Time for a check up!

919 Calendar November Stock Videos, Footage, & 4K Video Clips - Getty Images

The calendar pages are flying away—it’s unbelievable that we’re two and a half months into a new year!

If you can, take a breath, step away from the computer…and look at your communications efforts and see how you’re doing.

Have you refreshed the copyright date at the bottom of your website?

Do you have fact sheets up on your website for all of your current releases (and likewise, downloadable bottle photos and labels)? Are the bios of your principals current, with appealing photos?

Do you have a news or blog page which has been updated since 2024 arrived?!

How often are social media posts happening? Are they a mix of ‘serious’ content and a lighter touch, with glimpses of ‘real’ people, vineyards, barrels? Can you occasionally quote from feedback from customers? What about sharing/reposting images and messages from the outside world?!

How often are you sending eblasts to your mailing list/club members? Are they always bottom-line-oriented, or are you trying to slip in occasional ones which don’t have a heavy sales message? Maybe you have a new solar array or are planting a new varietal or one of the wines has won a big award?

Anything to re-think about the tasting room experience? Lately I’ve been hearing back that visitors to tasting rooms are uncomfortable with heavy-handed “join our club” focus as wines are being presented.

Good old-fashioned public relations! Do you have a new winemaker? New certification for the vineyard? A new distributor or importer? There may be news lurking in your world which could be announced and attract some eyeballs.

Good old-fashioned community relations! Do you supply rack cards to hotels or tourist-welcome offices? Is that card correct and up-to-date or does it maybe need a refresh? Do you visit local concierges with gift bottles and rack cards? If not, might that be an idea?

Sugar & Spice

Personality! Are there local issues where the winery should have a voice? Those might be politics or not…but subjects where neighbors and customers might like to learn that the winery is a long-time supporter of the local Boy Scout troop….or children’s art center….or a local horse rescue organization.

Speak up and speak out. Every gesture you make can generate that slight increase in awareness which may or may not be scientifically measurable but may cause one more car to turn into your parking lot!