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833 Gravenstein Hwy. S
CA, 95472
United States
Susie Tucker


Wineries who have joined VingDirect are achieving above average tasting room and wine club sales growth. VingDirect helps family wineries increase consumer sales through online Tasting Room Performance Trackers, sales training, educational webinars and DTC expertise. On average, VingDirect wineries increase their tasting room sales 35% and their wine club signups by 70%!

Contact us today to discuss your winery goals.


Contact Our VingTeam

Tammy Boatright      Founder/President                                    707.364.8866

Lindsay Kana            Director of Sales & Marketing                  512.308.2908 

Heather Benton        Marketing Manager                                  707.861.9943

Susie Tucker             Business Development                               512.412.6316

Vanessa Sternick     Operations and Logistics Manager            707.861.9943


Tasting Room Performance Tracker

This reporting tool is automatically updated daily, enabling you to monitor and manage tasting room performance. No need to wade through reams of reports – our Performance Tracker displays the actionable indicators. Stay in touch with your tasting room results on your iPhone, iPad... anywhere you have an internet connection. VingDirect membership is required. Contact us here to request a demo and get started.


Mystery Tasting

Don't be in the dark about your most valuable direct to consumer channel! Let VingDirect help you measure and manage your tasting room staff performance. This monthly program allows you to see how your team is doing and learn what your guests really think about your tasting experience. We provide a written summary with recommendations and we’ll also let you know how you compare to others in the wine industry. Contact us here to learn more about our Mystery Tasting service.


Sales Training

VingDirect wants to help you grow your direct to consumer sales! We work with you to customize onsite sales training and we also offer monthly trainings at our VingDirect offices. Contact us today to learn about the unique trainings we offer. Some of the trainings we offer are:

  • Converting Guests to Members
  • Selling More Wine to Your Tasting Room Guests
  • Building & Strengthening Your Tasting Room Dream Team
  • Phone Friendly Wine Sales

Direct to Consumer Recruiting

We know how important it is to go beyond the resume to find the person who will be a right fit for your winery. From creating the job description and the ad to interviewing and conducting reference checks, we aim to make the recruiting process smooth and pain free for our winery clients. Let us help you find the right person. We've successfully recruited for the following positions:

  • General Manager
  • Direct to Consumer Manager
  • Wine Club Manager
  • Tasting Room Manager

Building a Strong Brand

How do you differentiate yourself in the sea of wineries? VingDirect can help you peel back the layers to discover what it is that makes you unique – what sets you apart from your competitors. We will work with you and your team to deliver your message clearly through all your customer touchpoints. Contact us today to get started.


Direct To Consumer Assessment

Ever wonder what you might be missing? Would you like to know what you could be earning across all your direct to consumer channels? VingDirect delivers an assessment of your 12-24 month potential, along with specific direct to consumer recommendations and sales projections. Whether you are developing strategy, are building your budget or need to report to your bank, the direct to consumer assessment is the right place to start. Contact us here and get started today!


Benchmarking Performance Tracker Tool

Compare your tasting room results to those of your winery peers. VingDirect's benchmarking dashboard tool is the only of its kind in the wine industry. Our members use the same data definitions and data is automatically populated, so you can count on consistency, accuracy and quality of data. The tool allows you to query the pool by any or all of 5 different criteria, by day, month or year. VingDirect membership is required for access to the benchmarking dashboard. Learn more about our benchmarking dashboard here.

Vicky's Tips for Sales Growth
Vicky's Tips for Sales Growth
Amista Vineyard's Proprietor, Vicky Farrow, shares her tips for growing wine sales using VingDirect's Benchmarking Performance Tracker.
Casee's Tips for Coaching the Team Using Metrics
Casee's Tips for Coaching the Team Using Metrics
Tasting Room Manager, Casee, shares tips on coaching her team to success
VingDirect's Tasting Room Performance Tracker
VingDirect's Tasting Room Performance Tracker
VingDirect's Marketing Manager shares how Tasting Room Manager's use the Tasting Room Performance Tracker
Clip from Social Media for the Wine Industry
Clip from Social Media for the Wine Industry
Paul Mabray shares the 5 tribes of online wine buyers. Contact VingDirect to watch the full webinar.
Top 5 Metrics to Track in Your Tasting Room
Top 5 Metrics to Track in Your Tasting Room
Quick Tips on Capturing Data in Your Tasting Room. Start Tracking Today, Analyze Results and Increase Performance
LIVE Webinar Next Week!

"Elevating the Guest Experience: A Case Study"

May 25th | 9 - 10am (PT)

Does an elevated guest experience lead to greater sales and loyal club members? Join two industry leaders as they share their guest experience and how they measure success!


Call 707.861.9943 for more information.

