Wine Sales Techniques

🚨 90% of Western wine brands FAIL in Asia. Not because of their wine. But because they don’t understand the rules. I’ve spent the last 15 years selling wine, champagne & spirits across Asia. From Shanghai to Seoul. From Hanoi to Tokyo. Here’s the truth: Your biggest export barrier isn’t logistics. It’s mindset. 👇 Read these 5 lessons before your next meeting with an Asian importer: 1. Deals don’t happen fast. If you pitch on Day 1, you lose on Day 1. Trust takes time. In Asia, relationships come before revenue. 2. Your label isn’t working. Conical bottle? Gold foil? French château name? None of it matters if it doesn’t fit local taste and prestige codes. 3. You’re selling emotion, not alcohol. Gift culture is huge. Status is bigger. Understand the symbolic value of your product, or get left behind. 4. “Face” is more important than facts. Don’t challenge. Don’t contradict. Don’t rush. A calm silence is often worth more than a persuasive pitch. 5. You need to go local fast. WeChat. Line. KakaoTalk. Zalo. If you’re emailing PDFs while they’re sending voice notes, you’ve already lost. I’ve helped brands: ✅ Sign 6-figure export deals ✅ Enter China, Korea, Vietnam, Japan ✅ Adapt branding, bottle, storytelling Because I don’t just speak Mandarin. I speak the code. 📩 Want to win in Asia without wasting 3 years learning the hard way? → Follow me for real-world wine export insights : link in comment → Or DM me "ASIA" and let’s talk strategy Your next best market isn't in Europe. It's across the ocean. 🌏 #WineBusiness #ExportStrategy #AsiaMarket

Last Bottle Standing: Focus on Strengths, Drop the Rest Over the past month, six reports were published that together give us the latest picture of where wine is heading. Endeavour’s deep dive into the Australian retail market, Treasury Wine Estates’ global results, Gallup’s survey of American drinking habits, new IWSR research, and two detailed reports from China all point in the same direction. They show that people are drinking less often, but when they do, they want quality, relevance and authenticity. In the US, Gallup records the lowest drinking rates in thirty years, yet wines between fifteen and thirty dollars are steady, with premium and luxury tiers resilient. Treasury’s global results confirm that while volumes ease, value per bottle continues to rise. In Australia, Endeavour highlights momentum in lighter, fresher, regionally distinctive wines, alongside smaller formats and alternative packaging that connect with casual dining and social occasions. Premium reds remain central to gifting and fine dining, while sparkling and premium whites anchor life’s celebrations. China is undergoing a reset. Major retailers are closing stores, debt is being unwound, and liquidity is tight. At the same time, gifting occasions remain strong, and categories like sparkling and white wine are gaining ground. Online retail and food-led experiences are proving the most effective ways to engage, showing that even in a shifting market, wine still has its place when matched to the right occasion. These trends are being shaped by broader cultural and economic forces. Younger consumers are seeking balance and moderation, which makes lighter styles and lower-alcohol formats attractive. Premiumisation reflects a wider pattern of people choosing fewer but better experiences across categories from travel to dining. Economic headwinds are amplifying polarisation: accessible premium wines thrive in casual spaces, while luxury wines succeed in gifting and fine dining. Everything in between is being squeezed. For wineries, clarity of strategy is more valuable than ever. Success comes from matching strengths to the occasions and channels where wine is still essential. That means knowing where you can win, and focusing your resources there. Execution will look different depending on who you are, the priority is to double down where strengths align with market pull, and step back where they don't. Constraints like capital, distribution and scale always limit options, which is why focus beats breadth. Every winery, whether family-owned or publicly listed, can run the same discipline: identify what works, do more of it, and step away from what doesn't. That rhythm, repeated every quarter, builds strength and resilience in any market environment. The strongest position any winery can take is clarity. Know where your wines belong, commit with conviction, and give nothing to spaces where you do not hold the advantage. #AustralianWine #WineStrategy #MarketTrends

