Category: Marketing

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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.

A Generational Guide to Customer Journeys and Shopping Habits

Cyndi

 By: Susan DeMatei – founder of WineGlass Marketing

Let’s be real—every generation shops differently. Boomers? They’re all about the in-store treasure hunt, but Gen Z and Millennials are navigating their purchase journeys with the ease of a swipe. In a world where everything’s one click away, that in-person experience better bring something extraordinary to the table if you want to capture their attention.

How Each Generation Shops

  According to DigiMarCon, you’re leaving money on the table if you focus only on driving sales through the tasting room. Boomers prioritize price and quality, while Gen Z and Millennials want more—think influencer recommendations, charitable connections, and community engagement. It’s not just about the product anymore; it’s about the vibe around it.

Chart showing what factors are a part of your purchase decision top 8

  When it comes to what influences purchasing decisions, each generation has its own quirks. Boomers, ever-practical, still base their choices mostly on price and quality. But our younger friends, Gen Z, and Millennials are adding more layers to the decision-making process, with charitable donations and influencer recommendations creeping up as key factors. They’re showing us that shopping isn’t just about the product anymore—it’s about the impact, community, and vibe around it.

  Ethical transparency? That’s a win across the board. Interestingly, across all age groups, ethical considerations are gaining traction. Gen Z and Millennials especially want to know where their dollars are going—whether it’s helping the planet or supporting a good cause. People are looking at how brands treat their employees, their environmental policies, and whether they have an active, engaged community. It’s clear that brands who are transparent and ethical have an edge in today’s market. After all, why not buy from a company that makes you feel good about your purchase, right?

  Bottom line? People are buying with their hearts and wallets these days.

Where Do Consumers Find Products?

  The research highlights key differences in where consumers from different generations go to discover products. Given that Gen Z and Millennials are digital natives, social media, search, and YouTube ads are key for reaching them, while Gen X and Boomers tend to favor TV, search, and retail (in person).

chart showing where do consumers discover products

  It’s all about meeting people where they are. For Gen Z and Millennials, that’s online, but Gen X and Boomers still like their TV and in-store browsing even if they’re starting to make that digital shift. And when it comes to making that purchase? Boomers are still team “in-store,” while the younger crew leans toward Amazon, websites, and even social media shops.

  All generations still buy products at a store. However, the research indicates that the preference for in-store purchasing decreases significantly with age. As we would suspect, buying online from retailers and directly from a brand’s website is also high on the list of preferences when it comes to shopping.

It is An Omnichannel World

  As the wine industry pivots from Boomers to younger generations, having an omnichannel strategy is essential. Gen X and Millennials are bouncing between tasting rooms and online shopping like it’s second nature. Does your marketing reflect that?

Gen Z Shopping Habits:  This crew is glued to their phones—social media and digital discovery are king. TikTok, Instagram, and YouTube are their top platforms. Brands that take a stance on social issues get major brownie points with 50% of Gen Z, so don’t be afraid to get vocal.

Millennial Shopping Habits:  Millennials aren’t too far off from Gen Z. They’re plugged into social media, internet searches, and YouTube ads. But they’re especially passionate about companies taking a stand on social issues like climate change, income inequality, and LGBTQ+ rights. If your brand’s values align with theirs, you’re golden.

Gen X Shopping Habits:  Gen X prefers a blend of search, social media, and in-store shopping to discover new products. With 90% using social media, Facebook, YouTube, and Instagram are their top platforms. When it comes to social issues, they’re divided—40% believe companies should take a stance, while another 40% think they should remain neutral, leaving 20% undecided.

Boomer Shopping Habits:  Boomers primarily shop through TV ads, internet search, and retail stores, with minimal engagement on social media—only 20% have discovered products there recently. Most Boomers believe companies should avoid taking a stand on social or personal issues, which rarely influence their purchase decisions.