News Archive

Training on 4/17 for Tasting Room Hosts & Managers!
12 April, 2017

Join us for our most popular training, Converting Guests to Club Members!

When: April 19, 2017 | 9 am. - 12:30 p.m.

Class begins promptly at 9 a.m., so please join us for coffee at 8:30!

Where: Opolo Vineyards
7110 Vineyard Drive
Paso Robles, CA 93446

Audience: Tasting Room Managers and Tasting Room Hosts

Club members are the annuity for your winery but oftentimes tasting room team feel uncomfortable offering the wine club to guests. Converting Guests to Club Members isn't about sales... it's about listening to guests and linking their interests to the wine club. Our 3.5 hour formal training includes roleplay and the opportunity for students to address their specific challenges and questions.

Family wineries who receive our training average an increase of 2-3 points in their club conversion rate!


**ATTN: VingDirect members please contact us for your special, discounted rate

Please note: Attendance is limited

Tasting Room Manager needed in Saratoga, CA
05 April, 2017

Cinnabar is a boutique, family-owned winery that reveres winemaking as a form of modern-day alchemy—the blending of science with a touch of nature's magic. Rooted in the Santa Cruz Mountains at our lively Saratoga Tasting Room, we partner with local growers to coax the transformation of the finest California grapes into distinct and delightfully approachable wines.

We are seeking the ideal candidate for the position of Tasting Room Manager who will have experience managing teams focused on delivering exceptional customer experiences and a proven track record of achieving sales and financial goals. This position will report to the Owner/CEO.

Please email for more information.

VingDirect DTC Forum - April 20th
08 March, 2017

Let's change the DTC conversation! Get INSPIRED with us at the VingDirect DTC Forum!

When: April 20, 2017 | 8:30 a.m. - 4:15 p.m.

Where: 1030 Apollo Way, Santa Rosa, CA 95407 (North Coast Builders Training Facility)

The Audience: Manager level & above

Topics: Branding, Luxury Experience, Financial Views, & more


Eddie Trask | DTC Director | Sinegal Estate Winery

Mike Bellaran | Accounting and Finance Manager | Gary Farrell Vineyards & Winery

Don Davis | Director of Sales & Hospitality | MacRostie Winery

Lesley Keefer Russell | General Manager | St. Helena Winery

Brian Baker | VP of Sales & Marketing | Chateau Montelena

...and more to come


MARCH TRAINING for Tasting Room Managers!
01 March, 2017

Build & Strengthen Your Tasting Room Dream Team!

Please note: Attendance is limited to 8

March 22, 2017 9 am. - 4:30 p.m.

Class begins promptly at 9 a.m., so please join us for coffee at 8:30!

Where: VingDirect Conference Room

833 Gravenstein Hwy South, Sebastopol, Ca 95472

Audience: Tasting Room Managers

Attendees Will Learn:

-How to Identify Tasting Room Talent
-What to Look for in a Resume
-How to Build a Strong, Cohesive Team

Attendees Will Practice & Take Away:

-Sample job description for TR Host
-Interview Practice – Role Play with Susan Cole
-Top 5 Hiring Tips

Attendees Will Learn:

-Identify Your Leadership Style
-Discover Ways to Motivate Your Team
-Learn How to Effectively Manage Your Team

Attendees Will Practice & Take Away:

-List of communication activities to implement during team meetings
-Employee Engagement Packet (Assessment & Tips for employee engagement)
-Effective Performance Review Practice – Role Play with Susan Cole

Please contact us at 707.861.9943 for more information, or CLICK HERE TO REGISTER

**ATTN: VingDirect members please contact us for your special, discounted rate

Last chance to register: LIVE Webinar: Tasting Room 101
22 February, 2017

February 28, 2017

9 - 10 a.m. PT

If you are considering a tasting room or have recently opened your tasting room doors,  this webinar is for you!  Join Tammy as she discusses tasting room fundamentals… software, tasting experiences and fees, basic wine club structure, driving taster traffic and all other critical steps to building a strong tasting room foundation.

If you can't make it, no worries, we will send you the recording. Just register below!

**ATTN: VingDirect members please contact us for your's FREE for you! 512.412.6316


Live Webinar: 2016 Direct to Consumer Trends & 2017 Forecasts
30 November, 2016

Join the Vingettes as we look back at 2016 tasting room and wine club trends, share regional insights and highlight new areas of DTC growth. VingDirect President/Founder, Tammy Boatright, discusses 2016 key tasting room metrics and offers forecasts and suggestions for 2017.
Audience: DTC Managers, General Managers, Owners
Date:  Tuesday, December 13 
Time: 9:00AM PT - 10:00AM PT

ONLY $29


Registration closes at 8AM PT on Tuesday, December 13

NEW Service! Sales & Marketing: Annual Marketing Calendar & Email Campaigns
15 November, 2016

Objective: Increase sales, solidify branding and increase positive interaction with your clients.

