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? SAFE Credit Union Convention Center, Sacramento, CA
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Buy Sustainable. Buy Reliable. Buy California.
ISO 14001 ISO 22000
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[str_whatsnew_title] => Top 5 Podcast Episodes of 2025: Real-World Knowledge for Vineyard Professionals
[str_whatsnew] => 
Presented by Vineyard Team, the Sustainable Winegrowing Podcast continued to be a go‑to resource for vineyard and winery professionals, delivering timely, practical insights straight from researchers and growers shaping the future of sustainable viticulture. From hybrid grapes and soil health to AI‑driven climate strategies and market dynamics, last year’s five most listened‑to episodes offered information listeners can apply immediately in their operations.
Beyond Foxy: The Case for Hybrid Winegrapes
Episode 274 | Listen now
Forget everything you thought you knew about hybrid grapes. Adam Huss (Centralas Cellars) makes the case for these resilient, quality-driven varieties and why they’re gaining traction in a warming world.
Fungicide Resistance in Powdery and Downy Mildew: 10 Years of Vineyard Research
Episode 278 | Listen now
Ismail Ahmed Ismail (South Australian Research and Development Institute) unpacks a decade of data on fungicide resistance. Find out what works, what doesn’t, and how to keep your spray program effective.
A Vineyard Research Site to Study Soil Health
Episode 262 | Listen now
Healthy soils make better wine—and better business. Devin Rippner (USDA-ARS/Washington State University) explains how one long-term research site is changing the way we think about soil management.
AI Finds New Grape Growing Regions as Climate Changes
Episode 260 | Listen now
Joel Harms (McGill University) takes us into the future with AI-powered models predicting where vineyards can thrive as the climate shifts. It’s a mind-bending look at what’s coming next.
Winegrape Market Trends of 2024
Episode 259 | Listen now
Audra Cooper and Eddie Urman (Turrentine Brokerage) break down what every grower needs to know about pricing, demand, and shifting varietal preferences— insights to help growers navigate change and stay profitable long-term.
Why Listeners Keep Tuning In
You don’t always have time to read research papers or attend conferences, but you can always hit play. This Podcast is designed for professionals on the go, with 30-minute-or-less episodes covering IPM, irrigation, nutrient management, and more.
“The Sustainable Winegrowing podcast is a great way to stay up to date on the research and progress that is going on. I consider myself a production viticulturalist, so as I’m driving from one conference to the next, I love to listen.”
— Terry Bates, Director, Cornell University
Start Listening Today
Search for Sustainable Winegrowing on your favorite podcast app or visit www.vineyardteam.org/podcast to browse all episodes. Subscribe and make every drive a learning opportunity.
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[str_whatsnew_title] => Come See G3 Enterprises at the Unified Wine & Grape Symposium Jan 28-29th
[str_whatsnew] => 
We hope to see you at the Unified Wine & Grape Symposium
Jan. 28-29th
SAFE Credit Union Convention Center, Sacramento, CA
We look forward to great conversation and great company at the industry’s largest annual event.
G3 Enterprises & ColloPack - Booth #600
Jan 28th
- Specialty Barista Coffee 9am-12pm
Jan 29th
- Specialty Barista Coffee 9am-12pm
- Get Your Portrait Painted w/ Wine 9am-1pm
DIAM® Closures - Booth #500
Click below for a Trade Show pass (limited supply available), or to attend our Hosted Reception (by reservation only).
G3 Reception RSVP Request Trade Show Pass
From harvest hauling to wine packaging, from winemaking equipment to transportation, storage and 3PL warehousing, G3 Enterprises provides the wine industry with complete solutions, backed by technical expertise, advanced analytics, and extensive experience.
Featured Products and Services
Experienced, Scalable Ag Hauling
As the largest winegrape transportation company in the industry, the G3 Ag team offers growers and wineries operational efficiency with real-time visibility and 24/7 dispatchers every harvest.
Learn More
Logistics Solutions
G3 Logistics provides end-to-end transportation and 3PL warehouse solutions locally and nationwide. G3 offers temperature-controlled warehousing, tankers, dry vans, reefers, curtain vans, and box-car rail services to meet your needs today and for future growth.
Learn More
Collopack Equipment with Quality Service
State-of-the-art equipment for every major step in the winemaking and bottling process. ColloPack’s dedicated technicians work with customers to install, maintain, and repair Collopack and non-Collopack equipment.
Learn More
Reliable, Quality Packaging
G3 provides integrated packaging solutions including renowned DIAM closures, sustainable and premium labels, locally sourced glass bottles and Petainer kegs. See samples in person at the event!
Learn More
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[str_whatsnew_title] => Amorim Cork America Becomes Only American Producer of Natural Cork Spirits Closures by Launching the Pacific Collection
[str_whatsnew] => The Pacific Collection, their newest line of customizable bartops, are the only natural cork spirits closures assembled and finished in the United States.
Amorim Cork America has proudly become the only producer to assemble and finish natural cork spirits closures in the U.S., with bartop options now produced at their Napa, Calif. facility. This milestone reflects Amorim’s global leadership in cork manufacturing, while underscoring a long-term commitment to the North American market. By establishing domestic finishing operations, Amorim strengthens its supply chain resilience, shortens lead times, and provides spirits producers with a trusted U.S.-based partner for premium closures.
In addition to millions of natural cork wine closures finished daily at the Napa facility, Amorim Cork America will now add thousands of natural and microgranulated cork spirits closures to their overall count. The Napa facility leverages Amorim’s proven global expertise and world-class technology to deliver closures that meet the industry’s highest quality standards. Designed with customization in mind, this addition supports both the nation’s largest spirits brands and a growing community of craft distillers. By aligning U.S. assembly with Amorim’s international production network, this expansion ensures flexibility, consistency, and the capacity to meet quick turnaround times across the North American market.
Bringing assembly and customization stateside generates immediate, measurable value. Spirits producers will benefit from the capability to customize their bartops quickly and locally without waiting weeks for simple designs. “Establishing bartop finishing operations in Napa marks an exciting new chapter for Amorim Cork America, strengthening our supply chain, deepening our connection with North American distillers, and reaffirming our long-term commitment to this market” said Pedro Fernandes, General Manager of Amorim Cork America. “This milestone reflects Amorim’s dedication to quality, innovation, and partnership—ensuring our customers can rely on a trusted domestic source for sustainably crafted closures that combine global expertise with local craftsmanship.”
Localized production also reduces logistical complexities, accelerates delivery times, and ensures that distillers of all sizes have reliable access to Amorim’s cork closures. For Amorim Cork America, this expansion not only enhances competitiveness in the U.S., but also reinforces our mission to provide innovative, value-driven solutions for the global spirits industry. The Pacific Collection is a new portfolio of customizable bartops produced domestically in Napa. The collection features three distinctive wood color options and two versatile sizes, with easy personalization through laser decoration on the top and sides, as well as top silk screen stamping. For those seeking to elevate the classic wood bartop, the Pacific Collection offers these custom top decorations with a fast 2-3 week lead time. Samples are available upon request, and Amorim’s commercial team is ready to help producers explore how the collection can bring their next project to life.
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[str_link_caption] => Artemis 2 astronaut poses for epic selfie | Space photo of the day for April 9, 2026
[str_link_content] => Artemis 2 astronaut poses for epic selfie | Space photo of the day for April 9, 2026
Astronaut Christina Koch poses with zero-gravity indicator "Rise" in the viewport of the Artemis 2 Orion spacecraft.
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[str_link_caption] => 10 Best Gadgets of April 2026 Every Tech-Savvy Gen Z Is Obsessed With (And We Get Why) - Yanko Design
[str_link_content] => 10 Best Gadgets of April 2026 Every Tech-Savvy Gen Z Is Obsessed With (And We Get Why) - Yanko Design
Gen Z isn't chasing spec sheets or benchmark scores. They're chasing objects that fit the way they actually live: portable, intentional, and quietly smart. April 2026 delivered a lineup that genuinely gets that energy. From satellite-connected wearables to battery-free speakers, these ten gadgets are doing something harder than simply being powerful. They're being useful, and
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[str_whatsnew_title] => The Archetype Advantage: Using Brand Archetypes to Build a Loyal Wine Club
[str_whatsnew] =>
The wineries with the most loyal wine clubs aren't the ones with the best discounts. They're the ones with the strongest emotional identity.
