a window not in focus

By Susan DeMatei, Founder of WineGlass Marketing

 I spend an embarrassing amount of time every January reading year-end recaps, trend reports, and “culture in review” pieces. It’s part professional habit, part curiosity, part doomscrolling with a notebook. But as I started flipping through 2025 retrospectives, something felt… off.

Not alarming. Not exciting. Just oddly muted.

  Nothing was shouting. Nothing felt particularly sharp. Even the topics that usually come with big opinions seemed softened, neutralized, turned down a few notches.

  So I pulled the thread and the more I looked, the more I began noticing the same quiet signals emerging in places that had no connection to each other: design trends, language, social behavior, media content, fashion, and even travel preferences. Different industries. Different audiences. Same emotional temperature…Meh.

  Which led me to a question I couldn’t shake:  Is this increasing indecisiveness a new form of rebellion? A sign of boredom? Or are we just culturally drained in a world that requires constant outcry, conviction, and commentary?

  Because what I kept seeing wasn’t outrage or disengagement; it was something more subtle—an actual preference for neutrality, comfort, and choices that don’t demand much emotionally. Not exactly apathy, but more like strategic restraint.

  Once you start looking for it, the pattern is hard to ignore.

Cloud Dancer:  Are We So Tired We Can’t Even Pick a Color? Pantone is a worldwide authority on color that offers a standardized language through its Pantone Matching System. Since 1999, it has chosen a Color of the Year to represent the link between global culture and design trends, impacting everything from fashion to interiors to branding.

color pallette of Pantone by Cloud Dancer

  The 2026 Color of the Year is 11-4201, Cloud Dancer. Which is to say: white.

That might not sound radical until you realize it’s the first time a white shade has ever been chosen in the history of the program. Pantone’s explanation is predictably soothing — Cloud Dancer is meant to evoke calm, clarity, and quiet reflection in a “noisy world.”

  My first reaction wasn’t calm. It was: White? Really?

Are we so overwhelmed — so cautious — that we can’t even commit to a color anymore? Is white a thoughtful response to cultural overload, or a polite way of opting out altogether? A blank canvas sounds appealing in theory, but it also lacks a point of view.

  As a creative, I love color. Color has always been about mood, identity, and expression. It’s how we signal taste, emotion, and even rebellion. I’m all for generous whitespace, but choosing white as a central cultural symbol feels less like a statement and more like a pass — or perhaps a refusal to engage in the discussion at all.

  But maybe that is the point. In a world where every choice feels loaded, even color can feel like taking a side. White doesn’t Offend. It doesn’t provoke. It doesn’t require explanation. It’s safe, neutral, and comfortable. visual equivalent of saying, let’s not make this harder than it needs to be.

  Whether Cloud Dancer suggests thoughtful restraint or cultural timidity probably depends on your mood. However, it’s difficult to ignore what it communicates: a shared desire to step back, soften the edges, and avoid bold declarations — even in something as low-stakes as color.

Dictionary.com’s Word of the Year Isn’t a Word

  If Pantone’s color choice feels like a cultural sigh, Dictionary.com’s Word of the Year for 2025 feels like a shrug.

  The winning entry? “6-7.”

It’s not a real word and has no official meaning. It’s just a pair of numbers that serve more as a tone indicator—meh, so-so, middling, lukewarm—rather than language. It spread quickly on TikTok and other social platforms because it perfectly expressed a kind of emotional neutrality that many younger people already felt and were expressing without passion.

  In fact, many people searched for “what does 6-7 mean?” which reveals everything you need to know about its emotional economy.

  Think about that for a moment. A “word” that hardly means anything becomes Word of the Year because people are using it to describe how they feel about… everything.

That’s ambivalence turned into language. Not clarity. Not ardor. Just a gentle meh.

That’s not laziness, It’s emotional insolvency.

TikTok Trends: The Beige Flag Phenomenon

  If cultural ambivalence had a mascot on social media, it might be the “beige flag.” A playful counterpart to the dreaded red flag, a beige flag refers to behaviors that aren’t bad— just not exciting either. Mildly underwhelming. Emotionally neutral. Perfectly fine.

  People aren’t mocking beige flags. They’re celebrating them. The beige flag indicates low emotional tension. It’s like lukewarm coffee with a splash of oat milk — comfortable, steady, and unlikely to cause conflict or require vulnerability.

an example of TikTok's beige flag

(TikTok: cassandrapalumboo)

  But there’s another way to read it. Is beige really neutral? Or is it a softer form of resistance?

  Endless agreeableness. No strong preferences. No genuine stance. These traits avoid conflict, but they also prevent connection. Beige flags can feel safe — but they can also be quietly passive-aggressive in their refusal to show they care loudly about anything at all. It’s passive disengagement. Saying whatever works and meaning I’m not invested enough to be bothered.

  What makes this interesting is that it’s not just about dating culture. It’s about how we’re learning to manage intensity. In a culture that values calm, likability, and low drama, beige becomes socially acceptable armor. Emotional neutrality isn’t just tolerated — it’s becoming a coping strategy. One that helps people stay present without revealing too much.

  Why We Keep Tuning into The Office

  Have you noticed how many channels now air years of the same TV shows back-to-back? Full start-to-finish rewinds. Not nostalgia nights — just entire eras on repeat.

  Streaming platforms are experiencing a strong comeback of older TV shows and classic content, with much of the viewing time spent rewatching familiar favorites or discovering them for the first time. According to NRG’s syndicated Future of Series research, nearly 60% of total TV viewing on streaming services is dedicated to older content — shows people already recognize.

a chart showing content that streamers are most typically in the mood for

  Despite countless new choices, viewers opt for what feels familiar. There are a few reasons for this. Familiar shows are easy. They lower anxiety. They require less mental effort. You know who will disappoint you. You know who will redeem themselves. You know what happens with Ross and Rachel — and that’s part of the appeal.

  Nostalgia plays a role, but this isn’t just a phenomenon limited to Gen X or Millennials. Gen Z also has a strong interest in “older” content — especially shows from the 2010s that already feel safe, familiar, and emotionally accessible.

  There’s also a practical reason: older series are complete, with multiple seasons. No waiting, no cliffhanger anxiety. They’re perfect for binge-watching, half-watching, or playing quietly in the background while life goes on.

  Psychologists highlight another aspect: familiar shows serve as emotional comfort food. They ease cognitive load, calm stress, and offer predictable emotional rhythms that new content can’t provide. You’re not watching to be surprised. You’re watching to feel in control.

  This isn’t about avoiding risk; it’s about managing it.

It’s easier to rewatch a favorite sitcom than to commit to a prestige drama that demands attention, interpretation, and emotional stamina. Comfort viewing isn’t laziness — it’s efficiency. Cultural self-care. Emotional cost-cutting.

So What Does All This Add Up To?

  What this truly highlights is that ambivalence isn’t unintentional — it’s adaptive.

  People aren’t disengaging because they don’t care. They’re disengaging because caring too much, too often, is draining. Whether it’s choosing white as a color, using “6-7” to describe how you feel, embracing beige flags, or looping the same TV shows on repeat, the impulse is the same: to minimize emotional risk while staying connected.

Ambivalence, in this context, isn’t indifference. It’s preservation.

  Once you view it as a coping mechanism instead of a flaw, the pattern stops seeming passive and begins to appear deliberate.

So What Does This Mean for Marketers?

  For years, the common wisdom — and I’ve promoted this too — was that transparency, bold positioning, and value-driven storytelling were the way to go. People connect with people, not products. They want brands with values that feel authentic.

  That part is still tru. What’s changed is how those values land.

  We’re no longer in a moment where louder is better. Today:

•     Too much intensity feels overwhelming

•     Too many choices breed skepticism

•     Forced conviction triggers suspicion

  Consumers aren’t asking brands to go silent. They’re asking them to be clear without drama, specific without agitation, human without theatrics. They don’t want to be convinced. They want to be understood.

  That means embracing clarity and consistency. Making life simpler, not more difficult. Not dull — confidently straightforward.

  Here’s what that can look like:

•     Saying “here’s what we do and why,” without a manifesto

•     Offering quality and transparency, without hyperbole

•     Respecting time and attention instead of demanding emotional labor

  In a culture where ambivalence signals strength — not failure — brands that embrace intentional simplicity may connect more deeply than those pursuing loud differentiation.

  Here’s the question this cultural moment forces us to ask:

•     Are we too indifferent to care passionately anymore?

•     Or have we just become more selective with our emotional investments?

  I lean toward the latter.

Maybe ambivalence isn’t retreat. Maybe it’s reallocation — of attention, energy, and engagement — toward what truly matters, in ways that don’t demand constant volume.

•    Pantone provided us with a blank canvas.

•    Dictionary.com responded with a shrug.

