In Session 3 of the Wine Club Symposium, Liz Mercer (WISE Academy) made a clear case: tasting-room traffic alone is too volatile to power sustainable DTC growth. Wineries that take their brand to their members, through roadshow events and member travel, are winning sign-ups, sales, and loyalty in the markets where fans already live. Why this matters now Weather, travel patterns, and local disruptions make tasting-room demand unpredictable. Taking the winery on the road diversifies acquisition and retention—and deepens relationships. You control cadence, format, and data capture instead of waiting for foot traffic. Three roadshow formats that work Winery-hosted dinners: Co-plan with a restaurant or country club; keep pricing all-inclusive; align the menu to make your wines shine. Partner-hosted events: Team up with lifestyle brands (e.g., premium appliance showrooms, private social clubs) to co-mingle audiences and scale. Champion-hosted gatherings: Member-home tastings done

In Session 3 of the Wine Club Symposium, Liz Mercer (WISE Academy) made a clear case: tasting-room traffic alone is too volatile to power sustainable DTC growth. Wineries that take their brand to their members, through roadshow events and member travel, are winning sign-ups, sales, and loyalty in the markets where fans already live. Why this matters now Weather, travel patterns, and local disruptions make tasting-room demand unpredictable. Taking the winery on the road diversifies acquisition and retention—and deepens relationships. You control cadence, format, and data capture instead of waiting for foot traffic. Three roadshow formats that work Winery-hosted dinners: Co-plan with a restaurant or country club; keep pricing all-inclusive; align the menu to make your wines shine. Partner-hosted events: Team up with lifestyle brands (e.g., premium appliance showrooms, private social clubs) to co-mingle audiences and scale. Champion-hosted gatherings: Member-home tastings done

Wine Club Symposium — Session 1 State of the Industry: Why Wine Clubs?  Watch the full recording of vinSUITE’s opening keynote to see how leading wineries are growing clubs in a softer market—by reducing sign-up friction, making commitment flexible, and keeping members engaged between shipments. The panel shares field examples from tasting rooms and clubs, then maps them to simple operational changes you can test this quarter. You’ll leave with practical ways to shorten the join flow, add flexible commitment (pause/skip/swap or prepaid), and build habit-keeping touches between shipments—plus the metrics that show it’s working. What you’ll learn Reduce tasting-room friction: capture contact earlier and streamline the join flow. Flexible commitment: pause/skip/swap and prepaid balances convert “almost” members and save cancels—without discounting. Between-shipment engagement: one planned touch + a simple cancel-save step k