This will sound counterintuitive to anyone who's ever tried to stem club churn by sweetening the deal with free shipping or an extra bottle. But the data tells a different story. Companies with strong emotional connections to customers outperform competitors' sales growth by 85%. Not 8.5%. Eighty-five percent.
The question isn't whether emotional connection matters. It's how you build one.
Enter brand archetypes: a framework rooted in Jungian psychology that helps wineries create the kind of deep, identity-based loyalty that discounts can never buy. When wineries align their story, experience, and messaging with a core archetype, wine club loyalty stops being a battle against churn and becomes a natural expression of who they are.
What Are Brand Archetypes? (And Why They Work in the Wine Industry)
Brand archetypes are 12 universal psychological identities that humans recognize instinctively across cultures. The Hero. The Caregiver. The Explorer. The Sage. You know these characters because you've encountered them in every story you've ever heard, from ancient myths to last night's Netflix queue.
Carl Jung argued these patterns are hardwired into our collective unconscious. Whether or not you buy the full psychological theory, the practical application is undeniable: archetypes create instant recognition.
Here's why that matters for wineries:
- They shortcut decision-making. When a customer encounters a brand that clearly embodies an archetype they resonate with, the mental work of figuring out "is this for me?" disappears. Research shows that 95% of purchasing decisions are made subconsciously, driven by emotion rather than rational analysis. Archetypes speak directly to that subconscious layer.
- They create memory and emotional attachment. A brand that embodies "The Explorer" archetype doesn't just sell wine; it represents adventure, freedom, and the thrill of discovery. These associations stick. Research in neuroscience shows that emotional responses leave stronger memory imprints than rational thoughts.
- They help customers understand "who you are" instantly. In a tasting room, you have minutes to communicate what makes your winery different. An archetype does that work before you've poured the first taste.
The wine industry has a natural advantage here. Wineries already sell emotion, story, and ritual. Archetypes don't create something new; they amplify what's already there.
The Problem: Most Wine Brands Don't Know Who They Are
Walk into ten different tasting rooms and you'll hear variations of the same story: family heritage, passion for the land, commitment to quality. These aren't bad things. They're just not differentiating things.
Most wineries default to what I call "romantic vineyard" storytelling. Beautiful sunsets. Generations of tradition. Handcrafted with care. It's pleasant, forgettable, and sounds exactly like every competitor.
The consequences show up in the numbers. Silicon Valley Bank's latest research shows wine clubs are experiencing member attrition rates between 28-36% annually. The median tenure for wine club members is just 11-15 months, meaning half of new members leave within their first year and a half.
Why? Because without a clear archetype, wineries can struggle to create a consistent, resonant brand experience. Their messaging drifts. Their tasting room experience feels generic. Their email communications read like every other winery's.
Members don't churn because they found better wine. They churn because they never formed an emotional connection in the first place. For a deeper dive into why this happens and how to fix it, see our analysis of wine club retention strategies.
How to Identify Your Winery's Core Archetype
Your archetype isn't something you invent. It's something you discover. The goal is to surface the identity that already exists in your winery's DNA and then amplify it consistently.
Start with these questions:
- What emotions do people consistently associate with your brand? Not what you want them to feel. What they actually feel. Listen to how customers describe their experience. Read your reviews. Pay attention to the words that keep appearing.
- What type of guest is most drawn to you? Your best customers are telling you something about who you are. The adventurous couple seeking off-the-beaten-path discoveries suggests an Explorer archetype. The sophisticated collector looking for rare finds suggests a Sage or Ruler archetype. The warm family celebrating milestones together suggests a Caregiver or Everyman archetype.
- What narrative naturally emerges from your wine, place, and people? Is your story about rebellion against convention (The Outlaw)? About creating moments of beauty and indulgence (The Lover)? About the pursuit of something extraordinary (The Hero)? The authentic answer is usually hiding in plain sight.
Tools that help: customer surveys asking open-ended questions about the emotional experience, tasting room staff debriefs about which stories resonate most, and structured brand workshops that force you to make choices rather than trying to be everything.
Harley-Davidson didn't become the definitive Outlaw brand by accident. They studied their most passionate customers, understood what made them different, and leaned all the way in. The result: customers who don't just buy motorcycles but get the logo tattooed on their bodies. That's not transactional loyalty. That's identity.
For guidance on surfacing your winery's unique positioning, see our piece on developing a compelling winery brand story.
Why This Works: The Psychology Behind Loyalty
Humans seek identity alignment. We gravitate toward brands that reflect who we are or who we want to become. Archetypes provide that mirror.
This explains why emotional loyalty behaves so differently from transactional loyalty. A customer who stays because of your 20% discount will leave for someone else's 25% discount. A customer who stays because your brand represents something meaningful to their identity will forgive the occasional shipping delay, pay full price without flinching, and tell their friends.
The research backs this up. Brands that master archetype-based marketing have seen up to a 40% increase in customer engagement and retention. Wineries that redesigned their clubs around member experience rather than operational convenience saw retention improvements of 18-24% in the first year after implementation, with no additional product discounting (SVB Report, p.68).
Archetypes also simplify marketing decisions. When you know you're The Explorer, you know that your email subject lines should evoke discovery, your tasting room should feel like an adventure, and your wine club shipments should include surprises. Every decision becomes easier because you have a filter. Does this feel like The Explorer? Then do it. Does it feel generic? Cut it.
Peloton built a billion-dollar brand not by selling exercise equipment but by embodying The Hero archetype. Every instructor, every class, every communication reinforces the message: you're capable of more than you think. Their customers don't just work out; they become part of a tribe defined by ambition and achievement. Wine clubs can create the same sense of belonging when they commit to an archetype with the same clarity.
The Future of Wine Clubs Is Emotional, Not Transactional
Let’s talk about the elephant in the room, which is that discounts don't create loyalty. They create price sensitivity.
Every time you compete on perks, you train your members to evaluate you based on perks. And someone will always offer more perks. The race to the bottom has no finish line, and no bottom.
Identity is different. When members feel that your winery represents something they believe in, something that reflects their own values and aspirations, they don't comparison shop. They belong.
The wineries winning the retention game in 2026 and beyond are the ones who understand this distinction. They're not asking "what else can we offer?" They're asking "who are we, and who are the people who need to find us?"
A Yotpo study found that 37% of consumers consider themselves loyal after five or more purchases from the same company. But that loyalty isn't built by those five purchases. It's built by the emotional connection that made those five purchases feel meaningful rather than merely transactional.
This matters now more than ever. Wine clubs have become the most important DTC channel, accounting for 39% of all direct-to-consumer sales. The wineries that treat club membership as an identity rather than a subscription will capture a disproportionate share of that revenue.
Your members don't want another discount. They want to belong to something worth belonging to. Archetypes are how you build it.
Ready to discover your winery's core archetype? Highway 29 Creative offers archetype assessment workshops designed specifically for wineries, helping you uncover the psychological identity that will transform your wine club from a transaction into a relationship. Contact us to build a club experience rooted in powerful, psychology-backed brand strategy.
This is a test post. Love it. Follow it.
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[product_description] => If you’ve ever rerun a sample because your free SO₂ result didn't seem right... If you’ve ever rerun a sample because your free SO₂ result didn't seem right... If you’ve ever rerun a sample because your free SO₂ result didn't seem right... If you’ve ever rerun a sample because your free SO₂ result didn't seem right... If you’ve ever rerun a sample because your free SO₂ result didn't seem right... If you’ve ever rerun a sample because your free SO₂ result didn't seem right... If you’ve ever rerun a sample because your free SO₂ result didn't seem right... 
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[str_whatsnew_title] => FROM POUR TO PURPOSE
[str_whatsnew] => 
Ten Ways Wineries Can Evolve From Selling Bottles to Creating Experiences That Resonate With a New Generation.
If I told you a winery just opened with no vineyard, no winemaker on staff, and no interest in talking about terroir… would you visit? What if I told you it had a silent disco in the barrel room, a drag brunch series, and a 3-month waitlist for a zero-proof pairing menu?
Those wineries exist. And they’re thriving. Because for a new generation of visitors, the wine isn’t the reason—it’s the reward. It’s not about what you pour anymore. It’s about how you make people feel.