•    TikTok offered us neutral flags.

•    And our viewing habits brought us comfort.

  These aren’t signs of collapse. They’re signs of selective engagement.

And that’s worth paying attention to.

  Susan DeMatei founded WineGlass Marketing, the largest full-service, award-winning marketing firm focused on the wine industry. She is a certified Sommelier and Specialist in Wine, with degrees in Viticulture and Communications, an instructor at Napa Valley Community College, and is currently collaborating on two textbooks. Now in its 13th year, her agency offers domestic and international wineries assistance with all areas of strategy and execution. WineGlass Marketing is located in Napa, California, and can be reached at707-927-3334 or wineglassmarketing.com.

Wine & Hospitality

Cyndi

The last bastion of human connection in an AI-driven world

a man and a women sitting at a table next to a vineyard while a woman pours wine into their glasses

By Cory Krejcik, Founder of Thirsty Bandit

In a culture increasingly shaped by screens, algorithms, and artificial intelligence, wine and hospitality may represent one of the last places where people still gather, slow down, and remember what it feels like to be human together.

  We are living in the most technologically connected era in human history, and paradoxically, one of the most socially disconnected. Our interactions increasingly pass through screens. Meetings happen on video calls. Friendships live inside text threads. Entertainment streams on every device. Meals are ordered through apps, dropped at the door, and eaten in front of laptops. Even leisure time is optimized for efficiency.

  Convenience has never been greater. Yet loneliness continues to rise across nearly every demographic group, and public health experts now describe social isolation as one of the defining challenges of modern life. According to recent data from AARP and Cigna, roughly 40 percent of Americans over 45 report feeling lonely, while younger adults, particularly Gen Z, report some of the highest levels of loneliness of any generation, showing that social disconnection spans every age group.

  Against this backdrop, cafés, wine bars, pubs, restaurants, tasting rooms, and neighborhood gathering places take on renewed importance. They remain some of the last public spaces where people still encounter one another organically, where conversation unfolds without an algorithm shaping it, and where shared experiences happen in real time.

  For those of us in wine and hospitality, this moment feels both familiar and urgent. Because what we steward every day is not simply product or service. It’s critical human connection.

What AI Can (And Cannot) Replace

  Artificial intelligence is rapidly reshaping nearly every industry, including ours. It can generate tasting notes, forecast sales, streamline purchasing, personalize marketing, and recommend wines with startling accuracy. It can optimize menus, automate reservations, and predict guest behavior. However, it cannot read the subtle energy shift in a room celebrating good news. It cannot sense when a guest wants guidance versus quiet. It cannot recreate the comfort of being welcomed by someone who genuinely remembers your last visit or your favorite bottle.

  Hospitality thrives on qualities technology struggles to reproduce: the human touch that turns service into care, emotional intelligence that guides interactions naturally, and presence that allows guests to feel seen rather than processed. Technology can make us more efficient behind the scenes, but the reason people return again and again remains deeply human.

How Gathering Spaces Strengthen Community

  In early January this year, Dr. Mehmet Oz described alcohol as a “social lubricant that brings people together,” pointing to the ways shared social experiences can support emotional well-being when enjoyed responsibly.

  The remark sparked debate, but it underscored a long-standing truth: humans have always gathered around shared food and drink. Wine, in particular, encourages conversation and lingering. The 750ml bottle is a universally sharable format meant to be opened, poured, discussed, and passed around the table. Stories emerge. Conversations lengthen. Time slows.

  Furthermore, hospitality spaces have historically served as community living rooms. Local pubs, enotecas, and cafés have historically served as sacred places where neighbors meet, friendships deepen, business relationships form, and milestones are celebrated. They are where newcomers feel welcomed and regulars feel known. In an era increasingly marked by digital isolation, these physical gathering spaces reinforce the everyday social ties that hold communities together. They offer neutral ground where people from different walks of life can still share a table and, if only for a moment, feel part of something collective.

Emotional Connection as Competitive Advantage

  As technology commoditizes knowledge and routine service interactions, emotional connection becomes hospitality’s true competitive advantage. No app replicates the feeling of walking into a place where someone greets you by name. No algorithm recreates the comfort of a familiar table after a long week. In a future increasingly mediated by AI, these human advantages only grow more valuable. Hospitality’s power lies not just in feeding or serving people, but in creating spaces where people feel connected again.

  Industry leaders now carry responsibilities that extend beyond operations and profitability. We are not simply operators, beverage directors, sommeliers, or restaurateurs. We are culture carriers. Hiring practices, training philosophies, lighting, pacing, music, and room design all influence whether spaces encourage people to linger, converse, and belong, or simply move through as transactions. Every operational decision shapes the emotional temperature of a room.

  The question facing hospitality leaders is increasingly clear: are we building businesses optimized purely for efficiency, or spaces designed for connection? The future of wine and hospitality may depend on how we answer.

Action Items:

Reigniting Social Connection Over a Glass of Wine

  Here are practical steps wine and hospitality leaders can take to reinforce social connection in their spaces:

1. Redefine Success Metrics:  Shift from purely operational metrics (turn times, covers per hour) to connection-oriented ones.

•     Guest feedback on feeling welcomed and heard

•     Return visits for conversation, not just consumption

•     Word-of-mouth referrals rooted in experience

2. Train Teams for Emotional Intelligence: Invest in training programs that go beyond service technique.

• Active listening skills

• Reading room energy

• Recognizing moments for genuine human engagement

  Your team should be incentivized not just to serve, but to connect.

3. Curate Shared Experiences:  Design programs that encourage group exploration and story-sharing.

•     Guided tasting flights with shared narrative arcs (regions, themes, stories)

•     Winemaker dinners emphasizing conversation

•     Community-focused events that spotlight local producers

  These experiences make people feel part of something larger.

4. Create Intentional Spaces for Interaction:

  Spatial design matters.

•     Communal tables

•     Intimate seating nooks

•     Fireplaces or shared counters

•     Low-pressure tasting salons

  Make layouts that invite conversation, not isolation.

5. Champion Local Wine Culture:  Celebrate the stories of the people behind the bottles.

•     Bring in local winemakers for tastings

•     Host producer Q&As

•     Feature regional pairings that tie to community identity

  This reinforces that wine is of a place, not just in a place.

A Human-First Future

  AI will undoubtedly shape the future of hospitality, helping operators run smarter, leaner, and more efficiently behind the scenes. But what happens across the bar, at the table, and inside the room must remain unapologetically human.

  Wine and hospitality continue to remind people what it feels like to slow down, engage their senses, and connect without a screen between them. They offer places where strangers become regulars, neighbors become friends, and ordinary evenings become lasting memories. In a culture defined by speed and digital convenience, the simple act of sharing a glass of wine with others becomes quietly radical.

  The opportunity (and responsibility) for wine and hospitality leaders is to protect and amplify these experiences. To design spaces where people linger. To empower teams to engage authentically. To create environments where guests feel welcomed not as transactions, but as participants in something communal.

  In a digital-first world, wine-led hospitality remains proudly human-first. And as technology continues to reshape how we live and work, the places that help us reconnect with one another may become the most valuable spaces of all, not just commercially, but culturally and socially. The future of hospitality, at its best, is not simply about serving food and wine. It is about reminding people, again and again, how good it feels to be together.

  Corey Krejcik is the founder of Thirsty Bandit, providing strategic marketing, brand development, and revenue optimization for hospitality and wine brands. With over 20 years of executive leadership experience, he believes the best outcomes are found at the intersection of strategy, adaptability, and identity. Outside of work, he enjoys cooking, running, home renovation projects, and spending time with his wife and two teenage children in Malvern, PA.

Certificates of Label Approval for Wines

Cyndi

A few tips and label basics

wine bottle laying on top of legal agreements with a large approved stamped on the wine lable

By Brad Berkman & Louis J. Terminello of Greenspoon Marder LLP

Virtually every wine that it makes to the shelf of a US wine shop has had its label reviewed by the Alcohol and Tax and Trade Bureau (TTB) of the U.S. Government. After a review and compliance is found, a Certificate of Label Approval is issued, commonly known by its acronym, COLA (Wines below 7% a/b/v do not need label approval, but the labels must comply with FDA requirements).

  COLAs do not grant the holder any legal ownership rights but rather indicate that the wine meets all federal labeling regulations with the ultimate goals of ensuring that labels do not contain any misleading, deceptive or inaccurate statements, they properly identify product identity. and contain the ubiquitous “health warning” statement a/k/a the “GOVERNMENT WARNING.” Importantly, COLA’s travel under the permittee, not by brand. This means that each producer or importer must hold the COLA under its TTB permit, regardless of whether the product was previously issued a COLA.

Label Basics

  Labels must have certain required information under the law. This is referred to as “mandatory” information. All other information, absent a mandated exclusion, is generally referred to as voluntary information, which the producer may wish to include on its label.