Seamless Experiences Are Critical

  People aren’t just looking for a great deal. They’re increasingly prioritizing seamlessness experiences. Everyone, regardless of age, is looking for that seamless shopping experience. Your website should be mobile-friendly because over 70% of Gen Z, Millennials, and Gen X are discovering products on their phones. Slow, confusing, or hard-to-navigate experiences leave consumers dissatisfied and disgruntled.  Consumers now demand high-quality experiences that are connected, easy to use, convenient, and channel agnostic. As a result, brands that deliver convenience, ease, and connectivity will win over brands that don’t.

The Phone Rules

  The chart below, pulled from the DigiMarCon report, clearly shows the importance of optimizing your website for mobile. Close to 3:4 of everyone across 3 generations (Gen Z, Millennials, and Gen X) say they discover products on mobile. When was the last time you checked your brand’s website on your phone?

chart showing how do you prefer to purchase products

A Final Word

While the report does not specifically reference the wine industry, it has a lot of good data about overall shopping habits across generations. It is clear why tasting rooms were such a success with the Boomer generation.

  The wine industry may have thrived on Boomer loyalty, but we need to broaden our horizons to win over the next generation of wine lovers. To do this, we must ensure we meet our consumers where they are (not only where we want them to be) to successfully capture the generations who will fuel the wine industry for the next 40 years or so. Whether they’re tasting in the vineyard or adding bottles to their digital cart, make sure you’re there, ready to meet them where they’re at—because the future of wine is in their hands.

  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.

HOW TO: Maximize Tasting Room Sales Through Engaging Visual Content

Cyndi
woman smiling making heart sign with both hands sitting in front of a laptop and a half filled wine glass

By: Jake Ahles, Founder, Morel Creative

Did you know video content accounts for 85% of online consumer traffic? If you’re not utilizing video to showcase your tasting room, you’re leaving untapped opportunities on the table (pun intended). Not only that, but consumers are also995% more likely to remember a brand when the message is delivered via video.

  But visual content alone won’t get the job done. If it doesn’t form a cohesive, clear, consistent message that connects with your audience, it won’t resonate. In other words: your tasting room needs a visual content strategy. And, no, ‘posting on social media every day’ is not a strategy.

  Because the results may not be as direct, wineries and tasting rooms sometimes treat visual content as an afterthought, believing that a few random posts on social media will suffice. We call this a “spray and pray” approach and it unfortunately doesn’t drive the results brands desire. Treating visual content as a checkbox activity may feel productive. But posting content without a structure and vision dilutes your brand’s message and weakens its impact. A strategic approach does the opposite—it elevates, connects, and converts.

  For tasting rooms, a thoughtful visual content strategy can be a game-changer. A well-crafted visual strategy doesn’t just look good; it works. Wine brands with strong visual storytelling have better marketing results. They see more tasting room visits, larger wine orders, and greater customer loyalty.

The Four Cs: Crafting a Visual Content Strategy for Your Tasting Room

  There are four key principles to crafting an effective visual content strategy. I call them The Four Cs.

Using the following key ingredients we can create video and photo content that drives tangible ROI. Let’s take a look.

Cohesion: A cohesive visual content strategy takes into account all of your customers touch points. From your tasting room itself, to the packaging you ship your bottles in. From your merch to your social and online presence.

Clarity: Use your visual content strategy to clearly tell your story. It should show what makes your wines and, thus, your tasting room unique. Can your audience clearly articulate why they choose your wine over your competitors? We think of this as your differentiating factor, or Unique Selling Proposition (USP).

Consistency: Are you sharing your USP consistently across platforms and content? A consistently crafted USP is essential to building brand loyalty.

Connection: The most overlooked of the 4Cs. It’s the emotional bond your brand has with your audience. Wine is a product that people aspire to own. How does your wine brand and tasting room fulfill your audience’s dreams?

  You’re probably thinking: who has time to deal remember all of this? Well, that’s why a strategy is so important! Once in place, just follow the strategy. Review the results and iterate as you get feedback – what’s working, what’s missing the mark?