𝗟𝘂𝘅𝘂𝗿𝘆 𝗪𝗶𝗻𝗲𝗿𝗶𝗲𝘀 𝗧𝘂𝗿𝗻 𝘁𝗼 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 As global wine consumption plummets to its lowest level since 1961, declining 3.3% to 214.2 million hectoliters in 2024, premium wineries are discovering that survival requires more than exceptional terroir. The industry faces an existential crisis where traditional marketing no longer suffices. In America, consumption dropped 5.8% as younger generations gravitate toward craft cocktails, ready-to-drink beverages, & cannabis over cabernet. Against this backdrop, a strategic shift emerges among luxury wine brands: diversification through high-visibility partnerships that transcend the tasting room. 𝗧𝗵𝗲 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝗜𝗺𝗽𝗲𝗿𝗮𝘁𝗶𝘃𝗲 The Duckhorn Portfolio's three-year partnership as official wine partner of the Academy of Country Music Awards exemplifies this evolution. Rather than relying solely on distribution channels, The Duckhorn Portfolio positions its brands where cultural moments happen. Far Niente Wine Estates secured a landmark agreement with the San Francisco Giants at Oracle Park, creating the House of Far Niente Wine Estates Vintage '58 Promenade Level bar. These partnerships deliver captive audiences, experiential engagement, and association with beloved institutions. The strategy mirrors broader industry trends across entertainment, sports, & awards shows. Franciacorta's Emmy Awards partnership generated extensive media coverage and social impressions while creating influential brand ambassadors. Stags' Leap Winery partnered with Cirque du Soleil Entertainment Group, aligning with adventurous experience-seekers. Industry data reveals that brands sponsoring awards shows experienced remarkable growth amid widespread decline, suggesting that visibility at prestige events translates directly to consumer preference & premium pricing power. 𝗥𝗶𝘀𝗶𝗻𝗴 𝗔𝗯𝗼𝘃𝗲 𝘁𝗵𝗲 𝗙𝗼𝗹𝗱 What distinguishes successful partnerships is their ability to elevate perception through cultural capital. Frank Family Vineyards partnered with 4ocean for ocean cleanup, removing 25,000 pounds of trash while generating features in Forbes and Polo Lifestyles. The integration of purpose-driven storytelling with premium wine creates differentiation in an oversaturated market where traditional appellations matter less than experiential relevance. The luxury wine sector now operates where demographic shifts, health consciousness, & competition from alternative beverages necessitate radical strategic thinking. Duckhorn and Far Niente recognize that in 2025, brand building requires meeting consumers in their moments of celebration, not waiting for them to visit Napa. 💡 The wineries that rise above the fold will have mastered the art of strategic partnerships, transforming every venue into a vineyard and every attendee into an advocate. __________________ derekengles.com #hospitality #wine #business #economy #luxury #sales #marketing #innovation #economy

We've talked wine problems - now let's talk ideas. In my recent posts, I've talked about the issues plaguing the wine industry—from fragmentation to outdated packaging, thin margins, and a disconnect with consumers. Today, I want to explore some solutions. I don’t have all the answers, but it’s clear we need fresh thinking and some boldness to turn this ship around. Even if this turns out to be a cyclical downturn only, these steps are still what we need more of. 1. Streamline and Simplify - fewer Labels, stronger brands The sheer number of wine "brands" on the shelf is overwhelming. This is probably consumers' biggest issue with the category. What if we focused on building fewer, but stronger, brands that stand for something? This could mean consolidating lines or being more selective about launches, but it would also mean more marketing muscle and clearer communication. 2. Rethink Packaging for Modern Lifestyles. - The traditional glass bottle isn’t going anywhere, but that doesn’t mean it should be the only option. Alternative formats like cans, pouches, and smaller single-serve bottles can lower the barrier to trial and fit better with today’s on-the-go lifestyle. Wine does not need to be sold a certain way. 3. Make Wine a Safer Bet - for most people, buying wine can feel like a gamble. How can we make it less risky? Perhaps offering smaller tasting sizes, trial packs, or even robust, understandable (no cassis) product descriptions can go a long way in helping consumers feel confident about their choice. We can take cues from online beauty brands using samples to turn curiosity into loyalty. 4. Innovate Beyond the Bottle - while spirits, beer, and definitely seltzers have embraced creativity, wine has mostly stayed the same. We need to experiment—flavor infusions, collaborations, new formats. Let’s stop thinking about what’s always been done and start asking, “Why not?” When Apothic introduced blends that were QUITE different, it found an audience. There is room to break from the norm. 5. Shift from Education to Engagement - Consumers want to enjoy their drink, not sit through a lecture. Tell stories that make people feel included, excited, and empowered. Instead of focusing solely on heritage, why not highlight what it feels like to drink your wine? Or the kind of experience it brings? (this is about the CONSUMER, not YOU) 6. Go Where the Consumer Is - Consumers today engage with brands online, through DTC channels, subscriptions, and social platforms. We need to stop relying solely on traditional distribution and start building direct relationships. Let’s use data, invest in digital marketing, and make it easier for consumers to find and buy brands they love without leaving their couch. I hope this sparks some ideas, but it's not rocket science. At The Outlier Initiative, I'm working with brands that want to challenge category conventions and create deep connections with consumers. Let’s talk. #rethinkingthewineindustry

