You’ve already done the hard part getting guests through the door. Now it’s time to make every visit truly count. Join Liz Mercer for a sharper, more intentional look at how top-performing wineries are transforming the tasting room into a powerful engine for revenue and loyalty. From the first welcome to the final touchpoint, you’ll learn how small, deliberate shifts in approach can significantly improve conversion, deepen engagement, and create lasting customer relationships. If you want stronger results from every tasting room interaction, this is a session you won’t want to miss. Wednesday, April 22nd, 2026 at 10:00 AM – 11:00 AM (PT) RSVP Now ABOUT THE SPEAKER Liz Mercer WISE Coach & Content Developer Liz Mercer grew up in the Napa Valley, which instilled a deep respect for the culture and lifestyle of wine and the industry supporting it. She left the area to attend Northwood University in Michigan, where she studied Finance & Business Manage

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,

Available only at Waterloo Container Seneca Falls, NY — Waterloo Container Co. is proud to announce the availability of a uniquely designed swingtop crownable bottle, produced by Ardagh Glass Packaging-North America (AGP-North America) in the U.S., which can be purchased exclusively from Waterloo Container. Waterloo Container’s swingtop-style bottle stands apart from others for its superior quality, refined aesthetics and true American craftsmanship. Designed with a tall, sleek silhouette that compliments today's premium craft beverages, this bottle is ideal for moderately-carbonated cider, sparkling and specialty wines. This milestone is the result of Waterloo Container’s longstanding and collaborative relationship with AGP-North America. As one of Ardagh’s East Coast distributors, Waterloo Container has worked hand-in-hand with the manufacturer to swiftly deliver high-quality, American-made glass to beverage producers throughout the region. The vision of

Join Liz Mercer at WISE and Tracy McArdle at eCELLAR for a dynamic 45-minute session and 15-minute Q&A exploring how wineries are driving sales outside their four walls. Learn how to take your brand on the road and other creative outreach strategies that deepen connections, build loyalty, and boost revenue. Discover what’s working for leading wineries, how to identify the right audiences and partners, and how to bring your brand story to life beyond the tasting room. About WISE WISE (Wine Industry Sales Education) has long championed excellence across all Direct-to-Consumer (DTC) channels - tasting rooms, clubs, events, phone and beyond - through practical, hands-on training and data-driven insights. Today, their work extends beyond sales skills to shaping strong leaders and healthy teams. Strong Leaders. Healthy Teams. Successful Wineries. They believe a rising tide lifts all boats and that our industry deserves professionalism at every level. Through experiential learning,

by Stacey HeuerAs we approach Thanksgiving, it’s a time to pause and reflect on the past year—the lessons we’ve learned, the challenges we’ve navigated, and the many things we have to be grateful for. For those of us in the wine industry, this reflection feels especially meaningful. The past year has asked us to adapt, to rethink long-standing traditions, and to find new ways to connect with customers and one another. We’ve witnessed shifting consumer preferences, evolving markets, and the uncertainty that naturally comes with change. Yet through it all, I’ve seen incredible determination, creativity, and collaboration across our community. These qualities remind me that, while the landscape may shift, what truly endures is our shared passion for the craft, our resilience in the face of challenge, and the strong sense of camaraderie that binds us together. In that spirit, I’d like to share what I’m especially thankful for within our wine

Our latest Sustainable Winegrowing podcast episode brings together two of Turrentine Brokerage’s leading experts—Audra Cooper, Director of Grape Brokerage, and Eddie Urman, Central Coast Grape Broker—to explore how the wine industry can navigate a market defined by oversupply, shifting demand, and the growing push for sustainability. Listen to the full episode Play Episode 269: From Surplus to Strategy Meet Your Hosts Audra Cooper With nearly two decades at Turrentine Brokerage, Audra leads our grape brokerage team. A Central Coast native with a background in Agricultural Economics (CSU Fresno) and strategic management, Audra champions data-driven strategies to keep clients ahead of market shifts. Eddie Urman A Paso Robles native and Cal Poly alum, Eddie brings over ten years of vineyard management and brokerage experience to his role as Central Coast Grape Broker. Known for his deep grower relationships and hands-on market analysis, Eddie helps clients turn changin

Keeping pace in today’s market requires wineries to juggle more considerations than ever.  And while there are advantages to being a jack of all trades, navigating these other factors can distract from the winery’s main focus: making wine. By partnering with the right manufacturer, wineries can devote more energy to crafting their wine without ignoring other key elements required to launch a successful product.    As an industry-leading glass manufacturer, O-I offers wineries more than just beautiful bottles. Partners gain access to an in-house design team, superior sustainability initiatives, and over a century of market experience.  In-house design, out-of-the-box results O-I’s team of designers have the branding skills and production experience to give your wine a stellar visual identity while considering the design limitations imposed by the glass  manufacturing process. The exercise is easy on wineries, thanks to the award-winning design team&rsquo

Wineries continue to increase their efforts to reduce their carbon footprint. From harvesting grapes grown in more sustainably focused ways, to water conservation, and fostering healthier soils, there are many things that can be done in the vineyard to make a positive impact on the local ecosystem and wildlife habitat.  Beyond environmentally conscious agricultural practices, it is important that wineries look to vendors that operate with similar sustainability views. One impactful consideration is which organization you turn to for glass packaging. If you are looking to step up your efforts even further, there is a reason to choose O-I as that partner. Since 2017, the organization’s multi-pronged approach to sustainability has resulted in a nearly 20% reduction in greenhouse (GHG) emissions. Taking a more granular look at O-I, there are other factors that make the organization a leader in the sustainable packaging space. Here are some points to consider when it comes t