From hospitality-driven visitation to loyalty and strategic partnerships, the Wine Sales Symposium explores where revenue growth is coming from now

The path to winery growth looks different than it did even a few years ago.

Today’s most successful wineries are not relying on a single channel or a single tactic. Instead, they are building growth through a combination of stronger customer experiences, deeper retention strategies, and brand partnerships that extend reach beyond traditional wine audiences.

At this year’s Wine Sales Symposium, several sessions will explore how these shifts are reshaping sales and marketing strategies across the industry.

One of the most important changes is happening in hospitality and visitation. Consumers—especially Millennials and Gen Z—are increasingly choosing experiences that feel personal, memorable, and aligned with their identity. For wineries, that means visitation is no longer simply about tasting wine; it’s about designing emotionally resonant experiences that build connection and long-term loyalty.

Sessions focused on hospitality will examine how leading wineries are redefining the tasting room experience, borrowing inspiration from hotels, restaurants, and other experience-first brands to meet evolving consumer expectations.

At the same time, wineries are placing renewed focus on customer retention and lifetime value. In a market where acquisition costs continue to rise, reducing club churn and increasing member loyalty has become a major revenue driver. Attendees will hear how wineries are rethinking their club programs as long-term membership ecosystems designed to keep customers engaged well beyond the first year.

Another key area of growth is emerging through strategic brand partnerships. More wineries are collaborating with hospitality, travel, lifestyle, and media brands to expand visibility, reach new audiences, and create new revenue opportunities. These partnerships are proving to be powerful tools for brand awareness, customer acquisition, and long-term business growth.

Together, these sessions reflect a larger industry reality: growth today is coming from wineries that create stronger customer relationships at every stage—from the first visit to long-term loyalty.

The Wine Sales Symposium will bring these conversations together with practical frameworks, case studies, and actionable strategies wineries can apply immediately.

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