Why Wine Clubs Aren’t Working, And What’s Replacing Them For many wineries, the biggest challenge today isn’t attracting new customers; it’s keeping the ones they already have. Wine clubs once represented the most stable revenue engine for wineries. Members signed up, shipments went out quarterly, and predictable revenue flowed in. It was the foundation of direct-to-consumer success. But that foundation is cracking. Recent industry data reveals a troubling trend: nearly 40% of wine club members cancel within the first year. In a market where customer acquisition costs are climbing, and competition for attention has never been fiercer, losing members at this rate isn’t just a retention problem; it’s a profitability crisis. The math is unforgiving. If acquiring a new club member costs hundreds of dollars in marketing, tasting room labor, and incentives, losing them before they’ve generated meaningful lifetime value means wineries are bleeding money with every signup. And yet, some winer

The Post-Harvest Drop-Off Fall brings a flurry of activity to wine country. Tasting rooms fill with eager visitors, social media buzzes with harvest photos, and the energy is palpable. Then November arrives, and for many wineries, engagement plummets. According to Silicon Valley Bank's 2024 Direct-to-Consumer Wine Survey, the average winery converts less than 15% of harvest event attendees into repeat customers by year-end. This represents an enormous missed opportunity. The wineries that thrive year-round don't view harvest as a seasonal peak but as the starting point of a strategic customer journey.  Harvest Is Your Customer Acquisition Funnel Stop thinking of harvest events as isolated experiences and start viewing them as the top of your sales funnel. Smart consumer brands recognize that seasonal events provide a prime opportunity to collect valuable customer data while creating memorable brand experiences. These touchpoints become the first step in an ongoing relat

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

By the Copper Peak TeamThe OND (holiday) season is fast approaching, and now is the time to lay the groundwork for a smooth, successful holiday shipping experience. At Copper Peak Logistics, our shipping experts have shared their top strategies to help wineries and DTC brands get ahead—before the rush begins. Amanda Castorena and Mike Galvan have pulled together some tips and a checklist to help you stay on track! 1. Finalize Gifting and Kitting Plans Early Corporate gifting and seasonal kits are high-impact, but they require extra components like branded packaging, glassware, and printed collateral. Ordering these items now ensures you won’t face delays later when demand spikes. 2. Lock in Your Shipping Calendar Submit club setup forms and finalize ship dates for the rest of the year. Mondays are already filling up, and blackout dates are creeping in. Build in extra transit time to account for seasonal delays and avoid last-minute surprises. 3. Refresh Your Marketing Mater

It’s hot outside, summer is in full swing, and the fruit is growing. The farthest thing from many minds is the holiday season but planning now will make sure that you are not panicking in the fall. Now is the time to prepare for stock and inventory requirements, secure in-store stacks and displays with retailers, and prepare to have adequate merchandise and marketing materials on hand for the heavy sales push of October, November and December (OND). Will you be making a special offer? If so, what kind of materials will you need? Do you need long lead ads created, or a campaign developed? Or do you need special packaging? Maybe you want to create a library release, or a box set? Starting the design process now allows time for new materials and campaigns to be fully created and ready to go when consumers turn their focus to holiday shopping in the fall. Feel like you are always scrambling to get design assets done? Town Hall Brands has created a guide, so you won’t miss anoth

The clink of glasses, the warmth of late afternoon sun across the vines—these are the moments that define a winery. But digital marketers can get stuck in the rut of Facebook posts and Instagram stories that have become repetitive and rote. How do you translate the sensory magic of a tasting room into strategies that make visitors show up in person? Take a look at some marketing channels that are not as used by wineries, where old-school storytelling and next-gen tech converge to give you a competitive edge. Connected TV: Your Vineyard in 4K Another banner ad, another still photo, another yawn. Sometimes the channel itself can leave you feeling confined to content that lacks vitality. If you’re facing that, and you’ve got the budget, think about going big on video and distributing it via Connected TV.. Connected TV (CTV) lets you beam the romance of your winery directly into living rooms, framed by the cinematic power of streaming. Think smart TVs, Roku, Apple TV&

Planning a year’s worth of winery marketing campaigns might seem overwhelming, but it doesn’t have to be! This guide offers 60 winery marketing campaigns—a mix of traditional ideas, trending concepts, and fresh ways to tie into wine holidays and cultural moments. Whether you tackle five campaigns or all 60, you’ll find plenty of ways to connect with your audience, build loyalty, and sell more wine. January – Fresh Starts and Cozy Comfort Start the year by replenishing wine racks, embracing wellness trends, and celebrating comfort. Restock the Wine Rack: Give customers a reason to restock their post-holiday shelves with irresistible case discounts. January Blues Buster: Warm up dreary winter days with a winery marketing campaign focused on bold reds and bubbly wines paired with hearty recipes. Dry January Wellness Kits: Stay on-trend with non-alcoholic bundles featuring sparkling water, herbal teas, and a voucher for tastings next month. Super Bowl Prep: Fo

Now is the time to start planning for the busy holiday season (OND). We’ve written about OND planning in the past, but this year we turned directly to our experts and asked: What are they seeing “on the ground” this year, and what advice do they have for wineries for the coming season? Here are their top three tips. Tip #1: Decide on Gifting/Kitting ASAP Gifting, especially corporate gifting programs, can be great for wineries. Those gift packages and kits will likely need additional items, however. For example, a gift set might include: Special seasonal packaging Collateral (brochures, catalogs, etc.) Gift items(opener, glassware, etc.) Specialty bags Bellybands “Anything special—packaging, bellybands, collateral, etc—should be ordered soon [in summer months] so as to not risk delays,” says Amanda Castorena, Account Executive here at Copper Peak. “If you order later when more wineries and companies are ordering as well, it might take lon

TikTok’s new U.S. policy now allows beverage-alcohol ads, creating fresh opportunities for beer, wine, and spirits brands—though strict guidelines ensure ads target legal-age audiences and promote responsible drinking. Read more to see how you can leverage TikTok advertising to grow your brand while remaining compliant. 📱TikTok’s New U.S. Beverage-Alcohol Advertising Guidelines As of August, TikTok’s updated advertising policy now permits the promotion of alcohol within the United States. This change marks a significant shift for brands in the beer, wine, and spirits industry, allowing them to reach TikTok’s vast and growing audience, provided they adhere to stringent guidelines. TikTok emphasizes that these changes are aligned with local laws and regulations, and its primary focus remains on protecting the interests of its users. According to the policy, alcohol advertisements on the platform must: Target the Right Audience: Ads should only be placed in

According to McKinsey, Influencer Marketing – the collaboration between brands and popular social-media users to promote products and services – has grown to become a $20+ billion industry. It has gained popularity with the rise of platforms like TikTok and Instagram, especially in the fashion and beauty industries. Mintel research found that nearly half of consumers have made a purchase through social media, and the #tiktokmademebuyit hashtag has received 15 billion views. Social is growing as a shopping channel, and influencer marketing is becoming a powerful sales tool. Getting product into the hands of influencers – and in front of their audiences - is key to a successful influencer marketing campaign.   Read Our Influencer Kit Design Considerations Guide