And we used to excel at this. But then we woke up one day… and it wasn’t working like it used to. The same offers stopped converting. The same messages started falling flat. The same visitors didn’t come back. And it’s not because we got worse at what we do. It’s because the customer changed. What they want. How they behave. Where they show up. Why they buy. So, the question now isn’t “What went wrong?” It’s “Who are we selling to today?”
Let’s review what they’re looking for. Each of the ten shifts is followed by a prompt or question you can take back to your team. Something to spark discussion at your next staff meeting, leadership retreat, or even just your next walk through the tasting room. Because these ideas aren’t just concepts—they’re invitations to rethink, reframe, and reimagine what your guest experience could look like.
Value #1: Options
Yesterday’s consumer appreciated simplicity. At retail, they picked from what was on the shelf. At the winery, they chose between red or white. In the club, they got the winemaker’s selection—and were happy to receive it. A choice between two or three options? That felt like luxury. But today’s consumer—especially Millennials and Gen Z—lives in a different world entirely. They’ve grown up in an economy of limitless choice.
Take Shein, for example—often cited as a Gen Z favorite. At any given time, that website features over 600,000 products. And they add up to 10,000 new styles per day.
That’s not a product catalog. That’s an infinite scroll buffet. And that behavior—scroll, sort, save, swap, filter, build your own—isn’t just how they shop for clothes. It’s how they expect to interact with everything. They want control. They want flexibility. And they want to feel like they’re curating an experience that fits them—not adapting themselves to yours.
So what does that mean for wine? It means the pre-set flight might not cut it. It means the fixed club shipment may feel impersonal. And it means our biggest opportunity isn’t just what we offer—but how we let them choose it. Flexibility is no longer a perk. It’s the expectation. And the brands that bake in choice—from tastings to tiers to tech—are the ones that will feel modern, relevant, and worth coming back to.
Discussion Questions for Your Staff & Management:
- What alternative formats or alcohol levels can we offer?
- Are we inclusive of no/low options, or do we still assume everyone wants a full pour of14% Cab?
Value # 2: Discovery & Trial
Yesterday’s consumer wanted to find a favorite. Today’s consumer wants to keep discovering. The internet never ends—so neither does their scroll. Algorithms, ads, and endless options mean there’s always something new to try. Loyalty? Why? Why would you buy the same thing twice when there is so much to try?
But that has also emboldened us. Trying a new wine doesn’t feel risky anymore—it feels exciting. Discovery is the experience. It’s not the step before loyalty—it replaces it. So if we want to stay relevant, we have to make exploration part of our offer: Rotating flights. Limited drops. Unexpected pairings. Something worth coming back for—not just rebuying. Because when novelty is everywhere, same-old won’t stand out.
Discussion Questions for Your Staff & Management:
- How easy is it for someone to explore our wines without committing to a full bottle or joining the club?
- Could we offer mini bottles, samplers, or “try before you buy” packs?
Value #3: Convenience
In the past, access was the ultimate goal. When you had to order things through catalogs or go to your local store to see if “that thing” you saw in a magazine was available in your area, having an inside track to products was important. Now, it’s pretty much useless. You don’t need special access. If money’s no object, you could have a bottle of Mouton Rothschild delivered to your door by dinner.
Access isn’t hard anymore. What’s hard is making it easy. Today’s luxury is convenience. It’s speed, simplicity, and control. DoorDash, Prime, one-click checkout—that’s what consumers expect. Not a complex tasting room booking form or a club order via phone call. If the experience is clunky, it doesn’t feel premium—it feels outdated – and, honestly, rude. Convenience isn’t about cutting corners. It’s about respecting time.
And the brands that make it easy? They’re the ones who feel worth staying with.
Discussion Questions for Your Staff & Management:
- Can guests book, buy, and learn from us with ease?
- Are we mobile-friendly, quick to respond, and available when people are actually looking?
Value #4: Value Alignment
Today’s consumer isn’t just buying what you sell. They’re buying why you sell it. They want to know your values—up front. What do you believe in? How do you treat people? What’s your environmental footprint?
Because for them, product quality and brand values are intertwined. An amazing wine that feels ethically tone-deaf? Hard pass. A halfway decent wine from a brand that shares their values? Instant heart emoji. Especially with younger consumers, purpose drives purchase. They want brands that reflect their worldview—not just their palate. So if you’re not telling people what you stand for, don’t assume they’ll stick around to figure it out. Because today, clarity is currency. And silence is a story, too.
Discussion Questions for Your Staff & Management:
- Do our brand values show up in our experience-not just in copy, but in behavior?
- Would someone browsing our site or walking into our tasting room know what we stand for?
Value #5: Self-Expression
It’s easy to dismiss posting online as vain or superficial. But for younger generations, it’s how they connect. How they communicate. How they belong. A post isn’t just a picture. It’s a statement. “This is who I am. This is what I value. This is where I’ve been.”
And when they choose to share your winery, your experience, your wine—it’s not random. It means your brand aligns with their identity. That’s powerful. So, if the space you create doesn’t offer moments worth capturing…you’re missing a major opportunity to be part of their story. Because for today’s consumers, if it’s not shareable, it’s forgettable. And being seen on their feed might matter more than being remembered in your CRM.
Discussion Questions for Your Staff & Management:
- Does our winery give people something to connect with and share?
- Are we offering moments and messaging that reflect their identity-not just ours?
Value #6: Education Without Ego
Education used to be the core of the winery experience. We told visitors how wine is made. Why our soil matters. What flavors to find in the glass. And while that worked for generations who came to learn, today’s guests come to explore. Education implies hierarchy: “I know something you don’t.” Rules. Correct answers. A right way to taste.
Exploration is different. It’s open. Personal. It says, “Let’s see what you discover.” Modern consumers don’t want to be corrected. They want to be included. So if we trade the lecture for a conversation, we don’t lose authority. We gain engagement. Because the best experiences today don’t feel like school. They feel like discovery.
Discussion Questions for Your Staff & Management:
- Are we making wine more approachable or more intimidating?
- How can we reframe our story so it invites rather than lectures?
Value #7: Community & Belonging
For previous generations, discovering something special was a private thrill. A tucked-away winery. A hard-to-find bottle. A quiet restaurant. The instinct was to protect it. To keep it close. Because having access meant having an edge.
But today’s consumer is wired differently. The first instinct isn’t to hide the experience—it’s to share it. To tag a friend. Post a photo. Spread the word. Why? Because for this generation, joy is amplified through connection. Sharing isn’t about showing off—it’s about pulling others in. Community is the new currency. And that means creating spaces, products, and moments that feel worth passing on. If your brand gives people something to share, it gives them a way to belong. And belonging is a much stronger bond than exclusivity ever was.
Discussion Questions for Your Staff & Management:
- What are we doing to create a sense of welcome and shared experience beyond a transaction?
- Are we building a community-or just a customer list?
Value #8: Transparency
Today’s consumers are savvy—and skeptical. Especially online, where everything can be filtered, staged, or Photoshopped. And if every image is too perfect, every bottle too polished, every person too posed…it starts to feel like a façade. The result? Disconnection. Distrust. A scroll-past, not a double-tap.
Transparency isn’t just a virtue—it’s a strategy. It builds trust. It signals confidence. And it’s one of the fastest ways to stand out in a crowded, curated world. Show your team. Show your process. Show the messy harvest days, not just the golden-hour tastings. Because consumers don’t expect perfection anymore. They expect honesty. And when they see themselves reflected in your story, they’re far more likely to want to be a part of it.
Discussion Questions for Your Staff & Management:
- Are we clear and open about how we make our wine, how we price it, and what’s inside? Or are we still hiding behind wine-speak and vague terms?
Value #9: Emotional ROI
Picture your customer.
She’s working full-time. Maybe raising kids, managing a household, checking in on aging parents. Her phone never stops buzzing. Her weekends are booked out. Her to-do list is a mile long. And still—she carves out time, gets in the car, and drives an hour out of the city to come to your event.
That’s not casual. That’s a commitment.
She could’ve gone to brunch, taken a nap, or stayed home and done nothing—which sounds pretty great, honestly. Instead, she picked you.