The Power of a Strategic Approach to Visual Content

  Instead of scattering posts on social media, imagine a content strategy that guides your ideal clients to your brand and turns them into fans. This strategy will align with your brand’s story and connect with your visitors’ emotions. By developing a thoughtful approach to content, tasting rooms can create memorable experiences that lead to increased reservations and sales and still feed the social media algorithm.

Key Visual Content Strategies for Tasting Rooms

  As we’ve said, connecting your brand to your audience is key to a long-term, successful, visual content strategy.

  To do this, you want to build off the educational, engaging, and emotional facts that truly differentiate your brand in the market. The facts that help your customers achieve the aspirations they’re looking for in a wine experience. We call this the F.E.E.E.D. Framework.

  While each winery has its own unique story to tell, let’s detail an adaptable framework that can be customized to showcase your brand, authentically:

1.           Behind-the-Scenes Vineyard Tours: Use videos to show the vineyard’s beauty. Let customers experience the winemaking process, from vine to wine.

2.           Tasting Experience Time-Lapses: Use time-lapse videos to highlight a typical tasting experience, giving potential customers a preview of what to expect.

3.           Winemaker Interviews: Create emotional connections. Film short interviews with the winemakers. Show their passion and unique approach.

4.           Food Pairing Photography: Capture mouth-watering images of wine paired with gourmet dishes, which can inspire potential visitors to come and experience it firsthand.

5             .Seasonal Photo Series: Develop a photo series that showcases your vineyard through the seasons, highlighting its beauty year-round.

6.           Live Streaming Special Events: Stream your live events, like wine tastings or release parties. This will engage remote audiences and encourage future visits.

  Along with other tailored content engagements, these content types form a Cohesive content campaign encompassing each of the content types outlined above. We can start with winemakers in the field, prepping the vines through to harvest and bottling. We’ll intercut this with interviews, food pairings, content of special events, and a photo series. We’ll wrap up with a tasting experience that shows the connection between winemakers and guests. From this master campaign, which clarifies your wine business’s USP, you can spread various content pieces through your content calendar and on different platforms – from your newsletter to your blog, tasting room print outs to trade show collateral. This will ensure content consistency.

  Something I often hear from brands is that content creation can be expensive. I hear you. But the initial investment in professional visual content will produce significant returns over time by attracting more visitors, increasing social media engagement, and driving wine club sign-ups. This is how market leaders are made and legacy brands are formed.

  “Fine,” you say, “but who has the time?” A well-structured content strategy can be sustainable and iterative. A well-planned, scalable system can help your team be more efficient and effective. It should include content calendars and pillars. This way, your team can create content without getting overwhelmed.

Build a Sustainable, Scalable Visual Content System & Watch Your Tasting Room Flourish

  With a clear content strategy that focuses on engaging storytelling and consistent messaging, you can differentiate your tasting room from competitors and build a loyal customer base. A sustainable visual content system can help you stand out in a crowded market. It can do this through immersive videos, stunning photography, or interactive experiences.

  Plant your flag in the sand and make your tasting room a must-visit destination. Don’t let your tasting room blend in. Make it the destination for wine lovers. Take the first step toward transforming your tasting room experience through a cohesive, consistent, clear visual strategy that connects.

How to Market Your Wine For Today’s World

Cyndi
a man holding a wine bottle talking to a woman and standing in front of many shelves filled with different wine bottles

By: Shawn Zylberberg

One of the greatest living winemakers in the world, Michel Rolland, recently said that it has never been easier to make great wine, but it has never been harder to sell it. The entire wine industry, regardless of fine wine or bulk producers, can find common ground to agree with Rolland’s words. With wine consumption declining from historic highs to an extremely competitive market to volatile economic conditions, it is crucial for wineries to know how to market their product strategically by leveraging their unique story and identifying the magnets that will pull consumers and trade alike to place that bottle in the cart or list. The following are five key areas that are used to successfully market wines today.

