In this WIN Insider interview, George speaks with Lauren Wong, Vice President of Sales and Marketing at Aperture Vineyards & Winery, ahead of the Wine Sales Symposium on May 13th in Sonoma County. Lauren shares her journey from luxury fragrance brands to wine marketing, influenced by her father’s work as a renowned wine label designer. She discusses Aperture’s brand philosophy of combining high-quality wines with inclusive, approachable marketing and addresses the evolving challenges wineries face in post-COVID marketing—emphasizing creativity, adaptability, and innovation. A key focus is strategic partnerships for the symposium and Lauren explains how partnerships enhance brand exposure, reinforce values, and create collaborative opportunities that benefit all parties. She encourages wineries of all sizes to actively pursue partnerships by understanding their brand’s value and aligning with partners’ goals—including creative, non-monetary collaborations with local businesses, cha

In this episode of the WIN Insider Series, George Christie sits down with Alison Crowe, Vice President of Winemaking and Partner at Plata Wine Partners, to explore her remarkable journey through the wine industry. From her early days growing up in California’s Central Coast to studying viticulture and enology at UC Davis, Alison shares how curiosity, hands-on experience, and a willingness to take risks shaped her career across roles at Chalone Vineyard, Curtis Winery, and Bonny Doon Vineyard. She also reflects on authoring The Winemaker’s Answer Book and how translating complex winemaking concepts into practical insights has been a common thread in her work. Alison offers a candid look at today’s wine landscape, from the collaborative, client-focused model at Plata Wine Partners to the broader challenges facing the industry, including shifting consumer preferences and increased competition. She discusses the importance of making wine more approachable, the need for

Are you an expert in the field of wine and would like to share your ideas with our event audience? Let us know! Wine Industry Network (WIN) would like to invite industry professionals, experts, and insiders to submit ideas and topic suggestions for the 14th Annual North Coast Wine Industry Expo Trade Show & Conference (WIN Expo) to be held on December 3rd, 2026, at the Sonoma County Fairgrounds. We encourage you to share your ideas regarding panel discussions, case studies, or product presentations and consider joining our line-up of industry experts this December. If there are particular topics or subjects you would like to learn more about, let us know! The deadline for submissions is Friday, April 3, 2026. We look forward to hearing from you. Please click here to get started.

Marketing budgets may be getting leaner but visitor expectations sure are not. One of the smartest moves a winery can make isn't a bigger spend: it's a shared one. Pooling resources with neighboring wineries doesn't dilute your brand. It amplifies it, elevates your entire area as a destination, and gives visitors a richer experience that keeps them coming back. At HipMaps we create custom-designed maps with an app that help wineries amplify their marketing, enhance the visitor experience, and easily refer business to each other in a unique and engaging way. Here's how it works: a group of wineries — whether a formal association like Alexander Valley Winegrowers or an informal collection of neighbors — pools together to create one beautiful, branded map featuring all of their locations, in the style and branding that reflects their area. Hear from HipMaps Founder Rachel LeRoy, see examples of how Alexander Valley Winegrowers and others are utilizing their Hip

Keynote by Felicity Carter, Founder of Drinks Insider A global tasting and marketing forum where winemakers, sommeliers, and buyers share their insights and hone their tasting skills. Get ready for an unforgettable experience at our most popular wine conversations event! We've just completed the 2026 wine selection process with MS Evan Goldstein, and the 2026 blind wine tasting panel promises to offer a delightful mix of wine discovery and enjoyment. Last year, our event was overbooked, so secure your spot now for the Thirteenth Anniversary of the Annual Wine Conversations: A Global Tasting and Marketing Forum, hosted by DIAM Bouchage and G3 Enterprises. St Helena, CA The Culinary Institute of America at Greystone 2555 Main St, St Helena, CA 94574 March 5, 2026 • 9:30 am - 12:00 pm Optional Lunch 12:00 pm - 1:30 pm Reserve Your Spot Alternate event on March 3, 2026 in Buellton, CA.