Boutique wine bars in China are experiencing unprecedented growth, and it's reshaping how international premium wine brands think about market entry. Here's why it matters for your brand strategy. China's wine bar market has exploded to $16.3 billion, with bar related transactions growing 49% year on year in 2025. There are three successful models emerging 1. Premium wine bars are offering curated tastings, sommelier led experiences, and wine education programs that justify higher price points while building brand loyalty. 2. Boutique wine bars are becoming hybrid social hubs that blend traditional wine service with co-working spaces, art galleries, and event hosting – creating multiple revenue streams while maximizing customer dwell time and engagement. 3. Digital experiences are being embedded into physical spaces – QR code wine stories, AR enhanced tasting notes, and seamless mobile ordering that bridges the online/offline divide. But perhaps the biggest shift is the way these venues are creating frictionless consumer ecosystems through Online to Offline (O2O) integration. As a result, the customer journey and buying habits are evolving rapidly. Customers can now discover wines on social platforms, book experiences through apps, preorder selections via digital menus, provide instant reviews, create and share UGC, and collect loyalty points along the way. Over 70% of bars seeing significant growth are actively producing content across digital channels, creating a seamless journey from discovery to purchase to advocacy. As a result, wine bars now serve as brand ambassadors, educating consumers about the wine story, terroir, and quality – something impossible to achieve through traditional retail alone. And unlike mass retail, boutique wine bars allow control over how wine is presented, served, and experienced, ensuring premium positioning remains intact. O2O integration also provides invaluable data on consumer preferences, consumption patterns, and purchasing behavior that can inform broader market strategy. This is why smart international brands are partnering with boutique wine bars as market entry vehicles, offering exclusive selections, hosting brand events, and co-creating digital experiences that amplify both the venue's and the wine's premium positioning. China's wine consumers are driving demand for authentic, premium experiences – and they're willing to pay for quality. Boutique wine bars in China have developed into a lot more than just a distribution channel, it's a brand building platform that bridges the gap between global wine culture and local consumer sophistication. ----------------------------------------------------- I'm Iain Langridge 毅安 and I use my experience in Asia to launch, grow, and manage premium consumer brands in China and Southeast Asia. Follow or DM me to find out more. #chinamarket #chinawinemarket #premiumwine #O2Ocommerce #boutiquewinebars #winemarketing #China

📌 "The future of fine wine is in danger. No one under 40 is drinking or collecting it." That’s the narrative we’ve been hearing for years. The idea that younger generations are moving away from wine, that they don’t care about collecting, and that the industry is heading for a crisis. But here’s the thing—our data at CultX tells a completely different story. 👀 Who’s actually trading fine wine? The 30-39 age group dominates our platform, accounting for nearly 30% of users and generating the highest bid value (57% by bid value in last 3 months). The 40-49 segment (24% of total users) is close behind, contributing 33% in total bid value with a strong engagement rate. Even the 20-29 group, which supposedly doesn’t care about wine, makes up 17% of registered users. Far from disappearing, the next generation of wine collectors is already here—they’re just engaging differently. 🚀 What’s driving this shift? Digital-First Experience: Younger generations have grown up with apps and seamless interfaces—so they expect the same from wine collecting. Platforms like CultX make it as easy as trading stocks. Gamification & Engagement: Bidding, buying, and selling isn’t just about ownership—it’s about interaction, competition, and discovery. Community & Social Trading: They’re not just collectors; they’re part of a global network of like-minded buyers, engaging in wine through a digital marketplace. Accessibility & Liquidity: Unlike traditional fine wine collecting, where bottles sit untouched for years, modern collectors want options—they want to buy, trade, and engage actively. 💡 The takeaway? The fine wine market isn’t dying—it’s evolving. The next generation isn’t rejecting it; they’re reshaping it. 👉 If you’re in the wine industry, it’s time to stop worrying about the future and start adapting to it. What do you think? Have you noticed younger buyers entering the market? Let’s discuss 👇