Mandatory Information-Required Information:

The following must be placed on the label(s):

•     Brand name and class/type designation.

•     Alcohol content.

•     Net contents statement

•     Producer’s name and address.

•     Government health warnings.

•     Country of origin (for imports).

•     Sulfite declaration (for most wines).

•     Appellation of Origin

  An appellation of origin is not always needed on all wine labels, but it must be stated when the following is on the label:

•     A vintage date

•     A varietal designation.

•     A type designation of a varietal.

•     A semi-generic designation.

•     An “estate-bottled” claim.

  It should also be noted that each piece of information be placed on the appropriate label as required by the law. Some information is placed on the back label, while other information may be on the brand label.

wine bottle laying on its side clearly showing it's front label

Notes on Stating Varietal:

Only grape varietals approved by TTB can be used. The list of grape variety names and their synonyms, approved for use, can be found in subpart J in 27 CFR 4 (Code of Federal Regulations).

  Another important point worth noting is the 75% rule. If the varietal is stated on the label, with certain exceptions, 75 percent or more of the wine must be made from the named grape variety. Also, the entire 75 percent of the grape variety must have been grown in the labeled appellation of origin.

  Producers and importers may use multiple grape varietal names on the label. When this is the case, all the grapes used to make the wine must be on the label, and the percentage of the wine derived from each grape is shown on the label as well, with certain tolerances permitted (2%).

Nutritional Information-Is it Required?  For now, nutrient information may be placed on a wine label, but it is not mandatory. The reader should be aware that there are two TTB proposed rules open for public comment. One rule requires the disclosure of per-serving alcohol, calorie, and nutrient content information in an “Alcohol Facts” statement on all alcohol beverage labels. The other requires a labeling disclosure of all major food allergens used in the production of alcoholic beverages, such as milk, eggs, fish, crustaceans’ shellfish, tree nuts, wheat, peanuts, soybeans, and sesame, as well as ingredients that contain protein derived from the aforementioned foods.

  If nutrient information is voluntarily placed on the label (as well as advertising materials), specific requirements apply.  Only calories, fat, carbohydrates, and protein may be included, and according to a TTB webpage, they must be stated in the following manner:

•     Calories: A statement of the caloric content per serving must be expressed to the nearest calorie, except that amounts less than 5 calories may be stated as zero.

•     Fat: A statement of the number of grams of total fat in a serving must be expressed to the nearest 0.5 (1/2) gram increment below 5 grams and to the nearest gram increment above 5 grams. If the serving contains less than 0.5 grams, the content may be expressed as zero.

•     Carbohydrates: A statement of the number of grams of total carbohydrates in a serving must be expressed to the nearest tenth of a gram, except that if a serving contains less than 1 gram, the statement “Contains less than 1 gram” or “less than 1 gram” may be used as an alternative, or if the serving contains less than 0.5 gram, the content may be expressed as zero.

•     Protein: A statement of the number of grams of protein in a serving must be expressed to the nearest tenth of a gram, except that if a serving contains less than 1 gram, the statement “Contains less than 1 gram” or “less than 1 gram” may be used as an alternative, and if the serving contains less than 0.5 gram, the content may be expressed as zero.

  According to TTB ruling 2013-2, Serving Facts statement appearing on a label or an advertisement may be stated per container size if the container is equal to or less than a single serving size. Serving Facts statement may be presented in dual-column format, which provides information both per serving size and per container size. The per serving size requirement is- a single serving is 12 fl. oz. for malt beverages; 5 fl. oz. for wine; and 1.5 fl. oz. for distilled spirits.

The European

Approach-Mandatory Since 2023

  As a point of comparison, wines sold in the European Union, since 2023, must provide consumers with detailed nutritional and ingredient information.

  The stated goal is to offer consumers clear information regarding the wine they are consuming. Interestingly, the regulations allow for QR codes to be placed on wine labels that take the consumer to a website where all the nutritional values can be found. Alcohol content, allergens, and nutritional values must be placed on the label.

What is Subsidized Crop Insurance?

Cyndi

How does it work & are there differences between providers

six people around a table with a laptop and a booth called Vineyard Crop Insurance in a vineyard

By Trevor Troyer, Agricultural Risk Management

The Federal Crop Insurance Corporation (FCIC) was created in 1938. When coverage began, it was limited to major crops. It was essentially an experiment at that time, until the passage of the Federal Crop Insurance Act in 1980. The 1980 Act expanded the number of crops insured and the locations in the United States. In 1996 the USDA Risk Management Agency (RMA) was created.  The USDA RMA’s purpose was to administer the Federal Crop Insurance programs and other risk management related programs.

  Perennials are quite different from traditional row crops or other vegetable crops.  But a lot of the risks are very much the same.  Drought, freeze, wildlife damage, fire/smoke, and the list of perils goes on. From what we see the risks are more with perennials.  It doesn’t matter if it’s an apple orchard, avocado grove or vineyard, your investment is subject to the elements all year round. You don’t have time to wait till the weather gets better to plant your crop. Things may happen after you harvest that might affect the following year’s crop production. 

  Grape Crop Insurance goes back to 1998; the current policy was written in 2010. Crop insurance is a partnership with authorized Insurance companies and the FCIC. Crop insurance is partially subsidized through the USDA. Currently there are 13 Approved Insurance Providers (AIPs) authorized to administer crop insurance policies reporting to the USDA RMA. Prices and premiums are set by the USDA Risk Management Agency per crop, state, and county. There is no price/premium competition from one company to the next because of this. Independent insurance agencies sell for these 13 different insurance providers.

  Grape crop insurance is available in the following states: Arkansas, California, Colorado, Connecticut, Idaho, Maryland, Massachusetts, Michigan, Minnesota, Mississippi, Missouri, Nebraska, New Jersey, New York, North Carolina, Ohio, Oregon, Pennsylvania, Rhode Island, Texas, Virginia, and Washington. Starting in 2026 grape crop insurance is now available in Dona Ana County in New Mexico. 

Crop insurance is not available for grapes in all counties though. Insurable varieties are also different between states and counties. As mentioned before prices are different between states and counties as well. The USDA price for a ton of Cabernet Franc in Napa County California is different than a ton of Cabernet Franc in Seneca County New York.

map of states that have grape crop insurance and the sigh-up deadlines
Map of states that have grape crop insurance and the sigh-up deadlines

  Grapes are insured under an Actual Production History (APH) plan of insurance. An average of the vineyard’s production per variety is used. Grapes need to be in their 4th growing season to be insurable. A minimum of 4 years is needed to do the average, if the grapes have just become insurable then a Transitional Yield (based on the county and variety) is used in place of any missing years. A maximum of 10 years can be used to determine the average if the vineyard has been in production for that amount of time. Basically, you are insuring an average of your tons per acre per variety.

  With crop insurance you cannot cover 100% of your average production. You can choose coverage levels from 50% to 85%. There is a built-in production deductible. Coverage levels are in 5% increments. Coverage levels are relative to premium, the lower the coverage the lower the premium, the more coverage you buy the higher the premium. It comes back to how much risk you feel safe with. For example, if you have Cabernet Sauvignon and your average is 5 tons per acre. At the 75% coverage level you would be covered for 3.75 tons per acre. You would have a 25% deductible (1.25 tons per acre). To have a payable loss you would have to lose more than 25% of your average production in a year.

  Crop insurance is designed to help a grower have enough money to be able to produce a crop the following year.  I have had winery owners complain to me that it doesn’t cover the cost of how much their wine is worth.  While I can totally understand this, it is the growing costs that are being insured against loss. Crop insurance does not cover the production costs of making wine or juice etc.  What is being covered with grape crop insurance is the price per ton of a specific variety as if you were to sell it.   Only the Causes of Loss that are listed in the policy are being insured against.  You can have an insurable cause reduce the value of your grapes (reduced brix, smoke taint etc.)  and be paid a claim based on the set county price and the difference in the dollar amount received.

  Here are the Causes of Loss for Grapes from the National Fact Sheet from the USDA:

Causes of Loss

  You are protected against the following:

•    Adverse weather conditions, including natural perils such as hail, frost, freeze, wind, drought, and excess precipitation;

•    Earthquake;

•    Failure of the irrigation water supply, if caused by an insured peril during the insurance period;

•    Fire;

•    Insects and plant disease, except for insufficient or improper application of pest or disease control measures;

•    Wildlife; or

•    Volcanic eruption.

  Additionally, we will not insure against:

•     Phylloxera, regardless of cause; or

•     Inability to market the grapes for any reason other than actual physical damage for an insurable cause of loss.

