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531 Jefferson St.
CA, 94559
United States
707-927-3334 x205
Susan DeMatei

With one phone call, you have a team of experts.


imageWineGlass Marketing is a full-service direct marketing agency for the wine and spirits industry.


image  We partner with our clients to elevate their digital marketing strategy and campaign implementation to grow and build strong, profitable consumer relationships.


image  We are experts in DTC marketing and the wine industry.


image  We are relationship-driven. We think of ourselves as an extension of your team.


We offer a range of marketing services to support your acquisition, customer relationship management, and conversion goals.

Marketing Strategy

- Customer Relationship Management

- Metrics – website, advertising, email, club, sales


- ADA compliance


Email Marketing

- Email newsletters

 - Calendar and touchpoint planning

- Database health/expertise, analytics



-  Website development and design

 - Technology support and training with tools for integrations


Social Media

- Social media posting & advertising

- Print, banner and outdoor advertising

- Photography and videography


Advertising and Print

- Print ads  

- Sales sheets and tasting room collateral]

- Billboards

- Banner ads




Our Team
Our Team
Everyone on our team is highly skilled, cross-trained and worked for years in the wine industry. We not only recommend strategy, but can execute it, and troubleshoot or recommend everything down to technology solutions.
Website Development
Website Development
We can help you whether you're looking for a full-scale custom redesign or just a quick adjustment. We believe that functionality is just as important as design, so we put equal emphasis on usability and best-in-class features as well as copy, images, and layout.
Email strategy, design and deployment
Email strategy, design and deployment
A strong communication plan is vital if you plan on selling direct to your customers. You not only need a clean and usable database, but also a content plan. How often, to whom, and what to communicate are not easily answered. We can help with Database Hygiene List Segmentation Content Calendars Wine Club Alerts Email Design Offer Creation Newsletter Development Administrative Emails Copywriting Landing Page Development Campaign Tracking
We are an impatient and multi-tasking society. We don't read anymore so photography is now extremely important to grab attention on websites, in social media, and within emails. We work with clients to find the right style for their product and show their brand in the best possible light.
Social Media Content and Advertising
Social Media Content and Advertising
Yes, you can create engaging, authentic content using an outside agency! We work with your staff to coordinate postings and themes to create cohesive, blanket coverage toward monthly objectives, and monitor our work with dashboards and planning meetings.
Traitional Advertising
Traitional Advertising
We have a full design department that can deliver illustrations, printed materials and collateral, billboards, print ads and meet other design needs like infographics or illustations.
Trestle Glen
Trestle Glen
We can script, shoot and produce videos for wineries to be used on their website or in social media. This is a video for client Bruce Cohn to introduce his new winery.
24-Seven Connect Video
24-Seven Connect Video
We also can write and produce animated or "how to" videos. Here is an example of a B2B video we did for an online portal.
WGits Quickbooks Tool
WGits Quickbooks Tool
A video describing our tool that integrates QB with winery DTC platforms.
WGits Introduction Video
WGits Introduction Video
A video introducing our add on tools for wineries
An Open Letter to Winery Owners: Things I Would Do If I Owned A Winery

It's tough out there right now. COVID cases are on the rise, scaring both our customers and employees. Bank relief programs are ending, but the virus looks like it is just getting started. Even if we are in an area that can open a tasting room, we're not sure what the rules are this week, or exactly how to alter our protocol to keep everyone safe. With harvest looming and the farming community profoundly affected, some wonder if they'll get their grapes picked at all this year. My day is spent hearing the stories and struggles of so many within our community, I wish I could do more to help. All I have to offer is my experience. This is not a sales article. I'm not pitching anything. I don't have a silver bullet, but I can share some advice on how to help your businesses.

Waiting is not a strategy.

The first day wineries were closed in California we lost 5 clients – all calling to apologetically say they were cutting spending while the tasting room was closed and would be back when it reopened. 5 months later, most of us realize there is no going back at this point. We've also recognized acting like an ostrich with our head in the sand isn't going to work, either. The keyword for 2020 is "pivot," and the Darwinism of survival will favor those who adapt quickly and are flexible.

My favorite example of a pivot is Tuco, a turn of the last century subsidiary of the Upson Company, which initially produced 3/16" wallboard for home construction. This was all good until the Great Depression hit, all construction stopped, and Tuco found itself stuck with warehouses of drywall and construction equipment. Not giving up or waiting it out, they realized they had boards, printers, and jigsaws, so they could, theoretically, print images on the board and cut them into pieces. By 1932, Tuco was the largest producer of picture (jigsaw) puzzles throughout the early-1980s. You can still find them all over eBay, and they're now quite collectible.

I'm not suggesting we all start making board games, but we have one client who began turning their alcohol into a grape-based hand sanitizer, which I thought was clever. We are also witnessing a surge in others making their websites more streamlined for sales, and a swap in traffic efforts redirected toward website traffic over tasting room traffic. My point here is, don't just turn off the faucet of tasting room traffic and sales without having plans and programs to replace that stream somewhere else. You need alternatives to sales and new list signups and engagement with your members and customers that can't come to visit. How well you continue those three critical goals will determine if you make it to whatever "normal" will be post-COVID. Let's look at each one next.

eCommerce is Now Critical

Since February, you should have been focused on optimizing your website sales wherever possible. But if you haven't, it's never too late to emphasize this channel, and you still have time to get your act together before the critical Q4 selling season. Let's break down some specific things you can do to help shore up this sales channel.

