Category: Marketing

You Can’t Market to Everyone

Cyndi

Why demographics still matter in wine

three generation of positive women smiling while looking at camera and hugging isolated on grey

By Susan DeMatei, Founder of WineGlass Marketing

At first glance, it may seem logical to take a broad approach to wine marketing—after all, shouldn’t the goal be to sell wine to anyone who’s willing to buy it? Not exactly.

  In practice, marketing to “everyone” is a fast track to appealing to no one. You water down your message, misfire your tactics, and wind up wasting both budget and energy trying to reach people who were never going to buy from you in the first place. Smart marketing is selective, not scattershot. And that’s where demographics come in.

  At their core, demographics are just the quantifiable details about your customers—things like age, gender, income, education, and marital status. But in the hands of a capable marketer, demographics become strategic tools. They help decode how different consumers make decisions, what cultural cues they respond to, and how best to approach them with offers they’ll actually care about.

  Wine, with all its history, nuance, and ritual, may be universally loved—but not uniformly understood. That’s why understanding the demographics of your audience is one of the most important investments a winery can make. Not in the abstract, but in the applied: how different generations buy, what they value, and how to speak their language.

Age Isn’t Just a Number-It’s a Strategy

  Among all demographic variables, age remains one of the most predictive indicators of consumer behavior in the wine space. Your 67-year-old customer and your 27-year-old customer may both enjoy Chardonnay—but the stories, channels, and experiences that led them to that bottle couldn’t be more different.

graph reflecting results of a 2023 benchmark segmentation stury of wine drinkers vs non-wine drinkers

  So how do you use this knowledge?

  You start by recognizing that each generation brings a unique set of preferences, priorities, and expectations to the table. These differences are shaped not just by age, but by shared cultural context—what technology they grew up with, how they were marketed to as teens, and how they define things like quality, authenticity, and value.

  Here’s a breakdown of how different generations engage with wine—and what your winery should do about it.

The Silent Generation (Born 1928–1945):

The Loyal Traditionalists

  While their presence in the market is shrinking, their loyalty is unwavering. The Silent Generation prefers reliability over novelty and is far more likely to value a long-standing relationship with a winery than to chase the latest release.

  They tend to gravitate toward established varietals, classic packaging, and consistent pricing. Most importantly, they still respond to print. Think newsletters, phone calls, and handwritten notes—not push notifications.

Action Step:  Reinforce value and familiarity. Printed materials, bundled discounts, and a personal touch go a long way.

Baby Boomers

(Born 1946–1964):

The Experience-Driven Collectors

  Boomers are the architects of modern wine culture in the U.S. They invented the wine tasting as vacation activity. They made critic scores a thing. They turned mailing lists into badge-worthy status symbols. For much of the past three decades, they were the ones buying the library vintages and signing up for vertical tastings with religious fervor.

But time changes habits. As they approach retirement, Boomers are buying less and moderating more. They still want quality and ritual—but they also want convenience and value.

Action Step:  Focus on smaller format options, curated selections, and loyalty programs that emphasize connection over exclusivity. They still appreciate prestige—but they now appreciate sensible pricing just as much.

Generation X

(Born 1965–1980):

The Forgotten Powerhouses

  Gen X is frequently left out of marketing conversations. This is a mistake.

Despite their smaller size, Gen Xers are in their peak earning years, and they value quality and reliability in their purchases. They’re skeptical by nature—raised in an era of economic uncertainty and cultural disillusionment—and they’re not easily swayed by flash or trend.

  They also exist at the intersection of analog and digital. They read emails and engage with apps. They’re on social media, but they also like printed tasting notes. They’re pragmatic, fiercely independent, and allergic to anything that feels like a sales gimmick.

Action Step:  Speak directly and respect their intelligence. Offer clear value, consistent product quality, and customer service that rewards loyalty without fluff. Combine digital convenience with occasional analog moments.

Millennials

(Born 1981–1996):

The Values-Driven Explorers

  Millennials are the largest consumer cohort in U.S. history, and they’ve been quietly reshaping wine culture for years. Where Boomers sought status, Millennials seek alignment. They care less about Robert Parker scores and more about soil health. They want transparency, flexibility, and values that match their own.

  They are also deeply influenced by visual storytelling. Experiences matter—but only if they’re worth posting. They prefer inclusive, approachable brands that make wine feel less like a secret society and more like a good party.

Action Step:  Show your work. Be transparent about sourcing and sustainability. Ditch the formality and engage authentically on digital platforms. Offer flexible wine club options and behind-the-scenes storytelling. And yes, your label design matters—don’t let it look like a Word doc from 2003.

Generation Z

(Born 1997–2012):

The Unfiltered Futurists

  Gen Z isn’t just digital-first—they’re digital-only. If your website isn’t optimized for mobile, if your online store takes more than five seconds to load, or if you’re still asking people to download PDFs to join your club… you’ve already lost them.

  This generation values fun, flexibility, and visual relevance. They will try your wine if it appears in a trending video. They will buy it if the branding makes them feel something. But they won’t stay loyal unless you earn it—every time.

  And they have no patience for old rules. They like slushies, canned wines, pet-nats, sweet reds, and anything that gets people together. They’re not here for tradition. They’re here for the moment.

Action Step:  Prioritize mobile, visual storytelling, and interaction. Think sampler drops over verticals. Think memes over mailing lists. Your wine club should feel like a community, not a contract.

A Note on the Underage (for Now): Generation Alpha

  Gen Alpha is still pre-legal-drinking-age, but they’re already influencing your customer base—through their Millennial parents. They’re the reason your tasting room has crayons and juice boxes now. And they’ll be of legal age by 2034.

  Smart wineries are thinking ahead: creating family-friendly experiences, building tech infrastructure, and embracing sustainability initiatives now—so when Gen Alpha gets here, you’re already fluent in their expectations.

In Summary:

Choose Your Audience Before You Choose Your Campaign

  Marketing to everyone is marketing to no one. Demographics, and particularly generational cohorts, give you a powerful filter for your strategy. They tell you who your audience is, where they’re most comfortable, what they care about, and how to speak to them in a way that resonates.

  So the next time someone says “our wine is for everyone,” feel free to politely disagree—and then ask them which generation actually signs the credit card slip.