  Crop insurance is partially subsidized through the USDA. Premiums are subsidized from 100% at Catastrophic Coverage (there is an administrative fee though) to 41% depending on coverage level chosen.  A lot of growers “buy-up” coverage from 65% to 80% and their premium subsidy is around 50% to 60%. The subsidy makes crop insurance an affordable risk mitigation tool. 

  Hopefully, you don’t have a lot of situations where you would have a loss.  But as a grower you need to assess your risks.  These must be taken into consideration for the growing region your vineyard is located in. Here are some other questions to ask yourself.  What are your break-even costs?  Do you know your cost of production with projected inflation? Have you evaluated the risk of a severe crop loss? What varieties are planted in your vineyard?  Some types of Vitis vinifera are more susceptible to weather issues than others. Are you able to repay current operating loans without crop insurance in the event of a loss?

  Our job as a crop insurance agent or crop insurance agency is not to convince you that you need crop insurance.  It is to help you make an educated decision, based on your risks, on whether you need crop insurance.  And then, if it is a good fit to mitigate your risks, to determine how much coverage is needed.  No one wants to have a loss, but they do unfortunately happen.

A Short Primer on Exporting

Cyndi

For those who desire to enter the export market

a wine bottle sitting on one of many boxes surrounded by shelves containing wine bottles

By Brad Berkman & Louis J. Terminello of Greenspoon Marder LLP

Given the rates of consumption of alcoholic beverages in the U.S., specifically, the volume declines across all commodities, it may be wise for suppliers to consider markets abroad to sell their wares. Wine exports from the U.S. make up only a small percentage of wine sales, but markets such as Canada, Europe, Japan and the UK are active importers of U.S. produced wine. As a note, the U.S. Department of Agriculture reports that there was $1.27 billion in export value shipped from the U.S., with the top three markets being Canada with $459 million in exports, followed by the European Union with $167 million and the UK with $165 million in export value.

  For those in the wine business who desire to enter the export market, this article examines some key topics regarding the export of alcoholic beverages, and in particular, wine, and essential elements required to remain in compliance with federal and state regulations.

  The reader should bear in mind that the general concern of both the federal and state governments is the protection of excise tax revenue generated from the production and domestic sale of alcohol. When beverage alcohol is exported outside the U.S. or outside the borders of any state, no excise tax is imposed by either level of government. Simply stated, no excise tax liability exists for the export of beverage alcohol. However, strict rules apply and sufficient documentary evidence is required to support exportation; the absence of which will require the exporter to pay the tax that lawfully is not due. The examining auditor needs to be satisfied that a sufficient showing of export has been substantiated; a demand for payment of tax will be imposed.

Export from the Bonded Premises

  For wine producers, federal regulations allow for the exportation of wine from a bonded wine premises for exportation under a variety of circumstances, including to a foreign country, for use as supplies on vessels (such as cruise ships) and aircrafts,  and  transfer and deposit into foreign trade zones and customs bonded warehouses for storage pending exportation. Wine may also be removed from the bonded premises for export to U.S. armed forces for use overseas.

Proof of Exportation

  As noted above, sufficient and acceptable documentation as proof of export is mandated. The Alcohol Tax and Trade Bureau (TTB), in an industry circular, indicates that acceptable proof of exportation includes all documents that substantiate the transaction as a removal for export. Generally speaking, acceptable proof includes:

•    Purchase orders

•    Inland bills of lading

•    Ocean bills of lading

•    Letters of Credit and proof of payment

  The reader should keep in mind that in almost every instance, wine exported beyond state(s) borders is not subject to state excise tax either. The above documentation will likely be sufficient proof of export for state auditors; however, regulations and requirements should be researched by each state.

  Staying with state issues, there may be additional permitting or registration requirements imposed on the party desiring to export wine. In Florida, where this writer resides, a mere export registration is required prior to engaging in export activities. As an additional note, Florida applies Tied-House principles to exporters in that exporters are precluded from holding a vendor’s license (see Florida Statute §561.22(1)). Again, thorough research is required at the state(s) level to ensure compliance prior to commencing export operations.

  Bonded wineries are not the only types of federally licensed manufacturers permitted to export. The same rights are granted to breweries and distilleries. In fact, U.S. importers and wholesalers/distributors are permitted to export as well.

2 ships shown floating in the sea

Wholesaler Export Withdrawal without Payment of Tax

  Wholesalers are permitted to export wine to foreign countries, for use on vessels, such as cruise ships, free trade zones and customs bonded warehouses, transfer to a manufacturing bonded warehouse and to U.S. armed forces overseas.

  Federal law requires that any party purchasing alcoholic beverages for resale domestically or in foreign commerce must hold a Wholesaler’s Basic Permit before beginning operations. Untax paid wine may be removed from the wholesalers’ licensed premises for the purposes stated above; however, an application must be made to TTB on a proscribed form entitled “Withdrawal of Spirits Specially Denatured Spirits or Wines for Exportation”. A TTB officer will review the form and circumstances surrounding the shipment for export and will issue an approval (or denial) prior to the untax paid wine being removed for export. TTB requires that every shipment prepared for export must complete the above process. Additionally, each container or case of wine must be marked with the word “Export,” though certain exceptions exist.

  In addition to the above, a bond must be secured before untax-paid wine may be removed for exportation. The export bond can either be a one-time or continuous bond in an amount sufficient to cover the excise tax which would normally be due.

Wholesalers Removing Tax-Paid Wine

  Tax-paid wines can be exported to all destinations stated above, but a Wholesaler’s Basic Permit issued by TTB is required (and as a reminder-check your states requirements). With tax paid wine, the exporter is permitted to obtain a refund on the tax paid product through a process called drawback. The wholesaler must file the appropriate forms with TTB, including one entitled “Drawback on Wines Exported” to be eligible for the refund. It should be noted that exports to foreign trade zones and vessels or aircraft require that different forms be submitted to TTB to be eligible for a refund. Also, drawback is permitted on exports of beer and distilled spirits.

Other Considerations

  Finally, exporters must consider the requirements of the country to which wines (or other alcoholic beverages) are being shipped to. A certificate of origin certifying the country of origin of the wine will likely be required, as well as other documents. The exporter should be aware of the duties and taxing structure of the receiving country, as well as becoming familiar with the general industry practices of the receiving county to ensure proper product pricing, sufficient exporter margins and general terms of payment. Finally, legal issues should be considered, including the issue of contracts and dispute resolution with the exporters in the country partner. If a long-term business relationship is considered, a sufficient contract memorializing key terms should be put in place between the parties.

  Export markets are a unique and promising opportunity for U.S. wine producers (and beer and spirits producers as well) and wholesalers. Understanding the rules of the road and ensuring both U.S. and foreign compliance issues and business practices are essential to creating a profitable and trouble-free trade environment.

How does the “One Big Beautiful Bill Act” affect your grape crop insurance?

Cyndi
acres of wine grape vineyards under a stormy sky

By Trevor Troyer, Agricultural Risk Management

I have been getting asked, “How does the One Big Beautiful Bill Act affect my crop insurance?”  Does it make any changes to grape crop insurance?  Will it lower my premium or increase my premium?

  Lawmakers passed the One Big Beautiful Bill Act (OBBBA) on July 4, 2025.  There were several changes made to the Federal Crop Insurance Act that affect growers, and the OBBBA made several improvements to crop insurance programs.  Crop Insurance is a valuable tool that is used to mitigate risk and is an essential safety net for many producers.  It also included updates and increased coverage options and, in some cases, higher premium support.  Below I have summarized some of these to help you understand how you may be impacted in the next year.

  One of the most significant changes that was made was expanding the benefits for Beginning Farmer or Rancher (BFR).  In the past if you qualified as a Beginning Farmer or Rancher you would receive an additional premium subsidy of 10 percentage points greater for the coverage level you had chosen.  In addition to the extra premium subsidy all administrative fees would be waived.  You would also receive an increased percentage of any transitional yields from 60% to 80%.  This means when you have a low yield that triggered the Yield Adjustment (YA) endorsement in your production database, you would be able to substitute a higher percentage.   BFR benefits in the past lasted for 5 years.  With the passing of the OBBBA these benefits are now expanded to 10 years.  In addition to the 10% premium subsidy rate a BFR will receive an additional 5% premium subsidy for the first two crop years. Then a 3% premium subsidy rate increase for the third year and an additional 1% for the fourth year.  These BFR changes will increase premium support and allow more growers to qualify for this benefit, and for a longer period.

  The One Big Beautiful Bill Act also amended Area Based Crop Insurance Coverage and Supplemental Coverage Option.  I won’t get into all of these because some are not applicable to grape crop insurance.  One that does interest a lot of vineyard owners is Fire Insurance Protection Smoke Index or the FIP-SI endorsement.  The premium subsidy for this has gone from 65% to 80%.  This may make it an interesting option for those in areas where fires can cause significant smoke taint damage.