So when she leaves your tasting room and heads back down the highway, she’s asking herself one question: ”Was it worth it?” Was it meaningful? Memorable? Did she feel welcome—not just as a buyer, but as a person? Because that’s Emotional ROI. It’s not about the wine—it’s about how the whole experience made her feel.
If the answer is yes, she’ll come back. She’ll tell her friends. She’ll bring them next time. If not? She won’t complain. She just won’t return. And you won’t even know you lost her.
Discussion Questions for Your Staff & Management:
- What emotional payoff does someone get from visiting us? Do they feel joy, wonder, connection, or just… meh?
Value #10: Frictionless Access
Yes—we’ve said access isn’t the crucial selling point it used to be. And it’s true: rare wine, limited clubs, remote locations—they don’t carry the same cachet anymore.
But let’s be clear: access still matters. It’s just… expected.
Today’s consumer assumes they can get what they want, when and how they want it. Not because they’re entitled—but because that’s the world they live in. They can book a cabin, schedule a haircut, and buy a car—all from their phone, in minutes. So if buying your wine, visiting your tasting room, or joining your club feels complicated? You’re not exclusive—you’re inconvenient. Frictionless access isn’t about removing effort. It’s about removing unnecessary effort. Make it simple. Clear. Mobile-friendly. Immediate.
That’s the new luxury.
Because the minute someone must call, wait, or wonder? You’ve lost them to someone who made it easier.
Discussion Questions for Your Staff & Management:
- Where are the hidden barriers in our experience?
- What small points of friction, online or in person, could be costing us future fans?
Don’t just file these ideas in a folder. Use them. Add to them. Argue with them. That’s how real change starts.
We are not in a wine recession. We are in a wine realignment. The future isn’t less wine. It’s wine in a new context. Let’s stop selling bottles—and start creating reasons for customers to show up, stay longer, and come back.
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[str_whatsnew_title] => If you’ve ever rerun a sample because your free SO₂ result didn't seem right, this post is for you.
[str_whatsnew] => If you’ve ever rerun a sample because your free SO₂ result didn't seem right, this post is for you.
Managing free and total sulfites is one of the most critical controls in wine stability and shelf life.
Our free sulfite reagent kit is for producers who want to evaluate chemistry in their lab.
What you’ll be able to test:
• consistency across replicates
• compatibility with your analyzer and protocols
• real-world performance
We would love to help make your lab's QC easier. Please reach out today for more details!
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[str_whatsnew_title] => ⭐ New Listing on WIN Marketplace - Winery in Alexander Valley
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Now available: a Winery for Sale in Alexander Valley — an opportunity well suited for those evaluating expansion, ownership, or long-term investment in a renowned winegrowing region.
Listings like this tend to draw thoughtful interest early in the year, as plans and priorities take shape.
? View the full listing and connect directly with the broker:
https://marketplace.wineindustrynetwork.com/listing/winery-for-sale-alexander-valley/
Thinking about selling a winery, vineyard, or industry asset in 2026? Use promo code WINMARKETPLACE to create a FREE 90-day listing on the WIN Marketplace.
Explore by Category
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For the fourth consecutive year, four seasoned wine industry thought leaders return to examine the critical challenges and opportunities defining the wine landscape in 2026. Each panelist will share their most important predictions and trends that wineries need to understand to thrive in the year ahead.
This engaging panel discussion offers multiple perspectives on the forces shaping our industry, equipping you with practical insights to make informed decisions and capitalize on emerging opportunities throughout 2026.
Session Panel:
Chris Bitter, Senior Wine & Grape Analyst / Terrain
Philana Bouvier, President / Demeine Estates
Bourcard Nesin, Industry Analyst / Rabobank
Dale Stratton, Managing Director / Azur Associates
Moderator: Damien Wilson,
Faculty Director and Hamel Family Faculty Chair of Wine Business / Sonoma State University
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Use PostBin to collect all requests to a special URL which you can use to test your API Clients or your WebHooks. Inspect your bin visually on this website, or use our API to programmatically test your libraries, clients, projects, SaaS or websites.
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[event_description] => This year’s event will be held as a virtual meeting on Thursday, January 22, 2026 from 9:00 AM to 11:30 AM.
Join us for a recap of Sonoma County Winegrowers’ and Sonoma County Fundación de la Voz de los Viñedos’ activities in 2025, along with a preview of exciting plans for the year ahead. Turrentine Brokerage will also present during the meeting, and we will recognize outstanding contributions with the Nick Frey Community Contribution Award.
Click here to register.
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Step into the magic of Winter Wineland, where the Wine Road transforms into a true wonderland. Imagine cozying up with friends and family, your favorite wines in hand, as you breathe in the crisp winter air and take in the vineyard views—nature’s perfect art, with neatly pruned vines resting peacefully under the season’s charm.
Celebrate the start of a new year surrounded by warm hospitality, stunning landscapes, and the joyful clinking of glasses. Every stop along the Wine Road invites you to sip, savor, and bask in the moment. It’s not just wine tasting; it’s an unforgettable experience—rich with connection, beauty, and that irresistible winter glow.
Make memories. Share laughter. Discover your next favorite vintage. Winter Wineland is waiting to welcome you with open arms and endless cheers.
Get tickets here.
$95 Weekend Ticket, $75 Sunday Only, $10 Designated Driver
January 17-18, 2026 ~ 11am - 4pm each day
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If your AP process is getting heavier, approvals are becoming more complex, and you’re stitching together systems to manage inventory and sales… you’re not alone.
I’m hosting a 60–90 minute webinar to walk through a finance-first comparison of: Odoo for Wine vs QuickBooks + BILL with a deep focus on the workflows that matter most for wineries:
- AP automation + invoice capture (OCR)
- Multi-level approvals (by amount, department, vendor, etc.)
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- Order-to-cash workflows (DTC + wholesale)
- Inventory visibility + valuation + traceability
- DTC integration for POS, clubs, and DTC
- Winemaking integrations — connecting winemaking data to bottling, inventory, and finance.
While this webinar will compare and contrast to Quickbooks, it should be valuable for any winery struggling with their current ERP (accounting, inventory, sales, purchasing), or lack of, or thinking of moving to a new system.
If you want a modern system that connects operations + finance and reduces month-end headaches, this will be practical and worth your time.
Thu, Jan 15 @ 1:00 PM - 2:30 PM PST
Register Here
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Maybe you, too, are feeling the pinch of a tougher market in wine these days.
That’s exactly when the right data, and the right use of that data, makes all the difference.
Join us to see what the Enolytics team has been building to help you sell smarter, work more efficiently, and stay ahead of the curve.
What we'll cover:
- Marketing Automations & Integrations — Make money while you sleep. Create automated audiences in Enolytics and let us sync with Klaviyo, Mailchimp, and RedChirp to do the heavy lifting
- Reservation Integrations — View your Tock, Commerce7, or eCellar reservations alongside your sales and marketing data—finally, one place for everything
- Sell More Now! — We're making it so easy to sell more wine, even your Uncle Bob could do it. Never waste time wondering what wines to pitch again
- Price Elasticity — Discover which wines have room to move on price—and which ones don't
- Enolytics Wholesale & RFV — Know your top accounts and accounts at risk
- Enolytics Live — Real-time insights at your fingertips
- The Snapshot — See what's going on in the industry at large (even if you're not an Enolytics customer!)
- Refreshed UI & Log Outreach — Your data, more accessible than ever
- Updated Help System — Robin and our Support Portal got a whole lot smarter
With your CRM, reservations, and marketing data in one place, Enolytics is truly the central hub for all your sales and marketing activity.
We'd love to show you what's possible. See you there?
Thursday, January 15, 11:00am - 12:00pm (PST)
RSVP Here
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[str_about_title] => 60 Years of Innovation
[str_about] => Gallo Glass, established in 1958, is a state-of-the-art highly-innovative glass manufacturer committed to meeting the needs of its customers while minimizing its impact on the environment. A California family-owned business for over 60 years, Gallo Glass is the largest glass plant in North America. Dedicated to delivering service and quality to the wine & spirits industry, Gallo Glass is your local, sustainable, and reliable glass supplier.
Buy Sustainable. Buy Reliable. Buy California.
ISO 14001 ISO 22000
Gallo Glass Sales Catalog
Call us for more information: 209.341.4527 (GLAS)
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[str_service] => We have several new molds in our portfolio. Check it out and call us for more information 1-844-280-2370.
