[May 21, 2025 – Sandra Beals] Designed for winery teams of all sizes and across all regions in the US, the “Direct Wine Biz: 90 Day Sales Boost Consulting Package” will increase direct sales and consumer contact lists over the course of three months. Sandra Beals, founder of DTC Wine Workshops and Consumer Engagement Specialist, has developed proven methods and tools since 2013. Today, there isn’t a “one-size-fits-all” approach to direct wine sales success and every consumer touch-point needs to be managed in a thoughtful manner. Annual surveys are simply “broad samplings” of a limited amount of data and unfortunately many winery teams have made strategic decisions based on this information. The biggest competitive threats our clients have been facing the past couple of years is industry consolidation, too much competition, and a new generation of wine consumers turning to alternative options at the fastest pace in history including non-alcohol and lower alcohol beverages as well a spirits and craft beer. When it comes to these competitive threats, it is essential to stay on top of Consumer Buying and Travel Trends to make informed decisions. Let’s take a look at what we know now…
There is a feeling that “tourism is down” across the US today – let’s take a look at key indicators. According to an article published on April 1, 2025 by Forbes, here’s what we know.
- In February, U.S. consumer spending on air travel and hotels dropped 10% and 6% year over year, respectively, according to data from Bloomberg Second Measure, with restaurant spending also down 3.5%.
- Every week in 2025 through March 24, Americans have spent less on airfares and hotels compared to the same week in 2024, per Bloomberg Second Measure data.
- For the year through March 22, credit card receipts showed spending on lodging services and tourism-related services was down about 2.5% compared to last year’s levels, while spending on air travel declined around 6% year over year, according to a report from Bank of America Institute released Monday.
With about 12,000 wine brands across the US and 4,800 located in California, it’s important to look at how this state is performing as it relates to tourism spend. Let’s take a look…
According to our friends at Visit California, the state welcomed an additional 5.7 million visitors in 2024, a 2.1% increase from 2023, for a total of nearly 270 million visitors. Visitor volume is projected to decline 0.7% in 2025. Here are some important key insights about domestic spending in 2025:
- Domestic spending is forecast to rise by 1.4% in 2025, though it is expected to be impacted by a weaker U.S. economy and higher inflation due to tariffs.
- Domestic visitation is expected to reach 252.5 million visits in 2025.
Consumer spend and tourism reports from these notable resources keep us honest. I encourage our clients to only use Industry Surveys as “data samples” but to always refer to credible sources with a much larger data pool when making long-term business decisions. With this in mind, now is the time to capitalize on areas your direct sales team hasn’t explored – possibly blind spots.
How does the “Direct Wine Biz: 90 Day Sales Boost” Consulting Program work?
Over the course of three months, Sandra Beals will meet with your direct sales team in a series of six 2-hour online workshop sessions. We will work as a team to identify opportunities, build repeatable sales models, course correct where needed, coach and train team members and implement new campaigns and sales programs. Here is a high-level overview of the program timeline:
WEEK ONE – Top Three Opportunities are identified in a data analytics review and market research session. Sandra prepares a Recommendations Report and Action Plan document with clearly defined approaches, task assignments, and deadline dates for each. The work begins and takes place in between bi-weekly Workshop Sessions.
WEEK THREE AND THROUGHOUT – Opportunities are prioritized by greatest impact on direct sales growth at 30 days, 60 days and 90 days. The opportunities that require system updates and staff training are typically placed in the 60 and 90 day Action Plans. Sandra coaches various team members along the way – based on needs.
WEEK SIX – This workshop focuses on 30-Day Plan Sales Increases and Results. Proven Methods and Strategic Plans are updated to ensure a long-term approach is put in place to capitalize on new initiatives. 60 and 90 Day Plans are updated and followed through to success. In some cases, the winery business needs to update tech or tools to remain relevant and achieve direct sales success. In other cases, staff needs to be trained on latest sales techniques around better connecting, qualifying and converting in all direct sales channels.
WEEK TWELVE – Measures of Success and ROI documentation workshop session to ensure all Action Plans are closed out according to the agreed upon plan and timings. Reports are reviewed so capture results/successes. Group discussion around greatest opportunities and outcomes VS areas for continued improvement to ensure the ideal blend of Talent, Tools, and Technology are in place to support long-term growth models. Final deliverables are handed off to the winery team.
How much does the “90 Day Sales Boost” Consulting Program cost?
The total cost for this package is $2500 USD and includes all deliverables, workshop sessions, coaching and training sessions as outlined above. This is a one-time consulting engagement and Sandra Beals is paid as a 1099 Contractor. All workshop sessions are conducted online and this is a remote program. If client requires onsite visits, a hybrid approach can be discussed and updated package quote provided.
How can I get our Direct Sales Team Signed-Up?
Allow 2-4 weeks for onboarding based on availability. Complete the Client Questionnaire and make payment HERE. Note: program to complete within 12 weeks and up to a 2 week extension can be granted one time if client requires.
How can I learn more about Sandra Beals and her Client Testimonials?
Sandra supports winery teams across the nation, representing a mix of wine brands big and small in iconic and evolving wine regions.
Realtime data insights, her background in sales, marketing and tech as well as market research allow Sandra to recommend customized solutions based on specific sales models and offerings.
To learn more about her proven models and measures of success, visit the DTC Wine Workshops Client Testimonials Page HERE.