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In the film Field of Dreams, a quiet voice whispers a simple promise: “If you build it, he will come.” The idea was never really about baseball. It was about creating something meaningful and trusting that the right people would be drawn to it. The wine industry is standing at a similar crossroads. For decades, wineries have operated on a simple assumption: make great wine, tell a compelling story, and consumers will come. Craft the product. Earn the accolades. Build the brand. But the next generation of wine consumers is telling us something different. Gen Z, now entering legal drinking age and shaping the future of hospitality, is not primarily seeking bottles to collect or scores to chase. Many say they are looking for something more fundamental: connection, community, and places where they can gather with friends away from the constant pull of the digital world. In other words, they are looking for a third space. For winery owners, executives, and Direct-to-Consumer lea
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February 13, 2026
Turning the Tables on Jack Kauffman
By Carl Giavanti Jack Kauffman, an award-winning filmmaker and certified sommelier, has a strong interest in telling stories of wine through motion
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January 16, 2026
Turning The Tables on Randy Caparoso
By Carl Giavanti Randy Caparoso is a longtime wine professional, journalist and photographer based in Lodi, Calif. He is the author of Lodi! The
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December is when winery commerce systems reveal their true strengths — and their limitations. Busy tasting rooms. Holiday gift orders. Club shipments. Online traffic spikes. Staff moving fast across multiple channels. This is the moment when technology either supports growth — or quietly slows it down. The Difference Isn’t Just Sales. It’s Conversion. Most winery platforms can process transactions. Fewer are designed to support hospitality-driven conversion — turning visitors into buyers, buyers into members, and seasonal traffic into long-term relationships. That distinction becomes especially clear during the year’s final sales push. What High-Performing Wineries Do Differently They Use POS Systems Built for Hospitality High-volume tasting rooms need more than a checkout screen. The strongest systems support: fast, browser-based performance (no app lag) tabs, tables, flights, and food service quick workflows that keep staff present with guests
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December 17, 2025
Turning the Tables on Susan Lanier-Graham, Wander With Wonder
By Carl Giavanti Susan Lanier-Graham is the founder and publisher of Wander With Wonder, a Lowell Thomas award–winning travel, food, and wine website. She
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November 13, 2025
Turning The Tables on Lettie Teague
Seven years ago, Wine Industry Advisor debuted Turning the Tables, a monthly series of interviews that shines a spotlight on the journalists and
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October 22, 2025
Turning the Tables on Michael Sinowitz
By Carl Giavanti Michael Sinowitz, author of Finding Meaning in Wine: A US Blend, researched his book over the last 7 years, speaking with many wine world luminaries including Rajat [...]00
October 22, 2025
Over the past few years, wineries have seen tasting room visits decline as consumer habits shift. With more options than ever, visitors are looking for something special—experiences that go beyond just sampling wine. For many wineries, this means rethinking how they engage guests and creating a place people want to come back to. This guide explores how wineries across the country are turning their tasting rooms into destinations—balancing local charm, modern convenience, and genuine hospitality. Create Unique, Social Experiences In today’s market, wineries that stand out provide more than just a tasting—they create memorable, shareable experiences that make guests want to stay longer and come back. Enhancing the Atmosphere with Music: Music adds energy and can make an ordinary tasting feel like an event. Hosting live music, whether it’s a local band or acoustic performer, brings people together and keeps them engaged. Many wineries schedule music on weeke
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September 24, 2025
Turning the Tables on Cori Solomon
By Carl Giavanti Cori Solomon, an award-winning writer/photographer in Los Angeles, often travels with her pet Salukis in tow. Her blog, The Written Palette, features eclectic articles about her experiences [...]00
August 25, 2025
Turning The Tables on Andrew Jefford
By Carl Giavanti Andrew Jefford is a wine author and journalist based near Montpellier, France. Author of The New France, Whisky Island and Drinking with
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