[dat_service_update] => 2020-01-28 00:00:00
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[str_whatsnew_title] => How Glass Packaging Can Enhance Your Brand
[str_whatsnew] => We're excited to connect with you at the 2026 Unified Wine and Grape Symposium! Visit us at booth #1302 and let's discuss how California made glass packaging can enhance your brand.
? January 27–29, 2026 | Exhibit Hall: January 28–29
? SAFE Credit Union Convention Center, Sacramento, CA
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[tags] => Vineyard Team, SIP Certified, sustainable, sustainable winegrowing, Sustainable Winegrowing Podcast, podcast, viticulture, wine industry, research, wine industry, soil health, fungicides, hybrid grapes, grape market, market trends, AI, climate, climate smart
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[str_whatsnew_title] => Top 5 Podcast Episodes of 2025: Real-World Knowledge for Vineyard Professionals
[str_whatsnew] =>
Presented by Vineyard Team, the Sustainable Winegrowing Podcast continued to be a go‑to resource for vineyard and winery professionals, delivering timely, practical insights straight from researchers and growers shaping the future of sustainable viticulture. From hybrid grapes and soil health to AI‑driven climate strategies and market dynamics, last year’s five most listened‑to episodes offered information listeners can apply immediately in their operations.
Beyond Foxy: The Case for Hybrid Winegrapes
Episode 274 | Listen now
Forget everything you thought you knew about hybrid grapes. Adam Huss (Centralas Cellars) makes the case for these resilient, quality-driven varieties and why they’re gaining traction in a warming world.
Fungicide Resistance in Powdery and Downy Mildew: 10 Years of Vineyard Research
Episode 278 | Listen now
Ismail Ahmed Ismail (South Australian Research and Development Institute) unpacks a decade of data on fungicide resistance. Find out what works, what doesn’t, and how to keep your spray program effective.
A Vineyard Research Site to Study Soil Health
Episode 262 | Listen now
Healthy soils make better wine—and better business. Devin Rippner (USDA-ARS/Washington State University) explains how one long-term research site is changing the way we think about soil management.
AI Finds New Grape Growing Regions as Climate Changes
Episode 260 | Listen now
Joel Harms (McGill University) takes us into the future with AI-powered models predicting where vineyards can thrive as the climate shifts. It’s a mind-bending look at what’s coming next.
Winegrape Market Trends of 2024
Episode 259 | Listen now
Audra Cooper and Eddie Urman (Turrentine Brokerage) break down what every grower needs to know about pricing, demand, and shifting varietal preferences— insights to help growers navigate change and stay profitable long-term.
Why Listeners Keep Tuning In
You don’t always have time to read research papers or attend conferences, but you can always hit play. This Podcast is designed for professionals on the go, with 30-minute-or-less episodes covering IPM, irrigation, nutrient management, and more.
“The Sustainable Winegrowing podcast is a great way to stay up to date on the research and progress that is going on. I consider myself a production viticulturalist, so as I’m driving from one conference to the next, I love to listen.”
— Terry Bates, Director, Cornell University
Start Listening Today
Search for Sustainable Winegrowing on your favorite podcast app or visit www.vineyardteam.org/podcast to browse all episodes. Subscribe and make every drive a learning opportunity.
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[str_whatsnew_title] => Come See G3 Enterprises at the Unified Wine & Grape Symposium Jan 28-29th
[str_whatsnew] =>
We hope to see you at the Unified Wine & Grape Symposium
Jan. 28-29th
SAFE Credit Union Convention Center, Sacramento, CA
We look forward to great conversation and great company at the industry’s largest annual event.
G3 Enterprises & ColloPack - Booth #600
Jan 28th
- Specialty Barista Coffee 9am-12pm
Jan 29th
- Specialty Barista Coffee 9am-12pm
- Get Your Portrait Painted w/ Wine 9am-1pm
DIAM® Closures - Booth #500
Click below for a Trade Show pass (limited supply available), or to attend our Hosted Reception (by reservation only).
G3 Reception RSVP Request Trade Show Pass
From harvest hauling to wine packaging, from winemaking equipment to transportation, storage and 3PL warehousing, G3 Enterprises provides the wine industry with complete solutions, backed by technical expertise, advanced analytics, and extensive experience.
Featured Products and Services
Experienced, Scalable Ag Hauling
As the largest winegrape transportation company in the industry, the G3 Ag team offers growers and wineries operational efficiency with real-time visibility and 24/7 dispatchers every harvest.
Learn More
Logistics Solutions
G3 Logistics provides end-to-end transportation and 3PL warehouse solutions locally and nationwide. G3 offers temperature-controlled warehousing, tankers, dry vans, reefers, curtain vans, and box-car rail services to meet your needs today and for future growth.
Learn More
Collopack Equipment with Quality Service
State-of-the-art equipment for every major step in the winemaking and bottling process. ColloPack’s dedicated technicians work with customers to install, maintain, and repair Collopack and non-Collopack equipment.
Learn More
Reliable, Quality Packaging
G3 provides integrated packaging solutions including renowned DIAM closures, sustainable and premium labels, locally sourced glass bottles and Petainer kegs. See samples in person at the event!
Learn More
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[str_whatsnew_title] => Amorim Cork America Becomes Only American Producer of Natural Cork Spirits Closures by Launching the Pacific Collection
[str_whatsnew] => The Pacific Collection, their newest line of customizable bartops, are the only natural cork spirits closures assembled and finished in the United States.
Amorim Cork America has proudly become the only producer to assemble and finish natural cork spirits closures in the U.S., with bartop options now produced at their Napa, Calif. facility. This milestone reflects Amorim’s global leadership in cork manufacturing, while underscoring a long-term commitment to the North American market. By establishing domestic finishing operations, Amorim strengthens its supply chain resilience, shortens lead times, and provides spirits producers with a trusted U.S.-based partner for premium closures.
In addition to millions of natural cork wine closures finished daily at the Napa facility, Amorim Cork America will now add thousands of natural and microgranulated cork spirits closures to their overall count. The Napa facility leverages Amorim’s proven global expertise and world-class technology to deliver closures that meet the industry’s highest quality standards. Designed with customization in mind, this addition supports both the nation’s largest spirits brands and a growing community of craft distillers. By aligning U.S. assembly with Amorim’s international production network, this expansion ensures flexibility, consistency, and the capacity to meet quick turnaround times across the North American market.
Bringing assembly and customization stateside generates immediate, measurable value. Spirits producers will benefit from the capability to customize their bartops quickly and locally without waiting weeks for simple designs. “Establishing bartop finishing operations in Napa marks an exciting new chapter for Amorim Cork America, strengthening our supply chain, deepening our connection with North American distillers, and reaffirming our long-term commitment to this market” said Pedro Fernandes, General Manager of Amorim Cork America. “This milestone reflects Amorim’s dedication to quality, innovation, and partnership—ensuring our customers can rely on a trusted domestic source for sustainably crafted closures that combine global expertise with local craftsmanship.”
Localized production also reduces logistical complexities, accelerates delivery times, and ensures that distillers of all sizes have reliable access to Amorim’s cork closures. For Amorim Cork America, this expansion not only enhances competitiveness in the U.S., but also reinforces our mission to provide innovative, value-driven solutions for the global spirits industry. The Pacific Collection is a new portfolio of customizable bartops produced domestically in Napa. The collection features three distinctive wood color options and two versatile sizes, with easy personalization through laser decoration on the top and sides, as well as top silk screen stamping. For those seeking to elevate the classic wood bartop, the Pacific Collection offers these custom top decorations with a fast 2-3 week lead time. Samples are available upon request, and Amorim’s commercial team is ready to help producers explore how the collection can bring their next project to life.
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[str_link_caption] => Artemis 2 astronaut poses for epic selfie | Space photo of the day for April 9, 2026
[str_link_content] => Artemis 2 astronaut poses for epic selfie | Space photo of the day for April 9, 2026
Astronaut Christina Koch poses with zero-gravity indicator "Rise" in the viewport of the Artemis 2 Orion spacecraft.