Media Relations:  The wine industry feels quite small at times, which highlights the importance of relationships in the community, whether it’s with wine critics, distributor partners, sommeliers and wine directors or high net worth consumers. At Colangelo & Partners, media relations is the most important factor when marketing a wine brand and driving sales successfully, from price points of $800 bottles to $15 bottles. 

  Wineries can start by identifying the right media contacts—those who specialize in wine, food, and lifestyle reporting—and critics that cover the respective region. Compiling a media list of these contacts serves as a guide for getting a winery in front of consumers, and reading their content is important to understand their style, audience and whether your brand is a good fit for the target publication. It is not recommended to reach out to the media list until your company messaging is ironclad as it will be easier to identify the best selling points in a tailored pitch.

  Pitching and sampling remains the best way to connect with today’s best wine writers and engage them to write an in-depth story about your wines. A personalized approach that showcases deep understanding of the subject you produce and they cover is essential. A wrongly sent pitch can have serious consequences and come off as offensive to the writer. Remember, they receive hundreds of pitches a week so concise, targeted words are recommended.

  When crafting a pitch, the best ways to engage writers includes an ‘exclusive.’ People want what they can’t have, and exclusives are a great way to form a bond with a writer and give them the keys to a story such as leadership changes, a new wine launch, winery or partnership. The bigger the better! This will result in the peak of media relations, which is when writers come to you without you typing a letter.

Wine Events:  For making the strongest, most memorable impact on consumers and trade, a wine event is the best choice. Countless times, wine collectors have stuck to wine brands due to one in person experience that created a bond between them and a winery that’s everlasting. Wine dinners are very typical, and can be replicated from market to market to showcase portfolios for consumers paired with a great menu. But for an effective event that will attract media and trade, find a strong angle that writers will be intrigued to cover such as an anniversary, a vertical of one SKU that dates to the inaugural vintage, a new wine launch or an event with an important figure of the company. Filling seats is the hardest part, so making the event an attractive offer will help. After the event, following up with media and trade will be important to continue to build on the angle to produce results. As for consumers, leveraging purchase order forms at the tasting will increase sales. Do not expect consumers to buy the wines after the tasting as they will forget and put it off. Buying wine at events is about the moment.

Critic Relations:  Building and maintaining relationships with wine critics is a must for successful wine marketing. Critics significantly influence consumer perceptions with the 100-point scale that affect purchasing decisions, making it essential to engage with them effectively. As mentioned earlier the first step is to identify which critics cover your region. Start with large publications such as Wine Spectator, Wine Enthusiast, Jeb Dunnuck, The Wine Advocate, Vinous, James Suckling, and Decanter. All of these magazines have a submissions protocol, some of which require fees such as Wine Enthusiast’s new tastings protocol.

  Engaging critics beyond just sending samples is crucial. Invite them to your winery, attend annual events such as Wine Spectator’s New York Wine Experience or Vinous Icons or James Suckling’s Greatest Wines of the World series, or even participate in exclusive seminars at these events (although they will require large product donations). Supporting publications and building a rapport can lead to more favorable reviews and increased exposure. Additionally, consider offering exclusive previews of new releases or limited-edition wines to create buzz and anticipation among critics and consumers.

  Great scores should be showcased in promotional materials, websites, and through social media channels to build credibility and attract new customers. It’s not enough to just send samples and collect scores. Although we are increasingly in a digital world, having winemakers visit critics in person in New York, Napa or elsewhere is important to build the bond. Better yet, invite critics to visit your winery and meet with the team to get a better sense of your story and how the level of quality is achieved in the glass. When annual tasting reports come around, critics will include in-depth information about the wines since they’ll likely remember a visit rather than a flight of 20 wines in a cold room alone.