Keynote by Felicity Carter, Founder of Drinks Insider A global tasting and marketing forum where winemakers, sommeliers, and buyers share their insights and hone their tasting skills. Get ready for an unforgettable experience at our most popular wine conversations event! We've just completed the 2026 wine selection process with MS Evan Goldstein, and the 2026 blind wine tasting panel promises to offer a delightful mix of wine discovery and enjoyment. Last year, our event was overbooked, so secure your spot now for the Thirteenth Anniversary of the Annual Wine Conversations: A Global Tasting and Marketing Forum, hosted by DIAM Bouchage and G3 Enterprises. Buellton, CA Santa Ynez Valley Marriott 555 McMurray Road|Buellton, CA 93427 March 3, 2026 • 9:30 am - 12:00 pm Optional Lunch 12:00 pm - 1:30 pm Reserve Your Spot Alternate event on March 5, 2026 in Helena, CA.

 Wine Club Retention    Predict Churn Risk and Act Earlier Churn rarely starts with a cancellation. It starts with drift.   What drift looks like • Stops opening emails • Engages less with releases • Buys less between shipments • Feels less connected while still “active”   That is why retention is not one save campaign. It is a system. The fastest way to improve retention is to catch risk earlier, then focus your time on the members who are drifting.   3 signals that spot drift early   Recency Recent opens, clicks, site activity, add-on purchases  Do: simple check-in or personal invite Consistency A normally engaged member suddenly goes quiet  Do: ask what they want more of, adjust cadence Value High lifetime value behaviors, add-ons, referrals, events  Do: human outreach, recognition, insider access   Match outreach to the moment   VIPs who are drifting: personal outreach that feels hum

With the expected continuing market correction of the alcohol beverage industry to consumer demand, wine producers are preparing for potential bankruptcies or shuttering of trade purchaser businesses at the distribution and retail levels. This article explores how alcohol beverage producers should prepare for trade disruption caused by bankruptcies. Bankruptcy is governed by federal law, and bankruptcy cases are exclusively handled in federal bankruptcy courts. When a business files for bankruptcy, its creditors (including suppliers with unpaid invoices) face significant uncertainty as to their ability to get paid. Alcohol beverage producers should be aware of three key issues that will impact their contracting relationships and products in the market in the context of the bankruptcy of a distributor or retailer: (1) the effect of an automatic stay; (2) the potential for recouping certain inventory; and (3) the potential of having certain payments received from the entity filing for b

In this WIN Insider Series episode, George interviews Adam Bird, Director of Strategy and Partner at Deksia and Highway 29 Creative, about navigating marketing challenges in today’s wine industry. Adam draws on extensive experience across multiple marketing sectors to share strategic insights on evolving consumer behaviors and what it takes to adapt and grow in a shifting marketplace. The conversation covers critical topics including the importance of authenticity in wine marketing, how regional and generational differences shape strategy, the challenge of engaging younger consumers, and what the future of wine marketing looks like. Whether you’re a winery owner, marketer, or industry professional, Adam’s candid insights offer practical guidance for positioning your brand in an increasingly competitive landscape. Watch to learn how successful wine brands are staying culturally relevant while building long-term customer loyalty. You can also hear more from Adam at the

In this WIN Insider Series interview, George speaks with Raquel Royers, the influential voice behind “Watch Me Sip” and a wine industry marketing professional making wine culture accessible to younger audiences. Raquel shares her unconventional path from crime reporter to digital wine marketer, discussing her passion for authentic storytelling and breaking down the intimidation factor of traditional wine culture. The conversation explores how spirits brands are outpacing wine with bold marketing strategies, the evolving digital and social media landscape, and why memorable experiences matter more than ever for consumer engagement. Raquel offers candid insights on current challenges facing wine marketers—from pricing pressures to connecting with modern consumers—and reveals what the wine industry can learn from the innovation happening in spirits. Essential viewing for anyone in wine marketing or looking to understand how to reach the next generation of wine dr