Your next customer will see your winery before they ever taste your wine. They'll see it on Instagram while planning a weekend trip. They'll see it on your website while deciding whether to book a reservation. They'll see it in an email while considering whether your wine club is worth joining. And in every one of those moments, they're making a decision based on what your visuals tell them about who you are. This isn't a trend. It's how people buy now. According to a 2023 study by Cloudinary and Harris Poll, 75% of online shoppers say product photos are the most influential factor in their purchase decisions. That number holds across categories, and it holds in wine. The difference is that wineries aren't just selling a product. They're selling an experience, a place, a feeling. Which means your visual content has to do more work than a product shot on a white background. It has to make someone want to be there. Most wineries know this on some level. Fe

Meta Ads, Miracle Results If your holiday Meta ads felt like lighting money on fire in a festive candle, that’s not because social is dead. It’s because your targeting and flighting were built for wishful thinking, not gifting intent. The fix isn’t magic. It’s method. You can absolutely turn Meta into a gift-selling machine between Thanksgiving and New Year—if you understand what actually drives intent and how to spend wisely when every other brand on earth is screaming for attention. What follows is a ruthless, winery-specific playbook for the six-week window between Thanksgiving and New Year that prioritizes intent, protects margin, and leans on real benchmarks instead of folklore. First, reality: volume is there, but it clusters Holiday ecommerce keeps breaking records, with online spend hitting roughly $241.4B from Nov 1 to Dec 31 and mobile responsible for the majority of transactions. (Adobe Newsroom) Translation: your customers are buying on their

Loyalty, Deconstructed: Small Moments, Big Retention What actually makes members stick? In Session 4, Jason Curtis sits down with industry veteran Brian Baker to break down loyalty into practical, repeatable steps you can deploy without requiring bigger discounts or heavy lifting. In this replay, you’ll learn: Story by generation: Gen Z (values & moments), Millennials (experiences), Gen X (clarity), Boomers (legacy). Micro-exclusivity that scales: tiny lots, off-menu pours, member-only moments that feel special. Personalization beyond the name: preferences, simple “your year in wine” recaps, timely outreach. Surprise & delight: thoughtful unboxing layers, quick QR thank-you videos, occasional “upgrade” moments. Hospitality that converts: use the 80/20 guest-talk ratio and a 3-second pause to show you’re listening. Community & values: partner events, cause alignment, and easy member micro-communities. “Aim small, miss small. Start l

by Katiria RodriguezThere’s something magical about the moment a bottle of wine is opened. The gentle pop of the cork, the swirl of liquid in a glass, and the anticipation of the first sip — it’s an experience that transcends simply drinking a beverage. It’s a sensory journey, rich with history, craftsmanship, and passion. But behind that moment is an intricate process that begins long before the bottle reaches a customer’s hands. As a fulfillment partner to the wine industry, I’ve come to realize that we’re not just shipping wine — we’re delivering an experience. Crafting the Perfect Delivery Experience Our fulfillment approach goes beyond simply shipping packages—we focus on creating exceptional experiences. It all begins with our dedicated team, who take the time to understand each winery’s distinct expectations to deliver the perfect consumer experience. We provide thorough training, ensuring our staff is well-versed

It’s the same conversation in boardrooms, discussion boards, symposiums, and industry reports: “Younger consumers just aren’t drinking wine like previous generations.” Sure, the concern is valid. But the narrative misses key nuances. The reality is that younger consumers are still just that—young. Their drinking habits, lifestyle priorities, and financial realities don’t yet match those of past generations at the same life stage. But instead of writing off Gen Z or younger Millennials, the wine industry needs to adjust its approach. The traditional playbook doesn’t account for how younger consumers live, what they value, or how they engage with brands. If wineries want to stay relevant, it’s time to rewrite the script. 1. Younger Consumers Will Age Into Wine—Just Like Boomers Did A common misstep in the industry’s current panic is comparing a 23-year-old Gen Zer to a 45-year-old Gen Xer. The latter has had decades to develop

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

5 Tested Techniques To Improve Wine Packaging Quality   It’s time to think outside the box, here are Global Package’s techniques to improve your wine packaging. But, why is packaging for wine important, you ask? With the increase of “unboxing reveals” across social media and the fierce competition for on-shelf dominance in the wine industry, packaging has become crucial to gain a marketing advantage. Your customers will not only anticipate the quality of your beverage by the label and bottle design but also by the packaging (or lack thereof) your product is in.  What Is Wine Packaging? Packaging means so much more than just the bottle, and in this case when we are specifically referencing outer packaging, can also include wooden boxes, decorated gift boxes, wine totes, gift bags, storage containers, and more. Outer packaging has three main functions: to enhance the branding, add prestige, and keep the wine safe during transport and delivery. The packa

Visual branding is so much, much more than just a logo—it’s the full, immersive experience that your customers have with your winery. From your website to the social media posts, from the T-shirts your crew wears during harvest to the stickers on your wine bottles, every visual element plays a crucial role in telling your winery’s story. If you want to stand out in the crowded wine market, it’s time to think beyond the label and recognize the power of consistent, eye-catching visual branding across all touchpoints. Recognizing Where Visual Branding Matters The first step in crafting impactful visual branding is recognizing all the places it can—and should—be used. Visual branding isn’t just for marketing materials; it’s woven into every part of your winery’s identity. Here’s where it MUST be front and center: Website and Social Media: Your online presence is often the first interaction customers have with your brand. You

Summer can be a challenging time for wineries, thanks to logistical issues like heat affecting shipping and customers’ busy travel schedules. These challenges can present opportunities for creative solutions to maintain sales momentum and engage customers in unique ways. Here are some strategies to help your winery thrive during the summer season. 1. Offer Heat-Proof Shipping Solutions Customers are generally hesitant to order wine in the summer due to concerns about heat damage, and wineries are often hesitant to ship in the heat due to quality concerns, understandably. Providing reliable, heat-proof shipping options can reassure them and boost sales. Be sure to clearly note shipping times and temperature solutions upfront to ensure a smooth customer experience. Temperature-Controlled Packaging: Use insulated packaging and gel packs to keep wine cool during transit. Express Shipping: Offer expedited shipping options to minimize the time wine spends in transit. Hold at Location:

Wine sales have a seasonal cycle to them. Wine orders, especially DTC wine orders, tend to spike during the holiday season (OND) and then even out in the new year, tapering off to a slower season as summer approaches. But inventory does not always match this cycle. It’s not uncommon for a winery to see pallets of inventory waiting to move just as the slow season starts.  Extra inventory can also happen if the year itself has been slow, regardless of what season it is. (And, for some wineries, that’s been the case this year—at least, if industry reports are to be believed.) That’s the puzzle: How do you get all that inventory to move? We’ve seen some simple ideas that work well, and which can help you use what you have to your best advantage. Idea #1: Mystery Cases People love a good mystery. And they love to explore new things. So create a wine club package that is a “mystery pack” or mystery case. Fill it with a selection of products