This NEW package includes a comprehensive review of your current email marketing efforts, pulling sales data from your POS system to correlate what has been working (or not) for your email sales efforts. Upon review of your inventory, and in conjunction with the scheduled wine club shipments, we will create an annual plan to help increase your wine sales, branding, and interaction with your clients. For more information about this service, connect with us here.

Selling Wine Over the Phone?!
13 September, 2016

Outbound Phone Sales, Outbound Hospitality, Outbound Telemarketing...

Whatever we call it, the truth is the thought of calling customers and club members inspires fear in the heart of winery owners. We associate outbound telemarketing with sleazy sales people, but your winery customers don’t view you that way. In fact, they are thrilled when they see “their winery” calling. The fact is that the most prestigious winery brands have adopted outbound telemarketing as an important part of their direct to consumer marketing strategy.


It works. Outbound telemarketing sells wine, keeps your customers informed of winery happenings, new releases and special offers.
If you want to sell more wine and build better relationships with your customers there’s no doubt that outbound phone sales is a channel that you should consider.

Here’s another thing to consider… outbound telemarketing has the highest response rate and the highest average sale of any channel and September through December is prime time for outbound sales. If you’re thinking about taking the plunge, this holiday season could be your debut!

You have two choices if you want to try outbound phone sales. You can do it in house or you can outsource the project to a professional outbound telemarketing firm. If you have fewer than 500 wine club members you can test the waters in house. If you have a big wine club list or a big customer list (with phone numbers) you may achieve the best results with a professional firm. Either way, don’t let fear prevent you from utilizing one of the best channels available to grow your winery and customer relationships!

New Live Webinar: Can You Use the Press to Drive Winery Traffic?
31 August, 2016

Join our webinar "Leveraging the Press – Utilizing Media to Drive Traffic and Brand Awareness" to hear Nancy Bailey's tips for building strong brands, and attracting and managing media. Nancy Bailey is the General Manager of the legendary Gary Farrell Winery. Nancy has helped many prestigious brands drive traffic and brand awareness through media outreach. Use this $10 off Promo Code 9WIN16 

Learn More & Register Here

Presenter: Nancy Bailey, General Manager of Gary Farrell Vineyards & Winery
Audience: Owners, DTC Managers, General Managers, Marketing Managers
Date:  Thursday, September 29 
Time: 9:00AM PT - 10:00AM PT
*Registration closes at 8AM PT on Thursday, September 29


We've learned so much about how to plan, understand and course correct our business; We are more confident knowing that we have a partner in VingDirect who can help us think it through.

Vicky and Mike Farrow, Proprietors, Amista Vineyards, Healdsburg, CA


VingDirect has helped evaluate our business model holistically from community outreach and tasting room flow to wine club management and goal setting.

Roxanne Myers, General Manager, Lost Oak Winery, Burleson, TX


The VingDirect team has always been very accessible. It is great to have an experienced advocate to help navigate DTC.

Greg Lill, President/CEO, DeLille Cellars


Since joining the VingDirect community in 2011 our business has grown significantly, particularly in club memberships.

David Barringer, Naked Winery, Bend, OR


I cannot recommend VingDirect’s recruiting services more highly. It’s the best investment you’ll ever make.

Nancy Bailey, General Manager, Gary Farrell Winery, Healdsburg, CA

VingDirect's webinars are meant to provide high quality, accessible education for the wine industry. 

VingDirect Direct to Consumer Webinar Library is the only one of its kind in the wine industry. Check them out here!


2016 Webinars

Sep 29   "Leveraging the Press: Utilizing Media to Drice Traffic and Brand Awareness" Learn More & Register Here

Oct 18   "Take it to the Bank: Planning for Financial Success"  Learn More & Register Here

Nov 17   "Branding: Planning for Finacial Success"  Learn More & Register Here

Dec 13   "Direct to Consumer Trends & 2017 Forecasts"  Learn More & Register Here

Along with customized onsite training, we also offer regional training classes. Regional trainings are open to all wineries.

Come join us the next time we're in your town!


2016 Regional Training

Sep 16     "Selling More Wine to Your Tasting Room Guests"                Oakland, CA                      Register & Learn More

Sep 21     "Phone Friendly Wine Sales"                                                 Sebastopol, CA                  Register & Learn More

Oct 12     "Converting Guests to Club Members" Sales Training           Fredericksburg, TX             Register & Learn More

Oct 20     "Converting Guests to Club Members" Sales Training           Yamhill, OR                        Register & Learn More