P.S. This blog is based on decades of research, but we’ll never pretend it’s the final word. People are complex. Trends shift. If you’ve seen different behavior from your own customers or cracked the code on reaching Gen Z through interpretive dance and Instagram stickers, we’d love to hear it. Knowledge is meant to be shared—preferably over a glass of something interesting.

  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.

The Heartbeat of the Tasting Room

Cyndi

Why wine education matters

By Rachel Brown, Thirsty Bandit

What makes a great tasting room great? Is it the decor? The view? The glassware? While these tangible items are great for stylistic enhancement of a tasting room, it’s the intangibles that go the distance: the community, the friendships, and the engagement that can only come from deep bonding and the craftsmanship of storytelling. At the root of all of it: wine education.

  Wine education is the pulse point and the heartbeat of the tasting room. It connects the bridge between the product and the experience, parceled prettily for guests that come into the tasting room. It takes casual, laid-back tasters to life-long fans and repeat customers. With so many tasting rooms sprouting up like wildflowers, the education-driven programs and intense staff training separates the extraordinary from the ordinary and keeps customers coming back for more.

  For me, storytelling is everything — the engagement, the connection, the real-life application. Even the most stunning tasting room can’t make up for a team that struggles to articulate the wines or connect with guests. Wine — its artistry, its beauty, its ever-changing nature — should become a kind of love language, a part of your genetic makeup. To truly inspire others, the wines must first become meaningful to the staff, woven into their lives as more than just products, but as personal staples worth sharing.

  This level of storytelling doesn’t come easily, I’ll admit. It takes a lot of time— not just being behind the tasting bar walking your team through the wines, but creating digestible materials for existing staff and new employees coming in. And not just on your wines either, but the wines of your region against the world. Vintage comparisons side-by-side, different barrels and their flavor profiles, blind tastings, roleplaying tasting room scenarios. These training tasks aren’t luxuries, they’re necessities. 

  While programs like WSET have their place and are invaluable certifications to attain, they aren’t wholly necessary for every tasting room. Really, it comes from creating a culture that makes asking questions okay. Fostering that open communication is imperative. Letting people learn and grow in the way that makes the most sense for them. For every staff member I’ve hired and trained, my first question is always: What’s your learning style?

  Being able to create educational programming is one thing but being able to apply it to everyone in a way that makes it stick for them is where I’ve found most of my success. Having multiple sources of information— training binders, educational videos, flash cards, quizzes and customer-based scenarios allow for every member of the team to receive a cohesive training program in a way that suits them best. 

  This level of training fosters both confidence and authority when speaking about your wines. The more knowledge and assurance we can equip staff with, the stronger and more seamless the guest experience becomes. It’s reflected in their dialogue, their ease during tastings, and their ability to handle questions that go beyond the standard portfolio — topics like vineyard management, barrel integration, and bottle ageability.

  When the basis of knowledge is applied, the focus shifts to the guests walking into the tasting room. Now, those within the industry can wax poetic about acid levels and PH and back blending, but for the guest coming into your tasting room— who may be a novice or a pro— those numbers and figures won’t mean the same as they will for the seasoned veterans.

Play

 

Rachel and Corey discuss the importance of staff training and development in winery tasting rooms, emphasizing the need to hire people with the right intangible qualities rather than solely focusing on wine experience.

This is where storytelling comes in. Teaching your guests about wine, adding context and information, but not overwhelming them. Real life application travels much farther than any of the technical jargon we study. In my experience, the first thirty seconds of interaction with a guest lets me know the level of information I need to provide. Body language cues are another one of those intangibles that staff needs to be able to pick up on. Some guests will want to know PH and soil composition. Some simply want to know how to hold their glass or what pairs best with their Friday night pizza night. Both of which are amazing pieces of information to know, by the way.

  My staff is trained to begin every tasting with two key questions: “Have you been here before?” and “What do you like to drink?” While simple, these prompts open the door to truly meaningful conversation—allowing us to share the winery’s story, discuss the region’s climate and terroir, and start building a personalized experience. From there, thoughtful follow-up questions naturally unfold: Are you looking for something more fruit-forward? Higher in acidity? A touch of sweetness? This subtle game of twenty questions helps narrow the focus, guiding your team toward two or three well-matched wine recommendations that are tailored to each guest’s palate.

  If your guest loves Riesling from the Rheinhessen in Germany, automatically the staff should be able to guide them to a wine on the portfolio, if you’re not currently offering one. If you are currently offering a Riesling, they should be able to do a quick compare and contrast based on what the guest likes to drink and how it either matches or differs from what you’re currently offering on your portfolio. 

  Often, guests don’t know how different regional nuances can be in wine. For example, Cabernet is not a one-size-fits all sort of wine. French Cabernet is vastly different from that coming out of Napa Valley. Without staff explanation, a guest may be set up for failure and disappointment if they try it expecting something else. It’s a missed opportunity to not only set the expectation early on, but it’s a level of hospitality that often goes missing in tasting rooms. Teach them about your area. Tell them who you are. What you stand for. All these puzzle pieces shape into the guest experience within the tasting room. 

  This is what we, as life-long wine lovers and educators, are here for. To give them the information they want, to make it fun, approachable, something they can take home and use in their everyday life. This is where education morphs into hospitality. It emboldens staff to move around their dialogue and use some key life phrases. For example, explaining tannins to someone who has never heard the term before. Making the comparison to steeped black tea or bitter dark chocolate puts a very real image— and often an experience— at the forefront of their mind. 

  The key is the invitation. To open the dialogue. To let the guest at the bar know that they can ask whatever they want— without fear of judgement or an eye roll. We all started somewhere. This openness, the willingness to take time, to answer their questions and make them comfortable takes a maybe standard experience and makes it remarkable. They know they’ll be welcomed and heard. This, to me, is the highest level of hospitality. What a thing it is to be a steward in someone else’s wine journey. What a privilege to foster the ‘light bulb’ moment of wine. 

  All these things blended together add up to a high-quality visit to your tasting room. Vision, education, ethos, and regionality are things that need to be learned. A guest may forget exactly what malolactic fermentation is, but they won’t forget the uniqueness of a grape that’s harvested at midnight on the shores of a nearby lake, or if the winemaker’s mother makes the bread used for their private tastings. Those details will stick with them long after their visit ends.

