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VingDirect Launches Tasting Room Benchmarking Tool

Posted on November 20, 2013

Santa Rosa, CA – VingDirect announced the launch of their tasting room benchmarking dashboard tool. Exclusive to VingDirect winery members and the first of its kind in the wine industry, the automated online tool downloads data directly from wineries’ POS systems and is accessible from any computer or mobile device with internet access.

With the benchmarking dashboard tool, wineries will be able to gauge their success in the tasting room as compared to VingDirect members. Wineries have the ability to query with specific criteria such as annual taster count, state, county, American Viticultural Area (AVA) and average retail bottle price.

“We heard the desire from wineries to reliably benchmark their tasting room performance against that of their peers. ”Standardized, automated data is essential to delivering accurate results to wineries,” said Tammy Boatright, president of VingDirect. “Because all VingDirect members are using the same standards for metrics, they can trust the results on the benchmarking dashboard are an ‘apples-to-apples’ comparison.”

Armed with the benchmarking dashboard, wineries will be able to view areas where they are excelling as well as opportunities for improvement in the tasting room. VingDirect will use the information to provide insight to their members to increase direct to consumer sales performance. For more information about VingDirect membership and services, visit

About VingDirect

VingDirect is focused on helping wineries grow direct-to-consumer sales. VingDirect dashboards provide wineries with a view of actionable metrics, automatically fed from the winery POS and wine club software systems. The benchmarking dashboard is the only one in the wine industry and allows VingDirect members to benchmark their tasting room performance against their winery peers.

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