  Here is what it says in the USDA Risk Management Agency’s Fire Insurance Protection – Smoke Index Fact Sheet – “The Fired Insurance Protection-Smoke Index (FIP-SI) Endorsement covers a portion of the deductible of the Grape Crop Provisions when the insured county experiences a minimum number of Smoke Events as determined by the Federal Crop Insurance Corporation (FCIC) in accordance with the Smoke Index Data Provisions (SIDP) and identified in the actuarial documents.” 

  This endorsement is based on your underlying policy’s guarantee. In other words, the prices per ton and the average tons used for the underlying policy and your coverage level.  You can never cover 100% of your average production with crop insurance.  You can only cover up to 95%, even though a policy may not have that high coverage. Grape crop insurance only goes to 85%, and this is done with optional endorsements etc.  FIP-SI covers the deductible portion up to 95%.  If you had 50% coverage on your grapes it would cover 45% of your deductible.  If you had 75% coverage the FIP-SI endorsement would cover 20%, etc.

  You sign up for Fire Insurance Protection – Smoke Index by January 31st.  This is the Sales Closing Date for Grape Crop Insurance in California.  The insurance period for FIP-SI begins on June 1st and ends on November 10th. You do not need to report your acres separately as it uses the underlying policies acres.

  Here is the Cause of Loss from the 26-FIP-SI Endorsement: 

Causes of Loss

(a) This Endorsement provides protection for Smoke Events that meet the County Loss Trigger when the minimum number of Smoke Events occur in the county as identified in the actuarial documents. Triggered counties will be determined after the end of the Insurance Period.

(b) Individual vineyard yields are not considered under this Endorsement. It is possible that your individual vineyard may experience reduced yield(s) and you do not receive an indemnity under this Endorsement.

(c) The notice provisions in section 14(b) of the Basic Provisions do not apply to this Endorsement.

(d) Once published, FCIC’s determination in section 8(a) is final and is a matter of general applicability, presumed to be accurate, and will not be changed.

chart showing 2025 subsidy and factors for coverage and 2026

  So, you may not have any Fire or Smoke damage to your vineyard or grapes but still receive a payment.  This is based on your County.  No adjuster is required for this. You are not required to file a Notice of Loss with your crop insurance agent.  Or you may have a loss and get a claim payment for your grape crop insurance and for FIP-SI as well.

  Another major change that comes out from the OBBBA, that will make difference to a grower’s premium, is an increased subsidy rate. 

  An increase in the subsidy portion of the premium will decrease the Producer Premium for that same level. It also opens the door for some to increase coverage as they will be receiving more support. A higher coverage level means that you have more of a chance of having a claim paid.

  With grape crop insurance you are covering an average of your historical production per variety.  Coverage levels go from 50% to 85%.  You have a built-in production deductible with your coverage.  If you choose 70% coverage you have a 30% deductible.  You would have to have a loss of over 30% to have a payable claim. So, if you had a loss of 40% of your average production you would get paid on the 10% past your deductible.   

  With an increased subsidy it might make sense for some to move up another 5% or more in coverage. 

  As an example, I ran a quote for 10 acres of Chardonnay in Sonoma County in California.  The set price per ton is $2401.  I used an average of 4 tons per acre for the quote.  So, at 70% your guarantee would be 2.8 tons per acre.  If you harvest under that you would have a payable claim.  The 2025 premium per acre was $119, for the 10 acres $1190.  For 2026 the premium per acre is $99.70 and then for 10 acres $997.   As you can see this does make a difference.  Whether or not you decide to move up in coverage, saving money while mitigating risk is always important.

  USDA Risk Management Agency Administrator Pat Swanson said. “We’ve moved quickly to put American farmers first, ensuring they have the protection they need when unavoidable natural disasters occur.  We encourage all producers to work with their crop insurance agent to understand how these historic changes will benefit their operations.”

Engagement Strategy

Cyndi

How tasting rooms can build connection, loyalty, & increased visits

two people clinking their champagne glass

By Corey Krejcik, Founder of Thirsty Bandit

In the world of wine, customer engagement is more than just a marketing metric—it’s the heart of what transforms a casual visitor into a loyal guest, a repeat buyer, and ultimately a wine club member. Today’s consumers want more than just a pour in a glass; they want connection, storytelling, and a sense of belonging. Taking time to create a thoughtful engagement strategy ensures that your tasting room stays top-of-mind, stands out amongst regional competitors, and becomes the cornerstone for creating memorable experiences that keep guests coming back for all their celebrations in life. In this article, we will explore just a few proven strategies to help tasting rooms and wine brands strengthen their presence, grow their audience, and increase tasting room traffic.

Showcasing Authenticity Through Social Media

  Social media has quickly become the first touchpoint for consumers to discover a brand. Decisions are made in seconds based on an Instagram post or Reel, and visitors immediately begin assessing whether your tasting room feels approachable, exciting, educational, or simply forgettable. The goal isn’t perfection, it’s preserving your brand’s presence, personality, and authenticity.

  More than ever, guests want to peek behind the curtain: to see how your wines are made, meet the people who pour them, and learn something new along the way. A strong social media presence allows prospective visitors to understand who you are as a company and what you value. It’s an opportunity to highlight your ethics, celebrate partnerships with local businesses, share sustainability initiatives, and highlight the culture that defines your space.

  This step is vital for all tasting rooms and wine-based businesses. Being visible in the community, announcing your presence with confidence, and spotlighting the individuals who make your operation thrive all contribute to why someone may choose to walk through your door. Every post, every Reel, should feel like an open invitation—a glimpse into your world that encourages guests to spend their time within your space.

https://youtu.be/QJiFmzYhpwQ
Corey & Rachel discuss the importance of a customer engagement ecosystem

  Tapping Into User-Generated Content

  User-generated content is one of the most powerful tools available to tasting rooms and wine brands—largely because it’s free and inherently trustworthy. When guests share their experiences, they offer something no marketing campaign can manufacture: raw, honest perspective. Promoting your brand and style is only half the work; the rest delivers an experience that guests genuinely want to talk about. Today’s consumers rely heavily on peer reviews, photos, and firsthand stories before choosing a new space to visit.

  Enhancing your physical environment plays a significant role in this. Cozy seating areas, thoughtful design details, intentional signage, and photo-friendly corners invite guests to document their visit. Everyone who walks into a tasting room is looking to make a memory and creating a space that supports that is both an honor and a privilege.

  Once these moments exist, encourage tagging and sharing across social platforms. Small incentives—monthly giveaways, discounts, or simple recognition—go a long way in motivating guests to post photos and reels. Reposting their content expands your reach and amplifies your message in a way that feels genuine because it comes from real visitors. When you create an atmosphere that people want to return to repeatedly, their shared experiences begin to build momentum—allowing your brand identity to start working for you.

Partner With

Influencers Who Match Your Brand

  The world of influence has changed. Today, it’s no longer only about celebrity endorsements, it’s about voices right from your community, or even from your own backyard. For tasting rooms, micro-influencers are often the sweet spot. These are people steadily growing their presence on social media, with high engagement and audiences that feel like real, vibrant communities.

  These influencers become trusted voices. When guests see someone on screen who feels like them, someone who lives the lifestyle they aspire to, values the same things, and shares their interests—your message resonates.

  The most effective partnerships are built on alignment. Seek creators whose content naturally blends with your world: lifestyle, food, wine education, travel, local tourism, or hospitality. Their authentic experiences—from behind-the-scenes tours to candid meals and tastings—allow them to showcase your tasting room in a way that feels genuine, not promotional.

  Invite them to highlight aspects of your space that reflect your identity: private tastings, cellar tours, intimate winemaker dinners. These experiences convert their audience’s curiosity into real interest—and often lead to strong traffic and new tastings from people inspired by those shared moments.

  Embracing this kind of community-based marketing—engaging with people who genuinely believe in what you do—doesn’t just create awareness. It builds connection, interest, and momentum that brings more guests through your door.

The Power of

Email Marketing

  While social media gets attention, email builds action. Tasting rooms with strong email programs consistently drive more return visits and larger purchases.

  Segment your audience into groups such as club members, locals, tourists, online purchasers, and event attendees. Tailor content accordingly:

•     New releases or limited wines

•     Behind-the-scenes vineyard or cellar updates

•     Invitations to seasonal events

•     Special offers or bundle opportunities

•     Seasonal offers or bundles for the holidays

•     Wine club releases

•     Winemaker specific events

•     “Come back and see what’s changed” messages.

  Each one of these topics has the power to bring someone new or back into your tasting room. Creating a catchy hook, curated photos, fun text or testimonials, or an action item only aids in bringing traffic to your door.