  As approachable as we can make wine, the better. The ‘pinky up’ stereotype permeates the wine world and often makes it so that inexperienced drinkers are terrified to dip their toe into the barrel. Staff training, educational documents, supporting videos, and customer roleplay set up any tasting room for success. Foster and nurture your staff. Encourage them to fold the wines in your portfolio into their everyday life with their favorite dishes and foods.

  We’re here to offer more than just a product — we’re here to offer a purpose, an experience. And that experience begins with your people. It’s your staff who make the wine approachable, memorable, and meaningful — and that kind of impact doesn’t happen without education. Yes, the wine may bring guests back, but it’s the staff who shape the experience and give it lasting value. There’s no better feeling than seeing a returning guest light up as they share what they learned during their last visit — how they used that knowledge, and how proud they were to pass it on to friends.

  Developing a strong, well-rooted wine education program can transform every aspect of your tasting room. Its impact will resonate throughout your business — from your team’s confidence to the guest experience. I encourage every tasting room to grow collectively: hold regular tastings, ask thoughtful questions, and invest in ongoing education. That commitment to knowledge and care is something your guests will notice — and remember. Because in the end, it’s not just about what you pour — it’s about what you share.

 About the Author

  Rachel Brown is a Level 2 Sommelier with over nine years of experience in the wine industry. Certified by WSET, ISG, and the Napa Valley Wine Academy, Rachel has dedicated her career to curating exceptional wine experiences — from building tasting rooms and leading educational classes to hosting intimate private dinners. Her passion lies in making wine approachable, engaging, and unforgettable for everyone she meets. Outside of her work in the wine industry, she enjoys reading, writing, and spending time with her husband where they live in West Chester, PA.

Why Less Visitation to Wine Country Is Everyone’s Problem

Cyndi

By: Susan DeMatei – WineGlass Marketing

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.

What Is the Problem?

  When we look at why wine sales are down, we can break it into three core factors:

•    Frequency


•    Volume


•    Abstinence


  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.

Who Is the Problem?

  Demographic data shows us where the decline hits hardest—and where there’s still potential.

chart showing decrease in wine consumption coming from ages 65+

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.

How Do We Encourage Premium Wine Purchase?

  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.

Where Do These Gateway Moments Happen?

  According to the Wine Market Council, the most common place consumers discover wines over $20?

Wine country.

chart showing travel is an important introduction to wine

  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.

Why This Matters

  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.

But Here’s the Catch

  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.

chart showing novice and infrequent drinkers less likely to go to wine country

  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?

•People who buy $50+ wines


•Those who own 25+ bottles


•Wine experts


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?

What Now?

  To grow our consumer base, wineries must take this data seriously. That means:

•Lowering the barriers to entry with more accessible, welcoming, and inclusive experiences


•Designing immersive, unforgettable visits that educate and inspire


•Investing in storytelling, hospitality, and connection—the things that can’t be bottled, boxed, or shipped


In Summary

  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.

  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 13thyear, 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.

the power of storytelling

Beyond the Tasting Room

Cyndi

How to Build a Visual Content Ecosystem That Powers Your Sales Team

By: Jake Ahles | Morel Creative

The average winery pours countless hours and dollars into its tasting room experience. From curated lighting to seasonal menus, from bottle shots to Instagram Reels, everything is designed to draw the consumer in and create a memorable moment.

But Here’s the Hard Truth: If your storytelling ends at the tasting room door, you’re leaving growth on the table.

Your Sales Team: Whether it’s internal reps, distributor partners, or national brand ambassadors are out in the world every day pitching your wines. And far too often, they’re doing it without the assets, clarity, or tools they need to succeed.

  If they don’t know your brand story inside and out—and if they don’t have the right media to help them tell it—you can’t expect them to win placements, gain traction, or build long-term buyer relationships.

THE PROBLEM

Inconsistent Storytelling & Missed Opportunities

We hear this from sales teams all the time:

•    “I know the wine is good and the story rocks, but me telling it isn’t as powerful as showing it.”

•    “I wish I had a some visual assets I could send after meetings to follow up on specific buyer questions.”

•    “We need something that shows the vibe of the brand, not just a sell sheet.”

The Reality is: Great wine doesn’t sell itself, Great storytelling does. Especially when it’s consistent, engaging, and accessible to every person representing your brand.

  Yet most wineries still treat content as a siloed marketing task or a consumer-only asset. Sales decks are made once and forgotten. Distributors are left hunting for old PDFs. Brand videos, if they exist, live on YouTube instead of in rep-ready form.

There’s a better way. We call it a Content Ecosystem.

THE SOLUTION

A Content Ecosystem That Powers Sales

A content ecosystem is a structured library

of storytelling assets that:

•    Trains and equips your sales team.

•    Supports buyer meetings and follow-up.

•    Drives consumer pull-through.

•    Keeps your brand story consistent

      across all markets.

  We first rolled this out with a globally recognized non-alcoholic spirits brand during their North American expansion. The brand needed a way to align regional sales reps, educate distributor teams, and ensure a consistent brand message—no matter who was telling the story. As the brand entered new markets, they needed a way to align regional sales reps, educate distributor teams, and ensure a consistent brand message—no matter who was telling the story.

  Morel Creative built out a strategic media ecosystem that did just that.

What It Looked Like in Practice

  The brand was scaling rapidly, and with that came a new challenge: ensuring that every account manager, field rep, and bartender ambassador was telling the same compelling brand story.

The Content Ecosystem included:

•    Short-form brand story videos that could be played in meetings or texted as follow-ups.

•    Product-focused micro-content to showcase each SKU’s unique benefits.

•    Digital-ready pitch decks with visuals, soundbites, and sell-in talking points.

•    Interactive training modules so reps could absorb brand language on their own time.

•    A centralized media library so no one ever had to ask, “Do we have a bottle shot?”

  The result? Not only did reps feel more confident in the field, but they also had the tools to follow up with purpose, using targeted assets based on what came up in buyer meetings.

Why Wineries Need This Now

  In today’s hyper-competitive wine landscape, it’s not just about making great wine. It’s about making it easy for other people to believe in your brand and then tell its story effectively and consistently.