I am inspired by a recent post from Matthew Deller MW regarding actionable steps to improve the wine world. My own thoughts below, focused mainly on wholesale sales; 1) Relationships come first. Value the people who buy and resell your wine. Realise that they are facing the same challenges as you. Find the best way to work with them for mutual success. Their sales may be down but they are not the enemy. 2) Ask your customers what they actually want. Understand their business and their customers and what drives them. You may be surprised by the answers they give. 3) Stop making wine you can't sell. This should be obvious, but..... 🙈 4) Stop making more wine than you have a channel for. Oversupply will only lead to discounting and long term brand damage. 5) Consider private labels, exclusive labels, second or trading labels. Now is the time for survival not perfection. 6) Negotiate trading terms realistically. The economy is tough. Everyone down the line is grappling with cashflow challenges. 7) Accept that the market is oversupplied and pricing may be lower than your expectation. It's simply economic supply and demand. No one is screwing you. It's not personal. 8) Work the patch. Leave no stone unturned. There are still a lot of wine bottles purchased every day. There are new channels, new customers and buyers who still haven't tried your wines. 9) Be prepared to cut a deal. Most buyers are reasonable people. Everything is negotiable. Concede something they want and ask for something you want. It's called win-win. If you try to win at the customer's expense they will just go elsewhere. There's another 1000 wineries lined up behind you prepared to do the deal. 10) Deal with integrity and honesty. Your reputation is everything. It will keep you in the game longer than any other factor. It's more important than the "quality" of your wine. 11) Realise this is a service industry. Fix your problems fast. Own them. Your customers will come back. 12) Invest in sales. It's just as important as your vineyard and your winemaking and it may even help you to survive. 13) Make it fun. That's hard to do when the odds are stacked against you, but your customers will remember the soft touch. Be a real human.

One of the “a-ha” moments in my conversation with Aly Wente O'Neal of Wente Family Vineyards comes from a line that should make wine marketers pause: “𝗜𝗳 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿𝘀 𝗱𝗼𝗻’𝘁 𝗸𝗻𝗼𝘄 𝘄𝗵𝗮𝘁 𝟵𝟬 𝗽𝗼𝗶𝗻𝘁𝘀 𝗺𝗲𝗮𝗻𝘀, 𝘁𝗵𝗲𝘆 𝗱𝗼𝗻’𝘁 𝗸𝗻𝗼𝘄 𝘄𝗵𝗮𝘁 𝗮 𝗰𝗹𝗼𝗻𝗲 𝗶𝘀 𝗲𝗶𝘁𝗵𝗲𝗿.” Aly wasn’t being provocative. She was being accurate. What she realized — and what so many wine brands still struggle with — is that trade-focused language had quietly taken over consumer-facing marketing, i.e. points, clones, farming credentials. Yes, these are technical truths that matter deeply inside the industry… but often fail to land with younger drinkers. The result? Wine marketing that feels intimidating, exclusionary, or simply irrelevant to people who didn’t grow up with wine at the table. What’s powerful about Wente’s shift is that it wasn’t about dumbing anything down. It was about translating. Instead of leading with industry fluency, Wente Family Vineyards refocused its marketing around what consumers actually use to make decisions: – Flavor and trust – Occasions and lifestyle – Real people, not stock imagery – Peer validation over critic validation One of the clearest examples Aly shared: 𝗔 𝘀𝗶𝗺𝗽𝗹𝗲 𝗽𝗮𝗶𝗱 𝗮𝗱 𝗳𝗲𝗮𝘁𝘂𝗿𝗶𝗻𝗴 𝗮 𝗿𝗲𝗮𝗹 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗿𝗲𝘃𝗶𝗲𝘄 𝗱𝗿𝗼𝘃𝗲 𝟱𝘅 𝗵𝗶𝗴𝗵𝗲𝗿 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝗶𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗮𝗻 𝘁𝘆𝗽𝗶𝗰𝗮𝗹 𝗯𝗿𝗮𝗻𝗱 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲. That unlocked a mindset shift. They leaned into lifestyle content. They worked with influencers who felt authentic to the brand. They showed wine as part of everyday life — not a test you have to pass to participate. And it worked. Younger consumers engaged. The brand became more accessible without losing credibility. The takeaway: Just because something is authentic and true (i.e. appellation, soil type) doesn’t mean it’s meaningful to consumers. 𝗣𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘇𝗲 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 — 𝗲𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗹𝘆 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂’𝗿𝗲 𝘁𝗿𝘆𝗶𝗻𝗴 𝘁𝗼 𝗴𝗿𝗼𝘄 𝘆𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝘀𝗽𝗲𝗮𝗸 𝘁𝗼 𝘁𝗵𝗲 𝗰𝗵𝗼𝗶𝗿. Listen to the clip on Business of Drinks 👇 #BusinessOfDrinks #WineMarketing #WineIndustry #BrandStrategy #MillennialConsumers #GenZWine #MarketingROI #BeverageAlcohol #DTCWine Scott Rosenbaum Caroline Lamb

