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

Every winery knows the tasting room matters. Few know just how much. Commerce7 analyzed data across six global markets, and one thing kept showing up. The tasting room isn't just a sales channel. It's where most new customer records get created. Where most DTC transactions happen. Where first-time guests become regulars. Commerce7's latest Data Drop, "The Tasting Room Effect," breaks it all down: → Where the revenue is actually coming from → The opportunities most wineries are leaving on the table → What growing wineries are doing differently Get the Data Drop The Commerce7 Data Drop series is an ongoing series designed to deliver timely, digestible insights that help wineries understand what is really driving direct-to-consumer performance. What was once a single yearly data book will now be published in shorter pieces that arrive throughout 2026, giving the industry faster access to trends, benchmarks, and opportunities backed by the largest DTC

When wineries evaluate POS and ecommerce systems, the discussion often focuses on subscription pricing. However, the more important metric is Total Cost of Ownership (TCO) — the full operational cost of running a platform over time.  TCO includes factors such as:  implementation and onboarding integrations with other tools  staff training  operational efficiency  ongoing support and maintenance  Recent research comparing POS platforms found that Shopify POS delivers approximately 22% lower total cost of ownership on average. Much of this difference comes from Shopify’s unified commerce architecture, where POS, ecommerce, inventory, and customer data operate on the same platform.  Many wineries currently operate across multiple disconnected systems, which can introduce operational complexity over time.  There are also technology platforms built specifically for wineries, and many producers run successful o

We call it a Tasting Room, when it’s really a Sales Room. Why is that? After the repeal of Prohibition in 1933, wineries re-opened in an environment where the government was highly suspicious of any and all alcohol sales. On-premise consumption was restricted and considered the purview of saloons, which were vilified during the years of Prohibition. So, to comply with laws and distinguish themselves as places of refined moderation, wineries leaned into “tasting,” not drinking. The Tasting Room became the winery’s sales room. Over the decades, tasting rooms have become places of hospitality, education, and increasingly, dinner (or lunch). Along the way, the primary role of the tasting room—to form a connection with the consumer for the purpose of selling wine—got lost. Now, I recognize that I’m being hyperbolic here. In the contracting market we’re living in, too many wineries are focusing only on the hospitality aspect. They need to lean

What we’re seeing Holiday and event weekends are where wineries make their money — and also where tasting rooms get the most stressed. Lines back up, staff get flustered, and POS screens fill with clutter right when teams need simplicity. How vinSUITE TabletPOS helps TabletPOS is built for exactly those moments: fast, flexible, and easy to use anywhere you pour. These three small setup tweaks have a big impact on busy weekends: 1. Dollar-Based Tips That Match Wine Service Swap restaurant-style percentages for simple dollar buttons that feel natural in a tasting room. The problem Restaurant-style 20% tip prompts can feel out of place on high-value wine tickets. Guests hesitate, do math, or skip tipping entirely. The tweak Use Custom Tip Amounts in TabletPOS to swap percentages for simple dollar buttons like $5, $10, and $15. Why it’s a win Feels natural for winery hospitality vs. restaurant-style math. Speeds up checkout with fewer edits and awkward pauses. Suppo

Cyber Week Winery Marketing: Planning Smarter, Selling Stronger Cyber Week is almost here, and consumers are primed to buy. For wineries, it’s not just a chance to move inventory — it’s a chance to win new fans, reward loyal members, and end the year strong. The goal isn’t simply to discount — it’s to strategically position value, create urgency, and make buying feel effortless. Whether you’re a small family-run tasting room or a multi-location brand, these proven strategies will help you get the most out of the week. 1. Build Anticipation Before the Week Begins Cyber Week success starts long before Friday. The wineries that win start warming up their audience early — building curiosity, boosting email sign-ups, and reminding people why they love their brand. Ideas to get the buzz going: Add a countdown banner or homepage teaser with “Our biggest offer of the year starts soon.” Send a “save the date” email to your

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

In California, water scarcity is an ever-growing concern, and as droughts become more frequent, it’s vital that our landscapes adapt. At Allen Land Design, we’re passionate about creating outdoor spaces that not only look beautiful but are also resilient and sustainable. When designing landscapes for wine country or any drought-prone region, the goal is to choose plants, materials, and techniques that conserve water while enhancing the beauty and functionality of the space. Xeriscaping—the practice of using drought-tolerant plants and water-efficient design—is the cornerstone of sustainable landscaping. Plants like lavender, succulents, and ornamental grasses are perfect for the dry conditions of Sonoma County, adding texture, color, and movement without relying on excessive water. One of our favorites, the California native sage, is not only stunning with its silvery leaves but is also a magnet for pollinators, helping support local wildlife. Beyond plant

In today’s competitive wine market, standing out requires more than just great wine—it’s about the full experience you create for your guests. The details matter. A thoughtfully chosen corkscrew, a customized tasting flight, or even a branded champagne saber can transform a visit to your tasting room into something memorable. Wine-n-Gear offers a wide range of wholesale wine and champagne tools that can be customized with your logo, ensuring your brand stays front and center. From aerators and pourers to stoppers, coasters, and elegant tasting accessories, these products give your winery a professional edge while reinforcing your identity. With wholesale pricing, free logo printing, and a wide selection of unique products, Wine-n-Gear makes it easy to add those finishing touches that elevate your hospitality experience and leave a lasting impression.