  That means building a media ecosystem that does more than just look good.

IT TRAINS

•    Your sales team learns how to talk about the brand.

•    They understand what makes each wine unique.

•    They feel confident walking into meetings or events with a story to tell.

IT SELLS

•    Buyers get clean, compelling follow-ups.

•    Brand story videos or vineyard content reinforce what was discussed.

•    Restaurant and retail staff have tools to hand-sell your wine to customers.

IT SCALES

•    New sales reps onboard faster.

•    Distributors can self-educate and stay aligned.

•    Your brand message remains clear in California and Connecticut.

Anatomy of a Content Ecosystem for Sales

  Here’s what a modern winery’s sales content ecosystem might include:

1. Brand Story Video

•    60–90 seconds.

•    Shows the people, place, purpose, and product.

•    Ends with an invitation to carry or try the wine.

2. Product Highlight Reels

•    Quick videos (15–30 seconds) that focus on tasting notes, sourcing, pairings, or seasonal context.

•    Perfect for email follow-ups or social sharing.

3. Digital Sales Deck

•    Slides with concise story points, strong visuals, and QR codes to videos or training links.

•    Pitchable in-person or over Zoom.

4. Asset Library

•    Bottle shots, label art, brand bios, winemaker photos, awards, etc.

•    Organized and shareable via Dropbox, Google Drive, or a custom portal.

5. Follow-Up Toolkit

•    Templated email scripts.

•    Suggested video or content to send

      post-meeting.

•    Customizable based on buyer interest (e.g., sustainability, food pairings, origin story).

6. Internal Training Materials

•    One-pagers for reps.

•    Brand language cheat sheets.

•    Internal-use video walk-throughs of key storytelling points.

REAL RESULTS:

What Happens When You Support the Whole Funnel

  When you invest in your sales-side content, here’s what typically improves:

•    Faster onboarding for new reps.

•    Better brand recall during meetings.

•    Stronger trade relationships (because buyers feel like you “get it”).

•    Higher conversion rates post-pitch.

•    More consistent brand experience from the tasting room to the restaurant floor.

•    And most importantly: More cases sold.

FINAL THOUGHTS

Make Your Story Easy to Sell

  You already know that wine is an emotional product. People buy it because of how it makes them feel—the story it lets them tell.

  That applies not just to consumers, but to buyers, distributors, and floor staff. If you can give them a story they believe in—and the tools to tell it well—you’ll stop relying on charisma alone and start seeing real momentum.

So the question is…

•    Have you equipped your team to sell the story as well as they sell the wine?

•    Do you have a follow-up plan after a meeting ends?

•    Is your brand message consistent, clear, and easy to repeat?

  If not, it’s time to build a content ecosystem that works as hard as your wine does.

Because great stories don’t just inspire. They sell!

man pouring wine in crowded place

The Overlooked Audience

Cyndi

Crafting Content for the Trade Buyer, Not Just the Tasting Room Visitor

By: Jake Ahles | Morel Creative

When most wineries think about marketing, they picture the tasting room. The sunlight hitting a glass of Chardonnay just right, the quiet hum of conversation over charcuterie boards, and the swirl of a wine glass in a slow-motion Instagram reel. And all of that matters. The tasting room experience is a vital part of your direct-to-consumer (DTC) strategy. But here’s the truth:

  If your brand storytelling ends at the tasting room door, you’re leaving serious growth on the table.

  In the race to capture consumer attention, many wine brands overlook the audience that actually determines whether their product ever reaches a consumer at all: trade buyers.

  We’re talking about distributors, wine directors, independent bottle shop owners, bar managers, restaurant groups, and even grocery buyers. These are your first customers. If they don’t say yes, the end consumer never gets a chance to.

  And yet, these gatekeepers are often left out of the brand story.

The Misconception: Great Wine Sells Itself

  Too many wineries assume that product quality alone will earn them placements. They think if they craft exceptional wine, people will discover it. But we live in a world with over 11,000 wineries in the U.S. alone. Shelf space is finite. Distributor portfolios are crowded. And the days of a buyer being charmed into carrying a wine based on passion alone are fading.

  What buyers need is confidence. Confidence that your wine will sell. Confidence that your brand is compelling. Confidence that your team is organized and supportive.  And that’s where your content comes in.

The Real Audience: Who Trade Content Needs to Serve

  Unlike tasting room visitors, trade buyers aren’t there for the vibes. They have minutes—sometimes seconds—to assess whether your wine belongs in their portfolio, store, or menu. Their questions are straightforward:

•    Can I sell this?

•    What makes this wine different?

•    Will my staff be excited to support it?

•    Do I believe in this brand enough to put my name next to it?

  They’re looking for clarity, professionalism, and a story that resonates with their own goals.

  This means your brand needs to translate not just what you do, but why it matters in a way that makes buyers want to be part of it.

What Trade-Ready Content Looks Like

  Let’s break down a few key content types that wineries should develop to support trade sales:

Sell Sheets:  These are one-pagers that provide a quick, compelling overview of your wines. Think of them as your brand’s business card for the trade.

What they should include:

•    Brand origin + quick story

•    Tasting notes and varietal details

•    Vintage information

•    Winemaker philosophy

•    Production method highlights

•    Key selling points (e.g., sustainability, accolades, unique terroir)

•    Pricing tiers (if appropriate)

•    Contact info

  Well-designed sell sheets make it easy for a distributor to pitch your wine or for a restaurant buyer to remember why they were interested.

Trade Brand Decks:  These go a step further than a sell sheet. Think of this as your 5-slide pitch to buyers, distributors, and trade media. It should clearly walk through your brand story, differentiators, lineup, and value proposition.

Pro tip: Keep it visual. Let photos from the vineyard, cellar, or team do the heavy lifting.

Digital Asset Library:  Have you ever had a buyer or distributor ask, “Do you have a bottle shot I can use for the menu?” “Can you send me a tasting note for this new wine?”

  A well-organized asset library solves that problem before it starts.

What to include:

•    Label art (front + back)

•    Bottle and lifestyle shots

•    Winemaker bios + headshots

•    PDF sell sheets

•    Logo files

•    Social media handles and hashtags

•    Content THEY can use in their social media

  Make this a Dropbox, Google Drive, or hidden page on your website. Keep it updated. Your trade partners will thank you.

