In the world of wine, the tasting room is more than a beautiful space—it’s the center of your business and the heart of your brand. Whether you’re exploring a career in the wine industry or already managing a tasting room, this course offers a comprehensive look at how to build and sustain a profitable, professional and customer-focused tasting room experience. In this online course, you’ll examine how a successful tasting room functions as both a destination and a core business strategy—shaping how customers experience your brand and driving direct-to-consumer (DTC) growth. Through in-depth exploration of business planning, space design, staffing, digital integration and customer engagement, you’ll gain insights into how each of these elements contributes to a thriving tasting room. You’ll also learn strategies for wine club development and exceptional sales and service. Throughout the course, you’ll build a practical toolkit—compl

Hello WIN community! Jim Drake here, founder of PromoLab.  PromoLab is a Pacific Northwest–based digital commerce and marketing consultancy focused on wineries and wine-adjacent brands. For more than 25 years, I’ve worked at the intersection of web development, ecommerce, branding, and operations, helping wineries turn their digital presence into something that actually supports how they sell wine day to day. Much of our work centers on connecting tasting rooms, wine clubs, and online sales into a single, cohesive system, rather than a collection of disconnected tools. That means thinking beyond websites alone and into real-world winery realities: compliance, fulfillment, POS workflows, inventory, reporting, and long-term scalability. I’ve had the privilege of working closely with Washington wineries for decades, including long-standing relationships with producers like Quilceda Creek and many others across the region. That experience has shaped how PromoLab work

We are writing to provide information regarding two significant California labor law requirements under the Workplace Know Your Rights Act (SB 294). Our team is available to assist you in administering these new requirements to ensure your organization meets state standards.  Mandatory Workplace Rights Notice (Effective Feb 1, 2026) As of February 1, 2026, California law requires employers to provide a stand-alone "Know Your Rights" notice to all current employees. This notice covers fundamental rights, including workers’ compensation, immigration-related protections, and labor organizing rights. Distribution Information: The notice should be provided via your standard communication channel (e.g., email or hand delivery) so that it is received within one business day. Official Templates: The Labor Commissioner has provided model notices for this purpose: English Notice | Spanish Notice Potential Penalties: Failure to provide this notice may subject an employer to

Stop reacting to cancellations. A proactive strategy for spotting and saving at-risk wine club members before they leave. vinSUITE Blog Wine Club Retention Strategy: What to Do With At-Risk Members  Wine club churn rarely starts with a cancellation. It starts earlier with small moments that don’t look urgent on a report: a skipped shipment, a failed card update that lingers, a pickup that keeps getting missed, a shipping issue that takes too long to resolve, or a member who goes quiet. This post shares a proactive strategy for spotting risk early and responding with the right action—without turning retention into a constant scramble. In this post, you’ll learn: What “at-risk” looks like before a cancellation A 4-step framework to stabilize and save members Exactly what to send (templates included) The “Save Before They Cancel” Framework (quick preview) Proactive retention works because it fixes friction before it becomes frustratio

Design is the message. And when you print directly on glass, that message becomes unforgettable. We’ve seen millions of bottles come through our print lines, and certain design styles just work. They don’t need a label to stand out — they let the glass do the talking. In this week’s post, we’re showcasing 5 design styles that look beautiful on glass and create real shelf impact. • No labels. • No templates. • Just creativity, printed straight to the bottle. Below see the 5 styles — and reach out if you want help designing yours. 

Your Current Marketing Won't Work for Younger Wine Drinkers The generational shift in wine consumption is happening faster than most wineries are prepared to handle. According to Wine Intelligence's US Wine Consumer Trends 2025 report, millennials will surpass baby boomers as the largest wine-consuming demographic by value this year. Meanwhile, the oldest members of Gen Z (born 1997-2012) are now turning 28 and developing their own distinctive wine preferences. The problem? Most wineries continue marketing as if their primary audience is still over 55. The messaging, channels, and tactics that worked for boomers actively repel younger buyers. Let's examine what actually works when marketing to these crucial demographics. What Younger Wine Consumers Actually Want Millennial Wine Drinkers (Ages 29-44) Millennials approach wine fundamentally differently than their parents: What They Value: Transparency about production methods and ingredients Sustainable and ethical busines

Wine clubs have long been the backbone of direct-to-consumer (DTC) sales. But with shifting consumer expectations and the rise of subscription culture, from streaming services to meal kits, wineries are rethinking the traditional club. Subscription models promise flexibility for customers, stability for wineries, and in many cases, less operational strain. We asked four leading technology providers (Awtomic, Commerce7, OrderPort, and VinSuite) to share their insights on how wineries can successfully add or adapt subscriptions. We also gathered a few winery examples to show how creative models are being used today. This list is in no way exhaustive, there are many winery DTC software/SaaS providers with options, and the landscape is continuously evolving. For a deeper dive, check out this article by WineBusiness Monthly with all the providers, trends, and a very helpful comparison chart. What Are Wine Subscriptions? At their core, wine subscriptions are a modern twist on the tradi

9 proven strategies to maximize Your October, November, December revenue  October, November, and December (OND) are the biggest sales months of the year for your business, and if done right, not just for short-term gains. This is your prime window to capture new customers, increase average order value, and build relationships that carry into the new year.  For many beverage alcohol businesses, OND can represent 30–40% of annual sales. The reason? Peak holiday spending meets perfect timing, gatherings, corporate gifting, and a growing preference for wine purchases create a massive opportunity.  The businesses that win the season don’t just survive the rush, they plan ahead, market smart, and execute flawlessly.  1. Start early and build holiday momentum While many of the sales will take place in OND, August and September are nearly the most important months as this is when your planning and preparations take place.  Suggested timeline:  August:

WINE INDUSTRY CPE PRESENTS: NOVEMBER WINE BUSINESS CPE CLASS What: Winery Budget & Forecast When: Tuesday, November 18, 2025 | 8 AM - 1 PM PST Where: AWG Santa Rosa Office or Online Speaker: Timothy Allen, CPA, MS Taxation & Principal of AWG Wine Advisors  Credits Earnable: 5 Hours of AICPA CPE We invite you to deepen and expand your knowledge of wine industry finance, accounting, and best practices by attending one of our educational courses. Explore our current and upcoming offerings to make new industry connections, learn about the latest value-added processes and procedures, and acquire the tools and knowledge necessary for success. This education series is designed for professionals at ALL LEVELS, from newcomers to the wine industry to seasoned executives. Whether you’re a winery accountant aiming for your next promotion, an experienced CFO looking to benchmark your expertise, or a banker, attorney, or CPA seeking deeper industry insights, this series

Founded in 1974 as the first winery in Southern California’s Temecula Valley, Callaway Vineyard & Winery has long stood as a symbol of innovation and heritage in the region. Originally launched by Eli Callaway—who famously went on to start Callaway Golf—the winery has passed through corporate ownership and scaled to a peak of 750,000 cases. Today, the future is rooted in the past. Now family-owned by the Lin family, Callaway is embracing a premium, estate-only approach under the leadership of acclaimed winemaker Giovanni Verdejo. A native of Mexico City, Gio spent over two decades in Napa Valley crafting 90+ point wines for Foley Family Wines. Now, at Callaway, he leads a 10,000-case DTC-focused production that reflects both craft and character, with wines sold exclusively through their wine club and tasting room (named Newsweek Readers' Choice Best in the Nation, 2024). To match this elevated vision, Gio and the Callaway team knew