  The most effective emails tell stories. They aren’t just sales pitches. They remind customers why they love your brand and why they should come back right after they’ve left. You want to be the spot. Where they go to celebrate, catch up with friends, come for knowledge and education, and become someone your staff recognizes as soon as they walk through the door.

Expanding Reach with Virtual Engagement

  Virtual content isn’t a pandemic-only strategy, it remains a powerful way to stay connected with customers (and their friends) who can’t visit often. Creating a series of short educational reels focused on wine basics, tasting notes, food pairings, and “Wine 101” insights keeps long-distance guests engaged and ensures your tasting room stays on their must-visit list when they’re back in the area.

  Fun, personality-driven content filmed with your staff and winemaker—especially casual Q&As—consistently leads to high engagement and fosters a sense of belonging among viewers. From personal experience, I’ve had guests come in specifically to try the wine featured in a video. These moments allow your team to shine, show off their expertise, and share in the excitement of what is being poured.

  Virtual tasting programs are another strategy that continues to deliver results. Families may grow and spread out geographically, but a Zoom tasting brings everyone together in a meaningful way. Wine has no geographical boundaries; it connects people across time zones and continents. Offering curated tasting kits for these sessions adds both convenience and value.

  This kind of core content goes a long way in keeping guests near and far tied to your story. Virtual tastings can strengthen remote teams, provide a fun twist for book clubs, or simply offer a laid-back Friday night experience. It has become one of my go-to recommendations whenever programming is discussed.

  In-person events still carry tremendous weight and drive significant engagement, but we now have the world at our fingertips. Leveraging virtual opportunities helps you remain connected to the people championing your success—no matter where they are.

Seasonal

Programming That Creates Urgency

  Seasonality is one of the strongest drivers for return traffic. Curated, limited-time experiences give guests a reason to visit now rather than later. When programs run too long, they create an “I’ll get to it eventually” mindset—and that delay can stretch into months. Short windows create urgency, and urgency inspires action.

  Seasonal programming also generates excitement. Social posts, emails, and phone inquiries can build a lively buzz around your tasting room. When word spreads that an event is high demand, it elevates not just that experience, but the visibility and desirability of your entire event calendar. Some strong seasonal ideas include:

•    Cozy fire pits with s’mores-and-wine pairings

•    Wine and chocolate experiences for Valentine’s Day

•    Classes and pairings hosted by local cheesemongers

•    Winemaker dinners

•    Rosé release events

•    Harvest festivals with grapes fresh from the vineyard

•    Barrel tastings and cellar previews

  The magic of seasonal events lies in their exclusivity—no one wants to miss out. Leaning into those short, intentional windows pays off. And if something is wildly successful, bring it back later in the year with a “Back by popular demand” twist. It shows your guests that you listen to them, pay attention to what resonates, and genuinely care about delivering the experiences they want.

Engaging Wine Club Members Like True Insiders

  Your wine club is the heartbeat of your business. The people who commit to your brand and your wines are one of your most invaluable assets. They’re lifetime fans, enthusiastic advocates, and often the reason new guests walk through your doors. They become walking billboards for everything you do—and not capturing or nurturing that energy is a missed opportunity in every way.

  Members love to feel exclusive, so designing a club structure that offers member-only bottles, tiered perks with meaningful benefits, and private events just for them helps reinforce that feeling of being “in.” In with you, in with the brand, and part of something they genuinely care about.

  Our job as educators and stewards of hospitality is to make that experience feel personal. Adding birthday touches, noting preferred wine styles, or remembering intricate details about their lives all make a profound impact. These gestures remind your wine club members that they matter—because they do.

  When members feel appreciated and recognized, retention naturally increases. We see it all the time: a guest joins, has an incredible experience, brings a friend to a pickup event, that friend joins, and the cycle continues. Their enthusiasm becomes contagious.

  If you’re unsure where to begin, start here. Build your club, find your people, and pour energy into it. The return will be felt tenfold inside your tasting room—and you’ll be grateful if you invested in it from the start.

Building Local Partnerships and Community Presence

  Supporting local is bigger—and more important—than ever. In the post-pandemic landscape, consumers are more intentional about choosing small businesses and hometown staples over big-box options. If you’re searching for something to pair with your wines, your own backyard is often the best place to start.

  Not only do local products naturally complement your wines through shared regionality, but purchasing from nearby producers also puts money right back into the mom-and-pop shops your community loves. Local cheeses, fresh honey, artisan chocolates, they’re all just down the street, and they add depth and meaning to every experience you create.

  Highlighting these businesses creates a beautiful cyclical effect: you feature their products, your guests fall in love with the pairing, they visit those partners and then return to your tasting room when you collaborate again. The support flows both ways, strengthening visibility, sales, and community connection.

  There are countless ways to collaborate with local partners. A few favorites include:

•    Local restaurants for pairing dinners

•    Boutiques for sip-and-shop events

•    Nonprofits for fundraisers or charity tastings

•    Hotels, gyms, wedding venues, and other hospitality businesses

•    Breweries and distilleries for dual-passport promotions.

  Today’s customers are actively looking for this kind of involvement. They want to see how you’re engaging with and supporting the community around you. They want to visit the businesses you highlight and feel confident that their dollars are making a difference. Neglecting those local connections can turn new guests away before they even taste your wine.

  Supporting local partners ultimately supports your own success. When you lift each other up, everyone flourishes—because at the end of the day, we’re all on the same team.

Conclusion:

Engagement Is an Ecosystem

  Customer engagement isn’t a single tactic—it’s a holistic ecosystem that touches every aspect of the tasting room experience. Each of the strategies outlined above strengthens your business, positioning it as a must-visit destination for both new and returning guests.

  When visitors feel like they are part of your story—truly part of the team—they don’t just come once. They return, bring friends, advocate for your brand, and celebrate life’s moments alongside you. That kind of loyalty is priceless.

  For me, there is no greater honor than this. We are memory-makers, educators, innovators, and facilitators of joy. We have the unique opportunity to create something magical—experiences rooted in community, identity, and shared passion. Taking the time to thoughtfully enhance your tasting room and all it offers solidifies your space as a grounding point in your community. And honestly, isn’t that an incredible thing to be?

What Is a Brand, really?

Cyndi

And why yours might need a little therapy

By: Susan DeMatei, Founder of WineGlass Marketing

The word “brand” is notoriously difficult to define in marketing. If we were talking about a ranch brand—the kind seared onto livestock to signify ownership—that’s easy to understand. But in marketing, a brand is not a physical thing. It’s a symbolic construct. It’s not the label on the bottle or the winery’s logo or even the product itself. Rather, it’s the entire perception a consumer holds in their mind about your company, your wine, your people, and everything you collectively represent.

  A brand is a conceptual identity that differentiates you from your competitors. It can be shaped by your name, your origin story, the design of your label, the personalities involved in your winery, your tasting room experience, your packaging, your email tone, your partnerships, or even how you respond to a customer complaint. All these elements come together to form the intangible yet powerful idea of your brand. It is, quite literally, everything that signals who you are and why someone should care.

The Brand Illusion & its Real-World Value

  So why do marketers spend so much time discussing something that isn’t technically real? Because the effects are very real. Trust in a brand drives buying behavior. According to a 2021 report by Salsify, 90 percent of consumers said they are willing to pay more for a product from a brand they trust. And in a study by Deloitte Digital and Twilio, 68 percent of surveyed consumers reported they had spent more with a trusted brand—on average, 25 percent more.

Graphs entitled most trusted brands in the united states in 2024

  This isn’t just theoretical. Every year, major consulting firms and publications like Forbes and Newsweek publish lists of the most trusted brands. These aren’t obscure B2B companies or trendy startups. They’re names like Coca-Cola, Kleenex, and Whirlpool—brands that have become synonymous with quality, consistency, and confidence. In categories like health, beauty, and especially food and beverage, trust is essential.

  Food and beverage, in fact, ranks as the most trusted industry in the U.S. According to Morning Consult’s 2022 study, 72 percent of adults expressed some level of trust in the sector. That number climbs to 84 percent among Baby Boomers and 82 percent among high-income consumers. For comparison, trust among Millennials is 67 percent, and among Gen Z, it’s just 62 percent. These generational and socioeconomic differences remind us that brand trust is not universal—it must be nurtured and earned within each target group.

graph titled most valuable brands worldwide in 2025

  The idea that a collection of products, messaging, and people can form something consumers trust enough to put into their bodies is no small feat. In wine, where the product is sensory and the market is crowded, that trust can decide between a sale and a pass.

  Make no mistake—this intangible identity has tangible value. Consider when Joe Wagner sold the Meiomi brand to Constellation Brands in 2015. Nothing tangible transpired: no winery, vineyards, or staff. What Constellation bought for $315 million was a name, a label, and a loyal following. They bought the brand. The value placed on these intangible assets of a brand is referred to as Brand Equity. That’s the power of branding.

