Gifters! Let’s talk about this segment of your DTC database, who purchase wine as gifts for others — including family, friends, co-workers, colleagues and clients. Gifters “gift” year-round, but we’re heading into the heaviest (holiday) season of all for this particular kind of wine DTC behavior. On average, between 10 and 15% of all November wine DTC orders, and between 20% and 25% of all December wine DTC orders, are GIFTS? Which means that October-November-December is an ideal time to focus on gifters, and finish your year strong. Some of you are ahead of the curve, and factor your outreach to gifters into your annual marketing plan. That’s awesome. If you’re new to thinking about your winery’s gifters, or even if you’d like to polish the program a bit, let me share a few tips that we hope will help. Identify high-value corporate gifters in your own database. Narrow your database to those customers who have placed a high volume