Trade-Focused Video Content:  Not everything has to be super polished—but a short video of your winemaker introducing the lineup, or a vineyard walk-through during harvest, can go a long way. These give buyers and staff a sense of connection to your team and story.

Idea: A “60-Second Why” video for each SKU—just enough to help a sales rep or sommelier talk about your wine with confidence.

Messaging That Moves Product

  Effective trade content has to do more than share information. It has to make your brand easy to believe in. Here are three messaging pivots to consider:

Lead With Differentiation:  Don’t just describe what your wine is. Tell us why it’s different. Maybe it’s a rare varietal, or the vineyard sits at an unusual elevation, or you’re using old-world techniques in a new-world region. Lead with what makes you distinct.

Translate Story Into Sales Language:  Instead of saying: “This Syrah is made with whole cluster fermentation to honor Rhône traditions.” Say: “Whole cluster fermentation brings out spice and structure, making this Syrah a perfect fit for wine bars and steakhouse pairings.”

  Make it easy for a buyer to connect your wine to their goals.

Align With Their Pain Points:  Do you offer flexible ordering? Small production lots? Are you sustainably certified? Find the angle that makes a buyer’s life easier—not just more romantic.

Don’t Just Educate. Empower:  Your job isn’t just to tell trade buyers about your wine. It’s to make them feel like they can sell it.

That means providing:

•    Talking points staff can use on the floor

•    A short brand story that’s easy to repeat

•    Visuals that make your wine stand out in a crowded list

•    A follow-up plan to keep the conversation going

  When you make it effortless for a wine director or floor manager to fall in love with your story and sell it through to the end consumer, you win twice.

Support Your Distributors

(Don’t Just Expect Them to Hustle)

  Distributors want to believe in the brands they carry—but they also need help. Your wine might be one of 800 in their book.

 The brands that get mindshare

(and menu placements) are the ones that:

•    Provide relevant, easy-to-use content

•    Follow up consistently and professionally

•    Give them tools to close the sale

  Send quarterly updates. Share stories they can pass along. Create an internal-facing video or deck designed just for distributor reps. That content is an extension of your sales force.

Why Trade Content

Drives Brand Growth

Here’s the big picture:

•    You only get so far selling one bottle at a time in the tasting room.

•    Trade partners multiply your reach.

•    The right content unlocks new placements, stronger relationships, and faster reorder velocity.

  When you empower trade buyers to tell your story, you extend your brand’s influence. You create a network of advocates who can speak your truth without needing to memorize a script. And you become more than a label—you become a trusted partner.

Final Thoughts: Make It Easy to Say Yes

  Trade buyers aren’t trying to make your life harder. They’re just trying to make smart, confident decisions. When your content does the work of distilling your story into clear, useful, action-oriented materials, you make it easy for them to say yes.

  So go ahead, keep refining your tasting room experience. Keep telling your vineyard story to consumers. But also:

•    Build that sell sheet.

•    Record that quick video.

•    Organize that asset folder.

  Your future buyers are waiting. Give them a reason—and the resources—to believe in you.

  Make your content as intentional as your winemaking. And watch the trade say yes.

Business People Together Communication Concept

Sipping Beyond Tradition

Cyndi

The Rise of Alternative Beverages in Wine Tasting Rooms

By: Susan DeMatei – WineGlass Marketing

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 question now isn’t whether tasting rooms should adapt to these new offerings, but how they can complement the core identity of wine while capturing the attention of a broader audience.

Changing Consumer Preferences

  Several studies have shown that modern consumers, particularly Millennials and Gen Z, are more inclined toward moderation in alcohol consumption. According to NielsenIQ’s 2022 report, the non-alcoholic beer, wine, and spirits market grew by more than 20% in a single year, reflecting a growing demand for alternatives. This shift is due to increased focus on health and wellness, but it’s also about balance and variety. Younger consumers are seeking experiences that offer the same sophistication as traditional wines without the alcohol.

Bar Graph showing sales of better-for-you alcohol in the United States from 2018-2022

  Interestingly, most affluent Millennials and Gen Zers live in urban areas. A Statista report found that 88% of Millennials live in metropolitan regions, making trips to wine country a sensory vacation from city life. For many, it’s about more than the wine—nature, sunshine, and quality time with family and friends are just as much part of the appeal. This shift is influencing how wineries engage visitors who might not come solely for the wine but for the full experience.

  And speaking of family, this cohort is also more likely to incorporate family members—whether it’s 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 an article by Forbes, Gen Z’s relationship with alcohol is described as different from previous generations. They drink less overall and are more likely to incorporate alcohol-free alternatives into their socializing. In response, many wineries are stepping up to meet this demand by expanding their tasting room offerings to include non-alcoholic wines and low-alcohol beverages.

  For wineries, the introduction of 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.

Non-Alcoholic Wines or Food: A Growing Trend

  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 Leitz 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.

  The concept of pairing food with non-alcoholic wine is also gaining momentum, providing a full sensory experience for those who want to enjoy wine’s role in a meal without the alcohol. For wineries, offering non-alcoholic options means they can host guests for a more diverse range of events, from brunches to business lunches, where alcohol might not be appropriate.

Frosé and Wine Cocktails: Fun with a Twist

  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.

The Rise of Low-ABV Beverages

  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.

The Business Case for Alternative Beverages in 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.

  A Silicon Valley Bank report on the wine industry emphasizes that customer loyalty is increasingly driven by memorable, personalized experiences. Offering alternative beverages opens the door to a broader demographic, allowing wineries to foster deeper connections with guests.

The Future of Tasting Rooms

  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.

  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 12th 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.

Grape background

The Power of Intentional Photography in Vineyard Marketing

Cyndi

By Jake Ahles: Building Legacies at Morel Creative

The glisten of morning dew on grape leaves. Mist rolling through the vineyard. The scent of wet earth. As a vineyard owner, you know that wine is more than just a beverage—it’s a story. Each bottle carries the journey of the grapes, the land, and the winemakers themselves. From the soil where the vines grow to the craft behind the scenes, your vineyard has a story worth sharing. Whether rooted in tradition or leading the way with sustainability, the story you tell shapes how customers see your brand.

