In the film Field of Dreams, a quiet voice whispers a simple promise: “If you build it, he will come.” The idea was never really about baseball. It was about creating something meaningful and trusting that the right people would be drawn to it. The wine industry is standing at a similar crossroads. For decades, wineries have operated on a simple assumption: make great wine, tell a compelling story, and consumers will come. Craft the product. Earn the accolades. Build the brand. But the next generation of wine consumers is telling us something different. Gen Z, now entering legal drinking age and shaping the future of hospitality, is not primarily seeking bottles to collect or scores to chase. Many say they are looking for something more fundamental: connection, community, and places where they can gather with friends away from the constant pull of the digital world. In other words, they are looking for a third space. For winery owners, executives, and Direct-to-Consumer lea

Your Current Marketing Won't Work for Younger Wine Drinkers The generational shift in wine consumption is happening faster than most wineries are prepared to handle. According to Wine Intelligence's US Wine Consumer Trends 2025 report, millennials will surpass baby boomers as the largest wine-consuming demographic by value this year. Meanwhile, the oldest members of Gen Z (born 1997-2012) are now turning 28 and developing their own distinctive wine preferences. The problem? Most wineries continue marketing as if their primary audience is still over 55. The messaging, channels, and tactics that worked for boomers actively repel younger buyers. Let's examine what actually works when marketing to these crucial demographics. What Younger Wine Consumers Actually Want Millennial Wine Drinkers (Ages 29-44) Millennials approach wine fundamentally differently than their parents: What They Value: Transparency about production methods and ingredients Sustainable and ethical busines

Stunning homepage photography. A poetic paragraph about the vineyard. Elegant design. But then… nothing happens. No shop activity. No wine club signups. No urgency to buy. No navigation to guide the visitor on where to go next. And if someone does find the shop or club page, they’re met with a clunky checkout or sign-up form that feels like an obstacle course, especially on mobile. This is where so many wineries fall short. Your winery website isn’t just a digital brochure; it’s your hardest-working DTC sales channel. When it’s built and optimized the right way, it’s selling wine, growing your club, booking visits, and telling your story 24/7. When it's not? You’re losing potential revenue every single day. The good news is that these problems aren’t permanent. They’re fixable, and we’ve seen wineries transform their online performance in just a few weeks once the right changes are made. After conducting hundreds of winer

Are you and your importer/distributor both eager to tell your story in a way that translates into sales? Consider equipping your sales team with consistent and professional materials (a sales tool kit) that tell your authentic story. A sales tool kit is a toolbox, containing the items that make it easier for your customer to understand your wine, and make room for it on their shelves. What’s in a sales tool kit? At the minimum it should include a portfolio sheet listing all of your wines, but a great sales tool kit will include several items that make it easier for the buyer to sell your wine to consumers. Sales Tool Kit Checklist: Portfolio Sheet/Booklet Technical Information Sheets Sell Sheets Shelf Talkers Neck Tags Business Cards Tasting Cards So, how can you create a sales tool kit? Here’s the process we go through to create one: Strategy The first step is to have a strategy and determine which pieces of information will be used where (such as what accolades or review

Afternoon Brief: Vinarchy - A New Global Wine Company

Vinarchy combines the assets of wholly-owned Accolade Wines with the Australian, New Zealand and Spanish wine businesses formerly owned by Pernod Ricard, which were acquired by AWL in April 2025...

Leeann Froese, co-owner of Town Hall Brands, has been honoured with the ‘Master Marketer Award’ at the annual BC Wine Industry Insight Conference hosted by Wine Growers BC in Penticton, BC. This distinguished award recognizes outstanding marketing innovation in the promotion of BC wines and highlights individuals and organizations that think outside the box to advance the industry. Leeann was celebrated alongside other key figures in the BC wine industry during the awards luncheon at the conference. In addition to her win, she was also a finalist for the Leadership Excellence Award, which honours individuals who strengthen industry relationships, foster growth, and demonstrate exceptional leadership. With over 25 years of experience, Leeann has played a pivotal role in shaping the marketing landscape for BC wineries and beverage brands. As a branding and communications expert, her strategic vision and innovative approach have contributed to the success of countless busin

Gapstone is a winemaker’s dream vineyard.  This vineyard is ideal for those seeking a prime location to craft multiple prestige cuvees from one of Sonoma County’s most celebrated AVAs.   Thoughtfully developed in 2017 with the guidance of Garrett Buckland of Premier Viticulture, the volcanic soils, and the selection of varietals and clones is what separates this site. Moreover, this meticulously developed vineyard is just coming into its prime. Gapstone, located next door to prestigious neighbors Gap’s Crown and Sangiacomo Robert’s Road Vineyard, offers a unique opportunity to produce exceptional estate and single-vineyard designated wines. The vineyard benefits from rocky volcanic soils, a rarity in the area known for its predominantly clay soils, providing a distinct terroir uncommon in the area.   We can provide samples of wine produced from each block. Recent vintages have received many glorious accolades from national critics in spite of the

Your website is the heart of your winery’s online presence and a critical driver of sales. Whether visitors are learning about your wines, booking a tasting, or shopping your latest releases, your website’s design and functionality will determine whether they stick around, or click away. For a winery, a high-converting website doesn’t just look pretty. It has to guide users through the buying journey effortlessly, reflect your brand’s unique story, and make it easy for customers to take action. Let’s break down the key elements of a website that not only attracts visitors but turns them into loyal customers. 1. Mobile-First Design: Meeting Customers Where They Are The majority of users will visit your website from their mobile device. If your site isn’t optimized for mobile, you’re losing out—plain and simple. A high-converting winery website has to look and function beautifully on a phone or tablet, with fast load times, easy navigation,

Keeping up with industry news and trends is one of the most underrated disciplines in beverage alcohol. It’s a frightening habit, admittedly — slowing down long enough to read or at least skim several articles every day when the return on investment takes months or years to materialize.  When sales are down, it’s human nature to scrounge for the fastest wins available. In our desperation to keep the lights on, we abandon most eagerly the very practices that would lead to longevity and profitability for our business. The inconvenient timing of these insights — namely, that the best articles and industry reports tend to circulate precisely when everyone has checked out for the holidays —only intensifies the competitive advantage up for grabs by those who are paying attention. An up-to-date understanding of consumer preferences and behavior can inform our production, focus our messaging, and align sales & marketing so that everything from tasting ro

Dolly Parton Unveils ‘Dolly Wines’ – Her First Ever Collection of Wines in Partnership with Accolade Wines 

Global Superstar announces dollywines.com and Dolly Wines California Chardonnay 2023 exclusive Vivino pre-sale from Fan Fair X at CMA Fest in Nashville  Nashville, Tenn. (June 6, 2024) – Global superstar […]