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

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

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:

A winery website should do more than exist. It should work. It should sell wine, build relationships, and turn casual browsers into loyal wine club members. And if you're using Commerce7, you already have the right tool—now it’s about using it right. Because let’s be honest: most winery websites don’t work as hard as they could. They bury the wine club, make checkout frustrating, or worse—focus on tasting notes when they should be telling a story. Let’s fix that. What is Commerce7? Your Website Isn’t a Brochure. It’s Your Best Salesperson. Too many wineries treat their website like a digital pamphlet. Some pretty pictures, a little history, and a list of wines. But that’s not what sells. What sells is a clear, emotional, story-driven experience that makes a visitor think, this is my winery. Your customers—especially Millennials and Gen Z—aren’t buying based on scores. They’re buying based on connection.

MODERN WEBSITE DESIGN TRENDS PUT YOUR BEST FOOT FORWARD ONLINE. As humans, we have many good and bad qualities, but one thing we excel at is the ability to make rapid judgments. In fact, studies suggest that it takes merely a fraction of a second—about 50 milliseconds or 0.05 seconds—for individuals to form an impression of a website. (This has been confirmed by Google research). This initial perception significantly influences our decision to either engage further or navigate away. Just as we evaluate people at lightning speed, the same principle applies to websites online. And these impressions matter. Research has proven that the better the first impression, the longer a visitor will stay on a page. So, what makes up that first impression? A British study showed that 94% of initial opinions were design-related, and only 6% content related. (We’re not just saying this because we design websites, honestly!) It is absolutely essential to your business’s success

In today’s digital era, a mobile-friendly website isn’t just a choice—it’s a necessity. For wineries, embracing mobile technology is crucial for enhancing visibility, engaging customers, and driving sales. Google’s Mobile-Friendly Update since 2016 has emphasized the need to optimize websites for mobile devices, boosting rankings for mobile-friendly sites. With Google’s July 5th, 2024 mobile update, compliance becomes mandatory. Explore the impact on your website and discover actionable steps to stay ahead. 🌎 What Is Google’s Mobile-Friendly Update? Google’s Mobile-Friendly Update was launched in 2016 to enhance the user experience for mobile users by prioritizing mobile-friendly websites in search results. The major updates include: 2016: Google announced that they would start mobile-first indexing websites. 2020: Google was able to make the mobile-first shift for 70% of websites. 2023: Google announced that mobile-first i

You're Invited: Live Discussion with WineGlass Marketing Register now for our free webinar at 10:00 am PDT on Wednesday April 3rd as we delve into the dynamic world of website design and development with Susan DeMatei, Owner and President of WineGlass Marketing. Discover the latest trends in templates and learn invaluable strategies for crafting future-ready websites in 2024. From reflecting on website sales trends in recent years to navigating the pros and cons of using templates, we'll equip you with the tools and tactics needed to stay ahead in the ever-evolving digital landscape. Don't miss out on this opportunity to elevate your website game and unlock your full online potential! Register Now

Since the passage of the 2022 Pay Transparency Act in the California Senate, employers with 100 or more workers and companies with 100 or more labor contractors that operate or hire in California have been required to comply with new requirements for Pay Data Reporting. Looking Ahead: Pay Data Reporting Deadlines The deadline to report your Pay Data for the reporting year 2023 is Wednesday, May 8, 2024. The deadline for filing Pay Data Reports for any reporting year will always be the second Wednesday of May the following year. Failure to report by this date still carries some hefty penalties, including:  A fine of up to $100 per employee for failure to file your annual Pay Data Report A fine of up to $200 per employee for subsequent failures to file annual Pay Data Reports New Updates to Pay Data Reporting California Senate Bill 1162 (SB 1162), the Pay Transparency Act, went into effect on January 01, 2023. This included additional requirements for the Califor

DEC 14, 2023 TALKING TO THE QUEEN OF WINE INDUSTRY DIGITAL ENDEAVORS ABOUT HOW TO MAXIMIZE YOUR SMALL WINERY WEBSITE IN 2024… To round out 2023 on a high note, this week we have an interview with the incredible Susan DeMatei of WineGlass Marketing, talking about how small wineries can maximize their websites in 2024. Susan is the absolute guru when it comes to the unique challenges and opportunities that wineries have in the digital space, and I’m beyond thrilled that she has agreed to talk us. WHAT ARE SOME MISTAKES THAT YOU SEE SMALL WINERIES MAKING ON THEIR WEBSITES? Underestimating the impact of the internet. I get it. As a small winery you’re forced to deal with the fires right in front of you: The machinery that needs fixing, the staff that needs your attention, the utilities that need to get paid and the customers coming to your door. But while you’re doing those very important things, hundreds, if not thousands, of people will see your website this mon

The Revolutionary and Affordable Way to Redesign Your Website Having a well performing website that looks great and is organized properly has never been more important than it is today. Many are thinking about redesigning their website, or some have wanted to redesign theirs for a long time, but the costs have often been prohibitive. And it’s no surprise, where a simple custom website design can range from $15,000 - $30,000, with more complex sites costing upwards of $50,000, it’s just not feasible for many small or medium sized businesses. Not only that but custom websites can take several months to conceptualize, proof, design and launch. Who has time for that? That’s why we came up with new revolutionary way to redesign your website that costs a fraction of a custom site, with either no or very little outside help and can usually be completed in less than a month. Our Universal Templates give you a selection of deluxe, elegant, and easily customizable website templ