At Andrew Adams August 27th presentation to the first Pulse Speaker Series audience, the editor of the Wine Analytics Report reiterated that the apparent decline in the volume of wine shipments we are seeing this year is directly related to tasting room visitations. And he brought the data to show this dynamic.
According to data from Community Benchmark presented by Andrew, for the first seven months of 2024, visitations to tasting rooms was down in various wine regions by up to 18% (Walla Walla) from the same seven months of 2023 and averaged a roughly 6% decline for all regions combined. In almost every region tracked, tasting room were either flat or down up to 11% over the same time period. All DtC sales, including internet and wine clubs showed a smaller decline. Winery visits and sales are, as we have always known, connected.
It’s a complex mélange of reasons that explain the current dip in wine sales overall in the country and the decrease in winery visits in particular. What is not opaque is that for those eCELLAR clients that accept visitors, how to bring more out to the property is a key project.
eCELLAR isn’t in the business of telling its clients how to do their job. Our business is is to empower you with the tools you need to excel in your work. One way we plan to do this is through the ongoing Pulse Speaker Series.
Next up is Jennie Gilbert of RedChirp on “Texting for Success: Best Practices and Future Texting Trends” on October 3. We’ll be asking her how text marketing can help bring more folks to the tasting room. Following is Erica Duecy speaking on “Trends in Millennial and Gen Z Preferences” on November 4. Erica has ideas and observations on what younger wine drinkers want from on onsite winery experiences. Then we present Wine Spectator’s Senior Editor MaryAnn Worobiec speaking on “Mastering Media Relations for Wineries: Insider Tips” on January 23. MaryAnn is set to discuss your unique story can and how it should be told to the media.
Of course, finding ways to bring your wines directly to your clients becomes doubly important if visits to wine country are dwindling a bit. How to use the tools and systems available to you to accomplish this will also be on the agenda was we continue with the Pulse Speaker Series.
The goal is to inspire our clients’ success by putting them face to face with the most accomplished experts in the industry in an intimate setting designed to address your challenges. We hope you’ll attend.