  But here’s the truth: if you think it’s only about the photos, you’ve missed the bigger picture. High-quality photography is not just about creating beautiful images—it’s about capturing the essence of your vineyard and connecting with your audience. It’s a tool to set your vineyard apart, claim your space in the market, and firmly plant your flag—your terroir—in a competitive industry.

Why Intentional Photography Matters

  High-quality photography doesn’t always mean high production (though that often delivers the best results). It’s about being purposeful with what your visuals say. Just like you carefully nurture your grapes to create exceptional wine, your photos need to be crafted to reflect your vineyard’s unique story. Intentional photography shows customers what makes your vineyard special and builds a connection that keeps them coming back.

The Four Cs of Vineyard Branding

  A strong vineyard brand is built on the Four Cs: Clarity, Consistency, Connection, and Cohesion.

•    Clarity ensures your audience understands what sets your wines and vineyard apart—whether it’s your sustainable practices, your winemaking expertise, or the story of your land.

•    Consistency reinforces this story across all platforms, from social media to tasting room decor. A unified message builds trust with your customers.

•    Connection happens when your visuals spark emotion. A golden sunset over the vines or a candid shot of your team bottling wine can create a bond with your audience.

•    Cohesion ties everything together. Aligned visuals and messaging across every platform create a seamless, unforgettable brand experience.

  When done right, the Four Cs turn casual visitors into lifelong advocates.

Build Emotional Connections Through Photography

  Photos tell the story of your vineyard, creating a lasting emotional connection. Here’s how intentional photography brings your story to life:

Showcase Your Vineyard’s Beauty: Highlight stunning moments in every season. Early morning mist, vibrant harvest scenes, and sunsets over the vines invite customers into your world.

Reveal the Craftsmanship: Give your audience a behind-the-scenes look at winemaking. From grape picking to bottling, let them see the artistry and care that go into every bottle.

Capture the Tasting Room Experience: Use photos to highlight the warmth and hospitality of your tasting room. Make viewers feel like they’re already there, tasting your wine and enjoying the moment.

Where to Use High-Quality Photography

  Photography has the power to transform your marketing when used strategically. Here’s where it can make the biggest impact:

Website and E-Commerce: Professional images increase perceived value and encourage online purchases.

Social Media: Eye-catching visuals help your posts stand out and grow your audience.

Email Marketing: Beautiful images boost open and click-through rates in newsletters.

Point-of-Sale Materials: From brochures to shelf talkers, visuals influence in-store purchasing decisions.

PR and Media: High-quality photos make your vineyard shine in media coverage.

  Best Practices for Vineyard Photography

  Want your photos to make an impact? Follow these best practices:

Hire Professionals: Experienced photographers know how to capture the unique charm of vineyards.

Highlight the Seasons: Show the beauty of your vineyard year-round, from budding vines in spring to harvest in fall.

Tell Your Story: Focus on moments that reveal your vineyard’s values, traditions, and people. Including people in your photos add a human connection.

Diversify Your Content: Use a mix of wide vineyard shots, close-ups of grapes and wine, and candid lifestyle moments to tell a complete story.

Work with Experts: Collaborate with visual strategists to align your photography with your overall brand narrative.

Lighting: Natural lighting is your best friend in vineyard photography. Aim for golden hour shots to capture the warmth and serenity of your landscape, or overcast days for even lighting.

Leveraging Photography Across Marketing Channels

  Investing in professional photography is just the first step—knowing how to use those visuals effectively across your marketing channels is what brings your brand to life and maximizes your investment. Here are some ways to integrate intentional photography into your vineyard’s marketing strategy to captivate your audience and drive results.

Website and Digital Presence: Your website is often the first impression potential customers will have of your vineyard. Use stunning landscape shots for your homepage banner to immediately draw them in, and pair behind-the-scenes imagery with storytelling on your “About Us” page to highlight your vineyard’s heritage, values, and craftsmanship. High-quality product photos are essential for online wine shops, helping customers feel confident about their purchase before even tasting your wine.

Social Media Engagement: Social media platforms like Instagram and Facebook thrive on visual storytelling. Consistent, cohesive imagery establishes your brand’s aesthetic and builds trust with your audience. Post dynamic shots of harvest season, candid moments with your team, or even drone footage of your vineyard to showcase its scale and beauty. Don’t overlook trends like Instagram Reels or TikTok videos, which offer opportunities for short, engaging content that resonates with younger, experience-driven audiences.

Email Marketing Campaigns: A compelling photo can make your email campaigns stand out in crowded inboxes. Whether it’s a winemaker holding a glass of their latest release or an inviting table set for a tasting event, visuals paired with enticing copy create a sense of connection and urgency that drives clicks and sales.

Advertising and Beyond: When running paid ad campaigns, high-quality visuals are critical. Whether on social media, Google Ads, or print media, polished photos grab attention and communicate your vineyard’s dedication to quality and authenticity.

  By thoughtfully leveraging professional photography across these channels, you’ll not only elevate your brand’s visibility but also create meaningful connections with your audience.

The Evolution of Vineyard Marketing in a Digital Era

  The wine industry is more competitive than ever, and traditional marketing alone isn’t enough to stand out. Digital platforms like Instagram and TikTok have changed the game, making visual storytelling essential. For example, some vineyards are creating ‘day-in-the-life’ reels, taking viewers through picturesque landscapes, grape harvesting, and intimate moments in the tasting room, which resonate with millennial and Gen Z audiences.

Why It Matters:

•    Social media algorithms prioritize high-quality visuals, helping your content reach more people and grow your brand.

•    E-commerce customers are more likely to buy wines they feel emotionally connected to. Beautiful visuals create that connection.

•    Younger audiences value experiences. Photos that transport them to your vineyard can inspire them to visit or order your wine online.

  Investing in intentional photography and video for digital platforms helps you reach new audiences while staying true to your roots.

Why Photography Is Worth the Investment

  It’s easy to think of photography as an expense, but it’s actually one of the smartest investments you can make. Your wine tells the story of your land, your history, and your dedication. High-quality visuals ensure that story is heard, felt, and remembered by everyone who experiences your brand.

Professional photos can:

•    Attract more visitors to your tasting room.

•    Boost online sales by creating a polished

      e-commerce presence.

