DTC Best Practices to be Highlighted at WiVi Central Coast 2018
February 27, 2018
PASO ROBLES, CA – Wineries across the country are building and implementing strategies to boost sales in the lucrative direct-to-consumer channel—but not all efforts have led to their desired results. WiVi Central Coast 2018, held March 21 at the Paso Robles Event Center, has created a DTC-focused session track, bringing experts in the field, as well as local DTC managers who have successfully implemented effective programs, to one venue to discuss best practices, the latest research and more.
In “A Step Ahead: Creating Focus for Your DTC Strategy” join Maeve Pesquera, DAOU Vineyards & Winery; Tim Snider, Fess Parker Winery; and June McIvor, Tolosa Winery, as they discuss critical tips and tricks for success from their time in the trenches in panel moderated by Liz Mercer of WISE Academy. How do you avoid SKU creep and keep a laser focus on your direct programs? Is everyone (and everything) telling one "brand message" across all guest touch points? What is the right sales channel mix for your brand? This panel will answer those questions, plus key topics to address when building your program.
Steve Gross, Wine Institute’s vice president, state relations, will make his way down to the Central Coast to address the do’s and don’ts to direct-to-consumer shipping. Gross and his team closely watch over all 50 states and know the shipping landscape better than anyone—his appraisal of the latest movements by state governments to open or close their borders to direct-to-consumer wine shipments is unrivaled. Come prepared with your questions, as you will help guide the discussion.
When it comes to tasting room sales, your tasting room managers and sales representatives are your greatest assets; but building your direct-to-consumer sales team is more than educating front-line team members about your amazing wines. It’s about understating how to read each customer, creating a personalized experience and going beyond expectations. Building up on the results of the annual Wine Business Monthly Tasting Room Survey and secret shopping research conducted by the WISE Academy in 2017, this session will identify ways to train and retain a superstar team to maximize profits from your DTC sales channel.
About WiVi Central Coast
WiVi Central Coast was founded in 2012 through a partnership between Wine Business Monthly, the leading publication for wineries and growers, and Precision Ag, an agricultural consulting company that specializes in vineyard management, viticulture production consulting, soil fertility and irrigation management, and ag waiver compliance on the California Central Coast. As of November 2015, WiVi is fully owned by Wine Business Monthly. WiVi is the effort of the two companies to create a regional wine industry conference and tradeshow on the California Central Coast. For more information, visit www.wivicentralcoast.com.