Search Engine Optimization

SEO is all about Google (or other search engines). Google scans sites and pages to serve up results that match search queries. SEO is the hidden message in which you tell Google what is on your site's pages. Part of SEO is the meta tags, which are like a little ad for each page. Put your winery website in Google and see what comes back. If you don't see an "ad" for each page, then Google has pulled random words, usually the navigation or footer, because it didn't know what the page was about. Meta tags are essential and should be action-oriented 155-character statements that describe what is on the page and why someone would want to go there.

How do you do this? If you're on WordPress, many plugins make this easy. We like Yoast. If you're on a proprietary platform, ask them or look at your documentation site. It is unlikely that there is no way to access these page tags.

This is an example of a website that does not have META tags so Google pulled what was on the page in incomplete sentences.

This is an example of a website that does have META tags that are within the character count, are in the active voice, and have a call-to-action.

Website Presentation is Key

You wouldn't open your tasting room if it wasn't stocked and clean and ready for visitors so, why do so many fail to keep their website store updated? Takedown old products, update new ones with scores or notes. Update your shipping options and tables. Please invest in professional bottle shots or, at the very least, buy a $40 product table-top lightbox on Amazon. Review everything on mobile. Put in test orders to confirm your work and ensure it is easy to purchase, and the shipping is calculating. If your eCommerce system allows, use every tool they have, such as carrots or bundles or automatic emails. Your website is your tasting room now and for the foreseeable future. Put as much care into it as you would your property so it can do the heavy lifting.

Drive traffic to your newly refreshed website

At a high level, you can group your efforts into three buckets – existing customers, existing non-buyers on the mailing list, and new potential customers.

For existing customers, make sure you have a strong email campaign touching them at a minimum once a month (twice a month is better.) They may not feel comfortable visiting you in person, but you can keep in touch with them. Alternate your sales offers with general news, recipes, and information about the winery, vineyard, or people. Everyone is feeling isolated and a bit disconnected now, so they will appreciate your outreach.

For non-buyers on your mailing list, follow much the same strategy as the existing customers but target them with "trial" offers with low barriers. This is not the group to send a case offer to. Lean toward 2 bottle packs and comp shipping to nudge them to make their first purchase. And possibly lean more toward introductory copy about you and your winery since they don't know you as well as your existing customers.

Gathering brand new customers is a must. Consider that we're experiencing double-digit unemployment at the moment and that databases, in a good year, decay at a rate of 2% a month. This equates to my prophetic prediction that if you check now, you've lost, at a minimum, 12% of your mailing list since the COVID closures in March. All those newly canceled business emails will only increase your bounces. You've got to start working on accumulating qualified leads as soon as you're done reading this article. See our blog post with some ideas.

There are two significant ways to get qualified signups to your mailing list and get sales from new customers online: Facebook ads and Google Adwords. Facebook is, by far, the easiest. If you can Google Search, you can find tutorials and blogs written about how to set up Facebook ads. I can't encourage you enough to do this right now. You should have two, maybe three campaigns running at all times. The first one, with a smaller budget, maybe $100 a month, with the goal of "like-ing" your page, so you are continually gathering a community online. A second campaign with a slightly higher budget, maybe $150-$200 a month, should focus on lead generation. Facebook has collection forms and a whole ad category for collecting leads. Just follow the directions or Google for help. The third campaign would be for sales. Pick that same introductory two-pack you're offering to your non-purchasers on your database and create an ad on Facebook. Upload your purchasers and unsubscribes to Facebook and target this sales campaign to a "lookalike" audience.

Google can be very effective at these three objectives as well. We have had particular success with the sales approach. Targeting is more complex, and you'll have to watch a few online tutorials to master this, but I would encourage you to give it a try. Expect to spend about $600+ a month, however, to see decent results.

What Do You Say to Them?

It is understood that times are tough, and you need sales. It is also understood that your wine is delicious, award-winning, handcrafted and that if you are open, you are doing everything possible to keep it clean and contact-free. It is so universally understood – try to avoid saying it because it isn't about you… it's about them. 

They are feeling lonely, isolated, unsettled, burnt-out, and exhausted. While we don't want to market ourselves as an alcoholic elixir that will solve all problems, wine is a lovely balm for much of what ails us. Over the past months, we have seen plenty of creative emails and social media posts about zoom happy hours, food and wine pairings, wine and toilet paper offers, and everything from updates on winery dogs to staff members to keep us engaged. Don't forget to remind them there is good in the world and you are part of that good, and they are good and should treat themselves with your good wine. Keep it positive and heartfelt.

We didn't mention discounting. On the whole, discounting (beyond what you usually do) isn't an effective strategy for a downturn. Why? Because in times of stress, people tend to purchase for emotional reasons, not logical ones. If you were to re-read that list in the previous paragraph of what our customers are feeling right now, a 35% discount doesn't solve them. So, don't rush to devalue your product. Instead, position your product as an integral part of their new reality.

For more on messaging - see our blog post on this topic.

One Last Point: Do Something

I realize many of you are feeling very alone now. You've had to furlough or let go of staffers and are now winemaker, general, tasting room, wine club, and marketing manager. But, to circle back to the beginning of this article, doing nothing is not a strategy for success. Please don't sit back and watch all that you've built fall apart around you while you wait for tasting rooms to return to their former glory.

You don't have to be radical or expensive or even innovative - just pivot your efforts and your businesses toward online sales. I tried to give you tips here to get online sales on your own. If you still need help, you can literally Google how to do almost anything. But, if you don't have the time, don't give up. Instead, get some help. You don't have to hire WineGlass Marketing; there are many other capable agencies. You could work with one of the hundreds of consultants out there that specialize in email or social media or website editing. And don't forget about recent graduates. We have an entire graduating class with nowhere to go who are eager to get started with their lives. A quick and free ad on Craigslist might find someone capable who can help you for a very reasonable hourly rate and have you reaping in online sales by this time next week.

Be safe, and hang in there,

News Archive

Content Marketing Statistics That Will Surprise You
05 August, 2020

Come Over To The Dark Side…Implications for Dark Mode on your Email Campaigns.
20 July, 2020

Dark Mode is becoming surprisingly popular and it can have serious implications on your email effectiveness, resulting in adjustments needed in not only how you format your emails, but also how you use images. This article will explain what Dark Mode is, why more and more are using it, and why we all need to be ready for it, like, yesterday.

What is Dark Mode?

Dark Mode was introduced with macOS Mojave (10.14) released in the fall of 2018 and was quickly followed by a similar feature in the Windows 10 release last May. It’s an accessibility setting that changes the interface to display content with dark backgrounds and light color text. While it’s ideal for people with light sensitivity and minimizes blue light, it also enhances readability and reduces eye strain. When you switch a service, such as an email client to Dark Mode, it will automatically turn basic black text white and basic dark hyperlinked text to a brighter color. An IFL Science article indicates that Dark Mode on your iPhone could possibly save battery life by up to 30%.

How many people use it?

It has been a hit with consumers ever since release and is only gaining momentum. According to this Medium article, a surprising majority of 82.7% polled preferred Dark Mode. A huge amount of these users said Dark Mode was easier on their eyes, elegant, nice to look at, and consumes less battery life on their devices. With Dark Mode, most operating systems allow you to toggle from Dark Mode to Light Mode depending on your environment or time of day, however, 74.6% of 201 users polled, kept their system on Dark Mode all the time.

Why does this matter?

Dark Mode is available on many popular platforms, including Microsoft Outlook, Gmail for Android, Facebook Messenger, Twitter, YouTube, Slack, and the most popular web browsers. But Dark Mode can also negatively impact your emails if they aren’t formatted correctly, to the point that your marketing efforts to existing consumers and potential new business can become nearly illegible.

What should I do to support Dark Mode?

There are things you can do to help ensure that you get a good email experience and be prepared for Dark Mode. Below, we cover the important areas to be aware of adjusting.

This concept is simple, a few years ago, many brands got accustomed to the idea of using png images for logos rather than jpegs because this allowed for a transparent background behind the logo, removing that white box effect if your email had a differently colored background. But now we need to think a little differently with Dark Mode in the mix.

Add a white border around your logo. For those familiar with Adobe Photoshop or Illustrator, you can add a white stroke to your png logo to give it an added border and make your logo more legible in Dark Mode. In standard Light Mode, no one is going to notice the white border around the logo anyway.

Try to avoid using colored backgrounds whenever you can as this can make your email appear dated especially when your consumers read the email on mobile devices. For example, using a gradient with white in it as a background can cause a greatly illegible email when one of your consumers is using Dark Mode and it automatically converts black text to white!

Text formatting:
Be careful when controlling your font colors. Forcing your fonts to be black can make them stay black in Dark Mode, making them almost unreadable and customers will not likely switch to Light Mode just to read an email.

Adoption of Dark Mode Will Only Increase

As time progresses, more and more people around the world will either toggle to Dark Mode at night or start using Dark Mode continuously, so now is the time to be prepared for this additional facet of ever-evolving technology. In the past, we’ve said to test your emails on multiple email clients by sending tests to Gmail, Outlook, Yahoo, and to test how the email looks on browsers and standalone email apps themselves.

Now is the time to be prepared and to get a jump on this. Even marketing leaders aren’t prepared for this, see the example below that we recently received in our inbox:

We suggest toggling between Dark Mode and Light Mode when testing your emails to see how these look. Right now Outlook is one of the most widely used platforms that supported Dark Mode early on. Gmail on Android is also supporting Dark Mode, and you can bet that more clients will continue to add this functionality.

If you’d like help from us to get your emails ready for Dark Mode, just let us know.


How to Keep Your Database Thriving Even If Your Tasting Room is Closed or Slow
23 June, 2020

About once a month we get a call from a client saying, “My emails aren’t performing well, I want to talk to you about redesigning them.

Our response is usually to ask questions about their database and data collection plan which confused them until we explain that the quality and growth rate of the database is the number one factor in the success of any email campaign.

When we ask about the database, the client typically responds with how large their database is. Knowing how many in the database is helpful, but typically that is only part of the story. It is also helpful to know your growth rate. We don’t have a standard of this to share with you because it depends on your seasonality, if you have any targeted campaigns for your mailing list growth, if you are involved with events, if you have a tasting room, etc. But, we can share with you that the typical decay rate is conservatively around 24% a year. That means that you will lose 2% of your database every month. So, if you’re not at least growing by 2% every month, you are going backward.

Even if your tasting rooms are closed, you can still grow your list, so, don’t panic. Capturing leads digitally is nothing new to online retailers who don’t have a physical location – they’ve been doing this for years.

Capture eMail Addresses on Your Website

You can beef up your capture techniques on your website. In a recent study by of the top 500 online retailers

  • 7.7% put email sign-up in the header
  • 44.4% use pop-ups
  • 54.3% below the fold or in the footer (56.4% using a form, 10% using links)
  • 29% of retailers incentivized people to opt-in to their email program


Capture eMail Addresses on Your Facebook Page

You can also collect addresses on Facebook through a button that asks for signups. If you roll over it as an admin, it will actually help you put together an ad campaign to drive people to sign up directly on Facebook. And with everybody bored at home right now, social media usage is way up. We’re seeing great returns on our clients. So, if you have $50-$100 to spend right now, a quick campaign like this is a really good idea.

Capture eMail Addresses with a Social Media Ad Campaign

Both Facebook and Snapchat have easy lead gen campaign tools where you can set up a campaign, target it to you the customers you're looking for, and let it fly.

Lead generation ads are designed for capturing intent from everyone interested in your brand. A prospect taps on your ad and a form pops up already auto-filled with their contact information ready to be sent to you for easier, streamlined lead gen. You can place this ad in the desktop and mobile news feed and they are available only with the lead generation objective to help you capture more leads.

The lead generation ad form can be customized so that you gather all the information you need. It pre-populates contact information, but you can also add questions, which can be multiple choice or open, although they recommend you keep it very sort.

You can also add an optional Context Card which I’m showing here. In this way, you can add extra information to highlight the benefits of signup. We have found anecdotally that giving people a little extra introductory information helps with conversion when they don’t know you.

You can also add an End Card: a confirmation screen after your form has been submitted with an automatically generated message.

Lead generation ads ensure there is far less drop-off as the information you need is already filled out for customers. Whether you want customers to subscribe to a newsletter, or attend an event, lead generation ads make it easier for you to begin a dialogue and start a conversation between you and a prospect.

Capture eMail Addresses Via Send To A Friend

And then don’t forget the send to a friend feature on your emails. We see this in our own marketing. WGM sends out news and research to our own mailing list and we always get a few signups every time we send out an email because we know the article or blog has been forwarded to somebody and they liked the content, so they signed up. You don’t get a ton of signups this way, but it does help. The best benchmark we could find was from Litmus that said the top 1% of most viral emails -so the best performers - generated 1 forward for every 21 opens.

So don't feel that list growth is hopeless if your tasting room is closed. There are several activities you can do while closed or restricted to continue growing your database.

This is a Universal Issue
10 June, 2020

We Can Do Better. Here's How.

John F Kennedy said once: "It is not enough to pin the blame on others, to say this is a problem of one section of the country or another, or deplore the fact that we face. A great change is at hand, and our task, our obligation, is to make that revolution, that change, peaceful and constructive for all."

I am blessed to be surrounded each day by a team rich with diverse backgrounds, ethnicities, religions, ages, and experiences, with many perspectives and voices to contribute. I have needed to do very little to create a relationship of respect among them except try to foster a forum where hard and serious conversations can occur (albeit over Zoom) and promote understanding, and not always force agreement. My team is doing the rest. Many are angry, most are sad, all are concerned and everyone is affected.

Allyship is hard and a lifelong process but we're trying. We all need to try harder.

As stewards of our client's marketing and often their public image on social media, we are asked for our counsel during such unusual times. We encourage our clients to please speak out. Now is not the time to be quiet. Dr. King said, "We will not remember the words of our enemies, but the silence of our friends." Ideally, let your voice be heard in public, but if not there, then at least start a dialog among your team. The wine industry needs to start the conversation and take action, beginning with encouraging diversity in our teams, fostering understanding of differences, and building stronger relationships and supporting non-white wine professionals. 

Please join us in trying to educate ourselves and others. While not exhaustive, here are some resources we're using to help us do just that:


• 13th (Netflix)

• American Son (Netflix)

• Dear White People (Netflix)

• If Beale St Could Talk (Hulu)

• King in the Wilderness (HBO)

• See You Yesterday (Netflix)

• The Hate You Give (Cinemax)

• When They See Us (Netflix)


• White Fragility by Robin DiAngelo

• How to Be an Anti-Racist by Ibram X. Kendi

• The New Jim Crow by Michelle Alexander

• Divided Sisters by Midge Wilson and Kathy Russell

• The Bluest Eye by Toni Morrison

• Their Eyes Were Watching God by Zora Neale Hurston

• They Can't Kill Us All by Wesley Lowery

• I Know Why the Caged Bird Sings by Maya Angelou

• Fatal Invention by Dorothy Roberts

• Locking Up Our Own by James Forman

• The Miner's Canary by Lani Guiner and Gerald Torres

• The Wretched of the Earth by Frantz Fanon


• 1619 (New York Times)

• About Race

• Code Switch (NPR)

• Intersectionality Matters! hosted by Kimberlé Crenshaw

• Pod For The Cause (Leadership Conference on Civil & Human Rights)

• Momentum: A Race Forward Podcast

• Pod Save the People (Crooked Media)

• Seeing White

• Parenting Forward podcast episode 'Five Pandemic Parenting Lessons with Cindy Wang Brandt'

• Fare of the Free Child Podcast


• Abbey Creek Wine

• Aslina Wines

• Bodkin Wines

• Brown Estate

• Charles Wine Co

• Darjean Jones Wines

• Domaine Curry Wine

• Dwade Cellars

• FLO Wine

• Frichette Winery

• Indigené Cellars

• Jenny Dawn Cellars

• La Fête du Rose

• L' ObJet Wines

• Longevity Wines

• LVE Wines

• Markell-Bani Wines

• McBride Sisters

• Okapi Wines

• P. Harrell Wines

• Stuyvesant Champagne

• Theopolis Vineyards

• Zafa Wines


• Black Visions Collective

• Reclaim the Block

• Know Your Rights Camp

• Minnesota Freedom Fund

• George Floyd Memorial Fund

• Campaign Zero

• Black Lives Matter

• Communities United Against Police Brutality

• I Run With Maud

• NAACP Legal Defense Fund

• American Civil Liberties Union


Increase Visibility and Revenue with Google Ads
13 May, 2020

Google Package Image

Your tasting rooms may be closed but online sales are up 300%. Don’t miss out. We have made it easy for you to advertise on Google with our turnkey packages that will get you in front of your customers quickly and effectively.

New Turnkey Google Ad Packages from WGM will get your brand seen today.

Google Search Product Image

Google Search

Starting at $995 for 3 months of ads, plus minimum monthly spend of $300.

Click for more details.


Google Shop Product Image

Google Shopping

Starting at $1,145 for 3 months of ads,  plus minimum monthly spend of $300.

Click for more details.


Google Display Product Image

Google Display

Starting at $1585 for 3 months of ads, plus minimum monthly spend of $300.

Click for more details.


Click below to watch a short tutorial:

Youtube Thumbnail for Search Advertising

Need more information? Email Us

Create Compelling Stories with a Brand Narrative
16 April, 2020


In our last two blog posts, we discussed the importance of staying true to your brand in uncertain times. Your brand is your compass to keep you on course. It is your scale to weigh options, and programs, to make determinations on what to do. Your brand is also what makes a connection with your customers and sets their expectations of you. A strong well-defined brand will also span across channels. For instance, you could make the jump from an on-premise brand to an online brand and your customers will follow.


But there is another reason everyone is focusing on brands as of late. There is an entirely new generation reshaping how we think about our communications. Millennials have smart marketers looking at their brands in a different way. They are pivoting the marketing pitch from a focus on the product to the story behind the product.


That might not even be enough. Millennials are, as Rebecca Vogels points out in a recent Forbes article, “Living and prioritizing their lives around experiences, not material possessions. They don’t only want to be told stories they want to live them as well.” This means that without a basic foundation to ground and filter the stories you put out online, the stories will be fleeting, and their value is forgotten in the next tweet.

This foundation is called a Brand Narrative, and research tells us a successful brand narrative can increase the value of a brand 20x in the eyes of the target audience. (Significant Objects)


What is a Narrative?


To be useful as that strong foundation, a narrative must be timeless. It must offer a promise and an expression of purpose to the target audience, and create and express a distinct emotional impact. The goal is for your target to self-identify with the narrative – to feel “I am one of you” or “you get me.”


This may have nothing to do with the product itself.  Warby Parker’s narrative is accessibility, in a category that was traditionally too expensive for many people. Mailchimp’s narrative is mischief, in a category that is traditionally boring. And, Martha Stewart’s narrative is empowerment, proving that anyone can have a creative and beautiful space that they make themselves. The narrative provides the filter, not only for the stories the company tells every day but for everything the company does -- new products, new sales channels, copy and design, customer service, the company’s culture. It is the narrative that describes the experience your customers will have with your brand. The role of the stories and the actions of the brand/company is illustrative of the narrative.


Brands are no longer what we tell people we are, but what our community says about us. Social media is just a platform for brands to expose their narratives, and the stories that support them, to attract people to their community.


Identifying Your Brand Narrative


People buy into brands that feed their individual narrative. For example, I think of myself as an explorer. I love discovering new things, traveling, not being confined by rules, and being in tune with cultural narratives. If I were to change careers I would become a cultural anthropologist. The brands I am loyal to are those that feed my need for freedom and discovery – for example, Land Rover, Cost Plus, Coursera (courses on Art and Culture,) Sephora, and Anthropologie. These brands speak my language, fit my personality, and add value.

Branch Archetypes

The easiest way to define your brand narrative is to reference Carl Jung’s Personality Archetypes. He defined 12 archetypes that define the over-arching personalities that drive human behavior. (See Image above.) Of course, the over-arching archetypes are only the tip of the iceberg. To correctly identify your brand narrative, you will need to dig into the detail, the sub-groups, the motivations, and expectations. But once you have decided where your brand lives the archetype and its narrative is a powerful tool that focuses all communication – look, feel, and tone (internal and external.)


Your Brand Narrative is a Compass in Difficult Times


Why are we bringing this up now? Because brands who are true to who they are will survive this pandemic. They will adapt in ways that are consistent within the brand experience and their customers will stay with them because they are behaving the way they always have and are familiar and comfortable. And, they will come out on the other side stronger for it.



  • Your brand narrative provides a consistent and cohesive brand look, feel voice and tone, across everything your brand does.
  • A brand narrative gives your brand a human identity and personality which helps customers understand the type of experience your brand will deliver.
  • A brand narrative defines the through-line for all the stories your brand tells – marketing, advertising, sales, customer support…it doesn’t care about the channel or platform.
  • All successful brands possess a strong and uniquely identifiable archetype. A personality, that reflects the aspirations and hopes of the core audience.


We live in turbulent times. Everyday life has changed dramatically. We are looking for stability, comfort, hope, joy. Now, more than ever, we turn to the brands with a clear narrative and point of view on where they fit in our lives.


So, get out there and talk to your customers. And, you be you.

Marketing During a Crisis – Tips to Pivot Your Marketing Messages
31 March, 2020

Recession Marketing Pro Tip: Understanding consumer psychology and the underlying emotions is critical when advertising during a recession.  


In the wine industry, we don’t typically analyze consumers’ psyches or emotions. We tend to think of our customers demographically – mid 40’s – 60’s, lives in New York, Texas, and Florida, HHI over $150k, and the like. But in times of stress, demographic segmentations may be less relevant than psychographic segmentations that take into consideration consumers’ behavioral reactions and the underlying emotions.  

The coronavirus sanctions have created an undercurrent of fear, worry, and stress. People are looking for stress relief and a temporary distraction. By understanding and appealing to their emotional needs you have a better chance of connecting with and engaging them. This is not a novel approach. Research shows that ad campaigns that focus on emotional engagement tend to have a higher ROI than ad campaigns focusing on rational messages (such as low prices or special offers) even when times are not tough.
But how do you know what your consumers need to hear right now? To guide us, I found an insightful study in the Harvard Business Review that looked at marketing successes and failures of dozens of companies during recessions from the 1970s – 2010. HBR identified patterns in consumers’ behavior and resulting company strategies that either helped or undermined performance. Additionally, they strongly encourage companies to understand the evolving consumption patterns and fine-tune their strategies accordingly.  
For example, did you know that baking yeast is flying off the shelves? An NPR article on March 27th listed the products consumers are buying beyond the necessary cleaning products and everyday groceries. Baking yeast is high on the list – people are baking bread because it is comforting to make, smell, and eat. Two other items on the list are boxed hair dye and dress tops, which speak to the psychology of “keeping up appearances.” With the increase in video conferencing, these make complete sense.
So, how should we in the wine industry alter our strategies to fit the current climate? First, we need to understand the psychology of our customers. The HBR article suggests there are four key psychological segments. Your strategic opportunities will strongly depend on which of the four segments your core customers belong to, and how they categorize your products.  

  • Slam-On-The-Brakes: These are the people who feel most vulnerable and/or are hardest hit, financially. This group cuts all their spending to the necessities. Although lower-income consumers typically fall into this segment, it also includes those anxious higher-income consumers who fear health or income changes. 
  • Pained-But-Patient: This group is the largest of the four segments and represents a broad income swath. While they are more resilient, pained-but-patient consumers are less confident about recovery, and their ability to maintain their current standard of living. So, they economize, but less aggressively. For these consumers, time is their enemy. As the current situation drags on many will migrate down to the slamming-on-the-brakes segment. 
  • Comfortably Well-Off: These are the consumers who feel secure about their ability to ride out the current and future changes in the economy. Their consumption patterns don’t change that much with one exception; they tend to be a little more selective (and less conspicuous) about the brands/companies purchased.  
  • Live-For-Today Segment: This segment carries on as usual. Typically, urban and younger, they are more likely to rent than own, and they spend on experiences rather than stuff (except for consumer electronics.) They’re unlikely to change their everyday consumption behavior unless they become unemployed.   

In addition to the customer segmentation, the HBR article gives us some guidance with emotional product prioritization:  

  • Essentials: Necessary for survival or perceived as central to well-being. 
  • Treats: Indulgences whose immediate purchase is considered justifiable. 
  • Postponables: Wanted or needed items whose purchase can be put off. 
  • Expendables: Perceived as unnecessary or unjustifiable.   

Wine is a luxury item no matter which way you slice it. But your price point and your target will fall into one of these four segments, and your product into one of these four prioritizations. Are you a high-priced allocation wine that mostly sells to the comfortably well-off that are comfortable spending money online? Or are you a strong on-premise brand for the pained-but-patients that would benefit from positioning yourself as an affordable treat in these uncertain times?
Wine over $20 is best targeted at the Comfortably Well-Off (our traditional wine club target audience), and the Live-For-Today-Segment (our emerging target, and typically our tasting room traffic) and should be positioned squarely in the treat/affordable luxury category.  
So, how do we sort through all of this to create marketing and advertising campaigns and programs that recognize your customers psychological and emotional state? Here are my recommendations:
 #1 Support your brand by staying true to yourself.  
Look at your current plans through the lens of “would my winery do this if it wasn’t a crisis?” Tweak your messaging to dovetail with the psychological and emotional pressures your group is feeling. When sales start to decline, the worst thing companies do is alter their brand’s fundamental proposition. If you have a high-priced and valuable wine, you may be tempted to decrease your price. This may confuse and alienate loyal customers, and to what end? Drifting away from your established base may attract some new customers in the near term, but you will find yourself in a weaker position when the recession ends. Your best course is to stabilize your brand.
#2 Move budgets toward measurable channels that fit with customers’ digital lifestyles.
In the recession of 2008, marketers spent +14% more on online ads than they did over the same time frame in the previous year. Even before most of us were asked to “shelter in place,” our purchasing behavior had shifted significantly to digital platforms, driven by technology advances, access, and convenience. For marketers, the shift allows us to surgically target, show results, and pivot quickly. Even without a recession environment, marketing departments are under pressure to do more with less and demonstrate high returns on investment. Digital advertising is targeted and relatively cheap, its performance is easily measured, and it is where our customers live.  
#3 All businesses will increasingly compete on price.
You may think that discounting is in opposition of #1 – but we didn’t say don’t offer discounts, we said don’t discount outside of what your brand would typically offer. Also, watch the frequency as you will likely feel pressured to increase the frequency of temporary price promotions. Three tips here: 

  1. Research shows discounts that require little effort from consumers and give cash back at time of sale are more effective than delayed value, or “buy more” promotions. Look for the quick benefit, keep it easy, and keep the barriers low. Know your average order value. If your customers are used to buying 4 bottles an order, a case offer might be pushing it. 
  2. Make sure you sign up for lots of mailing lists and carefully monitor consumers’ perceptions of “normal” price levels. As an industry, we need to watch over ourselves and not create “a new normal” that we can’t sustain. Excessive promotions lead consumers to revise their expectations about prices and this threatens profitability in the recovery period. People will resist the steep increases as prices return to “normal,” and extreme price deals only lead to costly price wars.
  3. Focus on giving extra value to consumers. As much as it may pain us, this is about them, not you. While it is tempting to ask for help from your most loyal customers, this is not of value to them in their current state of mind. In addition to offering temporary price promotions or list-price changes, improve perceived affordability by reducing the thresholds for volume-based, club member, or allocation discounts. Expand loyalty programs to reward not just big-time spenders, but also people who purchase small amounts frequently. 

#4: Bolster trust: 
Last, but not least, worried consumers—even the comfortably well-off and live-for-today segments—see familiar, trusted brands and their products as a safe and comforting choice in trying times. Reassuring messages that reinforce an emotional connection with the brand and demonstrate empathy, “we’re going to get through this together,” are vital. Empathetic messages must be backed up by actions demonstrating the brand is on their customers’ side.  
The HBR article concludes after 40 years of research, those brands that come out the other side of economic crisis will be stronger. First, the discipline around marketing strategy and research we develop during this time, and the ability to respond nimbly to changes in demand will continue to serve us when the economy recovers. And second, we should prepare now for a possible long-term shift in consumers’ values and attitudes, and a certain shift in where and how they shop. 

How Your Marketing Can Respond to COVID-19
17 March, 2020

We're all affected by the social changes recommended to slow the spread of COVID-19. Wine, by its nature, is both a non-essential item and most often enjoyed at social occasions. So one could argue we're in for a rocky ride ahead.

But, by combining what we know about performance in past downturns with the special features of the current situation, we can identify several things companies should consider in preparing for the next few months.

1. Don't continue as business as usual, but do tailor your response. 
Over the past 24 hours, I've received dozens of "what we're doing about COVID-19" emails from everyone from Walmart to Petco. While it's nice to know they are cleaning the local Petco, it really didn't occur to me that they didn't before this week. What's more, I'm not in the habit of checking with Petco for health tips, so many of the emails come off as ridiculous. Worse, some come off as manipulating the situation for sales. With 5,000 deaths and rising, a sale on all sportswear can come off as insensitive. 


Resist the peer pressure to send out an announcement that you're tasting room is clean and your employees aren't sick. These things should be a given. Instead, turn inward and think about what your audience will want to know in regards to your brand.


Do you normally have a tasting room that is elbow to elbow? With the new "distance" parameters it might be a good time to change to reservations temporarily and promise your clients a safe and intimate choice for the weekend when all their social events are canceled. If you have a strong tie to Asia or Italy, or Washington for that matter, perhaps you can donate a percentage of your sales to the red cross. A "stay home and enjoy wine" shipping offer can also be appropriate if done tactfully. The point is - do what you always should do - be thoughtful and targeted to your audience's needs.

2. Be the antidote to the unexpected. 
There’s a lot of uncertainty and distrust welling in us over the global economy, our leaders, and the health of the person standing next to us. Our customers are stressed and depressed. This is not the time to wither and drop from view. I argue it is wise to be even more visible. I would go so far as to say it is our duty to be more visible. We are wineries, and we make people happy. So happy, people spend their savings to travel to see us and read magazines and books about us. But, now they're stuck in their homes and scared. Be the alternative to heat maps and death counters and pictures of people in masks. Get on social media. Talk about the earth, and making things with your hands, and nature and good things. Don't ignore the current market but don't dwell in it, either. Give them something to see that soothes rather than scares.

3. Invest in growth. 
Your tasting room traffic is going to decrease in the coming weeks. This is a certain prediction. While you can't change that, you do have control of how you react to it. Do you panic and desperately try to salvage that channel, or do you focus on other channels? While you're on Facebook and Instagram spreading love and joy, it is a great time to run some "top of the funnel" online programs to get new people on your mailing list. Increase your ad spend to grow your list at this rare time when you have a captive audience of people stuck at home. This is also not a bad time for an outbound calling campaign, or outreach to update club credit cards. It is also an excellent time to finally get to those website updates, new photoshoots, or data hygiene. Keep your staff active and focused and by summer tourist season you'll be in great shape.

4. Focus on existing customers.
While your flow of new customers may be dampened, this is all the more reason to invest in some thoughtful planning of sales programs via email, social media, and the website. If you have an under-developed website channel or have relied too long on that steady river of customers through the tasting room door, you're going to feel it the worst, but now is the time to make adjustments. Look at special offerings, shipping offers, and setting up automatic emails for abandoned carts to boost website sales this spring.

For those of you canceling club events, be aware this could cause some loyalty issues to members who signed up for, and looked forward to, your events. There is also a portion of our society that does not have unlimited sick days and will find themselves unemployed due to COVID-19, which will put a strain on discretionary spending. So be thinking of any additional love or benefits you can give your club at this time.

Above all, don’t lose sight of your long-term agenda. As economist Paul Romer once said, “A crisis is a terrible thing to waste.” Downturns can shine a spotlight on the long-term health of a business, revealing vulnerabilities that might not have been as visible in good times. Leaders use the downturn as an opportunity to create a sense of urgency within their organizations, helping drive the large-scale change that will be necessary to succeed in the future.

Napa Wine Marketing Agency Listed in Inc Magazine’s “Hyper Growth” List
03 March, 2020


WineGlass Marketing noted as being in the top 5% of the
fastest-growing private companies in the state

NAPA, CA - WINEGLASS MARKETING, LLC. was called out as the only Napa company listed as one of the top 250 – a hyper-growth company – in the Inc. 5000 Series: California’s Top Companies. The list, published on February 19th, ranks the fastest-growing private companies in the state and represents cities from San Diego to Sacramento. The industries are diverse and range from healthcare to construction, but Inc. reports their combined total revenues grew a collective $5.5 billion between 2016 and 2018, adding 26,000 jobs to California payrolls in the process.

When told of the recognition, Susan DeMatei, WineGlass Marketing’s President and Founder said: “We are extremely proud of our growth because it is a direct correlation to the commitment of our clients and employees.” She continued, “Growth can only be achieved if the foundation is solid so you can build upon it. We’ve been blessed with dynamic and intelligent clients that have trusted us for years and a talented and high-performing team who display a continual drive to provide excellent support to those clients.”

WGM was the only firm mentioned associated with the wine industry. The marketing agency started in 2012 with one employee and three clients, but now employs 18 people and supports half a dozen subcontractors to service 50-60 clients a month. WGM is focused on wineries and wine-industry clients almost entirely in the North Bay, so the inclusion of a wine industry company in the Inc. 5000 Series California list is a refreshing contrast to the recent waterfall of news stories about tourist traffic falling off and a wine surplus driving down prices.

There were five North Bay companies on the top 250 list: Two in Marin, two in Sonoma and WineGlass Marketing in Napa. WGM faced tough competition for this achievement as the advertising and marketing category was not only the biggest revenue-generating industry tracked in Inc.’s report, with a net growth of $1.1B, but also had the most on the list with 39 companies. The next most crowded industry was software with 33 and then healthcare companies with 22. Most companies on the list were located within Los Angeles (116) with the next populous area listing 60 companies in San Francisco. More information about the Inc. 5000 Series: California’s Top Companies can be found at

Based in Napa, WineGlass Marketing is the largest full-service direct marketing agency for the wine, beer, and spirits industry and can be located at 531 Jefferson Street, Napa, CA 94559 or call (707) 927-3334 online at

Why Social Media Marketing?
12 February, 2020

2019 Email Benchmarks Now Available
10 January, 2020

In January 2018, we started a project that entailed recording every email we sent for our clients: 3,089,124 emails across 1,697 campaigns for 43 clients over 21 months, to be exact. We removed administrative and club emails and checked for statistical significance and can confirm this is a large enough sample to be confident about the findings. Our goal was to compare our clients’ results to the posted industry benchmarks to see if they were a good judge of success.


What we uncovered was interesting...


How Can We Help you?


Whether you are releasing your 1st or 50th vintage, you want your customers to appreciate your wines as much as you do. Smart, authentic, direct marketing can build a strong, and profitable, relationship with your consumers.


Are we a good fit?

One-to-one Direct Sales can take many forms so there is no cookie-cutter approach. You may know exactly what you want or not have a clue. You may be a huge international company with someone out on maternity leave, a mid-size winery looking to outsource, or a small winery that needs someone to man the phones during harvest. Whatever the case, we offer project-based work or long-term support in anything DTC-related.


How much does it cost?

We work by the hour so you pay for what you get. There are no up-front fees, no minimums and no retainers. Our contract is a simple one and can be canceled at any time. But, when we're on call for you - we pick up the phone and act as a full-service remote member of your marketing team.


Want to know more?

Contact us at

" \"Working with WineGlass Marketing was so easy. They helped me organize content and designed our custom website and store. WGM was able to make additional tweaks to make the website extra customized for us, but best of all they have set us up to be successful when making edits on our own so it’s easy for us to keep up with posting new events, accolades and changing out products. Whenever we need some heavy lifting WGM makes it easy to execute bigger changes that we aren’t equipped to do in house. Hands down the easiest and most affordable web design I’ve ever worked on!\" "
- Mari Jones, Emeritus Vineyards
" \"The WineGlass Marketing team is comprised of true professionals who are experts in their fields. Our email template design project was seamless from strategic planning through development to support and training for our winery staff. The result has truly enhanced our brand identity and outreach to our customers.\" "
- Lesley Keffer Russell, Saint Helena Winery
" \"Every day, WineGlass Marketing achieves that tricky balance of providing expert consultation while listening to our unique needs. I appreciate that they will graciously take direction about our strategy or brand identity, but I can count on them to push back when they have a better idea.\" "
- Kim Johnson, Okapi Wines
Title Name Email Phone
President Susan DeMatei 707-927-3334 Ext (205)
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