Trade Tastings:  If on-premise is a big part of your selling strategy, trade tastings are essential for building relationships within the wine industry. These events allow producers to connect with distributors, retailers, and sommeliers, creating opportunities for new business partnerships. Day time events during the week are best for trade as they are often working in the afternoon to late at night. Whether it’s a small eight person sommelier lunch or a large 40 person seminar with rows of tables, the tastings should include a presentation, winery spokesperson and even a co-host with high credentials such as Master of Wine or Master Sommelier to serve as a highly technical and knowledgeable guide for the attendees.

  There is currently a high turnover rate for hospitality staff and many sommeliers have much to learn in their fast-paced roles. Building a presentation with concise, memorable educational points will serve as a strong guide for trade to drive sales. One could also utilize trade influencers with large followings on social media to raise awareness within the community. Many sommeliers and retailers in big cities are now throwing ‘pop-up’ dinners that bring lots of millennial and Gen Z consumers to the table. This could be a more strategic, less expensive approach than a large seminar.

  The most successful wineries have perfected the art of personalization. Remember to follow up with attendees and have distributor partners continue to connect to make more placements based on the presentation.

Get Help:  Lastly, media relations and communications programs are very labor intensive. Hiring a public relations agency with highly talented teams that are educated in all facets of the market can make the marketing process much easier and more effective. Whether it is an annual contract or three-month project to help build messaging, agencies have the know-how and relationships to offer helpful advice and guide your brand to the next stage.

About the Author: Born and raised in South Florida, Shawn Zylberberg joined Colangelo & Partners in August 2022 and is based in Miami, Florida. His wine journey started in New York City as a sommelier, but his passion was born during his years working as a writer at Wine Spectator. Shawn holds the prestigious WSET Diploma and continually cultivates valuable industry connections and storytelling abilities to materialize goals and identities across fine wine brands and portfolio companies around the world. His role at Colangelo & Partners is Senior Account Executive.

If This Was Easy, Everyone Would Do It.

Cyndi
king on laptop with a calculator

By: Susan DeMatei, founder of WineGlass Marketing

Setting expectations is difficult. After all, we all want perfection and success, so isn’t it just positive thinking to predict that your campaigns will be victorious? That’s what “The Secret” tells us, anyway.

  But while it can’t hurt to take a stab at manifesting abundance and contemplating gratitude, you are likely using more concrete values, such as benchmarks and previous performance, to project the results of your marketing campaigns to your management.

  We submit additional data points to anticipate reasonable responses to your marketing campaigns. These data points are:

•             What environment exists around this campaign?

•             What workload can I reasonably handle successfully?

•             What does my management consider, including the cost of goods sold?

  Let’s break each of these down and include some real-life winery examples.*

CONTEXT: What Have you Done for me Lately?

  Many marketing decisions are best made with data. Your database is your guidebook; you should know the segments within, their values, and their behavior. Historical data empowers you to make informed decisions. If you don’t have it, that’s fine, but then expect a low degree of certainty in your predicted response. You should test some targeting, offers, and messages to learn what your database responds to.

  But along with performance benchmarks, it helps to know the history of communication with your customers. Don’t expect them to wake up quickly if you haven’t talked to your database in a predictable cadence or included information about your brand, people, or location to engage them. Customer communications are like any other relationship: the dialog needs thoughtful nurturing. If you only reach out when you have something you need (selling wine), your recipients might turn deaf to your calls to order.

  Take the case of a recent boutique client who, because of the current economic conditions, had cut all social media and emails out over the past two years. Without a tasting room, he felt it prudent to stop all marketing until his new vintage release. It had been a year since his last email, two years since his last social post, and he was ready to release his next vintage. We recommended warming up the audience weeks ahead with updates about the brand, the people, the vintage, and the vineyard. Why spend time on this step? Because you remind consumers who you are and why they fell in love with you in the first place. He declined, citing that he wanted to avoid spending money on any activities that were not about sales.