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[str_link_caption] => 10 Best Gadgets of April 2026 Every Tech-Savvy Gen Z Is Obsessed With (And We Get Why) - Yanko Design
[str_link_content] => 10 Best Gadgets of April 2026 Every Tech-Savvy Gen Z Is Obsessed With (And We Get Why) - Yanko Design
Gen Z isn't chasing spec sheets or benchmark scores. They're chasing objects that fit the way they actually live: portable, intentional, and quietly smart. April 2026 delivered a lineup that genuinely gets that energy. From satellite-connected wearables to battery-free speakers, these ten gadgets are doing something harder than simply being powerful. They're being useful, and
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[str_whatsnew_title] => The Archetype Advantage: Using Brand Archetypes to Build a Loyal Wine Club
[str_whatsnew] =>
The wineries with the most loyal wine clubs aren't the ones with the best discounts. They're the ones with the strongest emotional identity.
This will sound counterintuitive to anyone who's ever tried to stem club churn by sweetening the deal with free shipping or an extra bottle. But the data tells a different story. Companies with strong emotional connections to customers outperform competitors' sales growth by 85%. Not 8.5%. Eighty-five percent.
The question isn't whether emotional connection matters. It's how you build one.
Enter brand archetypes: a framework rooted in Jungian psychology that helps wineries create the kind of deep, identity-based loyalty that discounts can never buy. When wineries align their story, experience, and messaging with a core archetype, wine club loyalty stops being a battle against churn and becomes a natural expression of who they are.
What Are Brand Archetypes? (And Why They Work in the Wine Industry)
Brand archetypes are 12 universal psychological identities that humans recognize instinctively across cultures. The Hero. The Caregiver. The Explorer. The Sage. You know these characters because you've encountered them in every story you've ever heard, from ancient myths to last night's Netflix queue.
Carl Jung argued these patterns are hardwired into our collective unconscious. Whether or not you buy the full psychological theory, the practical application is undeniable: archetypes create instant recognition.
Here's why that matters for wineries:
- They shortcut decision-making. When a customer encounters a brand that clearly embodies an archetype they resonate with, the mental work of figuring out "is this for me?" disappears. Research shows that 95% of purchasing decisions are made subconsciously, driven by emotion rather than rational analysis. Archetypes speak directly to that subconscious layer.
- They create memory and emotional attachment. A brand that embodies "The Explorer" archetype doesn't just sell wine; it represents adventure, freedom, and the thrill of discovery. These associations stick. Research in neuroscience shows that emotional responses leave stronger memory imprints than rational thoughts.
- They help customers understand "who you are" instantly. In a tasting room, you have minutes to communicate what makes your winery different. An archetype does that work before you've poured the first taste.
The wine industry has a natural advantage here. Wineries already sell emotion, story, and ritual. Archetypes don't create something new; they amplify what's already there.
The Problem: Most Wine Brands Don't Know Who They Are
Walk into ten different tasting rooms and you'll hear variations of the same story: family heritage, passion for the land, commitment to quality. These aren't bad things. They're just not differentiating things.
Most wineries default to what I call "romantic vineyard" storytelling. Beautiful sunsets. Generations of tradition. Handcrafted with care. It's pleasant, forgettable, and sounds exactly like every competitor.
The consequences show up in the numbers. Silicon Valley Bank's latest research shows wine clubs are experiencing member attrition rates between 28-36% annually. The median tenure for wine club members is just 11-15 months, meaning half of new members leave within their first year and a half.
Why? Because without a clear archetype, wineries can struggle to create a consistent, resonant brand experience. Their messaging drifts. Their tasting room experience feels generic. Their email communications read like every other winery's.
Members don't churn because they found better wine. They churn because they never formed an emotional connection in the first place. For a deeper dive into why this happens and how to fix it, see our analysis of wine club retention strategies.
How to Identify Your Winery's Core Archetype
Your archetype isn't something you invent. It's something you discover. The goal is to surface the identity that already exists in your winery's DNA and then amplify it consistently.
Start with these questions:
- What emotions do people consistently associate with your brand? Not what you want them to feel. What they actually feel. Listen to how customers describe their experience. Read your reviews. Pay attention to the words that keep appearing.
- What type of guest is most drawn to you? Your best customers are telling you something about who you are. The adventurous couple seeking off-the-beaten-path discoveries suggests an Explorer archetype. The sophisticated collector looking for rare finds suggests a Sage or Ruler archetype. The warm family celebrating milestones together suggests a Caregiver or Everyman archetype.
- What narrative naturally emerges from your wine, place, and people? Is your story about rebellion against convention (The Outlaw)? About creating moments of beauty and indulgence (The Lover)? About the pursuit of something extraordinary (The Hero)? The authentic answer is usually hiding in plain sight.
Tools that help: customer surveys asking open-ended questions about the emotional experience, tasting room staff debriefs about which stories resonate most, and structured brand workshops that force you to make choices rather than trying to be everything.
Harley-Davidson didn't become the definitive Outlaw brand by accident. They studied their most passionate customers, understood what made them different, and leaned all the way in. The result: customers who don't just buy motorcycles but get the logo tattooed on their bodies. That's not transactional loyalty. That's identity.
For guidance on surfacing your winery's unique positioning, see our piece on developing a compelling winery brand story.
Why This Works: The Psychology Behind Loyalty
Humans seek identity alignment. We gravitate toward brands that reflect who we are or who we want to become. Archetypes provide that mirror.
This explains why emotional loyalty behaves so differently from transactional loyalty. A customer who stays because of your 20% discount will leave for someone else's 25% discount. A customer who stays because your brand represents something meaningful to their identity will forgive the occasional shipping delay, pay full price without flinching, and tell their friends.
The research backs this up. Brands that master archetype-based marketing have seen up to a 40% increase in customer engagement and retention. Wineries that redesigned their clubs around member experience rather than operational convenience saw retention improvements of 18-24% in the first year after implementation, with no additional product discounting (SVB Report, p.68).
Archetypes also simplify marketing decisions. When you know you're The Explorer, you know that your email subject lines should evoke discovery, your tasting room should feel like an adventure, and your wine club shipments should include surprises. Every decision becomes easier because you have a filter. Does this feel like The Explorer? Then do it. Does it feel generic? Cut it.
Peloton built a billion-dollar brand not by selling exercise equipment but by embodying The Hero archetype. Every instructor, every class, every communication reinforces the message: you're capable of more than you think. Their customers don't just work out; they become part of a tribe defined by ambition and achievement. Wine clubs can create the same sense of belonging when they commit to an archetype with the same clarity.
The Future of Wine Clubs Is Emotional, Not Transactional
Let’s talk about the elephant in the room, which is that discounts don't create loyalty. They create price sensitivity.
Every time you compete on perks, you train your members to evaluate you based on perks. And someone will always offer more perks. The race to the bottom has no finish line, and no bottom.
Identity is different. When members feel that your winery represents something they believe in, something that reflects their own values and aspirations, they don't comparison shop. They belong.
The wineries winning the retention game in 2026 and beyond are the ones who understand this distinction. They're not asking "what else can we offer?" They're asking "who are we, and who are the people who need to find us?"
A Yotpo study found that 37% of consumers consider themselves loyal after five or more purchases from the same company. But that loyalty isn't built by those five purchases. It's built by the emotional connection that made those five purchases feel meaningful rather than merely transactional.
This matters now more than ever. Wine clubs have become the most important DTC channel, accounting for 39% of all direct-to-consumer sales. The wineries that treat club membership as an identity rather than a subscription will capture a disproportionate share of that revenue.
Your members don't want another discount. They want to belong to something worth belonging to. Archetypes are how you build it.
Ready to discover your winery's core archetype? Highway 29 Creative offers archetype assessment workshops designed specifically for wineries, helping you uncover the psychological identity that will transform your wine club from a transaction into a relationship. Contact us to build a club experience rooted in powerful, psychology-backed brand strategy.
This is a test post. Love it. Follow it.
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Ten Ways Wineries Can Evolve From Selling Bottles to Creating Experiences That Resonate With a New Generation.
If I told you a winery just opened with no vineyard, no winemaker on staff, and no interest in talking about terroir… would you visit? What if I told you it had a silent disco in the barrel room, a drag brunch series, and a 3-month waitlist for a zero-proof pairing menu?
Those wineries exist. And they’re thriving. Because for a new generation of visitors, the wine isn’t the reason—it’s the reward. It’s not about what you pour anymore. It’s about how you make people feel.