People Buy Brands, Not Products

  Your brand includes your product, but it is not your product. This crucial distinction often gets blurred, especially in industries like wine, where so much attention is given to what’s in the bottle. The reality is that consumers rarely buy based on technical attributes alone. They buy based on what they feel the product represents. They buy based on brand.

  Consider Halls. Technically, it’s a British brand of mentholated cough drops, now owned by Mondelēz International. That’s the company. But that’s not why people grab a pack of Halls at the drugstore when they’re sick. And if we were to describe the product the way we often do in wine—focusing on precise formulation—we’d say something like: “This is a 5.8 milligram lozenge with lemon flavoring, containing 16.1 mg of menthol and 8.1 mg of eucalyptus globulus leaf essential oil.”

  Informative? Maybe.

Persuasive? Not even close.

  Halls doesn’t sell ingredients. It sells empowerment. The brand message is clear: we know you’re indispensable to your family, workplace, and life. A cold shouldn’t stop you, and Halls won’t let it. It promises to clear your symptoms so you can keep going. That’s the brand. And it’s working—Nielsen reports Halls’ sales grew more than 32% in 2023, a surge not driven by a change in formula, but by a clear and resonant brand promise.

  This is the essence of brand power. People don’t buy what a product is. They buy what it means. They buy it because of how it makes them feel, how it fits their life, and what it says about them. Brands create shorthand for decision-making, simplify the overwhelming, and reinforce identity. That’s true in cough drops, and it’s absolutely true in wine.

So… How Do You Protect (and Strengthen) Your Brand Right Now?

  Here are a few no-nonsense steps you can take this week to make sure your brand’s identity doesn’t slip into witness protection:

1.    Google Yourself (and Don’t Flinch):

      What comes up first? Your website? Yelp? A two-year-old event listing? Your digital first impression is your storefront — make sure it says what you want it to.

2.   Audit Your Touchpoints:

      Look at your website, social feeds, emails, tasting notes, signage, even your Wi-Fi password. Do they all sound like the same personality? If not, your brand’s having an identity crisis.

3.   Define What You Aren’t:

      Everyone wants to be “premium,” “authentic,” and “approachable.” Snooze. Get real about what makes you different — and what doesn’t fit your vibe. That’s where clarity (and memorability) live.

4.  Protect the Visuals:

      Your logo, colors, and photography are your visual handshake. Don’t let them be distorted, stretched, pixelated, or used on a mauve background because someone “thought it looked nice.” Create a style guide and guard it like a secret recipe.

5.   Train Your Team to Be Brand Ambassadors:

      Every person pouring, posting, or answering an email is your brand. Make sure they know how to represent it — and reward them when they do it well.

6.   Listen. Constantly:

      Brands aren’t built in boardrooms; they’re built in the wild. Track reviews, social comments, and customer emails. They’ll tell you what your brand actually means out there — not just what you hope it does.

The Bottom Line

  Your brand is the most valuable asset you own — even if it never shows up on a balance sheet. It’s perception, emotion, and memory all wrapped into one name. It’s what turns a tasting into loyalty, a label into a lifestyle, and a sale into advocacy.

So don’t just make great wine. Make a great impression — again, and again, and again.

Susan DeMatei founded WineGlass Marketing, the largest full-service, award-winning marketing firm focused on the wine industry. She is a certified Sommelier and Specialist in Wine, with degrees in Viticulture and Communications, an instructor at Napa Valley Community College, and is currently collaborating on two textbooks. Now in its 13th year, her agency offers domestic and international wineries assistance with all areas of strategy and execution. WineGlass Marketing is located in Napa, California, and can be reached at 707-927-3334 or wineglassmarketing.com

Rolling Out Revenue

Cyndi

Five reasons why mobile retail works for wineries

mobile trailer with sign saying local wine here

By Corey Krejcik, Founder of Thirsty Bandit

In today’s marketplace, wineries are discovering that fixed tasting rooms, while foundational, are no longer enough to fully capture consumer attention or revenue potential. The modern wine audience is constantly in motion, more often exploring experiences that fit into their lives rather than planning entire weekends around a single visit. As a result, mobile retail (think branded trailers, trucks, or small pop-up tasting experiences) and seasonal activations have become essential tools for growth, storytelling, and brand connection.

  According to Wine Market Council research, nearly 60% of millennial wine buyers say they’re more likely to try a brand if they encounter it at a festival, pop-up, or event. These mobile formats are rewriting the rules of engagement: reaching new customers, building awareness, and generating direct sales—all with lower overhead and faster returns than permanent infrastructure ever could.

  Below are five interconnected reasons why this model works and why wineries that embrace it early are likely to lead the next era of growth.

1. Brand Visibility as a Moving Billboard – Every mile a mobile wine unit travels is a marketing impression. A well-designed trailer or branded truck isn’t just a point of sale; it’s a rolling expression of your brand identity. Wrapped in bold visuals, anchored by consistent design language, and styled with the same intentionality as a tasting room, it becomes a moving billboard that tells your story everywhere it goes.

  Imagine a well-designed wine trailer parked along Main Street for a downtown First Friday program. Staff chatting up customers and pouring glasses to be enjoyed while shopping after-hours. Passersby stop, take photos, and post them online. The moment isn’t just aesthetic; it’s strategic. Every shared image, every tagged post, extends your reach far beyond the event itself.

  Smart design makes this amplification effortless. “Instagrammable” touches like a striking bar façade, a photo wall, or a vintage-inspired logo, encourage organic sharing. QR codes linked to wine clubs or digital tasting notes turn social impressions into measurable leads. The exposure doesn’t end when the event closes, it multiplies across feeds, hashtags, and memories.

  In a category that often leans on tradition, mobility signals modernity. It tells consumers your brand isn’t confined to the vineyard—it’s part of their lifestyle, wherever they go.

2. Lower Fixed Costs & Faster ROI – Every winery leader understands the cost of brick and mortar: design, construction, utilities, maintenance, and staffing. A mobile unit rewrites that equation.

  Compared to building or leasing a permanent tasting room, mobile activations dramatically reduce fixed costs. There’s no need for heavy infrastructure, zoning approvals, or long-term leases. Most mobile setups are built as plug-and-play systems. Units are meant to be self-contained, code-compliant, and designed to be operational in minutes.

  But the most compelling case isn’t just lower cost, it’s speed of return. For many wineries, mobile units pay themselves back within a single season of festivals, markets, or regional events. A well-run activation can pour thousands of glasses over a few weekends, with direct sales, signups, and wholesale leads all feeding the revenue stream.

  From a strategic perspective, mobile retail functions as both a sales tool and a marketing engine. The investment is easy to justify when the same asset generates immediate income, long-term exposure, and scalable brand equity.

Even accounting for staff, licensing, and fuel, a mobile unit often costs a fraction of a single tasting room buildout. The result: more financial flexibility and faster pathways to profit.

Corey and Rachel of Thirsty Bandit chat with Suzanne Hasz, founder of Hudson Trailer Co., about the growth potential of mobile retail and seasonal pop-up experiences for wineries, exploring how evolving consumer behaviors are driving brands to meet audiences wherever they are.

3. Flexibility & Seasonal Alignment – Wine is seasonal with production schedules, harvest, events, and consumer habits ebbing and flowing throughout the year. A mobile retail program lets wineries move with the rhythm of demand rather than being anchored to it.

  Picture this:  a winery launches its spring rosé release at a downtown flower festival, pours summer whites at a waterfront concert series, and then rolls out to a harvest celebration in autumn. Each stop hits a different audience, season, and mindset, but the brand remains consistent.

  This flexibility doesn’t just boost revenue; it optimizes operations. Inventory can be shifted in real time to high-traffic events. Staff scheduling becomes dynamic rather than static. Marketing follows cultural energy rather than waiting for it.

  In practical terms, this means your brand stays top-of-mind year-round, not just during wine country’s peak tourism months. And for smaller wineries, mobility provides the agility to compete in larger markets without the overhead of permanent expansion.

4. Experiential Appeal & Consumer Expectations –

Modern consumers want more than a transaction. They crave connection, storytelling, and experiences that feel personal. The tasting room will always be sacred, but it represents just one chapter in the customer journey.

  Mobile activations give wineries a way to bring the vineyard to the people. When executed thoughtfully, each encounter becomes a chance to tell your story: how your grapes are grown, what inspires your blends, why your brand exists at all. Guests aren’t just sampling—they’re connecting.

  In many cases, a single memorable experience can shift perception more effectively than any ad campaign. Someone who discovers your brand at a festival might later seek out your bottles at retail, join your wine club, or even plan a trip to the vineyard itself.

  Experiential retail isn’t a trend; it’s a reflection of how modern consumers form loyalty. They don’t just buy what you make, they buy how you make them feel.

