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

Two years ago, I wrote an article on AI in the vineyard for WBM. Feel free to read that article here…if you want. Otherwise, my basic argument was that although AI will eventually play a role in how we farm grapes, it’s a long way off compared to other industries and even other crops. We who grow grapes are the last ones to see such innovation. And since then, AI has grown exponentially. If two years ago you were playing around with Chat GPT to create bizarrely distorted images and learn about tax loopholes, you can now go onto the likes of Claude and have it just create a website for you from a single prompt. Chatbots like this have essentially eliminated the need for entry-level coders. However Claude is a computer, so it makes sense that it’s gotten very good at writing code for other computers. Similarly Chat GPT has digested the entire internet, and curates any answer for you by plucking it from its vast network of information. Sometimes its correct, and other t

Navigate shifting tastes, rising digital expectations, and the next wave of opportunity. The wine industry stands at a crossroads. After years of challenging market conditions, 2026 is expected to be a pivotal year that could reshape how many wineries operate, compete, and connect with consumers. If you're running a winery or wine brand, the predictions for 2026 aren't just industry forecasts; they're your roadmap to success. A turning point for the wine industry Industry experts are calling 2026 a potential "turning point" for wine, marking the transition from decline to a new growth cycle. But this recovery won't look like anything we've seen before. The old playbook of volume-driven sales is over. The new rules center on premiumization, authentic storytelling, and direct-to-consumer excellence. These shifts present both challenges and unprecedented opportunities. Get the full story

Spending a weekend sipping superb wines while savoring the perfect food pairing sounds like heaven. Add in breathtaking scenery and the relaxing ambiance of Sonoma County’s Wine Country, and now you have paradise perfected! This magical wine and food weekend becomes reality on November 1st and 2nd as the Wine Road hosts the 27th annual Wine & Food Affair. A Sneak Peek at the Food Pairings With 50 wineries to select from, there are too many food pairings to list, so here are just a few highlights. If you love Italian-based comfort food, check out: Mushroom and Winter Squash Risotto at Pedroncelli Winery Lobster Ravioli with Vodka Sauce at Pech Merle Winery Tatiana’s Famous Lasagna at Colagrossi Wines If you’d rather pair Mexican, French or Cajun with delicious wines, here are some options: Roger’s Colorado Pork Green Chili at J. Cage Cellars Creamy Mushroom Chicken Facon Grand Mère at GC Lurton Vineyards Alison’s Jambalaya at Mat

Gusmer Analytical Services  Gusmer Sonoma  |  9025 Old Redwood Hwy, Ste. E, Windsor, CA 95492  |  707.836.1056 Gusmer Napa  |  640-D Airpark Road, Napa, CA 94558  |  707.224.7903  VIEW ALL TESTS DOWNLOAD WINE ANALYSIS FORM TO SUBMIT LAB SAMPLES Harvest is fast approaching, and it is time to make one of the most important decisions of the year: When to pick? Go to the Gusmer Napa Lab or Gusmer Sonoma Store for full juice panels with rapid turnaround times. Contact Us for full details. (Sonoma 707.836.1056 / Napa 707.224.7903) Most winemakers sample their fruit regularly to determine the optimal time to harvest, but often testing of those samples is limited to Brix, pH, and TA.  Additional analysis can help to better inform your harvest decisions, but running individual tests for acids, sugars, and nitrogen compounds can be time-consuming and expensive. At the Gusmer Napa Lab and Sonoma Store our analytical teams utilize

From Midnight Mocktails to Croatian Coasts: The Top Travel Trends Stealing Wine Country's Thunder As travelers eagerly plan their next getaways, the tourism landscape is shifting—fast. Driven by changing values, advancing tech, and global events, how we explore the world in 2025 looks very different than it did just a few years ago. From AI-crafted itineraries to wellness retreats designed around your sleep cycle, travel today is more curated, personal, and purpose-driven than ever. But while adventurers chase hot springs in Iceland and food tours in Tokyo, one classic destination is quietly slipping from the spotlight: wine country. Once a top choice for weekend getaways and special occasions, winery visits are on the decline. And for the wine industry, that’s more than just a hospitality hiccup—it’s a missed opportunity to turn curious sippers into lifelong fans. Understanding this season’s top travel trends isn’t just about keeping up. It&rsq

The Hidden Mistake Many Business Owners Make When it comes to running a business, most owners are focused on day-to-day operations and long-term growth. However, one critical aspect often gets overlooked: succession planning. Whether you're in the vineyard, tech, or any other industry, succession planning ensures that your business remains successful after you transition out of the leadership role. One of the most common mistakes business owners make is waiting too long to plan their succession, often only thinking about it when it’s already too late. Reality is, preparing for your business’s future doesn't have to be stressful. In fact, it can be one of the most rewarding steps you take for the health and longevity of your company. Here are 8 tips to set your business — and successor — up for long-term success. Tip #1: Start Planning Early  It's essential to think about succession planning well in advance. Often, business owners underestim

The 2025 Barrel Weekend is all about tasting wines from the past, present and future. This annual weekend event has been reimagined for its 47th anniversary, letting the wineries along the Wine Road focus on more than just tasting wines from the barrel. And, giving tasters new opportunities for exploring and learning about wine. More Tasting Options With wineries pouring wines from past (library wines), present (current release wines) and future (barrel samples), attendees have more choices and can choose what they most enjoy or what they seeking to restock their wine cellars. As you look through the online Barrel Weekend program, you’ll discover wineries pouring wines from one, two or all three of the category options. This information lets you, the ticket holder, design the tasting path that suits your palate preferences. If you love tasting only barrel samples and possibly buying wine futures, you can still do that. But, if you prefer to taste wines that are currently availabl

When you think of a tractor, do you picture the sturdy, hardworking machine of the past or today’s powerful, modern marvel? For wineries, cideries, and fruit farmers, tractors symbolize the bridge between nature and craft. But how does this relate to marketing? Tractor symbolism can be marketing gold. Let’s explore this through two brands our team has worked on, illustrating how the old and new of the tractor world can inspire marketing. Built to Last: The Legacy of Road 13 In 2008, Pam & Mick Luckhurst sought to rebrand their winery, originally named Golden Mile Cellars. Our team discovered that “It’s All About The Dirt” was a core value, which became the foundation for a new brand. The heart of this brand was the tractor Mick drove through the vineyard, accompanied by his dogs. This rebrand transformed the winery into a standout on shelves and a household name for wine lovers in BC. The enduring presence of the tractor reflects its timeless appeal.

Depending on your wine or spirits brand, the cocktail of channels you depend upon to drive volume in 2025 may look different than it did five years ago. You might lean more heavily upon E-Premise and Direct to Consumer sales. Still, nothing moves cases like a placement in strategic national accounts, regional chains, and high-volume independents in the right markets. The natural consequence of devoting more attention to emerging channels is less time to devote to traditional 3-tier sales strategy without investing in more resources. Under these constraints, it’s more important than ever to focus your team’s efforts in the market with a well-researched, highly-targeted plan of attack.  A crucial roadmap resulting from this research is a Key Account Target (KAT) list. By selecting the accounts capable of driving the most volume for your brand and focusing your sales team’s time and efforts — to the neglect of the rest of your available account universe &mda