Hard to believe, we are a quarter of the way through 2025!

It seems like just yesterday we were starting 2025, but here we are, 90 days in to the "new" year. Here are a few things you may have missed, things that caught our eye (or ear), and a few actionable ideas for the next quarter.

2024 Annual Report Card - WISE Mystery Shopping Triple Score

In early 2025, we released our Annual Triple Score Report Card. While Mystery Shopping covers over 75 criteria points, these three are perhaps the most important. How often are our Mystery Shoppers asked buy wine, how often are they warmly invited to join the wine club, and how often are they asked to keep in touch via joining the mailing list? In 2024, we saw a dramatic decline in Triple Score averages. In particular, data collection is critically low at just 18%—meaning we’re only asking fewer than one in five guests to keep the conversation going. Wine clubs work because people DO like to be part of them (did you know the average guest belongs to five wine clubs?). Yet, they’re only hearing about club offerings in one out of three visits. The proof is in the pudding—asking for the club sign-up is vital! The good news is that our shoppers were asked to purchase wine, but often times it was "Would you like to purchase a bottle?" or "You only need to purchase X bottles to waive the tasting fee" - clearly there is some work to be done to increase AOV by leaving it opened ended. To take it the next level, try asking if guests would like to purchase "Some" of their favorite wine (and remind them of their favorite!). "Some" is subjective, whereas "A bottle" is clearly defined. Try it and report back!

Get to know the WISE Partners

WISE Co-Founder and Chairwoman Lesley Berglund was profiled on Small Fortune Podcast with Carol Collison. Listen as they discuss learnings from over 30 years in pioneering winery Direct to Consumer sales and marketing.

Our Glue, and Partner, Jennifer Warrington was interviewed by George Christie on the Wine Industry Insiders. They discuss where she and her accent are from, her love for traveling, how she landed in her role at WISE, a bad secret-shopping experience she once had, and much more!

WISE Partner Liz Mercer was recently interviewed by Lawrence Francis on Interpreting Wine. She shared her journey from homelessness to finding meaning in hospitality and serving others.

Calling All Wineries! Industry Trends Survey in Shipping Subsidization

Wineshipping is conducting a brief survey to learn how wineries approach shipping subsidization. Whether you offer flat-rate shipping, discounts, or other incentives, we want to understand what works for you and your customers. The survey is anonymous and will remain open until April 15. We’ll compile the results and share key insights with the industry.

It only takes a few minutes—thank you for sharing your experience!

Take the survey: https://survey.zohopublic.com/zs/hfBtlF

Let's Get Together!

Join us at Wineshipping HQ in Napa on April 30 from 2:00 – 5:30 PM for an exclusive in-person event featuring sessions from Commerce7, RedChirp, Wineshipping, and WISE.
You'll learn:

• How modern technology drives DTC success
• Customer engagement tactics that boost sales
• Operational efficiencies to streamline fulfillment

This is a must-attend event for wineries looking to grow with the right technology and proven strategies. RSVP here.

Invest In Your Team - Let's Get Ready for the Season

With guest counts in flux, and uncertainty ahead, now is the time to ensure we make the most of every guest encounter. From cost effective live Zoom courses, to tailored on site coaching, WISE has solutions to build your team's DTC skills. Email us for a free consultation!