You’ve already done the hard part getting guests through the door. Now it’s time to make every visit truly count.

Join Liz Mercer for a sharper, more intentional look at how top-performing wineries are transforming the tasting room into a powerful engine for revenue and loyalty. From the first welcome to the final touchpoint, you’ll learn how small, deliberate shifts in approach can significantly improve conversion, deepen engagement, and create lasting customer relationships.

If you want stronger results from every tasting room interaction, this is a session you won’t want to miss.

Wednesday, April 22nd, 2026 at 10:00 AM – 11:00 AM (PT)

RSVP Now

ABOUT THE SPEAKER

Liz Mercer

WISE Coach & Content Developer

Liz Mercer grew up in the Napa Valley, which instilled a deep respect for the culture and lifestyle of wine and the industry supporting it. She left the area to attend Northwood University in Michigan, where she studied Finance & Business Management. She joined the wine industry as a temp in a tasting room in 1999. Shortly thereafter, she was drawn into direct-to-consumer sales via wine clubs and e-commerce, where she led a team to rebrand the wine club, establishing it as one of the largest wine clubs in the country. Over 25 years, she has held various leadership roles with wineries on the Central Coast and the Napa Valley, while working with WISE. In 2024, she left day to day winery operations and joined WISE full time as a Partner and DTC Coach.

Liz earned her Master of Professional Studies in Food Business from the Culinary Institute of America. Liz witnessed the landscape of direct-to-consumer sales environment change drastically over the last 20+ years as the industry has matured and is excited to be a part of developing the next generation of direct marketers.

ABOUT THE COMPANY

WISE (Wine Industry Sales Education) has long championed excellence across all Direct-to-Consumer (DTC) channels - tasting rooms, clubs, events, phone and beyond - through practical, hands-on training and data-driven insights. Today, their work extends beyond sales skills to shaping strong leaders and healthy teams.

Strong Leaders. Healthy Teams. Successful Wineries.

They believe a rising tide lifts all boats and that our industry deserves professionalism at every level. Through experiential learning, mystery shopping, coaching, consulting, and peer Cabinets, WISE continually raises the bar for leadership and DTC mastery—empowering wineries to thrive today and build lasting success for tomorrow.