Wine Industry Sales Education (WISE), the leading provider of Direct-to-Consumer (DTC) sales education, leadership coaching, and certification for the wine industry, today announced the launch of WISE Public Speaking Pathways, a new suite of live, practice-based public speaking courses developed in partnership with Clear Communication Academy (CCA). Designed specifically for winery professionals, WISE Public Speaking Pathways delivers role-based communication training across every level of the organization, from frontline tasting room staff building confidence with guests, to managers and winemakers representing the winery publicly, to executives speaking with influence and authority. With both live Zoom and in-person options, the program offers flexible access for individuals and organizations to select the experience that best aligns with their goals, team structure, and growth initiatives. “Strong communication is not a ‘nice to have’ in today’s DTC envi

If you're thinking of selling your winery, rather than closing, this article is for you. These are the top things to consider when positioning your winery for sale in today's market.  If you’re in the wine industry, you already know that this is a hard market. There are an increasing number of wineries for sale, and you likely know several others that would sell if they had the opportunity. So what do you need to do if you’re seriously considering selling your winery in the near future and want to maximize the value of that sale? Here are three areas to focus on: maximizing your cash flow, assessing your salable assets, and being honest with your expectations. Read on my Substack page. Maximize Your Cash Flow The best way to show that your winery is worth the price is to have cash flow. The highest value in a winery is, in fact, cash coming in. At the same time, most wineries consider selling because they don’t have enough of it. That tension is real, and

Join winery leaders and industry experts to explore the strategies shaping the future of wine sales. The wine industry is entering a period of significant change. Consumer behavior is shifting, visitation patterns are evolving, and the traditional paths to market are being redefined. To succeed in this environment, wineries must rethink how they attract customers, build lasting relationships, and grow their brands. The Wine Sales Symposium, taking place on Wednesday, May 13, brings together winery leaders and industry experts for a full day focused on the strategies shaping wine sales today and in the years ahead. This year’s program explores critical topics that will cover: • Hospitality Innovation: Reimagining tasting room experiences to attract Millennials and Gen Z through values-driven programming, experiential design, and strategic partnerships • Wine Club and Customer Retention: Data-driven approaches to reducing churn, building membership value,

When the Super Bowl and Olympics approach, we celebrate the performance we see on the field. What we don’t see is the year-round conditioning, repetition, and skill-building that made that performance possible. Winning teams don’t train only when the lights are brightest. They train all year long. The same principle applies to winery DTC teams. Downtime Is Where Advantage Is Built Periods of slower visitation or economic uncertainty can feel like a signal to pause. But research shows that the opposite approach separates leaders from laggards. A landmark study published by Harvard Business Review analyzed more than 4,700 companies across multiple recessions. The findings were striking: “Only 9% of companies emerged from recession stronger than before.” Even more telling: “Companies that balanced cost discipline with continued investment in people and capabilities recovered faster and gained market share.” Training Is a Growth Strategy,

We proudly announced the recipients of the inaugural WISE Rising Stars Scholarships during a live presentation at the DTC Wine Symposium last week, celebrating the next generation of DTC wine industry leaders in front of more than 500 winery professionals. As one of the event’s original sponsors, WISE continues to invest in the Symposium’s mission of education, collaboration, and forward‑thinking leadership. The Rising Stars Scholarships extend that commitment—supporting people, developing leadership, and strengthening the DTC community across the industry. The Rising Stars Scholarships received an overwhelming response from across the country. The strength of applications prompted Commerce7 to step in and match one of the scholarships, allowing WISE to expand the program and support additional recipients. Join us as we raise a glass towards this year's recipients! Kelsey Gomes is the DTC Marketing Manager at Lange Twins Family Winery & Vineyards. Upon re

Napa/Sonoma, CA — December 1st, 2025 — RedChirp and WISE (Wine Industry Sales Education) today announced a forward-looking, solutions-driven webinar designed to help wineries solve one of the most urgent challenges facing Direct-to-Consumer (DTC) wine sales today: capturing accurate guest data and the express written consent required to power effective outreach, build lasting relationships, and grow revenue.  This collaboration—led by WISE Partner Liz Mercer and RedChirp Cofounder Jennie Gilbert—was born from a shared recognition that the old “hospitality-first, follow-up-later” model is no longer enough. With tasting room visitation softening, consumer spending tightening, and compliance rules continually evolving, brands must become more proactive in their outreach. Yet most wineries are missing most of the reliable email addresses, phone numbers, and compliant opt-ins needed to keep conversations going after the visit.  Recent WISE

Wine Industry Sales Education (WISE) is proud to announce the launch of the WISE Rising Star Scholarship Program, three professional development scholarships designed to invest in the people shaping the future of the wine industry. Now in its 16th year supporting winery DTC, WISE continues its commitment to helping winery professionals grow through hands-on education, coaching, and certification. The new scholarships support both emerging professionals and rising managers who demonstrate heart, hustle, and a commitment to excellence. Recipients will be recognized at the 2026 Direct to Consumer Wine Symposium, held in Monterey California January 20-22, 2026. Two Tracks, One Goal: Empowering DTC Growth Rising Star Professional Scholarship (Value: $1,275) One Available. For individuals new to the wine industry or early in their DTC journey. Includes: WISE #111 Tasting Room Professional OR WISE #113 Wine Club ProfessionalWISE #116 Outbound Phone Sales Professional WISE

For years, discounting has been the default lever wineries pull to spark sales and reward loyal customers. But in today’s crowded marketplace, deep discounts can erode brand value and condition customers to buy only when the price drops. There’s a better way: loyalty points programs. Retention, without discounting, comes from making customers feel known, valued, and part of something special. They’ll stay not because it’s cheaper, but because it’s theirs. Instead of discounting away margin, wineries can encourage repeat visits and purchases by offering rewards that feel aspirational, personalized, and memorable. Loyalty points add up over time, giving guests a reason to come back again and again, all the while protecting your brand’s premium image. 10 Reasons Why Loyalty Points Work Shift from price to experience. Points reward frequency and engagement, not bargain hunting. The program should reinforce experience, access, and emotional loyalty, not