The 2022 marketing playbook is dead. I've been talking to marketers and leaders across industries lately. Hospitality, retail, luxury goods. Different categories, same observation: The funnel got longer. Trust takes more time. Consumers need more touchpoints before they buy anything. The era of running a smart Facebook ad and printing money is over. For wine, this lands especially hard. You're already fighting demographic shifts, the wellness movement, and a generation that needs a real reason to choose wine over everything competing for their attention and wallet. Marketing has gotten more complex than ever. But here's what's actually working for wineries right now: 1️⃣ Instagram is no longer a discovery tool. It's a validation tool. People aren't finding you there anymore. They're checking you out after they've already heard about you somewhere else. Discovery has shifted to TikTok, AI search, and creators who carry genuine trust with their audiences. If your entire strategy lives on Instagram, you're showing up at the wrong part of the journey. 2️⃣ Own your list. Email and SMS outperform social every time. Your Instagram followers belong to Instagram. Your email list belongs to you. Wineries building direct relationships through email and text are quietly outperforming everyone chasing followers. 3️⃣ Make events your acquisition strategy. As tasting room traffic declines, the wineries growing their clubs are creating reasons for people to show up, not just reasons to buy. Experience drives acquisition now. 4️⃣ Stop broadcasting. Start segmenting. Sending the same message to everyone is leaving money on the table. The wineries winning right now know exactly who they're talking to and speak directly to them. 5️⃣ Consistency beats campaigns. One flashy promotion won't save you. Showing up strategically, week after week, builds the kind of trust that actually converts in 2026. The wineries that survive this moment won't be the ones with the best terroir or the most awards. They'll be the ones who finally treated marketing like the craft it is. The good news? The tools exist. The strategies are clear. And for the first time, smaller wineries have a real shot at outmarketing the big players if they know where to focus. This is the problem I've been solving for wine brands for years. Now I'm building something to help more of them get there. More soon. #winemarketing #dtcwine #wineindustry #brandstrategy #digitalmarketing

The WINE MARKET COUNCIL just issued a clear mandate to the industry: innovate or lose ground, according to The Press Democrat. With off-premise and DTC sales down 6% over the last 12 months, the data is no longer a warning sign; it's a call to arms. The experts gathered in Napa last week were direct with their message: wineries must either steal market share or innovate their way to growth. And the research points to a massive, underserved opportunity: 77–79 million Americans rarely or never drink wine — many of them simply because no one has communicated the right bottle to them, in the right moment, in the right way. The innovation conversation focused on product, packaging, and consumer taste education. All critical. But there's one opportunistic gap that only a few winery marketing teams are talking about: AI search visibility. Right now, your future customers are asking ChatGPT, Perplexity, and Google's AI Overview what wine they should buy for dinner tonight. What wine pairs with this dish. Which winery in Sonoma is worth visiting. Which bottle under $30 is actually worth it. And so on. Is your brand showing up in those answers? For most wineries, the honest answer is no or in less than 10-15% of those queries. And this gap is only going to widen. This is a phenomenal moment for winery marketing teams to upskill! To understand how AI-driven search works, why it surfaces certain brands over others, and how to build a visibility strategy that puts your label, your story, your unique differentiators in front of the next generation of wine buyers right when they're ready to discover something new (and in their prompts language). The platform has shifted. The system has changed. The wineries that recognize this early and build for it now will have a compounding advantage over everyone. Innovation isn't just in the bottle. It's in how wineries get found. Read the full article below — and then ask yourself: when someone asks an AI for a wine recommendation today, does your brand have a seat at that AI search table today? [Link in comments] #WineMarketing #AISearch #WineIndustry #WineMarketCouncil #SearchVisibility #WineryMarketing #DigitalMarketing #AIStrategy #WineBusiness