Turning Summer Visitors into Long-Term Customers How to make sure they come for the pour and stay for the story Summer is finally here, and tasting rooms are buzzing with sunhats, selfie sticks, and road-trippers on the hunt for their next favorite wine. The influx is real: tasting room visitation peaks between May and September, with over 45% of annual winery visitors arriving in Q2 and Q3, according to data from the Silicon Valley Bank State of the Wine Industry Report. But here’s the challenge: for many of these guests, the experience ends with the last pour. One weekend, one flight, one forgotten name. So how do you turn that quick hello into a lasting relationship? The secret isn’t more marketing noise—it’s thoughtful connection. Think of your summer surge as the top of a funnel. If you treat each guest like a one-time transaction, you’re throwing away the most valuable part of that funnel: the chance to turn casual tasters into year-round customers

Amid news of oversupply and decreased demand, the wine industry has an opportunity to adapt to the changing market. Audra Cooper, Director of Grape Brokerage, and Eddie Urman, Central Coast Grape Broker at Turrentine Brokerage, discuss key grape and wine industry trends, from oversupply and vineyard removals to the growing necessity of sustainable certification. They explore regional dynamics, bulk wine market shifts, and future trends, emphasizing innovation, industry collaboration, and better marketing to stay competitive. LISTEN TO THE PODCAST Resources:         258: 5 Ways Certification Makes Brands the SIP | Marketing Tip Monday 259: Winegrape Market Trends of 2024 265: How to Stand Out on Social Media in 2025 268: How to Tackle Leadership Transitions Successfully Turrentine Brokerage Turrentine Brokerage - Newsletter Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet   Susta

Sustainable Story | Happy, Helping Hooves Weeds challenge farms of all sizes. When Melani Harding, Owner and Winemaker at Bon Niche Cellars, decided to stop using herbicides, weeds got out of hand and she looked for more sustainable control methods. She adopted Nigerian dwarf goats, who promptly began cleaning up the property. But since they’ll gladly eat budding and maturing grapes, they can only free-roam the vineyard between harvest and bud break. Babydoll sheep joined the crew next. They are the perfect height for removing excess vine leaves… which also means they can reach the fruit! They also must leave the vineyard at bud break and are welcome back with the goats after harvest. Melani wanted to achieve year-round weed control. After some research, she found the perfect solution: Kunekune pigs with short stature and a natural inclination for grazing. In 2021, Gilbert the Pig joined the farm and quickly became a local celebrity. Over the years, Melani has established

  Sustainable farming practices are essential for protecting the environment, improving long-term agricultural productivity, and supporting healthy communities. In fact, many of the methods highlighted today are shared across a variety of certification programs, from sustainable certifications like SIP Certified to regenerative programs like Regenerative Organic Certified (ROC). While each certification has its own specific requirements, the core principles of responsible farming remain consistent. In this week’s Marketing Tip, we’ll take a closer look at three key areas – Water Management, Soil Health, and Habitat Preservation – and how sustainable farmers manage them to ensure future success. Water Management Water is one of agriculture’s most critical resources. Sustainable farmers work carefully to both use water efficiently and protect water quality.   Efficient Irrigation Anyone who has struggled to keep a plant alive knows that plants

Looking for fresh ways to engage your customers and boost DTC sales this spring? We've got the perfect opportunity! Join Karen MacNeil—bestselling author and co-creator of Share & Pair Sundays—Kristine Mason—Senior e-Commerce Manager at Joseph Phelps Vineyards—and RedChirp co-founder Jennie Gilbert for an exclusive webinar designed to help wineries like yours turn casual wine lovers into loyal fans. Webinar Details:  Thursday, February 27, 2025 at 10 AM Pacific Why Attend? Discover Share & Pair Sundays – A fresh, industry-wide campaign to inspire wine lovers to gather, sip, and share. Unlock the Power of Text Messaging – Learn how wineries are using SMS to cut through the noise and turn interest into action. Grab Prebuilt Message Templates – Get ready-to-send bulk messages designed specifically for Share & Pair Sundays. Pro Tips to Maximize Conversions – Expert strategies to help your DTC team sell more wine

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

To conclude a year defined by forward-thinking practices and community engagement, we at Vineyard Team proudly share an annual review to highlight our industry’s significant achievements and ongoing commitment to sustainable winegrowing. In 2024, we hosted 8 Tailgates and 2 collaborative events across 3 counties, offering over 20 continuing education (CE) hours to growers and ag professionals. These events strengthened the sense of community, supported five local coffee shops, and fostered the formation of countless new friendships. November’s annual Sustainable Ag Expo included: 531 attendees 63 exhibitors 3 special networking opportunities 16 in-person seminars 13 online courses 29 hours of continuing education  147 attendees experienced streamlined DPR reporting through a collaboration with CE Reported. All attendees enjoyed 38 gallons of coffee, 205 donuts, 26 bottles of wine, and 600 ounces of beer in the event’s lively and engaging atm

As the busiest time of the year for wineries approaches, it’s crucial to prepare strategically for Q4 to ensure you’re capturing every possible sale. Whether you’re focusing on Direct-to-Consumer (DTC) channels or looking to expand your reach through events and collaborations, this guide will help you make the most of the holiday season. 📊 Analyze Your Data for Strategic Insights ☐ Dive Deep into Past Q4 Data: Review past Q4 sales data to identify trends in customer preferences and purchasing behavior. Understanding what worked (and what didn’t) will help you refine your approach. If you’re a new winery or your previous platform didn’t capture detailed data, focus on setting up robust data tracking this year. Use this Q4 as a baseline to gather insights that will guide your future strategies. Don’t hesitate to experiment with different marketing tactics to see what resonates most with your customers. ☐ Segment Your Audience: Utilize data segme

LISTEN IN to Sustainable Winegrowing's Marketing Tip Monday! What does it mean to farm sustainably? Sustainable farming is a collection of practices spanning from water and energy conservation, to soil health and biodiversity, and social equity. There are so many examples of sustainability in action to point to right outside of your window: Native landscaping: minimal irrigation and maintenance needs. Cover crops: promote soil health and provide refuge for beneficial insects. Alternative energy sources: reduce reliance on fossil fuels. Owl boxes & raptor perches: birds of prey feast on vertebrate pests. One topic that sustainable farmers get asked about often is pest management. In this Sustainable Story Marketing Tip, learn how Presqu’ile Vineyards utilizes technology to manage bird pests in a more environmentally and economically sustainable way. Safely Keeping Birds at Bay Birds like finches and starlings are common vineyard pests. They damage fruit and canopies,

The 2024 Olympics will take place in Paris, France, one of the most iconic wine regions in the world, and is a fantastic opportunity for wineries to boost sales and engage customers. With the event right around the corner, here are some fun and practical ways to make the most of this global spectacle. These tips will help you create both in-person and virtual experiences that can drive wine sales and create memorable interactions. 1. Host an Open Night Ceremony: “Open the Bottle Night” Align your event with the Olympic opening ceremony and invite your audience to open a special bottle of your wine. Use email campaigns and social media to spread the word. Encourage participants to share photos and videos on social media with a specific hashtag, such as #OpenTheBottleNight or #SipForGold. Organize a live virtual toast via Zoom or Instagram Live, inviting a local athlete or wine expert to lead the toast and share a few words about your wines and the 2024 Olympics. Enhance the