Your next customer will see your winery before they ever taste your wine. They'll see it on Instagram while planning a weekend trip. They'll see it on your website while deciding whether to book a reservation. They'll see it in an email while considering whether your wine club is worth joining. And in every one of those moments, they're making a decision based on what your visuals tell them about who you are. This isn't a trend. It's how people buy now. According to a 2023 study by Cloudinary and Harris Poll, 75% of online shoppers say product photos are the most influential factor in their purchase decisions. That number holds across categories, and it holds in wine. The difference is that wineries aren't just selling a product. They're selling an experience, a place, a feeling. Which means your visual content has to do more work than a product shot on a white background. It has to make someone want to be there. Most wineries know this on some level. Fe

Afternoon Brief, May 9th

Marchesi Antinori Will Take Over Full Ownership of Stag’s Leap Wine Cellars: Marchesi Antinori and Ste. Michelle Wine Estates have announced that Marchesi Antinori will take over full ownership of Stag’s Leap Wine Cellars after 16 years of collaboration with the prestigious American company...

"Podcasts get you the most traction out of any media out there!”  ~Katherine Cole, founder of The Four Top podcast and instructor for the recent Outshinery client workshop. Access the replay here. Catch the three reasons why podcasts are so “sticky” according to Katherine Cole, founder of The Four Top podcast and instructor for the recent Outshinery client workshop. If you weren’t one of our clients in attendance, but if you’re interested, here’s a recap: This is “listening by appointment” They build implicit trust People aren’t skipping the ads Don’t miss all the background on this list, plus all that GOLD from Katherine and her co-panelist, Steve Raye of Bevology Inc. and the Italian Wine Podcast Channel’s, “Get U.S. Market-Ready with Italian Wine People”.

Afternoon Brief, June 28th

How Unregulated Cannabis Is Threatening West Coast Wine Growers: Cannabis cultivation creates resource competition and could threaten tourism in wine country—but some argue that proper regulation could actually benefit premier regions...