•    Build customer loyalty through emotional

      storytelling.

•    Increase media coverage and brand visibility.

Claim Your Place in the Market

  Every vineyard has a story, but not every vineyard tells it well. High-quality photography bridges the gap between your story and your audience. It’s how you connect with customers, showcase your unique values, and claim your place in a competitive market.

  Intentional photography is more than just beautiful images. It’s a tool to capture your vineyard’s legacy, communicate your passion, and ensure your story is remembered for years to come. By investing in photography, you’re investing in the future of your vineyard.

How to Stay Relevant in Dry January!

Cyndi

It’s not About You; It’s About Them.

chart showing share of respondents participating in dry january

By: Genesis Castañeda – WineGlass Marketing

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. 

It’s happening. We can’t stop it!

  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

The Will is Weak

  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.

Focus on Your Brand, Not Your Product

  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.

Hosting Events Beyond the Bottle

  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.

Sharing Stories That Inspire Connection

  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.

Conclusion

  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.

  Genesis Castañeda works for WineGlass Marketing; the largest full-service, award-winning marketing firm focused on the wine industry. Now, in its 13th year, the agency offers assistance to domestic and international wineries in all areas of strategy and execution. WineGlass Marketing is located in Napa, California, and can be reached at 707-927-3334 or wineglassmarketing.com

Fatten the Offer: Further Your Reach Through Strategic Partnerships

Cyndi
gears with words strategic and partnership

In the increasingly competitive world of wine, producers are continually seeking new ways to expand their awareness with media, trade and consumers. One of the most effective strategies that wineries can use to broaden their presence is through partnerships with other wineries that have a common thread. Through collaboration, wineries can leverage new opportunities, strengthen their offer and build a better rapport with journalists who constantly try to stay impartial.

Media Roundtables

  Whether virtual or in-person, intimate roundtables with top tier media is a really good way to connect with writers and get your wine in front of the right people. Less is more is the motto. While filling a room with 300 people might seem productive, it often isn’t since organizers end up inviting random people who will not bolster your brand (an Instagram story of your wine label does not move the needle).

  An effective way to sweeten your offer to journalists and trade is to partner with another winery that shares a common thread with you. For example, you could organize a seminar on U.S. domestic Petit Manseng and partner with wineries across the U.S. who produce this grape at the same or better quality level than you. This engages writers because they will get to taste a few versions of the grape from different producers, and when they publish their piece, each winery will be included. While this does not result in a solo feature of your brand, it creates an engaging story that helps consumers and trade understand the category as a whole through the lens of your winery. Journalists (at least the best ones) also love to stay impartial and by partnering with several wineries, it helps them convince their editors to approved the story.

  These events are integral to building a winery’s reputation and attracting new customers. Partnering with another winery for a joint tasting event offers an excellent opportunity to showcase each other’s products to a wider audience. Such collaborations can also involve local festivals, wine fairs, or even private events where wineries share a booth or organize a group tasting.

  One of the big reasons Argentina was able to grow so quickly in quality and recognition over the course of 20 years (whereas places like Burgundy took hundreds) was through collaboration. Sure, there’s competition between the wineries in terms of sales and route to market, but the energy within the domestic industry is one of sharing technology, space in the media market and discussions on how to advance the region in global markets. Roundtable discussions in the U.S. market with a panel of Argentinean producers was one of the big ways they were able to do that.

  Partnerships could also take the form of press trips. It helps reduce cost and bring people to your vineyards. For example, you could have two wineries in Virginia band together and organize a trip and split the work. First, find the common thread between both producers and conduct outreach to get media and/or sommeliers to the wineries and develop an engaging itinerary. It is intriguing for media to have the ability to learn from two or more producers and come back to their table with a story to tell.

  Other strategic partnerships don’t have to include partnering with a wine producer. For example, in 2024 the McBride Sisters Collection partnering with Colgate Optic White in a very successful campaign. For $50, the Central California and New Zealand producer sold their red blend with Optic White Overnight Whitening Pens. It was a smart way to promote the wine but also touch upon a big worry for some people: wine stained teeth! This gets to a new audience without the high costs typically associated with traditional advertising.

  Similarly, wineries can collaborate with local hotels, resorts, or tourism companies to offer package deals, such as weekend stays that include winery tours and tastings. These partnerships expose the wineries to tourists and out-of-town visitors who may not have otherwise been aware of them. By associating their brand with other quality local businesses, wineries can increase their credibility and attract customers who are already engaged with other aspects of the local economy.

Conclusion

  In an industry that relies heavily on brand recognition and customer loyalty, winery partnerships can be an effective way to expand reach, enhance brand awareness, and drive growth with editors. Whether through co-branding initiatives, collaborative events, distribution deals, or digital campaigns, the opportunities for wineries to work together are plentiful and can result in significant benefits for all parties involved. By forming partnerships with other wineries, wineries not only increase their exposure but also contribute to a broader sense of community within the wine industry, which ultimately benefits everyone from the producer to the consumer.

Why U.S. Wine Labels Leave Consumers in the Dark

Cyndi
three black wine bottles with blank lables

By Greg Martellotto

As an Italian Wine Ambassador and a winemaker, I’ve had the privilege of immersing myself in the world of wine from both sides of the glass. While the complexities of terroir and the delicate art of winemaking have captivated me for years, a growing concern has emerged: the glaring lack of transparency in the U.S. wine industry. It’s a subject that not only perplexes but frustrates me as both a producer and consumer of wine.

While Americans have become increasingly conscious of the ingredients in their food and beverages, wine—a product enjoyed by millions across the country—remains shrouded in mystery. Unlike most other consumables, wine in the United States escapes the rigorous scrutiny of nutrition and ingredient labeling. This lack of transparency is not only puzzling but also problematic in an age where consumers demand to know what they’re putting into their bodies. With every other product, from packaged snacks to soft drinks, offering detailed breakdowns of ingredients and nutrition facts, the wine industry stands out as a notable exception. It’s time we ask: why is wine treated differently?

The Opaque Reality of U.S. Wine Labels

To truly understand the issue, we need to consider the labeling regulations—or lack thereof—that govern wine in the United States. Current U.S. regulations primarily focus on alcohol content, producer information, and origin, leaving out crucial details such as ingredients, additives, and nutritional information. This is in stark contrast to the global trend toward transparency, particularly in Europe, where wine labels often provide comprehensive nutritional and ingredient information.

