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

The Post-Harvest Drop-Off Fall brings a flurry of activity to wine country. Tasting rooms fill with eager visitors, social media buzzes with harvest photos, and the energy is palpable. Then November arrives, and for many wineries, engagement plummets. According to Silicon Valley Bank's 2024 Direct-to-Consumer Wine Survey, the average winery converts less than 15% of harvest event attendees into repeat customers by year-end. This represents an enormous missed opportunity. The wineries that thrive year-round don't view harvest as a seasonal peak but as the starting point of a strategic customer journey.  Harvest Is Your Customer Acquisition Funnel Stop thinking of harvest events as isolated experiences and start viewing them as the top of your sales funnel. Smart consumer brands recognize that seasonal events provide a prime opportunity to collect valuable customer data while creating memorable brand experiences. These touchpoints become the first step in an ongoing relat

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

Are you tracking your harvest activities correctly? Your grapes details? When to report your wines as "produced"? How all those numbers look on your TTB 5120.17 reports?  Our course, TTB Winery Harvest Training covers all of that! From when grapes roll into your winery through to their completion of fermentation we walk you through it with examples of how to document and report! Plus - your questions are welcomed! TTB Winery Harvest Compliance

Every vineyard tells a story, but some chapters aren’t easy to read. Hidden beneath the surface—or buried in old records—are secrets that can affect your land’s value, your ability to develop, or even your next harvest. Whether you inherited your vineyard, bought it as-is, or have managed it for years, uncovering these hidden details is crucial. That’s where Ray Carlson & Associates steps in, combining decades of experience with cutting-edge technology and deep historical research to reveal what your vineyard isn’t telling you. What Kinds of Secrets Are We Talking About? Unrecorded Easements: Access rights or utility corridors that don’t appear in your current deed but can limit how you use your land. Boundary Discrepancies: Old surveys or informal boundaries that don’t match legal property lines, causing confusion or disputes with neighbors. Hidden Utilities: Underground water lines, irrigation pipes, or cables not documen

Crush is coming, and Gusmer wants to be your go to provider for all your winemaking solutions. Gusmer offers a full range of innovative enological tools that includes: Fermentation and processing aids, filtration media and equipment, analytical products and instrumentation, and analytical laboratory services. For ordering and technical support, click here to contact your Technical Sales Rep Gusmer's Full 2025-26 Interactive Winemaking Catalog   Featured Products Novonesis Yeast - FrootZen Available in Frozen & Freeze-Dried Viniflora FrootZen is a pure strain of yeast Pichia kluyveri strengthening the fruity characteristics of the wine and ensuring bio-protection. FrootZen™ can be used at several stages of the process as a pre-fermentation product (on harvested grapes, on crushed grapes, or in must). The culture is recommended when making white and rosé, but can also be used in red wines. Learn More - FrootZen View all Novonesis Yeast Strains Renais

Crush is coming, and Gusmer wants to be your go to provider for all your winemaking solutions. Gusmer offers a full range of innovative enological tools that includes: Fermentation and processing aids, filtration media and equipment, analytical products and instrumentation, and analytical laboratory services. For ordering and technical support, click here to contact your Technical Sales Rep Gusmer's Full 2025-26 Interactive Winemaking Catalog   Featured Products Novonesis Yeast - FrootZen Available in Frozen & Freeze-Dried Viniflora FrootZen is a pure strain of yeast Pichia kluyveri strengthening the fruity characteristics of the wine and ensuring bio-protection. FrootZen™ can be used at several stages of the process as a pre-fermentation product (on harvested grapes, on crushed grapes, or in must). The culture is recommended when making white and rosé, but can also be used in red wines. Learn More - FrootZen View all Novonesis Yeast Strains R

If you’re a winemaker, winery owner or executive, you know that crafting wine is anything but a straightforward manufacturing process. And small decisions can make and break profits. Winemaking isn’t a simple recipe; it’s an evolving blend of art, science, and constant hands-on adjustments. Every harvest, blend, and barrel is unique, meaning there’s no “one-size-fits-all” approach to production. That’s where traditional Enterprise Resource Planning (ERP) systems fall short. While they’re great for tracking your general ledger, automating order management, and tracking case goods inventory, they don’t understand the nuances of wine production. In this article, we’ll get into why ERPs just aren’t a good fit for the cellar—and why integrating purpose-built winery solutions can make all the difference. Where ERPs Miss the Mark for Wineries No Vineyard Tracking or Insights Winemaking starts in the vineyard, but most ERP

The wine industry is steeped in tradition, but let’s be real—it’s time to shake things up. Younger demographics aren’t buying into the same old wine marketing tricks or outdated experiences. Want to grab their attention (and their dollars)? Then it’s time to think bold, fun, and modern. You Don’t Have to Do It All—Start Small and Stay True to Your Brand Attracting younger wine lovers doesn’t mean you need to overhaul everything or abandon your roots. Instead, consider making a few strategic shifts that align with your brand. Maybe your website keeps the traditional tasting notes, but you have fun with social media. Maybe your weekends are reserved for 21+ reservation-only tastings, but your weekdays are more relaxed and family-friendly. The key is finding what works for you and your audience. Now, let’s dive into some ideas. 1. Flex Your Wine Club Options Your wine club isn’t working for everyone. Sure, your loyal members lov

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 dives into fresh ideas to help your winery stand out, turning it into a destination where visitors feel welcome, excited, and connected to what you offer. 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 weekends to attr