5. Testing New Markets & Expanding Reach –

Perhaps the greatest strategic advantage of mobile retail is market testing without permanent risk.

  For rural or destination-based wineries, reaching new audiences can be costly and uncertain. A mobile unit allows them to meet urban consumers where they already gather—farmers markets, concerts, street fairs, or high-end shopping districts—without committing to a long-term lease or a new facility.

  These interactions go beyond direct sales. Every event provides insight into customer behavior, pricing sensitivity, and brand perception. Tracking purchases, email captures, and on-site engagement builds a feedback loop that informs broader strategy.

  Imagine a mid-sized winery that takes its mobile tasting bar on a six-city summer circuit. Over three months, it collects thousands of emails, identifies which markets drive the most engagement, and discovers that its rosé outsells reds by 2:1 in coastal regions. Those insights shape next year’s production and marketing plans.

  Each glass poured becomes a data point, each conversation a potential customer, and each market test a map for future expansion.

Operational Considerations

  Success in mobile retail depends as much on execution as vision. The logistics may be lighter than a full-scale facility, but they’re no less important.

  Staff must be brand ambassadors first, servers second. They work in confined spaces, under variable weather, and in dynamic crowd conditions. This requires adaptability, strong product knowledge, and high service and hospitality acumen. Their demeanor shapes not just the immediate experience but the long-term impression of the winery.

  Compliance is equally critical. Permits, health codes, and insurance requirements vary by jurisdiction, and alcohol laws can differ dramatically from county to county. A mobile unit can’t hit the road and start serving anywhere. For many wineries, partnering with local event coordinators or compliance consultants streamlines the process and ensures consistency.

Financial Clarity

  For wineries weighing the investment, the economics are compelling. Mobile units typically cost a small fraction of constructing a new tasting room, and the speed of return is striking. Many recoup their investment within a single season of strategic activations.

  The key is to view the build not as an expense, but as an asset with multiple revenue functions. It sells wine directly, generates brand visibility daily, and produces marketing content that drives ongoing engagement. Each event feeds both the bottom line and the brand story.

  When CFOs see that a single mobile trailer can simultaneously boost DTC sales, social exposure, and wholesale leads, the case for mobility becomes more than creative, it becomes financial strategy.

Turning Tastings Into Memberships

  A glass poured at a farmers’ market shouldn’t be the end of the story. It should be the beginning.

  Mobile activations are prime opportunities to capture data—emails, social follows, QR sign-ups—and funnel them into your membership and subscription programs. Staff can invite guests to join wine clubs, pre-order seasonal releases, or receive exclusive offers tied to the event they attended.

  This transforms a casual encounter into a relationship continuum, one that extends far beyond the moment of pour. The person who first discovered your Sauvignon Blanc at a summer concert might be receiving shipments from your reserve collection a year later.

Looking Ahead

  Mobile activations aren’t a passing experiment. They’re the next evolution in how wineries engage audiences. The craft beer and ready-to-drink sectors have already proven the model, showing that consumers love brands that move with them, both literally and emotionally.

  For wineries, the opportunity is to lead this transformation rather than follow it. Mobility doesn’t replace the tasting room; it extends its reach. It transforms a static space into a fluid experience that meets consumers wherever they gather.

  In an industry defined by tradition, mobile retail offers something radical: the ability to be both timeless and timely. The wineries that embrace it now will not only expand their markets, but also redefine what it means to be a wine brand in motion.

  Corey Krejcik is the founder of Thirsty Bandit, providing strategic marketing, brand development, and revenue optimization for hospitality and wine brands. With over 20 years of executive leadership experience, he believes the best outcomes are found at the intersection of strategy, adaptability, and identity. Outside of work, he enjoys cooking, running, home renovation projects, and spending time with his wife and two teenage children in Malvern, PA.

Vineyard Insurance

Cyndi

When should you file a claim on your grapes?

PHOTO SHOWING A VINEYARD GROWING ON TRELLIS

By Trevor Troyer, Agricultural Risk Management

That’s a question I get a lot.  Some growers think that they should wait until they know for certain that they have a loss when they finish harvest.  You should turn in a claim as soon as there is a weather event or other cause of loss situation.  This helps to document what is happening during your growing season as it unfolds.  It also gives the adjuster time to come out if needed to inspect before the harvest.

  You might have a situation where you have a late frost/freeze event for multiple nights.  Primary buds may be damaged in your vineyard.  Other nearby vineyards may have mild to moderate damage.  It’s good to document these weather events when they happen and open up a claim.  You may have other weather events that occur over the growing season that contribute to your tonnage being low.

  Even if you are not sure about the extent of the damage, you should contact your agent and have them open up a claim for you.   Depending on your coverage level you may think that you won’t have a loss.  At this point don’t worry about the deductible percentage of your crop insurance policy.  Call your crop insurance agent and open up a claim.  It is not hard for the adjuster to withdraw the claim after you harvest, if it turns out your production was ok.

  It is always better to have a claim open than not in this type of situation.  There’s no way early in the season to figure out how much your yield will be down but if the claim is open and documented its better for all.  This gives time to have an adjuster assigned, time to do an inspection and to document any visible damage and then to document any added damage several months later as well.  Damage can very well be cumulative during the year should you experience several weather events and other things that could reduce your yield.

  Here’s what it says in the 2025 Basic Provisions of the Common Crop Insurance Policy:

14. Duties in the Event of Damage, Loss, Abandonment, Destruction, or Alternative Use of Crop or Acreage

Your Duties –

     (a) In the case of damage or loss of production or revenue to any insured crop, you must protect the crop from further damage by providing sufficient care.

     (b) You must provide a notice of loss in accordance with this section. Notice provisions:

(1) For a planted crop, when there is damage or loss of production, you must give us notice, by unit, within 72 hours of your initial discovery of damage or loss of production (but not later than 15 days after the end of the insurance period, even if you have not harvested the crop).

  Per the USDA Risk Management Agency, you have from 72 hours of the original cause of loss or until you discover it and up to 15 days after the end of insurance.  I do not recommend waiting till 15 days after the insurance period, however, it does happen, and I am sure some growers will do it.  I have had vineyard owners call me and say that their tons are down for a certain variety.  That’s fine but I recommend that you open up a claim across all the varieties you have planted.  Then we have to piece together what happened.  What was the cause of loss?  When was it?  Was this the only thing or were there other weather events?  It is always much easier for everyone if the claim is turned in close to the date of damage.

  Losses do get paid but it is much easier on everyone, including the grower, if you report causes of loss right after they occur.  That doesn’t mean you have to know for sure that you will have a loss, just that an event happened that may cause your crop to be reduced by harvest.

  Here are the Causes of Loss out of the Grape Crop Provisions from the USDA RMA:

10. Causes of Loss.

(a) In accordance with the provisions of section 12 of the Basic Provisions, insurance is provided only against the following causes of loss that occur during the insurance period:

     (1) Adverse weather conditions;

     (2) Fire, unless weeds and other forms of undergrowth have not been controlled or

     pruning debris has not been removed from the vineyard;

     (3) Insects, except as excluded in 10(b)(1), but not damage due to insufficient or improper application of pest control measures;

     (4) Plant disease, but not damage due to insufficient or improper application of disease

     control measures;

     (5) Wildlife;

     (6) Earthquake;

     (7) Volcanic eruption; or

     (8) Failure of irrigation water supply, if caused by an insured peril that occurs during the insurance period.

(b) In addition to the causes of loss excluded in section 12 (Causes of Loss) of the Basic Provisions, we will not insure against damage or loss of production due to:

      (1) Phylloxera, regardless of cause; or

      (2) Inability to market the grapes for any reason other than actual physical damage from an insurable cause specified in this section. For example, we will not pay you an indemnity if you are unable to market due to quarantine, boycott, or refusal of any person to accept production.

  Number 1 on the list is Adverse weather conditions.  This could be just about anything, frost, freeze, drought, excess moisture, and hail.   Fire is listed as well and because of this there can be damage several miles away from any given fire due to smoke.  If you do have smoke taint you will need to get an independent lab to check for smoke taint markers.  You can also have rejection letters from wineries stating that they don’t want the grapes due to smoke taint. Insect and disease damage are covered but you must show that you have application records, for example, spraying.  Wildlife is another one that can cause problems – deer, raccoons, birds and others.  Earthquake and Volcanic Eruption I have never seen a claim turned in for.  .  Number 8, Failure of irrigation water supply, is something that can be a big problem for growers.  Certain areas rely heavily on irrigation.  If there is a drought and your well or reservoir dries up, then that is a payable cause of loss.

  Don’t wait to contact your agent about a potential situation or adverse weather that may reduce your crop.  Even if you are not sure if something is a covered loss it is best to reach out to your agent.  That is what your they are there for.