The European Union, for example, has recently moved toward implementing mandatory ingredient and calorie labeling for wine. Consumers in the EU can expect to see labels indicating the use of preservatives, stabilizers, added sugars, and other additives. This trend is not just limited to wine but applies across the food and beverage sector, reflecting a broader consumer demand for transparency and informed choice.

In the U.S., however, wine labeling remains woefully outdated. Consumers are often unaware of the dozens of additives that could be present in their wine—ranging from sulfur dioxide, which is used as a preservative, to Mega Purple, a concentrated grape juice used to enhance color and sweetness. These additives are legal and commonly used in winemaking, yet most consumers have no idea they exist, let alone how they might affect their health.

Hidden Ingredients in Plain Sight

Wine is a natural product at its core: grapes are harvested, crushed, fermented, and aged to create the drink we love. But winemaking, especially at the industrial scale, can involve a variety of processes and additives that are far removed from the idyllic image of grapes ripening under the sun. Additives such as fining agents, preservatives, flavor enhancers, and colorants can all be used to achieve a desired taste, texture, or appearance. In some cases, additional sugar is added to adjust the sweetness of a wine, while acids might be used to alter its pH level.

One of the most glaring omissions on U.S. wine labels is the amount of sugar in the wine. While consumers are increasingly aware of sugar content in other beverages, many wines, including those marketed as “dry,” can contain significant amounts of residual and added sugars. These sugars can contribute to the flavor profile, but for consumers trying to watch their sugar intake, this lack of information can be problematic. When consumers think they are choosing a dry wine with little to no sugar, they may be unwittingly consuming sugar that has been added to balance flavors or boost sweetness.

This issue of hidden sugars is compounded by the lack of clarity about other additives. Many consumers would likely be surprised to learn that certain mass-produced wines contain additives like artificial coloring agents, flavor enhancers, and clarifying agents like egg whites or gelatin. Some of these additives can trigger allergies or intolerances, yet without ingredient labeling, consumers are left in the dark.

I had sent Napa Cabernet for independent testing, marketed as “dry,” contained 10g/L residual sugar–information the winery deemed proprietary. This raises transparency concerns, especially with “American wine” requiring just 75% U.S. grapes and Napa Cabernet needing only 75% Cabernet Sauvignon. Grocery stores and large producers exploit these loose regulations, leaving consumers in the dark about the contents of their bottles.

The Case for Transparency

Why does this lack of transparency persist in the U.S. wine industry? The answer is multi-faceted, involving a combination of industry resistance, historical precedent, and regulatory inertia. The wine industry has long argued that listing ingredients on labels would complicate the winemaking process and confuse consumers. There is also a concern that ingredient labeling could expose the use of additives, which might deter consumers who prefer a more natural product. However, these arguments overlook a growing trend: consumers want transparency and are capable of understanding it.

The U.S. Food and Drug Administration (FDA) requires nutritional labeling for almost all packaged food and drink products, yet wine remains under the jurisdiction of the Alcohol and Tobacco Tax and Trade Bureau (TTB), which has less stringent requirements. This bifurcation in regulatory oversight is a key reason why wine labeling standards have lagged behind other industries. While the TTB enforces rules related to alcohol content and certain health warnings, it does not mandate the same level of ingredient disclosure required for non-alcoholic beverages.

The European Union’s recent push for ingredient and calorie labeling offers a compelling case study. There, winemakers are embracing the move toward transparency, recognizing that it can build trust with consumers. Far from confusing the marketplace, these new labels are empowering consumers to make informed decisions based on their dietary needs and preferences. For producers who prioritize quality and sustainability, these labels offer an opportunity to differentiate their products in a crowded market.

Consumers are increasingly drawn to wines that are organic, biodynamic, or made with minimal intervention, and transparent labeling can help highlight these qualities.

The Benefits of Transparency

As a winemaker, I understand the importance of building trust with my customers. For me, transparency is not just a regulatory obligation; it’s a philosophy. When I craft my wines, I strive to use the highest quality grapes and minimal intervention. I believe consumers deserve to know exactly what goes into their bottle. This is why I’ve always been open about my practices, even without a legal requirement to do so.

Transparency in labeling could offer a range of benefits, both for consumers and the industry at large. For consumers, it would allow for informed decision-making. People with dietary restrictions, allergies, or simply a desire to consume fewer additives could choose wines that align with their preferences.

Nutritional information, particularly calorie counts and sugar content, would also help consumers make more informed choices about their alcohol consumption. In an age where consumers can instantly access information about virtually anything via their smartphones, the lack of detailed labeling on wine bottles feels increasingly out of step with the times. For the wine industry, transparency could foster innovation and differentiation. Winemakers who prioritize quality, sustainability, and minimal intervention would have the opportunity to showcase their products to a discerning consumer base. As consumers become more aware of the contents of their wine, they will naturally gravitate towards brands that align with their values. This could encourage more producers to adopt sustainable practices and reduce the use of unnecessary additives.

Moreover, transparency could help dispel some of the misconceptions about wine. For years, the wine industry has been hampered by conflicting studies about the health impacts of wine consumption. By providing clear, consistent information about what is in the bottle, the industry could contribute to a more nuanced understanding of wine’s role in a healthy diet. Consumers who are concerned about sugar, additives, or alcohol content would have the information they need to make choices that align with their health goals.

The Road Ahead

Implementing mandatory nutrition and ingredient labeling for wine in the U.S. will undoubtedly require adjustments from the industry. Producers will need to invest in new labeling systems and, in some cases, reformulate their wines to reduce the use of additives. However, the potential benefits far outweigh the challenges. By embracing transparency, the wine industry can build trust with consumers, foster innovation, and elevate the entire sector.

The time has come for the U.S. to catch up with the rest of the world. Mandatory nutrition and ingredient labeling for wine is not just a matter of consumer rights; it’s also an opportunity to elevate the industry. Let’s uncork transparency and usher in a new era of consumer trust in the U.S. wine industry.

Greg Martellotto is a winemaker, Italian Wine Ambassador, and the founder of Big Hammer Wines.