  We also recommended we launch a low-level advertising program to gather new mailing list signups from Meta for a few hundred dollars. Why? We know that databases naturally decay at a rate of about 2% a month, and with such a long hiatus between touchpoints, there would likely be a fair amount of database degeneration. Meta is the most efficient channel for adding contacts to a database without a tasting room. He also declined this recommendation, insisting we send the email to his database to launch the new wine. It was a beautiful email. He obsessed over every line of copy and took time in the design. It was perfect.

  The database did not return with one single order. It did result in a 10.5% bounce rate (wrong addresses), a meager 6% open rate, and zero clicks. He had expected sales to be like previous years before he cut out all consumer communication. He learned marketing isn’t a faucet you can turn on and off, and one single channel is only part of the story. The sales may come in from an email, but each transaction is influenced by social media posts, emails about the brand, texts on events, or other communications that keep your consumers interested and engaged with your winery. Without hearing from the winery in almost a year, the response was silence when the time came for the new release.

  The parable? Keep up with your marketing – especially now. When you need sales post more, communicate honestly and resist the urge to shrink back into a shell to wait out the storm. Over time, if you share information of value on a consistent schedule with consumers, they will become reliable buyers. This ongoing two-way communication is a responsibility and a commitment, but it’s worth it in the long run. How long, you ask? In our experience, it takes six to nine months of repetition and best practices to train a database to open and click on your emails to the benchmark standards we share here.

Dashboard of Benchmarks

WORKLOAD: If We Could Hold Time in a Bottle.

  It is possible to do everything right, and still be disappointed. Another client recently came to us wanting to use Enolytics for email segmentation. Typically, they had launched one mass email each quarter to their entire database and wanted to learn if breaking it up into segments would bring in more sales. They were specific about the goals – they wanted 4x the cost (our fees) in sales. We dove in, quickly outlined a half dozen segments we wanted to try with email offers, and began the program. From the first week of May to the first week of July, we executed eight emails to micro-segments and brought in over $60,000 in sales – almost 5x our fees. When we paused for a mid-program touch base, we were surprised when the program was canceled.

  Why? They explained that executing eight emails instead of one was a lot of work for their team, which was not set up to work with an agency daily, reviewing copy and images and supporting the resulting sales and customer queries the campaigns created.

  This highlights our second expectation variable—time. Yes, segmentation is effective, and yes, best marketing practices take time and thought, so prepare for that. Set reasonable internal expectations for the time and effort it takes to support smart marketing.

COGS: Rhymes with Dogs, but not as Awesome.

  What your winery considers costs can vary. Typically, the Cost Of Goods/production costs aren’t up for debate. The cost for grapes by ton, barrels, and storage are documented and outlined in the COO’s spreadsheets. However, the Cost Of Goods Sold is another number entirely, as when marketing gets involved, it becomes less defined. A tasting room is likely the most expensive channel to sell if you add up the mortgages or rent, staff, overhead, groundskeeping, utilities, etc. But few wineries consider that. Why are wineries quick to ignore some costs but then obsess about advertising dollars or outsourcing fees?

  Our third example is on this topic, which we battle with frequently. We worked with a substantial Napa Winery, which, seeing tasting room traffic wane, wisely wanted to test whether they could attract consumers to buy wine over $100 purely online. Up for the challenge, we outlined Meta and Google ads and set up for a three-month test. We aimed to sell a three-pack of wine online to brand-new people outside their database.

  At the end of the test, we had spent $7200 and brought in $21k in sales—or a ROAS of 2.89. We were thrilled as the average Return on Ad Spend is around 1.5 for Google and 1.7 for Meta. But we were up for a surprise when our client did not consider the campaign a success. Why? Because they included our cost along with the ad spend, which made it closer to breaking even.

  There are a couple of breaks with logic when including outsourcing fees in your cost of goods sold, and I’m not just saying this to defend our costs. (Ok, maybe I am a little bit.) First, when your employees execute programs internally, it isn’t free. There is still a cost to having employees. You need to include or exclude consistently. The second flaw is that you don’t take a break and go home early when adding outsourced support. No, you are freeing yourself or your team to do other critical tasks of value. So instead of considering outsourcing as just a drain on funds, look at it as paying to accomplish a goal.