And we used to excel at this. But then we woke up one day… and it wasn’t working like it used to. The same offers stopped converting. The same messages started falling flat. The same visitors didn’t come back. And it’s not because we got worse at what we do. It’s because the customer changed. What they want. How they behave. Where they show up. Why they buy. So, the question now isn’t “What went wrong?” It’s “Who are we selling to today?”
Let’s review what they’re looking for. Each of the ten shifts is followed by a prompt or question you can take back to your team. Something to spark discussion at your next staff meeting, leadership retreat, or even just your next walk through the tasting room. Because these ideas aren’t just concepts—they’re invitations to rethink, reframe, and reimagine what your guest experience could look like.
Value #1: Options
Yesterday’s consumer appreciated simplicity. At retail, they picked from what was on the shelf. At the winery, they chose between red or white. In the club, they got the winemaker’s selection—and were happy to receive it. A choice between two or three options? That felt like luxury. But today’s consumer—especially Millennials and Gen Z—lives in a different world entirely. They’ve grown up in an economy of limitless choice.
Take Shein, for example—often cited as a Gen Z favorite. At any given time, that website features over 600,000 products. And they add up to 10,000 new styles per day.
That’s not a product catalog. That’s an infinite scroll buffet. And that behavior—scroll, sort, save, swap, filter, build your own—isn’t just how they shop for clothes. It’s how they expect to interact with everything. They want control. They want flexibility. And they want to feel like they’re curating an experience that fits them—not adapting themselves to yours.
So what does that mean for wine? It means the pre-set flight might not cut it. It means the fixed club shipment may feel impersonal. And it means our biggest opportunity isn’t just what we offer—but how we let them choose it. Flexibility is no longer a perk. It’s the expectation. And the brands that bake in choice—from tastings to tiers to tech—are the ones that will feel modern, relevant, and worth coming back to.
Discussion Questions for Your Staff & Management:
- What alternative formats or alcohol levels can we offer?
- Are we inclusive of no/low options, or do we still assume everyone wants a full pour of14% Cab?
Value # 2: Discovery & Trial
Yesterday’s consumer wanted to find a favorite. Today’s consumer wants to keep discovering. The internet never ends—so neither does their scroll. Algorithms, ads, and endless options mean there’s always something new to try. Loyalty? Why? Why would you buy the same thing twice when there is so much to try?
But that has also emboldened us. Trying a new wine doesn’t feel risky anymore—it feels exciting. Discovery is the experience. It’s not the step before loyalty—it replaces it. So if we want to stay relevant, we have to make exploration part of our offer: Rotating flights. Limited drops. Unexpected pairings. Something worth coming back for—not just rebuying. Because when novelty is everywhere, same-old won’t stand out.
Discussion Questions for Your Staff & Management:
- How easy is it for someone to explore our wines without committing to a full bottle or joining the club?
- Could we offer mini bottles, samplers, or “try before you buy” packs?
Value #3: Convenience
In the past, access was the ultimate goal. When you had to order things through catalogs or go to your local store to see if “that thing” you saw in a magazine was available in your area, having an inside track to products was important. Now, it’s pretty much useless. You don’t need special access. If money’s no object, you could have a bottle of Mouton Rothschild delivered to your door by dinner.
Access isn’t hard anymore. What’s hard is making it easy. Today’s luxury is convenience. It’s speed, simplicity, and control. DoorDash, Prime, one-click checkout—that’s what consumers expect. Not a complex tasting room booking form or a club order via phone call. If the experience is clunky, it doesn’t feel premium—it feels outdated – and, honestly, rude. Convenience isn’t about cutting corners. It’s about respecting time.
And the brands that make it easy? They’re the ones who feel worth staying with.
Discussion Questions for Your Staff & Management:
- Can guests book, buy, and learn from us with ease?
- Are we mobile-friendly, quick to respond, and available when people are actually looking?
Value #4: Value Alignment
Today’s consumer isn’t just buying what you sell. They’re buying why you sell it. They want to know your values—up front. What do you believe in? How do you treat people? What’s your environmental footprint?
Because for them, product quality and brand values are intertwined. An amazing wine that feels ethically tone-deaf? Hard pass. A halfway decent wine from a brand that shares their values? Instant heart emoji. Especially with younger consumers, purpose drives purchase. They want brands that reflect their worldview—not just their palate. So if you’re not telling people what you stand for, don’t assume they’ll stick around to figure it out. Because today, clarity is currency. And silence is a story, too.
Discussion Questions for Your Staff & Management:
- Do our brand values show up in our experience-not just in copy, but in behavior?
- Would someone browsing our site or walking into our tasting room know what we stand for?
Value #5: Self-Expression
It’s easy to dismiss posting online as vain or superficial. But for younger generations, it’s how they connect. How they communicate. How they belong. A post isn’t just a picture. It’s a statement. “This is who I am. This is what I value. This is where I’ve been.”
And when they choose to share your winery, your experience, your wine—it’s not random. It means your brand aligns with their identity. That’s powerful. So, if the space you create doesn’t offer moments worth capturing…you’re missing a major opportunity to be part of their story. Because for today’s consumers, if it’s not shareable, it’s forgettable. And being seen on their feed might matter more than being remembered in your CRM.
Discussion Questions for Your Staff & Management:
- Does our winery give people something to connect with and share?
- Are we offering moments and messaging that reflect their identity-not just ours?
Value #6: Education Without Ego
Education used to be the core of the winery experience. We told visitors how wine is made. Why our soil matters. What flavors to find in the glass. And while that worked for generations who came to learn, today’s guests come to explore. Education implies hierarchy: “I know something you don’t.” Rules. Correct answers. A right way to taste.
Exploration is different. It’s open. Personal. It says, “Let’s see what you discover.” Modern consumers don’t want to be corrected. They want to be included. So if we trade the lecture for a conversation, we don’t lose authority. We gain engagement. Because the best experiences today don’t feel like school. They feel like discovery.
Discussion Questions for Your Staff & Management:
- Are we making wine more approachable or more intimidating?
- How can we reframe our story so it invites rather than lectures?
Value #7: Community & Belonging
For previous generations, discovering something special was a private thrill. A tucked-away winery. A hard-to-find bottle. A quiet restaurant. The instinct was to protect it. To keep it close. Because having access meant having an edge.
But today’s consumer is wired differently. The first instinct isn’t to hide the experience—it’s to share it. To tag a friend. Post a photo. Spread the word. Why? Because for this generation, joy is amplified through connection. Sharing isn’t about showing off—it’s about pulling others in. Community is the new currency. And that means creating spaces, products, and moments that feel worth passing on. If your brand gives people something to share, it gives them a way to belong. And belonging is a much stronger bond than exclusivity ever was.
Discussion Questions for Your Staff & Management:
- What are we doing to create a sense of welcome and shared experience beyond a transaction?
- Are we building a community-or just a customer list?
Value #8: Transparency
Today’s consumers are savvy—and skeptical. Especially online, where everything can be filtered, staged, or Photoshopped. And if every image is too perfect, every bottle too polished, every person too posed…it starts to feel like a façade. The result? Disconnection. Distrust. A scroll-past, not a double-tap.
Transparency isn’t just a virtue—it’s a strategy. It builds trust. It signals confidence. And it’s one of the fastest ways to stand out in a crowded, curated world. Show your team. Show your process. Show the messy harvest days, not just the golden-hour tastings. Because consumers don’t expect perfection anymore. They expect honesty. And when they see themselves reflected in your story, they’re far more likely to want to be a part of it.
Discussion Questions for Your Staff & Management:
- Are we clear and open about how we make our wine, how we price it, and what’s inside? Or are we still hiding behind wine-speak and vague terms?
Value #9: Emotional ROI
Picture your customer.
She’s working full-time. Maybe raising kids, managing a household, checking in on aging parents. Her phone never stops buzzing. Her weekends are booked out. Her to-do list is a mile long. And still—she carves out time, gets in the car, and drives an hour out of the city to come to your event.
That’s not casual. That’s a commitment.
She could’ve gone to brunch, taken a nap, or stayed home and done nothing—which sounds pretty great, honestly. Instead, she picked you.
