Take the show on the road.
We are not immune to the rhythms of seasonality. The bustling harvest season can give way to quieter months, when fewer visitors make the trek to the vineyards. Moreover, unforeseen circumstances, such as natural disasters or economic downturns, can drastically reduce visitor numbers. When visitation is low, the lifeblood of a winery—its direct engagement with consumers—can weaken.
This is problematic for several reasons. We rely heavily on direct sales, wine club memberships and repeat visitors to sustain our business. A drop in foot traffic can lead to a significant decrease in sales, putting pressure on cash flow and threatening the viability of small, family-owned operations.
DTC isn’t just about selling wine — it’s about delivering an experience. When customers visit a winery, they’re not just buying a bottle; they’re immersing themselves in the story of the vineyard, the winemaking process, and the people behind the label. This experience is what turns a one-time visitor into a lifelong advocate.
When visitation is low, we must find innovative ways to maintain these crucial customer relationships. One increasingly popular solution is taking the winery experience on the road, bringing tastings, events and the personal touch of the vineyard directly to the consumer.
Bucket-list experiences such as golf at Pinehurst Resort or Pebble Beach, celebrity chef dinners in New Orleans, theatre excursions in New York, or historic tours of Charleston transcend the tasting room, blending multiple passions for wine enthusiasts. Connections and memories are made, leading to deepened brand loyalty (and incremental sales!).
In-person visits may dwindle during certain times of the year, but the desire for connection and engagement doesn’t. Roadshow events allow us to maintain a consistent presence in our customers' lives, reminding them of the brand and keeping them connected to your ongoing story. This consistent engagement is key to maintaining loyalty and encouraging ongoing purchases.
Taking the DTC experience on the road is not just a response to low visitation—it’s a proactive strategy for building stronger, more resilient customer relationships. By bringing the tasting room to the consumer, we can continue to share our stories, showcase our wines and maintain the personal connections that are the foundation of our success.
Need a hand developing your annual travel strategy or to plan a special off-site event? Give us a shout! We’d be honored to help.