Running a successful tasting room or wine club can be difficult; it requires smart decisions on a number of detailed issues that go well beyond selecting what wines to offer your customers.
We know because wine logistics (including wine storage and shipping) is one of the areas where little details can have a huge impact on your wine business and the direct to consumer experience. It’s the reason we create so much content around these topics. We work towards helping our clients, and prospects, master some of the finer details to make smart decisions, especially when it comes to DTC wine sales.
For your convenience, we’ve organized much of that key content here for easy access. Looking back, most of it is still relevant and helpful. If there’s something else you’d like to learn about, let us know—we want your input for future research and papers as well!
The Changing Wine Consumer Market
A few years back, the 2015 Direct to Consumer Wine Symposium we hosted a user forum on millennial marketing. We were there, our industry experts were there, and we took careful notes—which we turned into a report on how to engage this growing demographic. Here’s the report:
Many of these themes were echoed in our interview with Paul Mabry, related in this post about Differentiation with Digital. We also followed up to see if, two years later, millennials really were changing the DTC wine market. According to the 2017 SVB report, they have been and continue to do so; you can get the summary from our post We Were Right: Millennials are Changing the Wine Market!
Examples of Getting the Details Right
Digital engagement is one thing; actually serving your customers is another. We here at Copper Peak believe strongly in providing white glove service, and we know that the wineries we best serve are the ones that feel the same way. That’s why we did our homework and found nine prime examples of companies that define white glove service:
White Glove Service: Nine Case Studies That Reveal the Keys to Building True Customer-Oriented Organizations
Best Practices for Wine Clubs and Other Subscription Services
Naturally, “subscription services” has been a huge topic area for us. Wineries are using subscription service models more and more, with DTC sales now accounting for 60% of winery revenue nationally. Reducing churn and generating positive buzz have been two ongoing challenges for wineries in this area. At least three of our white papers speak to building and nurturing a successful subscription service:
If you are new to subscription services, you may also want to read our piece on the different types of subscription services.
Finally, our most recent white paper was written in response to customer inquiries into non-wine merchandise. We were receiving questions such as “Is it worthwhile to focus on merchandise and souvenirs in the tasting room?” and “How can we offer gifts to our most loyal wine club customers?” This prompted us to do some digging, and we found out a lot about the strategy and tactics behind non-wine merchandise. We organized and summarized that information here:
If you are interested in any of these reports, you may download them for free—you only need to submit your name, organization, and email. You can also contact me for copies or to learn more: