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Setting Expectations for Marketing
Setting expectations is difficult. After all, we all want perfection and success, so isn’t it just positive thinking to predict that your campaigns will be victorious? That’s what “The Secret” tells us, anyway.
But while it can’t hurt to take a stab at manifesting abundance and contemplating gratitude, you are likely using more concrete values, such as benchmarks and previous performance, to project the results of your marketing campaigns to your management.
We submit additional data points to anticipate reasonable responses to your marketing campaigns. These data points are:
- What environment exists around this campaign?
- What workload can I reasonably handle successfully?
- What does my management consider, including the cost of goods sold?
Let’s break each of these down and include some real-life winery examples.*
CONTEXT – WHAT HAVE YOU DONE FOR ME LATELY?
Many marketing decisions are best made with data. Your database is your guidebook; you should know the segments within, their values, and their behavior. Historical data empowers you to make informed decisions. If you don’t have it, that’s fine, but then expect a low degree of certainty in your predicted response. You should test some targeting, offers, and messages to learn what your database responds to.
But along with performance benchmarks, it helps to know the history of communication with your customers. Don’t expect them to wake up quickly if you haven’t talked to your database in a predictable cadence or included information about your brand, people, or location to engage them. Customer communications are like any other relationship: the dialog needs thoughtful nurturing. If you only reach out when you have something you need (selling wine), your recipients might turn deaf to your calls to order.
Take the case of a recent boutique client who, because of the current economic conditions, had cut all social media and emails out over the past two years. Without a tasting room, he felt it prudent to stop all marketing until his new vintage release. It had been a year since his last email, two years since his last social post, and he was ready to release his next vintage. We recommended warming up the audience weeks ahead with updates about the brand, the people, the vintage, and the vineyard. Why spend time on this step? Because you remind consumers who you are and why they fell in love with you in the first place. He declined, citing that he wanted to avoid spending money on any activities that were not about sales.
We also recommended we launch a low-level advertising program to gather new mailing list signups from Meta for a few hundred dollars. Why? We know that databases naturally decay at a rate of about 2% a month, and with such a long hiatus between touchpoints, there would likely be a fair amount of database degeneration. Meta is the most efficient channel for adding contacts to a database without a tasting room. He also declined this recommendation, insisting we send the email to his database to launch the new wine. It was a beautiful email. He obsessed over every line of copy and took time in the design. It was perfect.
The database did not return with one single order.
It did result in a 10.5% bounce rate (wrong addresses), a meager 6% open rate, and zero clicks. He had expected sales to be like previous years before he cut out all consumer communication. He learned marketing isn’t a faucet you can turn on and off, and one single channel is only part of the story. The sales may come in from an email, but each transaction is influenced by social media posts, emails about the brand, texts on events, or other communications that keep your consumers interested and engaged with your winery. Without hearing from the winery in almost a year, the response was silence when the time came for the new release.
The parable? Keep up with your marketing – especially now. When you need sales post more, communicate honestly and resist the urge to shrink back into a shell to wait out the storm. Over time, if you share information of value on a consistent schedule with consumers, they will become reliable buyers. This ongoing two-way communication is a responsibility and a commitment, but it’s worth it in the long run. How long, you ask? In our experience, it takes six to nine months of repetition and best practices to train a database to open and click on your emails to the benchmark standards we share below.
WORKLOAD – IF WE COULD HOLD TIME IN A BOTTLE.
It is possible to do everything right, and still be disappointed. Another client recently came to us wanting to use Enolytics for email segmentation. Typically, they had launched one mass email each quarter to their entire database and wanted to learn if breaking it up into segments would bring in more sales. They were specific about the goals – they wanted 4x the cost (our fees) in sales. We dove in, quickly outlined a half dozen segments we wanted to try with email offers, and began the program. From the first week of May to the first week of July, we executed eight emails to micro-segments and brought in over $60,000 in sales – almost 5x our fees. When we paused for a mid-program touch base, we were surprised when the program was canceled.
Why? They explained that executing eight emails instead of one was a lot of work for their team, which was not set up to work with an agency daily, reviewing copy and images and supporting the resulting sales and customer queries the campaigns created.
This highlights our second expectation variable—time. Yes, segmentation is effective, and yes, best marketing practices take time and thought, so prepare for that. Set reasonable internal expectations for the time and effort it takes to support smart marketing.
COGS – RHYMES WITH DOGS, BUT NOT AS AWESOME.
What your winery considers costs can vary. Typically, the Cost Of Goods/production costs aren’t up for debate. The cost for grapes by ton, barrels, and storage are documented and outlined in the COO’s spreadsheets. However, the Cost Of Goods Sold is another number entirely, as when marketing gets involved, it becomes less defined. A tasting room is likely the most expensive channel to sell if you add up the mortgages or rent, staff, overhead, groundskeeping, utilities, etc. But few wineries consider that. Why are wineries quick to ignore some costs but then obsess about advertising dollars or outsourcing fees?
Our third example is on this topic, which we battle with frequently. We worked with a substantial Napa Winery, which, seeing tasting room traffic wane, wisely wanted to test whether they could attract consumers to buy wine over $100 purely online. Up for the challenge, we outlined Meta and Google ads and set up for a three-month test. We aimed to sell a three-pack of wine online to brand-new people outside their database.
At the end of the test, we had spent $7200 and brought in $21k in sales—or a ROAS of 2.89. We were thrilled as the average Return on Ad Spend is around 1.5 for Google and 1.7 for Meta. But we were up for a surprise when our client did not consider the campaign a success. Why? Because they included our cost along with the ad spend, which made it closer to breaking even.
There are a couple of breaks with logic when including outsourcing fees in your cost of goods sold, and I’m not just saying this to defend our costs. (Ok, maybe I am a little bit.) First, when your employees execute programs internally, it isn’t free. There is still a cost to having employees. You need to include or exclude consistently. The second flaw is that you don’t take a break and go home early when adding outsourced support. No, you are freeing yourself or your team to do other critical tasks of value. So instead of considering outsourcing as just a drain on funds, look at it as paying to accomplish a goal.
Another point this winery missed was lifetime value of these customers. Remember that the future value of these 42 new consumers is still being determined. Two months later, seven ordered again, and now are a total value of $30k and 50 orders.
BRING IT HOME
I will leave you with a last cautionary tale combining all three above areas into one misadventure. This involves a very successful central California winery with multiple locations. They intensely focused on traffic to their tasting rooms but needed to create a thoughtful remarketing email program. Since the last marketing manager left, they had not routinely emailed their database in over 18 months. As predicted, the database was sluggish in responding initially, but as our segmentation and repetition continued, we saw sales increase more readily. We micro-targeted groups of 300 – 1000 based on recency and product choice. The client was dubious, and we routinely had to remind him that with small lists come small sales. (After all, a 5% response on a list of 350 recent buyers of a certain SKU is only about two orders). After two and a half months, we had made back the money spent on our retainer and were just starting to see the database respond, but the client pulled the plug, saying the test was “a disaster.” Why? From his point of view, he said he could have done nothing and been in the same spot. I’m sure that is true, but it’s unclear how they’d ultimately succeed sitting on cases of unsold wine with no customers!
Since they hadn’t done much online sales before, I inquired about his internal barometer for online sales success, to which he replied 4x our retainer cost. I asked him if he included his own employees’ costs when evaluating the tasting room channel, to which he replied, “That’s none of your business.”
This example combines so many mistaken assumptions about marketing. First, a conjecture that marketing performs immediately at full steam. Second, an lack of understanding that regular segmented emails do bring a higher % of conversions, but realizing the lists are smaller so the number of sales might seem small. (But, they add up.) Third, the inconsistency of including manpower cost in one channel but not another. Finally, unrealistic metrics for success. I have heard some creative KPIs before, but never that marketing shouldn’t cost anything – that the benchmark was comparing any marketing costs to the cost of doing nothing. Doing nothing will always be cheaper. And easier.
What’s the point of my rant? Well, I got to vent, so if you made it this far, thanks for that. But know there are no tricks. There is no silver bullet. There is no magic tool, database, or platform that will bring you thousands of dollars. Like all things in life, selling your wine takes thought and focus. Marketing is a process that takes time – assume 6-12 months. And money – assume 5% of your gross sales. And effort – sometimes yours, sometimes others. But if you set reasonable expectations and communicate your goals, you can succeed by improving over time.
Ultimately, the cost of not doing marketing is assuredly failure, which is a far greater cost than anything you might risk with a few ads or emails.
*(All names, characters, organizations, places, events, incidents, and portrayals are entirely fictional and invented for and occurring in this work of fiction. Any resemblance to actual persons (living or dead) or actual entities or events is purely coincidental.)
How to Stay Relevant in Dry January
It’s not about you; it’s about them.
It’s happening. We can’t stop it.
Dry January—a month-long challenge to reset drinking habits—has become a global trend. Initiated as a time for people to reflect on their relationship with alcohol, create healthier routines, and begin the year with mindfulness at the forefront, it can be a challenging time in an industry relying on consumption, with many consumers stepping back from wine and spirits entirely.
But here’s the thing—Dry January doesn’t have to be a buzzkill. In fact, it’s a golden opportunity to connect with your audience in new, fresh, and meaningful ways
While the idea of a booze-free month sounds noble, reality often paints a different picture. According to CivicScience, about 41% of adults in the U.S. planned to participate in Dry January in 2023. The reality is 16% managed to do so all month. For wineries, this isn’t bad news—it’s a window of opportunity! Instead of focusing on strict abstinence, you can shift the conversation to moderation, mindfulness, and balance. But, how do you stay relevant when everyone’s pretending to love sparkling water? Here are three actionable ways to keep your brand thriving all month long.
Focus on Your Brand, Not Your Product
More consumers are seeking transparency and connection with the products they consume, and wine is no exception. January is the perfect time to showcase how your brand values align with health, mindfulness, and wellness. (Notice we said “brand”. We do not recommend you try to position your wine as healthy, which is highly regulated and not advisable. But nothing says a winery cannot show their consumer as part of a balanced, healthy diet, social life or lifestyle.)
Start by emphasizing the aspects of your winemaking process that appeal to health-conscious individuals. If you use organic grapes, biodynamic farming methods, or practice sustainability. Let your customers know you’re not just producing great wine—you’re saving the planet one vineyard plot at a time. These details not only resonate with environmentally conscious drinkers but also reflect your commitment to mindful production.
You can build on this by showcasing your wine with healthy, fresh, and vibrant recipes or serving suggestions and showing the wines in situations with people enjoying friendship, family, and different activities. Avoid leaning into old troupes of serious, contemplative, or solitary consumption that seem to back up the WHO claim that all alcohol creates psycho-dependence and destructive behavior.
If your winery offers low-calorie or low-alcohol wines, Dry January presents a unique chance to spotlight these products. Position yourself as an excellent choice for those who want to enjoy a glass without overindulgence. Similarly, consider introducing educational content, such as workshops or social posts on mindful drinking. A class like “The Art of Savoring Each Sip” can elevate the conversation and encourage consumers to enjoy wine more thoughtfully. You could even offer incentives for responsible behavior, such as perks for designated drivers —because nothing says “we care,” like giving the DD a free charcuterie plate.
Remember, most of those attracted to Dry January are doing so because they seek ways to be present in their daily lives. By presenting wine as part of a balanced, modern lifestyle, you’re not just staying in the conversation for January—you’re building a year-round message that resonates with your audience. Meet your audience where they are. Show them that wine and wellness don’t have to be mutually exclusive—and that your brand is all about balance.
Hosting Events Beyond the Bottle
Dry January is the ideal time to think outside the bottle and transform your winery into a hub for creativity and community. Dry January might make it harder to pack your tasting room, but it doesn’t mean you can’t pack your calendar. Consider hosting events that bring people together without centering on wine. Transform vineyards into wellness havens with yoga classes and meditation sessions. If you have an estate chef, take advantage of their expertise by hosting cooking demonstrations or workshops that inspire healthier habits in the kitchen. These kinds of activities pair nicely with all those New Year’s resolutions everyone’s trying not to break.
Entertainment events like live music, trivia nights, or comedy shows are also excellent options. These activities provide an inviting atmosphere where guests can relax and connect without feeling pressured to drink. Even non-alcoholic offerings, such as mocktail tastings and food.
The key is to create a space where people feel welcome and engaged, regardless of their beverage choices. By offering these unique experiences, you keep your tasting room vibrant and show that your brand is about more than wine—it’s about connection, celebration, and community.
Sharing Stories That Inspire Connection
At its core, wine is about moments—shared meals, celebrations, and connections with loved ones. During Dry January, lean into the stories highlighting your brand’s lifestyle. Personal storytelling can be a powerful way to humanize your winery and build meaningful relationships with your audience. Share behind-the-scenes glimpses of your team, from vineyard workers to tasting room staff, and let their passion and expertise shine.
Don’t stop there—showcase your customers’ stories too. Highlight moments where your wine has been part of a milestone celebration, such as an anniversary dinner or a family gathering. It could inspire others to see your brand as part of their special occasions. These authentic, relatable stories invite customers to see themselves as part of your winery’s ongoing narrative.
When you focus on the human element of your brand, you remind your audience that wine isn’t just a product; it’s an experience. These stories show that your brand isn’t just about the wine—it’s about the memories, the moments, and the connections it helps create. Doing this during Dry January creates a sense of community and connection that resonates long after the month has ended.
Conclusion
At its heart, Dry January is not anti-alcohol – it is pro-connection. It is about people striving for healthier habits and a more balanced lifestyle. Contrary to what it may seem, wine can be part of this journey. By adapting to the wellness-focused priorities of your audience, you can ensure your brand remains relevant during this period and beyond.
Now is the time to innovate and engage. By highlighting the healthier aspects of wine country, hosting creative non-wine events, and sharing meaningful stories, your winery can turn Dry January into an opportunity to strengthen relationships with your customers. So don’t sweat Dry January. Embrace it, have fun with it, and show the world that you’re more than just a winery—you’re a source of inspiration, connection, and celebration.
Colangelo & Partners Acquires Majority Position in Wineglass Marketing
Acquisition Creates the Leading Full-Service Wine & Spirits Agency in the U.S., with Offices in New York, San Francisco, Miami, Austin and now, the Heart of Downtown Napa
Colangelo & Partners (www.colangelopr.com), the leading wine and spirits-focused communications agency in the U.S., today announces the acquisition of a majority stake in the business of WineGlass Marketing (https://www.wineglassmarketing.com/), a wine and spirits-focused digital marketing
agency. WineGlass Marketing is renowned for combining strategic planning and creativity in direct response and advertising campaigns, web development and email marketing for the U.S. wine and spirits industry.
“This investment expands our service offering for the wine and spirits community in critical digital marketing areas and gives our agency a physical presence in the heart of wine country,” said Gino Colangelo, president of Colangelo & Partners. “We’ve grown our agency organically from a team of five to 75 over the past 18 years. WineGlass Marketing represents our first expansion through an acquisition and I’m happy to say they’ve been worth the wait!”
An advertising industry veteran with extensive strategic planning experience, Susan DeMatei founded WineGlass Marketing in 2011 after witnessing wineries struggle with their digital and DTC marketing. “This partnership frees me and my team from the operational hurdles facing a boutique agency. It provides us the opportunity to focus all of our energy and passion on creative and strategic campaigns to help our clients achieve sales and branding success in a very challenging business environment,” said Susan. “We’re thrilled to be working with Gino and his very talented and experienced team.”
WineGlass Marketing will continue to operate as a separate business entity under the management of DeMatei, drawing on the PR, trade and branding resources of Colangelo & Partners to augment their own digital marketing and advertising talents. Existing clients will experience no changes other than the additional resources now available to them. At the same time, Colangelo & Partners will now be able to access the vast experience of Susan and the WineGlass Marketing team’s digital communications expertise.
Felipe Gonzalez-Gordon, partner and COO of Colangelo & Partners, commented on the acquisition: “Integrating WineGlass Marketing’s suite of services allows us to offer a comprehensive marketing package to the beverage alcohol industry with communications programs that improve business results in the short and the long term. For example, brands that are finding a difficult fit in the traditional three tier distribution model need scalable
marketing programs with tangible ROI; our combined service offering can help deliver that.”
About WineGlass Marketing
Headquartered in Napa, WineGlass Marketing is the premier full-service marketing agency for the adult beverage industry. With a 12-year track record of excellence, the agency provides comprehensive marketing solutions to domestic and international wine and spirits clients across digital and traditional platforms. Recognized by Inc. Magazine for two consecutive years as one of California’s top 250 hyper-growth companies, WineGlass Marketing boasts an impressive portfolio of 12 Platinum, 25 Gold, and 14 Silver awards from
international design competitions, highlighting their prowess in social media, web design, email marketing, photography, and print materials. WineGlass Marketing is located at 531 Jefferson Street in Napa and can be reached online at www.wineglassmarketing.com.
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About Colangelo & Partners:
Colangelo & Partners specializes in premium food, wine, and spirits brands, and has long established relationships with the key press that drive these business categories and help determine the industry leaders. Agency principals have years of experience in retail and distribution as well as communications, a rare combination that gives Colangelo & Partners invaluable insights into consumer purchasing behavior. The agency focuses on ‘closing the loop’ between creative communications programs, distribution, promotion, publicity, and the consumer in order to maximize the efficiency of its communications programs and deliver measurable results. http://www.colangelopr.com/.
Last Minute Holiday Marketing Tips
It's Not Too Late To Make Your Brand Stand Out This Season
The holiday season is upon us, and with over 40% of holiday shopping still up for grabs, there’s plenty of opportunity to make this year a success. Here’s how to create marketing that captures attention, boosts sales, and makes your brand memorable during the busiest shopping months of the year.
1. Know Your Audience's Shopping Patterns
Holiday shopping is a marathon, not a sprint! While some shoppers start in August, most still buy in November and December. By timing your campaigns and maintaining consistent engagement, you’ll be top of mind for those last-minute shoppers.
2. Offer The Perfect Balance Of Choice And Convenience
People crave personalized options but want a hassle-free shopping experience. Offering curated, easy-to-buy gift sets or customizable options can appeal to both the buyer’s convenience and the gift recipient’s unique tastes.
3. Tap Into Emotional Connections
Holidays evoke nostalgia, connection, and generosity. Use storytelling and personalized messaging to make your brand resonate. When you make customers feel understood, you create a lasting bond that’s more than transactional—it’s memorable.
4. Focus on Value
While price matters, 56% of shoppers prioritize gifts that balance quality and impact. Emphasize value through thoughtful, practical gift bundles or well-curated selections that feel meaningful.
Want more insight – here’s an entire blog on the psychology behind gift giving – enjoy! https://www.wineglassmarketing.com/the-psychology-behind-gift-buying/
5. Don't Forget Self-Giving
Did you know the holidays are a tremendous opportunity to suggest shoppers buy for themselves? You may be thinking – what do you mean buying for yourself…but 57% of us do find something we want while we’re shopping for others. And wine is a great category for that. So lean your copy into the “one for you and one for me” attitude to capture extra sales.
6. Make it Easy To Buy
It sounds simple, but don’t overlook the basics: clear “Buy” buttons, prominent call-to-action, and mobile-friendly design. Your product should be easy to purchase, especially on mobile, where most holiday shopping happens.
For more holiday tips read this blog about best practices with Black Friday offers: https://www.wineglassmarketing.com/7-email-tips-to-absolutely-nail-black-friday/
7. Don't Forget The Last-Minute Crowd
Gift cards and wine club subscriptions are perfect for the holiday rush. Both make excellent last-minute gifts that offer flexibility for the recipient. Emphasizing these options as “stress-free” solutions helps capture those hurried shoppers.
8. Offer Experiences For Local Shoppers
The holidays are a great time to invite local customers for special experiences. Or better yet, package up a special experience that are only available as a gift. Whether it’s a holiday-themed tasting event or a give-back promotion like waiving fees with a toy donation, creating holiday experiences encourages both foot traffic and loyalty.
As you craft your holiday campaigns, remember that your customers are seeking value, convenience, and emotional connection. Keep these tips in mind, and watch your holiday sales soar!
Wine’s Rally Cry
The Marketing Behind Come Over October
Hopefully, by now, you’ve seen some wineries participate in Come Over October, a new program launched to benefit the wine industry. Our industry is facing a critical shift where the cultural narrative around wine is being scrutinized. At the same time, loneliness and isolation are now at epidemic levels, and the simple act of sharing wine, which has always been a catalyst for connection, seems to be losing its place. The goal of Come Over October, launched by wine journalist Karen MacNeil and PR veterans Gino Colangelo and Kimberly Noelle Charles, is to counter these trends. The idea is simple: encourage friends, family, and colleagues to “come over” in October to share a bottle and reconnect. It’s not about fancy wine pairings or breaking the bank—just using wine as a focus to celebrate being together in an increasingly disconnected world. The wine industry, as always, adapts to challenges, and this campaign is a reminder that wine, at its core, is about community and connection.
This blog explores some of the thought behind the program and why you might want to support it (if you’re not already.)
What is a Category Campaign?
What type of campaign grows the entire category? Well the first type isn’t advertising a brand at all. The concept of advertising a category and not a specific brand is nothing new. There are several examples of advertising and marketing campaigns that focus on elevating the category as a whole, benefiting all players within the industry. One of the most famous category campaigns, “Got Milk?” didn’t promote any particular brand of milk but encouraged consumers to drink more milk overall. The campaign used humorous and relatable scenarios to remind people of milk’s importance in everyday life. “Cotton: The Fabric of Our Lives” is a long-running campaign highlighting the benefits of cotton over synthetic materials. And who could forget the “What Happens Here, Stays Here” ads that promoted the city of Las Vegas as a whole, rather than a specific resort or casino. These campaigns all share a focus on growing an entire industry or product category, with the benefits spilling over to all brands within the sector.
But another way to do this is have a single category leader out there banging the drum for their brand, but the awareness helps everyone in the group. The most obvious one here is White Claw. White Claw didn’t invent hard seltzer, but it became the brand that catapulted the category into the mainstream. Its simple branding and appeal to health-conscious drinkers helped the hard seltzer market explode and benefitted brands like Truly (Boston Beer Co.), Bon & Viv (AB InBev), and others who quickly jumped into the hard seltzer craze.
Another example is Red Bull. They essentially created the modern energy drink category in the 1980s and 1990s through aggressive marketing, including extreme sports sponsorships and its iconic “Red Bull gives you wings” campaign. Red Bull introduced energy drinks to a mass audience. While Red Bull remains the category leader, the overall awareness of energy drinks grew significantly, bringing in competitors like Monster, Rockstar, and others, and expanding the entire market.
And what about Apple? Apple’s iPhone wasn’t the first smartphone, but it completely revolutionized the category. Through its product innovation and highly effective advertising (remember “There’s an app for that”), Apple grew the smartphone market, which ultimately benefitted players like Samsung, Google (Pixel), and smaller manufacturers. The smartphone category exploded as a result, with more users switching from feature phones to smartphones globally.
In all these cases, the category leader’s advertising or marketing efforts didn’t just grow their own market share; they expanded the entire category, which brought new consumers to the space and allowed competitors to thrive as well.
Wine Used to Have These Category Leaders…
Back in the 70’s and 80’s – wine was in your face on TV and fun! You could hardly watch your episode of M*A*S*H without seeing a Riunite commercial with their corny jingle, “Riunite on Ice, That’s Nice!”. This campaign not only sold a ridiculous amount of wine, but also paved the way for wine to be associated with being social and non-pretentious for the category. At the same time, the Paul Masson glitzy commercials with industry superstar Orson Welles did wonders for California and domestic wines at a time when most serious drinkers only drank imports. And their tagline, “We will sell no wine before it’s time,” was so pervasive it became a much-parodied cultural trope of the latter half of the 20th century. In a sense, these two brands’ commercials acted as category campaigns, positioning wine in a way it had not been perceived until that point and giving people permission to try it. These and other campaigns in the 70’s and 80’s created a place for wine in the lexicon of the time and helped cement “wine=domestic=social=universal” in Baby Boomer’s minds, paving the way for the exponential growth we have become accustomed to, until recently, that is.
Why We Need A Category Campaign Now
Things are different now. Somewhere, we lost the glitter and the smiling people at dinner parties and on jet skis, and wine went sour. Everywhere you look there are articles about how wine has become far too serious, too complicated, and too confusing for consumers. The resulting category is stagnating, at best, and in decline, at worst. We can all agree the wine category, for the first time in a long time, needs help attracting new consumers and reminding the general drinking population wine has been at the center of fun and social gatherings forever. It is the drink that is as comfortable at an informal gathering with a cheese board as it is at a formal, sit down, holiday dinner with the family.
These societal opinions on wine are made more daunting when layered with the current media landscape. In our fragmented world, with its endless advertising platform and channel options, it is hard for today’s individual wineries to make a dent in consumer attitudes and behaviors, especially with the small marketing budgets most wineries have to work with (very few of us have the budgets of Kim Crawford). It’s not realistic in 2024 for enough brands to pull together to agree on one message in agreed channels for a coordinate effort.
Or is it?
This is why we feel Come Over October is an idea whose time has come. It is a campaign that supports the wine category by reminding people socializing in IRL is good for us humans and that wine is a natural accompaniment to these occasions, especially the more informal ones. Every winery who “donates” precious space and/or dollars to promoting Come Over October is contributing to the larger goal of trying to re-trigger category growth.
Aligning With How Consumers See Wine
A recent Wine Market Council and Ethnifacts Research panel asked consumers how they consumed and enjoyed wine. The study concluded consumer most often view wine as a compliment for casual and fun get togethers. The participants relayed that in real life, wine is being served at everything from trivia nights to murder mystery parties to candle making. But this is not how wine is typically portrayed by wineries. We tend to focus on ceremonial tastings/smelling/swirling of glasses, or on romantic or formal couples. Noticeably, all the suggestions made by respondents in this research were social, not solitary individuals or couples. (Side Note: Take a look at your Instagram. How many images are of individuals or couples drinking your wine? And, do they look like they are having fun?)
Which made us think of other alcohol categories who associate themselves with social occasions and having fun – Beer and Hard Seltzers. Beer is notoriously all over the Super Bowl (the most social TV event of the year). For the last 30 years, Budweiser has been the beer category’s spokesperson and it is safe to say that every beer commercial reinforced the social aspects associated with drinking beer. Even White Claw is all about connecting, being social, relaxed and with friends.
Now it is time for wine to do the same. We need to remind the drinking population, particularly the next generation of drinkers, wine is a social, convivial drink able to be enjoyed across a variety of occasions. We have had some clients decline to participate in the initiative because they didn’t see what was in it for them. And we understand that in a time when consumers are scarce, you are tempted to focus on your individual sales needs. But a category campaign like this is for everyone and will benefit everyone. And, we have to reach critical mass to hope to change consumer perception.
For more details and how you can take part in the campaign please visit the website.
WineGlass Marketing Adds Staff in Texas
Popular Agency Expands to Cover Texas Wineries
WineGlass Marketing, LLC announces today the expansion of its services into Texas with the addition of a presence in Austin. Effective immediately, the popular marketing agency will provide on-the-ground assistance to clients throughout the thriving Texas wine regions, including the Hill Country and beyond.
Keith KennySusan DeMatei, President of WineGlass Marketing, expressed her enthusiasm, stating, “We are excited to extend our reach into the Lonestar state. Texas has a dynamic wine scene, and its spirit of innovation and the growing consumer interest in Texas wines make it a perfect match for our agency’s expertise.” She continued, “Having a dedicated presence in Austin allows us to truly understand the unique challenges and opportunities within the Texas wine market.”
The agency states that the initial cornerstones of services for the Austin area will be web development and social media. Two of the agency veterans will be leading the local effort. Keith Kenny, who joined the firm in 2017 as a Creative Supervisor, will spearhead the Texas office. Kenny has been a bright spot on the agency roster, as many of the firm’s creative awards can be attributed to his designs. “We are lucky to have him, and I know he’ll contribute his unique creativity to the Texas wine market,” says DeMatei.
Danielle BradyThe local office will also have onsite social media content and advertising support with the move of WGM team member Danielle Brady to Austin. “I’m beyond excited to join our Texas office and be a part of the growing wine community here. The energy and passion of the Texas wineries are inspiring, and I can’t wait to bring our innovative strategies to help them shine even brighter. Being on the ground in Austin means we can collaborate more closely with our clients and really immerse ourselves in the Texas wine culture. It’s an exciting time to be here!” says Brady.
DeMatei remarks that her strategic move of these employees to Austin ensures that WineGlass Marketing is well-positioned to help Texas wineries thrive in an increasingly competitive marketplace. “Our future includes more involvement in industry events across the state and plans to deepen connections within the Texas wine community.”
Headquartered in Napa, WineGlass Marketing is the premier full-service marketing agency for the adult beverage industry. With a 12-year track record of excellence, the agency specializes in providing comprehensive marketing solutions to domestic and international wine and spirits clients across digital and traditional platforms.
Recognized by Inc. Magazine for two consecutive years as one of California’s top 250 hyper-growth companies, WineGlass Marketing boasts an impressive portfolio of 12 Platinum, 25 Gold, and 14 Silver awards from international design competitions, highlighting their prowess in social media, web design, email marketing, photography, and print materials.
WineGlass Marketing is located at 531 Jefferson Street in Napa and can be reached online at www.wineglassmarketing.com or by calling 707-927-3334.
Travel Trends for Harvest Visitation
Can you believe it’s March? Soon rain will abate, buds will break, and Q2 will be here before we know it along with, hopefully, tourists. This blog starts by summarizing a recent Forbes study about travel plans this year, and then we wrap up with a summary of some trends we think you can build upon this year. Will the political climate once again hijack all of America’s attention and make people wary of venturing out? Or will it be more likely to scare us to other countries for a respite abroad? If tasting room traffic is down this year as it was last year, it is even more important to know what consumers are looking for in the hopes of developing programs consumers want. The smart winery will be continually testing different experiences this year to try and attract the right customer to their brand.
This blog starts summarizing a recent Forbes study about travel plans this year, and then we wrap up with a summary of some of the trends we think you can build upon this year. It is our hope that something in here spurs some ideas to help you with your hospitality planning – let’s pack those bags and go!
Consumers Will Be Vacationing
Forbes recently surveyed 1,000 Americans asking them about their travel plans this year and it seems wanderlust continues unabated into 2024, with Americans poised to jet set, road trip, and beach bum their way through the year. 52% of respondents bravely committed to maintaining the same travel tempo as the previous year, while an audacious 40% are revving their engines for even more escapades.
Seems like the young’uns are leading the charge, as always. Gen Z and Millennials are showing off their travel prowess, with 56% and 49% respectively gunning for more stamps in their passports. Meanwhile, Gen X and Baby Boomers are chilling like fine wine, content to keep their travel habits on cruise control.
What’s on the itinerary, you ask? Well, it’s a classic lineup: family visits, beach frolics, and the timeless allure of the open road. These perennial favorites are still top contenders for 2024, proving that some things never go out of style.
It’s clear that the travel bug has an expensive taste and those that are planning to travel realize it will cost them. 39% of respondents are planning to beef up their travel budgets and another 35% will maintain their spending power. How much, you ask? Well, 72% of respondents say they are ready to drop upwards of $2,000 on their escapades and nearly half are primed to dish out a minimum of $4,000 throughout the year. So price doesn’t appear to be a barrier for a good time. (Who needs to worry about inflation when there are adventures to be had?)
When faced with the question of how they might be willing to cut back, most opted for a “quality over quantity” approach reporting they’d rather take fewer trips or shorten the duration over cutting back on luxury or experiences.
Destination Trends
As we review research on 2024 travel, it’s clear that we’re not just chasing destinations—we’re chasing experiences. Whether it’s savoring the silence of a remote getaway or indulging in culinary delights, we’re in pursuit of moments that linger long after the suitcase is unpacked. What follow are seven trends we feel dovetail nicely into Wine Country.
Home Swapping: A New Twist on Hospitality
In a world where the line between work and play blurs, travelers are seeking longer stays abroad without the hefty price tag. Enter home swapping, a trend gaining momentum as remote work becomes the norm. Platforms like Twin City and Kindred offer innovative solutions, connecting travelers with like-minded individuals for mutual home exchanges. Gen Z, ever the trendsetters, are spearheading this movement on social media platforms like TikTok, using hashtags like #houseswap and #homeswap to showcase their adventures.
WGM Ideas: What are you doing to partner with AirB2B, VRBO, Twin City and Kindred in your area? Are there “honorary” local programs you can try to these transient “residents”? How can you bring your wine into their new “home”?
Peak Season Takes a Back Seat
The traditional peak season for travel is experiencing a shift, with travelers increasingly opting for shoulder season adventures. Luxury travel specialists report a surge in bookings for off-peak periods, citing factors like economic concerns and a desire for authentic, less crowded experiences. With flexible working arrangements on the rise, travelers are seizing the opportunity to explore popular destinations during quieter times, avoiding the crowds and high prices associated with peak season.
WGM Ideas: Can we take a page from hotels and offer special experiences mid-week or in shoulder or winter months? Research tells us when we have the time to spend with guests, their Average Order Value goes up, so what does time allow you to offer in these slower times to make their experience extra-special and create more memories and sales?
Private Group Travel: The Ultimate Bonding Experience
The desire to share travel experiences with friends and family is driving the rise of private group travel. From multi-generational family trips to reunions with lifelong friends, travelers are seeking meaningful connections through shared adventures. Companies like Black Tomato are catering to this demand with tailored itineraries designed to create lasting memories. Whether it’s a backcountry feast in the Grand Canyon or a rafting expedition in Peru, these experiences offer a unique way to bond with loved ones while exploring the world.
WGM Ideas: Some of you won’t like this, but the question of what to do with kids will move from an infrequent grumble to a persistent roar as Millennials move into their 40s and want to vacation as their whole selves – teenagers, dogs and all. Even if kids aren’t an issue, large groups can sometimes become boisterous and overwhelm the ambiance. What can you do to accommodate lively group visits while keeping a luxury solemn experience for others? Can you open up one patio to only one or the other? Can you offer different time slots? The time is here where simply saying “no” to groups will mark you as inhospitable and in the minority. Best to plan ahead now and be prepared as this trend grows.
Skip-Gen Travel: Bridging Generational Divides
Skip-gen travel, where grandparents vacation with their grandchildren, is on the rise. As families seek to strengthen bonds across generations, travel agencies are creating specialized itineraries to cater to this demand. From safari adventures to cultural immersions, these trips offer opportunities for meaningful connections and shared experiences. With an increasing number of grandparents eager to explore the world with their grandchildren, skip-gen travel is poised to become a lasting trend in the travel industry.
WGM Ideas: So, a 10-year-old, a 34-year-old and a 66-year-old walk into a bar… It’s not a joke. If you’ve been smart you’ve already started to think about bifurcating your experiences and marketing to appeal to younger and older audiences so this trend should fit right into your plans. If you haven’t been smart, now is the time to rectify that. Before tourist season gets into full swing, we highly recommend creating different experiences targeted to seniors and … can we say juniors? Anyway, you get the point. Think about the comfort/height of seats down to different interest levels and non-alcoholic options. The more prepared you are the happier the guests and the more the sales.
Silent Travel: Finding Serenity in Silence
In a world filled with noise and distraction, silent travel offers a sanctuary for weary souls. From silent meditation retreats to secluded nature resorts, travelers are seeking opportunities to disconnect and recharge. As awareness of the benefits of silence grows, so too does the demand for silent travel experiences. Whether it’s trekking the Japanese Kumano Kodo trail or exploring Finland’s Arctic landscape, these journeys offer a chance to find peace amidst the chaos of modern life.
WGM Ideas: We know you’re going to get frustrated and say we just told you to allow kids to crawl all over your tasting room but curb the eye roll for a moment. We bet there is somewhere on your property to offer some serenity. Is there a corner, or bench or tree or trail through the vineyards you can clear off and feature as a private quiet area? Could you offer a different kind of experience that is the opposite of a guided tasting? It would be interesting to test to see if people just want to be alone. What about recording a short but insightful self-guided tour? Or something about the rabbits and owl boxes and vines they can scan with a QR code on an expertly placed sign? Just brainstorming but it’s interesting to think about and wouldn’t be hard to try.
Back-of-House Tours: A Glimpse Behind the Curtain
As travelers become more conscious of their environmental footprint, they’re seeking experiences that prioritize sustainability and community engagement. Back-of-house tours offer a unique opportunity to see firsthand the efforts hotels are making to reduce their impact on the environment. From community outreach programs to eco-friendly initiatives, these tours provide insights into the social and environmental responsibility of hospitality businesses.
WGM Ideas: The idea of “winery tour + sustainability discussion” intrigued us. For those of you who have gardens or do crazy magical things with cow horns – people will want a tour on that! THAT is different and something to build on. If you’re not focused quite so much about the cycles of the moon, you can still talk about running an agro-tourism business and how you fit into your particular ecosystem; what accommodations you make for wild animals, how you use sheep, or what you do to manage cover crop. Anything in the realm of working in harmony with mother earth is a trend right now that any winery can lean into.
Wild Feasting: Dining in Nature’s Embrace
There’s something inherently special about dining al fresco, surrounded by nature’s beauty. Wild feasting takes this concept to the next level, offering curated culinary experiences in natural settings. From foraged ingredients to open-fire cooking, these experiences celebrate the connection between food and the great outdoors. As urbanites seek opportunities to reconnect with nature, wild feasting offers a chance to slow down, savor the moment, and truly appreciate the bounty of the earth.
WGM Idea: Try to get as close to origin as possible. For those of you who have food programs, ditch the pre-packaged store-bought cheese and partner with a cheese monger. Take a stab at drying your own jerky, salting your own nuts, or featuring local honey. Make the connections with food purveyors and see where the partnerships take you. Your customers will, literally, eat it up.
Astronomy Tourism: Seeking Solace in the Stars
As society yearns for genuine connections with the natural world, gazing at the stars offers a sense of wonder and perspective unlike any other experience. Astronomy tourism, the practice of traveling to remote locations to observe celestial phenomena, is on the rise. Wellness-focused hotels and resorts are embracing astronomy tourism, providing guests with opportunities to marvel at the cosmos.
Which is good because 2024 is shaping up to be an astronomical extravaganza, with celestial events galore. From total solar eclipses to dazzling meteor showers, the year promises unforgettable sights for stargazers. Scientists are even predicting the best displays of the Northern Lights in two decades, as we approach the next solar maximum.
WGM Ideas: First, mark your calendars and prepare to be awed by a total solar eclipse on April 8, 2024 – especially in Texas. It’s an event you can plan an event around. But since we can’t count on those every day, what can you do at night? Consider a club event after dinner with smores and a fire pit and guest astrologer. The goal is to get out of the cities and gain some perspective – and wine country fits the bill.
Google searches will yield you a multitude of other tourism trends, but these were the ones we felt leaned into the winery vibe. We hope there are couple that intrigue to you brainstorm some options to try at your winery.
And, best of luck this year in providing those Instagram-able moment because one thing is for certain; whether it’s savoring the silence of a remote getaway or indulging in wild delights, it’s clear we’re in pursuit of memories of moments that linger long after the suitcase is unpacked.
Modern Website Design Trends
MODERN WEBSITE DESIGN TRENDS
PUT YOUR BEST FOOT FORWARD ONLINE.
As humans, we have many good and bad qualities, but one thing we excel at is the ability to make rapid judgments. In fact, studies suggest that it takes merely a fraction of a second—about 50 milliseconds or 0.05 seconds—for individuals to form an impression of a website. (This has been confirmed by Google research). This initial perception significantly influences our decision to either engage further or navigate away. Just as we evaluate people at lightning speed, the same principle applies to websites online.
And these impressions matter. Research has proven that the better the first impression, the longer a visitor will stay on a page. So, what makes up that first impression? A British study showed that 94% of initial opinions were design-related, and only 6% content related. (We’re not just saying this because we design websites, honestly!) It is absolutely essential to your business’s success to present a well-designed website.
But what makes a design appealing? The most important guideline that research provides us is to follow current conventions. It is true our behavior adapts quickly to new technology (e.g. new iPhones, new operating systems) and these new technologies create new standards (e.g. a mobile menu, or a scroll wheel), but we don’t like to continually be in a state of change. Simplify your web design and stick to familiar conventions. Users typically have preconceived notions of how an e-commerce site should appear. Departing from traditional layouts with innovative designs may lead to decreased user acceptance.
With that said, let’s look at some best practices in modern design.
DENSE & RICH GRAPHICS
The first trend we’ll discuss is the use of and reliance on dense and rich graphics. The shift towards dense and rich graphics represents a departure from the minimalist approach and an embrace of what we might term maximalism.
Traditionally, minimalism has been celebrated for its simplicity and clarity. However, in recent times, we have observed a growing inclination towards complexity and richness in visual design. This trend is marked by a profusion of color, intricate details, and multi-layered content that captivates the viewer’s attention.
Research indicates that a desire for engagement and immersion drives this shift. In a world inundated with information, dense graphics offer a way to stand out and command attention. Studies by psychologists such as Dr. Richard Mayer have shown that multimedia presentations with rich visuals are more effective in enhancing learning and retention compared to simpler formats.
One notable aspect of this trend is the limitless possibility and diversity it offers. From vibrant illustrations to intricate patterns, designers are exploring a myriad of creative expressions. This diversity reflects the richness of human imagination and caters to a wide range of preferences and tastes.
Moreover, dense graphics serve as a form of artistic expression, allowing individuals and brands to convey their unique personalities and styles. Just as a painting or sculpture reflects the artist’s vision, visual content communicates the essence of its creator. This personal touch fosters a deeper connection with the audience, leading to increased engagement and brand loyalty.
ILLUSTRATION
A significant trend that’s been reshaping the digital landscape is the increased use of illustration in web design and digital art. In recent years, we’ve witnessed a notable surge in the incorporation of illustrations and patterns across various digital platforms. This trend represents a departure from traditional design elements and a shift towards a more personalized and engaging visual experience.
Research conducted by design experts such as Elizabeth C. Miller has shown that incorporating illustrations into web design can significantly enhance user engagement and retention. Unlike stock photos or generic graphics, illustrations offer a unique and personalized look and feel, capturing the attention of users, and inviting them to explore further.
One of the key advantages of using illustrations is their ability to convey emotion and personality. In a digital world, often characterized by sterile and impersonal interfaces, illustrations inject a sense of humanity and authenticity. Studies by psychologists have demonstrated the profound impact of visual cues on emotional response, highlighting the importance of design elements that evoke genuine feelings.
Moreover, illustrations have a whimsical quality that adds a playful and dynamic dimension to digital content. Whether it’s a quirky character or a vibrant pattern, illustrations create a sense of joy and spontaneity that resonates with users on a deeper level. This whimsical nature fosters an emotional connection between the audience and the content, leading to increased engagement and brand loyalty.
The increased use of illustration in web design and digital art is more than just a stylistic choice; it’s a means of creating a more human and genuine online experience. By infusing digital content with personalized illustrations and patterns, we can forge deeper connections with our audience and foster meaningful engagement.
PARALLAX SCROLLING
Parallax scrolling is a dynamic design technique where background content moves at a different speed than foreground content as the user scrolls through the webpage. Do you notice how this blog moves with you and slides in paragraphs and images as you scroll down the page? That’s parallax scrolling! This creates a captivating sense of depth and immersion, enhancing the overall user experience.
Research in user interface design has demonstrated the effectiveness of parallax scrolling in engaging and retaining users’ attention. By adding a layer of interactivity and visual interest, parallax scrolling encourages users to explore and interact with digital content in a more meaningful way.
One of the key benefits of parallax scrolling is its ability to create a storytelling experience. Just like flipping through the pages of a book, users are guided through a narrative journey as they scroll down a webpage. This sequential unfolding of content not only captures the user’s interest but also allows for the delivery of information in a more structured and memorable manner.
EVOLUTION OF TYPOGRAPHY
We can’t talk about trends if we don’t explore the fascinating evolution of typography and how it’s shaping the visual landscape of design.
Typography, the art, and technique of arranging type, has undergone a remarkable transformation in recent years. We’re witnessing a shift towards bolder, more opinionated use of fonts, where text treatment serves as a statement of identity rather than just a means of communication.
Research conducted by typographic experts highlights the profound impact of typography on brand perception and user experience. In today’s digital age, where attention spans are increasingly fragmented, typography plays a crucial role in capturing and retaining audience attention. By choosing fonts that are bold and expressive, designers can create a distinct visual identity that resonates with their target audience.
One of the key trends in the evolution of typography is the use of larger text sizes. This shift is driven by the need to accommodate various screen sizes and devices, ensuring that text remains legible and impactful across different platforms. Studies have shown that larger text sizes not only improve readability but also enhance user engagement, leading to higher conversion rates and customer satisfaction.
Furthermore, designers are embracing white space as a strategic design element to make the message ring clear. Also known as negative space, white space refers to the empty areas surrounding elements of a design. By judiciously incorporating white space, designers can create visual balance and emphasis, allowing the text to breathe and stand out against the background.
FULL-HEIGHT HOME PAGE HERO IMAGES
Imagine your website’s homepage as a giant billboard or a beautifully crafted greeting card, welcoming visitors with a stunning visual experience. That’s precisely the effect full-height hero images aim to achieve. By occupying the entire screen, these images command attention and set the tone for the rest of the website.
Research in user experience design has shown that full-height hero images can create a distraction-free focus for users. By eliminating clutter and unnecessary elements, designers can direct users’ attention towards the most important content, whether it’s a call-to-action button or a key message.
One of the key advantages of full-height hero images is the opportunity they provide for storytelling. Just like the cover of a book, the hero image sets the stage for the narrative that follows. Whether it’s showcasing a product in action or highlighting a brand’s values and mission, the hero image serves as a powerful visual storyteller, capturing the imagination of visitors and inviting them to explore further.
When selecting a hero image, it’s essential to choose one that works seamlessly across different browser sizes and devices. With the proliferation of smartphones and tablets, users access websites on a wide range of screens, from large desktop monitors to small mobile screens. Research emphasizes the importance of this, as users are more likely to engage with websites that offer a seamless experience across devices.
Gone are the days of worrying about the content being “above the fold”. With the rise of scrolling behavior and the ubiquity of touch screens, users are accustomed to navigating through content vertically. Research by Stanford suggests that users are willing to scroll for relevant and engaging content, debunking the myth of the fold as a barrier to engagement.
AI IN DESIGN
Finally, we couldn’t have a blog in 2024 and not talk about AI. AI is especially helpful with templates because templates typically have set orientations for their images. The biggest disappointment we see, is clients falling in love with a template and then not having the images to match it. Remember that the template only looks that good because a designer chose those images to go in it.
AI is particularly helpful in extending backgrounds or removing elements from photos that would have taken many painful hours in Photoshop. Here are some examples from a website we were building for GooseRidge on WineDirect. They required these very long horizontal images that were tough to find, so we used AI on almost all of the bottle shots to extend the sides so the image would work in the layout.
AI has emerged as a game-changer in the realm of graphic design by enabling the creation of custom graphics from text prompts. AI-powered platforms can interpret textual descriptions and transform them into visually stunning graphics. This technology offers immense benefits for designers and businesses alike, as it streamlines the creative process, reduces time and costs associated with manual design tasks, and enables the rapid generation of personalized visual content. Whether it’s generating social media graphics, designing marketing materials, or creating infographics for a website, AI-driven solutions provide designers with a powerful tool to bring their ideas to life, both efficiently and effectively.
It is also fun to tell it to create bulldogs in various poses with wine during boring conference calls. Which is what I did here. You’re welcome.
CONCLUSION
Updating your website, and staying abreast of current website design trends is paramount to maintaining relevance and maximizing user engagement. Neglecting to update your website according to contemporary design standards risks its visibility and effectiveness over time. By continuously refining and adapting your design to align with evolving user preferences and industry best practices, you can ensure that your website remains competitive and retains its ability to drive conversions effectively.
Family Frenzy in Wine Country
FAMILY FRENZY IN
WINE COUNTRY:
THE CASE FOR KIDS AND CANINES
Let’s kick things off with a dose of reality. We’ve all been there: it’s a bustling Saturday morning in July, you’re bracing for a packed day at the Tasting Room, and Murphy’s Law is in full effect. Two of your staff are out sick; another is off serving the crowd at an art and wine festival downtown. You unlock the door at 10:01 AM, only to be greeted by a frazzled family of five: mom, dad, and three rambunctious kiddos. The younger two are reenacting a wild-west shootout with gravel as ammo, while the third is glued to an iPad, deep in the latest YouTube Kids saga. Mom and Dad look like they’ve just survived a hurricane, and you have a “high-roller” group arriving in fifteen minutes. And then comes the kicker: “Can we bring in our German Shepherd?” You contemplate if it’s too late to call in sick.
INCLUSIVE IS THE NEW BLACK
If you have yet to hear, exclusive is out, and inclusive is in. Wine Country is in transition. Once upon a time, parents would leave their little darlings with Grandma and Grandpa for a weekend of serene wine tasting. No screams, barks, gravel fights, or corkscrew chases – just pure, undisturbed, oenophile bliss.
But the landscape is shifting. Gone are the days when only adults graced the vineyards. Millennials and Gen Z are now our primary guests, and they have an entirely different vision of vacation based on their values and lifestyles.
THE MILLENNIAL WAY OF LIFE
Millennials – the primary purchasers of luxury wines – are adulting very differently than their parents or grandparents. Children are no longer “to be seen and not heard.” They incorporate children into their lives rather than revolve their lives around kids’ activities.
These choices make sense if you consider they marry later, have kids later, and are parenting differently than previous generations. They marry around 30 (compared to Boomers at 23), and the average age for starting a family is between 30 and 34. With 15 years of a career established, they’ve built a firm adult foundation. So, they prefer to incorporate their kids into their activities rather than revolving everything around the kids. “Helicopter” parenting with structured times and schedules has given way to “drone” parenting, where the kids are encouraged to explore and gain confidence with new experiences.
The 2023 Annual US Family Travel Survey revealed that 81% of parents plan to travel in the next 12 months, indicating a robust interest in family travel. (Traveling with the family is one of the major tourism trends in 2024). According to Travheir, 44% of millennials with children have traveled together, and 62% have included children under five. Many parents believe bringing along their children is essential for a child’s development. A recent study by the Family Travel Association found that 88% of families believe travel helps children overcome lingering pandemic impacts.
WHAT DOES THIS MEAN FOR WINERIES?
With these generational changes, families and even pets will become more common at wineries, urban tasting rooms, and, yes, even at events. What is important to realize is that this isn’t laziness, selfishness, or just that they didn’t want to pay for a sitter. Showing up with kids demonstrates their values. They hold their inclusive belief system dear and will not want to see it challenged. In today’s “cancel” society, you might think twice before telling a feisty mom with a large online following that you didn’t want to allow her child on the patio. A quick search on Google will bring you dozens of outraged parents indignantly waiving one-star reviews.
ADAPT, DON’T COLLAPSE
This doesn’t mean you need to completely fold to pressure and allow children to run wild. With some forethought, you can make your experiences positive for well-behaved kids and your best adult guests. Wineries are no strangers to pivoting. Rainy day? Clear the bar for indoor tastings. The large group arrives early? Grab that chilled Pinot Grigio and entertain them in the garden while your team preps inside. The same flexibility applies to welcoming families. Happy parents are likelier to join wine clubs, buy bottles, and rave about their experience.
PLANNING FOR THE FUTURE
Embrace the chaos and plan for it. Here are some ideas to make your winery more family and pet-friendly:
- Kid Seating: There are no bar stools for the kids, but maybe some reserved outdoor tables with snacks like applesauce tubes, pretzels, and water. A coloring book and crayons can go a long way in keeping them occupied.
- Kid Juice Tasting: Offer kids their “tasting” experience with various juices in plastic cups. They can swirl, sniff, and taste alongside their parents, perhaps even jotting down their impressions.
- Tour Guide Games: Insurance permitting, why not engage kids with a scavenger hunt during tours? Flashlights in the cellar, leading the group – it’s all about making them feel involved and excited.
- Selfie Stations: Set up a spot for fun photos, including their dog. Parents can share these on social media, and you can create a winery dog calendar as a special gift for wine club members.
- Doggie Snacks: Go out with dog snack packs, perhaps from a company like Barkuterie. Consider a small, fenced area for dogs to roam off-leash if space allows.
EMBRACE THE CHANGE
You survived the visit. The family bought four bottles, the kids didn’t set anything on fire, and they’re off to the next winery. Now, it’s time to reflect: what can you do to be more family-friendly? How can you welcome pets while ensuring everyone’s comfort? With some planning, you’ll enhance your guests’ experience and boost your bottom line.
Why Website Updates are Important
WHY WEBSITE UPDATES ARE IMPORTANT
(AND HOW TO KNOW IF YOU NEED ONE)
I can feel your eye-rolls and hear your inner voice about this topic. You already have a website. It works fine. You spent good money to develop it two, three, maybe four years ago. Why do you need to worry about it when so many other priorities are vying for attention and budget?
YOU WILL NEVER BE CURRENT
The only constant thing about technology is that it is constantly changing – and at a frightening pace. Would it surprise you to know that since 2010, new technology and data have increased so fast that it is estimated that 90% of the world’s data – like, since forever – was generated in the last two years alone? When new operating systems are released, they push new hardware to be created (or vice versa), which then mandates software has to be updated, which then requires all the plug-ins and ancillary functions and code must be updated. This all ultimately feeds an environment in which we are continually being faced with new ways of consuming digital content, which ultimately necessitates that we evolve our behavior continually. In short – we’re in constant learning mode. We no longer must be told to click here>> on buttons or underlined words, and we learn that three little bars on the top of a screen will fold down a menu when we click on it. As technology develops, we absorb that behavior and move on until the next iteration.
This is why websites built even a couple of years ago don’t look or function like modern websites and don’t behave the same way, either. Our screens used to be smaller, so websites were square, images were embedded in text, and there was a lot of text! Now, pages are wider, and scrolling is universally acceptable and even preferred.
It’s like rolling down windows or turning a key to start a car. It may work, but you’re now used to automatic windows and push-button starters. A window is a window just like a navigation bar is a navigation bar, but the way you instinctively interact with it changes. And if you’re causing your visitors to pause to figure things out for even a split second, you will lose sales.
According to the Nielsen Norman Group, who are experts in research-based user experience:
“Even a few seconds’ delay is enough to create an unpleasant user experience. Users are no longer in control, and they’re consciously annoyed by having to wait for the computer. Thus, with repeated short delays, users will give up unless they’re extremely committed to completing the task. The result? You can easily lose half your sales (to those less-committed customers) simply because your site is a few seconds too slow for each page.”
You might be thinking that your website edits are just cosmetic, and not an issue. Then I ask you this: Would you give a website with a dated design your credit card? What about a website with last year’s events on it, and missing images in the cart or broken links? Probably not.
And you wouldn’t be alone. A Stanford study found that 75% of users judge a company’s credibility based on its website design, and 94% of first impressions are design-related. This means that having a professional-looking website can significantly impact your business.
GOOGLE IS WATCHING YOU
All things being equal, Google will place a higher priority on sites that update their content frequently.
You could keep writing and producing more content to get good Google rankings. But this is complicated and takes a lot of time. Updating old content requires less work and delivers faster results, which can only benefit your overall content marketing strategy.
Update your old content and improve your freshness score to increase the effectiveness of your SEO efforts and boost your search engine traffic. When you tell Google your content is new, you’ll get a spike in traffic, making the tiny amount of work required well worth it. If Google recognizes that your site hasn’t been updated recently, it will hurt the rankings of all your pages.
Some things you might want to update:
- When new information is available, such as scores, vintages, team members.
- When information is irrelevant, such as updates about past holidays, fire closures or vintages you don’t sell anymore.
- When you have underperforming content – meaning if you check in Google Analytics and nobody is looking at your recipes, then it’s time to think of some new ways to showcase food pairings.
- Also, update if you just have “old” content. Some pages that haven’t been looked at since they were posted have a high probability of broken backlinks. This is typical for wineries with links to past articles about them in their news section.
WORDPRESS LIKES TO BE IN CHARGE
Another reason to update your site is that outdated WordPress plugins can damage it. Ignoring your WordPress update notifications may be one of the easiest things to do, but it’s also probably the most damaging. Here is why: Inconsistent updates can lead to serious security issues, compatibility problems, and technical debt.
- Reason #1: Updates prevent security vulnerabilities and increase the overall security of your site. When a new version of WordPress comes out, it automatically fixes any security vulnerabilities discovered since the last version. This means you do not have to worry about manually applying patches. As long as you keep up to date with the latest WordPress versions, you’ll always be protected from known bugs and security vulnerabilities.
- Reason #2: Updates make your plugins more reliable. Over the years, we have noticed a pattern with many WordPress plugins: They work fine at first, and then, as I mentioned, software and hardware get changed, and if not updated, the plugins eventually stop working altogether.
- Reason #3: Updating your plugins makes them better at what they do. In other words, your plugins will work better over time. When you install an update, the new version of the plugin automatically optimizes code, speeds up operations, and eliminates unnecessary code.
- Reason #4: Updating plugins helps them stay compatible with the latest versions of WordPress. Each plugin’s repository page shows the current version of WordPress supported by it. If a plugin does not show a version number, it means that it is no longer maintained.
TYPES OF CONTENT
As a general rule of thumb, we recommend that most businesses should be updating their website at least once a month. This gives you enough time to make small changes and updates as needed without overwhelming yourself or your team. Of course, if you have the resources to update your site more frequently, then you should definitely do so.
Here are some guidelines to plan your updates in the future:
STATIC CONTENT
If you have a simple website with just a few pages of static content, then you probably don’t need to update it more than once or twice a year. Of course, if you have news or events that you want to share with your visitors, then you can update your website more frequently. But in general, a static corporate website doesn’t need to be updated too often.
WRITTEN CONTENT
If you have a blog or news website, then you’ll need to update your site much more frequently – ideally, on a daily basis. This is because people who visit these types of websites are looking for new, fresh content. If you’re not updating your site regularly, then they’ll quickly lose interest and move on to another site.
ECOMMERCE CONTENT
On the other hand, if you have an e-commerce site with dozens of products, you’ll need to update your site much more frequently. This is because you’ll need to add new products, update product descriptions, and pricing.
VISUAL CONTENT
And finally, don’t forget images as part of your content. You should be updating your product images with vintage changes, but also if you can seasonally update your images about your tasting room and visitation, it will give off cues that you are a special place to visit any time of the year.
REMEMBER YOUR WEBSITE IS A PART OF YOUR OVERALL MARKETING PLAN
If all of this seems daunting, divide, and conquer. Ask your assistant winemaker to give you three or four sentences and photos of the vineyard each month. Task the tasting room with writing fun copy for the weekend events. If everyone gets in the habit of updating a website and it is kept updated, it is less of a chore than if it’s been neglected for months or even years.
Your social media pages also offer a great opportunity to promote your website and keep it updated. You can use social media to share new blog posts, announce product updates, run contests, and even incorporate short-form videos. Just make sure that you’re not spamming your followers with too many promotions, or you’ll risk losing them. A good rule of thumb is to post one promotion for every ten pieces of content that you share. This way, you’re still providing valuable information to your followers while also promoting your website.
One of the best ways to ensure that your website is being updated regularly is to create a content calendar. This will help you to schedule your posts in advance and make sure that you’re always publishing new content. You can use a tool like Google Calendar or Trello to create your content calendar, or you can simply use a spreadsheet. Whichever method you choose, make sure that you update your calendar on a regular basis so that you can always be prepared with new content.
Finally, it’s important to keep track of your website’s stats so that you can see how your updates are impacting your traffic and performance. Google Analytics is a great free tool that you can use to track your website’s traffic. By monitoring your stats, you can see which changes are having the most positive impact on your website. This will help you to determine which updates are worth investing more time and effort in, and it will also help you to avoid making changes that don’t improve your site’s performance.
About
WineGlass Marketing is a full-service direct marketing agency for the wine and spirits industry.
We partner with our clients to elevate their digital marketing strategy and campaign implementation to grow and build strong, profitable consumer relationships.
We are experts in DTC marketing and the wine industry.
We are relationship-driven. We think of ourselves as an extension of your team.
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| Title | Name | Phone | Extension | |
|---|---|---|---|---|
| President | Susan DeMatei | susan@wineglassmarketing.com | 707-927-3334 | 205 |
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| Locations | Address | State | Country | Zip Code |
|---|---|---|---|---|
| WineGlass Marketing | 531 Jefferson St., Napa | CA | United States of America | 94559 |
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