Join Liz Mercer at WISE and Tracy McArdle at eCELLAR for a dynamic 45-minute session and 15-minute Q&A exploring how wineries are driving sales outside their four walls. Learn how to take your brand on the road and other creative outreach strategies that deepen connections, build loyalty, and boost revenue. Discover what’s working for leading wineries, how to identify the right audiences and partners, and how to bring your brand story to life beyond the tasting room.

About WISE

WISE (Wine Industry Sales Education) has long championed excellence across all Direct-to-Consumer (DTC) channels - tasting rooms, clubs, events, phone and beyond - through practical, hands-on training and data-driven insights. Today, their work extends beyond sales skills to shaping strong leaders and healthy teams.

Strong Leaders. Healthy Teams. Successful Wineries.

They believe a rising tide lifts all boats and that our industry deserves professionalism at every level. Through experiential learning, mystery shopping, coaching, consulting, and peer Cabinets, WISE continually raises the bar for leadership and DTC mastery—empowering wineries to thrive today and build lasting success for tomorrow.