  Another point this winery missed was lifetime value of these customers. Remember that the future value of these 42 new consumers is still being determined. Two months later, seven ordered again, and now are a total value of $30k and 50 orders.

BRING IT HOME

  I will leave you with a last cautionary tale combining all three above areas into one misadventure. This involves a very successful central California winery with multiple locations. They intensely focused on traffic to their tasting rooms but needed to create a thoughtful remarketing email program. Since the last marketing manager left, they had not routinely emailed their database in over 18 months. As predicted, the database was sluggish in responding initially, but as our segmentation and repetition continued, we saw sales increase more readily. We micro-targeted groups of 300 – 1000 based on recency and product choice. The client was dubious, and we routinely had to remind him that with small lists come small sales. (After all, a 5% response on a list of 350 recent buyers of a certain SKU is only about two orders). After two and a half months, we had made back the money spent on our retainer and were just starting to see the database respond, but the client pulled the plug, saying the test was “a disaster.” Why? From his point of view, he said he could have done nothing and been in the same spot. I’m sure that is true, but it’s unclear how they’d ultimately succeed sitting on cases of unsold wine with no customers!

  Since they hadn’t done much online sales before, I inquired about his internal barometer for online sales success, to which he replied 4x our retainer cost. I asked him if he included his own employees’ costs when evaluating the tasting room channel, to which he replied, “That’s none of your business.”

  This example combines so many mistaken assumptions about marketing. First, a conjecture that marketing performs immediately at full steam. Second, an lack of understanding that regular segmented emails do bring a higher % of conversions, but realizing the lists are smaller so the number of sales might seem small. (But, they add up.) Third, the inconsistency of including manpower cost in one channel but not another. Finally, unrealistic metrics for success. I have heard some creative KPIs before, but never that marketing shouldn’t cost anything – that the benchmark was comparing any marketing costs to the cost of doing nothing. Doing nothing will always be cheaper. And easier.

  What’s the point of my rant? Well, I got to vent, so if you made it this far, thanks for that. But know there are no tricks. There is no silver bullet. There is no magic tool, database, or platform that will bring you thousands of dollars. Like all things in life, selling your wine takes thought and focus. Marketing is a process that takes time – assume 6-12 months. And money – assume 5% of your gross sales. And effort – sometimes yours, sometimes others. But if you set reasonable expectations and communicate your goals, you can succeed by improving over time.

  Ultimately, the cost of not doing marketing is assuredly failure, which is a far greater cost than anything you might risk with a few ads or emails.

  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

Family Frenzy in Wine Country

Cyndi

The Case for Kids and Canines

two small dogs riding in car and out the car window is a very large wine bottle and barrels

 By: Susan DeMatei and Nathan Chambers

Let’s kick things off with a dose of reality. We’ve all been there: it’s a bustling Saturday morning in July, you’re bracing for a packed day at the Tasting Room, and Murphy’s Law is in full effect. Two of your staff are out sick; another is off serving the crowd at an art and wine festival downtown. You unlock the door at 10:01 AM, only to be greeted by a frazzled family of five: mom, dad, and three rambunctious kiddos. The younger two are reenacting a wild-west shootout with gravel as ammo, while the third is glued to an iPad, deep in the latest YouTube Kids saga. Mom and Dad look like they’ve just survived a hurricane, and you have a “high-roller” group arriving in fifteen minutes. And then comes the kicker: “Can we bring in our German Shepherd?” You contemplate if it’s too late to call in sick.

Inclusive is the New Black

  If you have yet to hear, exclusive is out, and inclusive is in. Wine Country is in transition. Once upon a time, parents would leave their little darlings with Grandma and Grandpa for a weekend of serene wine tasting. No screams, barks, gravel fights, or corkscrew chases – just pure, undisturbed, oenophile bliss.

