[June 26, 2025 – Sandra Beals]
Today, I introduce the Wine Business Success Series: Community-Building. When I help winery teams go from good to great with proven methods and tools, this is an essential aspect of the Strategic Plan. Today’s connected consumer chooses to reinvest time and finances with brands they admire. With more choice and less time than ever, most loyalists remain connected to wine brands that care about customer experience and share similar values, commitments, as well as lifestyle alignments. Enjoy this inspiring read and reach out to learn more about our Wine Brand Building Services.
WE CAN ALWAYS LEARN FROM OUR HISTORY
The Baby Boomer generation certainly helped many iconic wine brands in the US build their businesses over the past 40 years. This segment of wine consumers reinvested time and finances with the winery teams who made feel like a part of the evolving story. A great example of a winery family who knew how to build communities around their brand would be the Cakebreads. Jack and Dolores came from humble beginnings and invited consumers to get up close and personal with them in their barrel room and in the gardens at Cakebread Cellars. This was in the mid-70’s when adults in the US were mainly drinking spirits, beer and some imported wine. Wine exploration was new to most adult consumers and the Cakebreads invited anyone interested in wine to explore with them. By asking for feedback on wines in the barrel, Jack created a community around their winery who felt included and valued. As visitors wrapped up their time at the new winey in Rutherford, Dolores invited them to pick some produce from her garden to take with them. What a magical time in what is now one of the most iconic wine regions in the world! This highly esteemed wine brand also built tribes around their winery beginning in 1986 when they invited notable chefs and sommeliers from around the nation to gather at their American Harvest Workshop. This week long collaboration became an annual tradition that lasted 25 years and resulted in fresh ideas along with new innovations in wine and food.
HOW ARE HIGHLY REGARDED WINE BRANDS LEVERAGING COMMUNITIES TO THRIVE?
Top-performing winery teams across the US focus on building a community-driven, emotionally resonant consumer experience that goes far beyond the wine itself. These teams tap into shared values, lifestyle aspirations, and cultural connections to cultivate loyalty and belonging. Here are some Top Tool for Building and Fostering Wine Business Communities:
- Define a Clear Brand Identity and Values
Purpose-Driven Storytelling: articulate why a wine brand exists beyond making wine (e.g., sustainability, heritage, family legacy, artistic expression).Tribes form when consumers see their own values reflected in the brand (e.g., environmental stewardship, commitment, craftsmanship, exclusivity). - Build Exclusivity and Belonging
Extend highly curated access to limited releases or tiered memberships based on key qualification factors. Private Events & Member-Only Experiences such as vineyard dinners, blending sessions, or travel experiences create intimacy. Direct outreach, handwritten notes, or founder-level engagement strengthens bonds with top lifetime value customers. - Create Shared Experiences and Reengagement Opportunities
In-Person and Virtual Gatherings such as barrel tasting events, wine release parties, and club trips build shared memories. Seasonal releases, anniversary bottlings, or exclusive first tastes create annual touch-points that become traditions for most wine brand loyalists. - Cultivate Peer-to-Peer Advocacy
Brand Ambassador Programs empower loyal customers to bring others into the tribe through referral benefits or ambassador status. Wine brand managers encourage customers to share their favorite winery/wine moments on social media, fostering organic community growth. - Tell Authentic, Continuous Stories
It is essential to consistently share wine brand stories through email, social, video, and in-person as these updates keep the tribe connected. Transparency and vulnerability are key themes when creating meaningful stories. Sharing struggles, harvest challenges, community service work, and family stories makes the brand more human. - Align with a Lifestyle
Wine + Life Integration helps wine brands align with travel, food, art, fashion, sports, and/or sustainability efforts to compliment specific lifestyles. Collaborations with chefs, artists, or luxury brands attract like-minded consumers. - Leverage Technology to Deepen Connection
Customizable user experiences, tailored recommendations, and easy member access foster connection between winery contacts and brand loyalists. Direct-to-Consumer Platforms such as Commerce7, WineDirect and VinSuite allow winery teams to leverage best in class technology to cater to brand loyalists based on interests and lifestyle preferences.
Here is a Short List of Successful Wine Communities:
- Schramsberg (Blended exclusivity with educational, hands-on experiences.)
- Kosta Browne (Built an intensely loyal following through allocation, waitlists, and exceptional customer care.)
- Tablas Creek (Leveraged sustainability and transparency to create a regenerative agriculture-driven community.)
- J. Lohr Vineyards & Wines (Celebrating 50 years of family ownership, industry innovations and community connection.)
- Cliff Family Winery (Wine And Cycling – Dual Passions Celebrated.)
- Jordan Vineyard & Winery (The Jordan Foundation – investing in the Boys & Girls Clubs of Sonoma-Marin since 2012.)
Schedule an Introductory Call HERE to learn how the DTC Consultant Network helps winery teams go from Good to GREAT across the globe.