As wineries across the country face softening tasting room conversion rates and increasing pressure on direct-to-consumer (DTC) sales, a new episode of Expert Talks: Wine Industry Insights highlights practical strategies from one of the industry’s leading DTC educators. InnoVint recently sat down with Liz Mercer, Partner and Winery Coach at WISE Academy, to examine what the top 10% of tasting rooms are doing differently to consistently convert guests into wine club members and drive higher-margin sales. Drawing on more than 25 years of wine industry experience, Mercer outlines the operational disciplines, team training strategies, and guest experience enhancements that set apart high-performing tasting rooms from the rest. Rather than relying on aggressive sales tactics, the discussion focuses on intentional hospitality, empowered front-of-house (FOH) teams, and structured yet authentic club conversations. The episode offers actionable guidance for wineries looking to: Grow their

Face to Face: In-Market Events Are Now Essential for DTC Sales

In-market DTC sales can help kick off a domino effect of sales, loyalty and engagement. By Kathleen Willcox Selling wine through a third party

We're excited to share with you a comprehensive blog post that captures the game-changing strategies discussed during WISE Academy's session at the Wine Club Symposium. Whether you attended the live session or not, this blog post offers valuable insights that could transform your wine club strategy. Here's a sneak peek of what you'll discover:  Top 3 Game-Changing Strategies: Embrace the "Yes, And" Approach to Member Experiences Conduct a Wine Club-Focused SWOT Analysis Implement a "Constant, Gentle Pressure" Training Approach These strategies aren't just theoretical - they're backed by real-world success stories from wineries that have implemented them. Don't miss out on this opportunity to elevate your wine club to the next level. We've made it easy for you to access all the information: Read the full blog post here. Watch session recording here. Download slides here. We're excited to see how you'll apply these insights