  But the landscape is shifting. Gone are the days when only adults graced the vineyards. Millennials and Gen Z are now our primary guests, and they have an entirely different vision of vacation based on their values and lifestyles.

chart reflecting USA fertility rates 1990-2023

The Millennial Way of Life

  Millennials – the primary purchasers of luxury wines – are adulting very differently than their parents or grandparents. Children are no longer “to be seen and not heard.” They incorporate children into their lives rather than revolve their lives around kids’ activities.

  These choices make sense if you consider they marry later, have kids later, and are parenting differently than previous generations. They marry around 30 (compared to Boomers at 23), and the average age for starting a family is between 30 and 34. With 15 years of a career established, they’ve built a firm adult foundation. So, they prefer to incorporate their kids into their activities rather than revolving everything around the kids. “Helicopter” parenting with structured times and schedules has given way to “drone” parenting, where the kids are encouraged to explore and gain confidence with new experiences. The 2023 Annual US Family Travel Survey revealed that 81% of parents plan to travel in the next 12 months, indicating a robust interest in family travel. (Traveling with the family is one of the major tourism trends in 2024). According to Travheir, 44% of millennials with children have traveled together, and 62% have included children under five. Many parents believe bringing along their children is essential for a child’s development. A recent study by the Family Travel Association found that 88% of families believe travel helps children overcome lingering pandemic impacts.

resident population in the united staets in 2022, by generation (in millions)

What Does This Mean for Wineries?

  With these generational changes, families and even pets will become more common at wineries, urban tasting rooms, and, yes, even at events. What is important to realize is that this isn’t laziness, selfishness, or just that they didn’t want to pay for a sitter. Showing up with kids demonstrates their values. They hold their inclusive belief system dear and will not want to see it challenged. In today’s “cancel” society, you might think twice before telling a feisty mom with a large online following that you didn’t want to allow her child on the patio. A quick search on Google will bring you dozens of outraged parents indignantly waiving one-star reviews.

chart showing resident population in the United States by 2022, by generation in millions

Adapt, Don’t Collapse

  This doesn’t mean you need to completely fold to pressure and allow children to run wild. With some forethought, you can make your experiences positive for well-behaved kids and your best adult guests. Wineries are no strangers to pivoting. Rainy day? Clear the bar for indoor tastings. The large group arrives early? Grab that chilled Pinot Grigio and entertain them in the garden while your team preps inside. The same flexibility applies to welcoming families. Happy parents are likelier to join wine clubs, buy bottles, and rave about their experience.

Planning for the Future

  Embrace the chaos and plan for it. Here are some ideas to make your winery more family and pet-friendly:

•    Kid Seating: There are no bar stools for the kids, but maybe some reserved outdoor tables with snacks like applesauce tubes, pretzels, and water. A coloring book and crayons can go a long way in keeping them occupied.

•    Kid Juice Tasting: Offer kids their “tasting” experience with various juices in plastic cups. They can swirl, sniff, and taste alongside their parents, perhaps even jotting down their impressions.

•    Tour Guide Games: Insurance permitting, why not engage kids with a scavenger hunt during tours? Flashlights in the cellar, leading the group – it’s all about making them feel involved and excited.

•    Selfie Stations: Set up a spot for fun photos, including their dog. Parents can share these on social media, and you can create a winery dog calendar as a special gift for wine club members.

•    Doggie Snacks: Go out with dog snack packs, perhaps from a company like Barkuterie. Consider a small, fenced area for dogs to roam off-leash if space allows.

Embrace the Change

  You survived the visit. The family bought four bottles, the kids didn’t set anything on fire, and they’re off to the next winery. Now, it’s time to reflect: what can you do to be more family-friendly? How can you welcome pets while ensuring everyone’s comfort? With some planning, you’ll enhance your guests’ experience and boost your bottom line.

  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