So when she leaves your tasting room and heads back down the highway, she’s asking herself one question: ”Was it worth it?” Was it meaningful? Memorable? Did she feel welcome—not just as a buyer, but as a person? Because that’s Emotional ROI. It’s not about the wine—it’s about how the whole experience made her feel.
If the answer is yes, she’ll come back. She’ll tell her friends. She’ll bring them next time. If not? She won’t complain. She just won’t return. And you won’t even know you lost her.
Discussion Questions for Your Staff & Management:
- What emotional payoff does someone get from visiting us? Do they feel joy, wonder, connection, or just… meh?
Value #10: Frictionless Access
Yes—we’ve said access isn’t the crucial selling point it used to be. And it’s true: rare wine, limited clubs, remote locations—they don’t carry the same cachet anymore.
But let’s be clear: access still matters. It’s just… expected.
Today’s consumer assumes they can get what they want, when and how they want it. Not because they’re entitled—but because that’s the world they live in. They can book a cabin, schedule a haircut, and buy a car—all from their phone, in minutes. So if buying your wine, visiting your tasting room, or joining your club feels complicated? You’re not exclusive—you’re inconvenient. Frictionless access isn’t about removing effort. It’s about removing unnecessary effort. Make it simple. Clear. Mobile-friendly. Immediate.
That’s the new luxury.
Because the minute someone must call, wait, or wonder? You’ve lost them to someone who made it easier.
Discussion Questions for Your Staff & Management:
- Where are the hidden barriers in our experience?
- What small points of friction, online or in person, could be costing us future fans?
Don’t just file these ideas in a folder. Use them. Add to them. Argue with them. That’s how real change starts.
We are not in a wine recession. We are in a wine realignment. The future isn’t less wine. It’s wine in a new context. Let’s stop selling bottles—and start creating reasons for customers to show up, stay longer, and come back.
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[str_whatsnew_title] => If you’ve ever rerun a sample because your free SO₂ result didn't seem right, this post is for you.
[str_whatsnew] => If you’ve ever rerun a sample because your free SO₂ result didn't seem right, this post is for you.
Managing free and total sulfites is one of the most critical controls in wine stability and shelf life.
Our free sulfite reagent kit is for producers who want to evaluate chemistry in their lab.
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[str_whatsnew_title] => ⭐ New Listing on WIN Marketplace - Winery in Alexander Valley
[str_whatsnew] =>
Now available: a Winery for Sale in Alexander Valley — an opportunity well suited for those evaluating expansion, ownership, or long-term investment in a renowned winegrowing region.
Listings like this tend to draw thoughtful interest early in the year, as plans and priorities take shape.
? View the full listing and connect directly with the broker:
https://marketplace.wineindustrynetwork.com/listing/winery-for-sale-alexander-valley/
Thinking about selling a winery, vineyard, or industry asset in 2026? Use promo code WINMARKETPLACE to create a FREE 90-day listing on the WIN Marketplace.
Explore by Category
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For the fourth consecutive year, four seasoned wine industry thought leaders return to examine the critical challenges and opportunities defining the wine landscape in 2026. Each panelist will share their most important predictions and trends that wineries need to understand to thrive in the year ahead.
This engaging panel discussion offers multiple perspectives on the forces shaping our industry, equipping you with practical insights to make informed decisions and capitalize on emerging opportunities throughout 2026.
Session Panel:
Chris Bitter, Senior Wine & Grape Analyst / Terrain
Philana Bouvier, President / Demeine Estates
Bourcard Nesin, Industry Analyst / Rabobank
Dale Stratton, Managing Director / Azur Associates
Moderator: Damien Wilson,
Faculty Director and Hamel Family Faculty Chair of Wine Business / Sonoma State University
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[event_description] => Use PostBin to collect all requests to a special URL which you can use to test your API Clients or your WebHooks. Inspect your bin visually on this website, or use our API to programmatically test your libraries, clients, projects, SaaS or websites.
Use PostBin to collect all requests to a special URL which you can use to test your API Clients or your WebHooks. Inspect your bin visually on this website, or use our API to programmatically test your libraries, clients, projects, SaaS or websites.
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[event_name] => Dollars & $ense Webinar 2026
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[event_date] => 2026-01-22 00:00:00
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[event_description] => This year’s event will be held as a virtual meeting on Thursday, January 22, 2026 from 9:00 AM to 11:30 AM.
Join us for a recap of Sonoma County Winegrowers’ and Sonoma County Fundación de la Voz de los Viñedos’ activities in 2025, along with a preview of exciting plans for the year ahead. Turrentine Brokerage will also present during the meeting, and we will recognize outstanding contributions with the Nick Frey Community Contribution Award.
Click here to register.
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[event_name] => Winter WINEland
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[event_date] => 2026-01-17 00:00:00
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Step into the magic of Winter Wineland, where the Wine Road transforms into a true wonderland. Imagine cozying up with friends and family, your favorite wines in hand, as you breathe in the crisp winter air and take in the vineyard views—nature’s perfect art, with neatly pruned vines resting peacefully under the season’s charm.
Celebrate the start of a new year surrounded by warm hospitality, stunning landscapes, and the joyful clinking of glasses. Every stop along the Wine Road invites you to sip, savor, and bask in the moment. It’s not just wine tasting; it’s an unforgettable experience—rich with connection, beauty, and that irresistible winter glow.
Make memories. Share laughter. Discover your next favorite vintage. Winter Wineland is waiting to welcome you with open arms and endless cheers.
Get tickets here.
$95 Weekend Ticket, $75 Sunday Only, $10 Designated Driver
January 17-18, 2026 ~ 11am - 4pm each day
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[tags] => oodo, QuickBooks, ERP, Accounting, Finance
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[event_name] => Winery Finance Teams - Outgrowing QuickBooks + Bill? Or Looking for a New ERP System?
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[event_date] => 2026-01-15 00:00:00
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[event_description] => If your AP process is getting heavier, approvals are becoming more complex, and you’re stitching together systems to manage inventory and sales… you’re not alone.
I’m hosting a 60–90 minute webinar to walk through a finance-first comparison of: Odoo for Wine vs QuickBooks + BILL with a deep focus on the workflows that matter most for wineries:
- AP automation + invoice capture (OCR)
- Multi-level approvals (by amount, department, vendor, etc.)
- Analytic distributions — allocate overhead across departments/channels without spreadsheets
- Order-to-cash workflows (DTC + wholesale)
- Inventory visibility + valuation + traceability
- DTC integration for POS, clubs, and DTC
- Winemaking integrations — connecting winemaking data to bottling, inventory, and finance.
While this webinar will compare and contrast to Quickbooks, it should be valuable for any winery struggling with their current ERP (accounting, inventory, sales, purchasing), or lack of, or thinking of moving to a new system.
If you want a modern system that connects operations + finance and reduces month-end headaches, this will be practical and worth your time.
Thu, Jan 15 @ 1:00 PM - 2:30 PM PST
Register Here
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Maybe you, too, are feeling the pinch of a tougher market in wine these days.
That’s exactly when the right data, and the right use of that data, makes all the difference.
Join us to see what the Enolytics team has been building to help you sell smarter, work more efficiently, and stay ahead of the curve.
What we'll cover:
- Marketing Automations & Integrations — Make money while you sleep. Create automated audiences in Enolytics and let us sync with Klaviyo, Mailchimp, and RedChirp to do the heavy lifting
- Reservation Integrations — View your Tock, Commerce7, or eCellar reservations alongside your sales and marketing data—finally, one place for everything
- Sell More Now! — We're making it so easy to sell more wine, even your Uncle Bob could do it. Never waste time wondering what wines to pitch again
- Price Elasticity — Discover which wines have room to move on price—and which ones don't
- Enolytics Wholesale & RFV — Know your top accounts and accounts at risk
- Enolytics Live — Real-time insights at your fingertips
- The Snapshot — See what's going on in the industry at large (even if you're not an Enolytics customer!)
- Refreshed UI & Log Outreach — Your data, more accessible than ever
- Updated Help System — Robin and our Support Portal got a whole lot smarter
With your CRM, reservations, and marketing data in one place, Enolytics is truly the central hub for all your sales and marketing activity.
We'd love to show you what's possible. See you there?
Thursday, January 15, 11:00am - 12:00pm (PST)
RSVP Here
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