In Session 3 of the Wine Club Symposium, Liz Mercer (WISE Academy) made a clear case: tasting-room traffic alone is too volatile to power sustainable DTC growth. Wineries that take their brand to their members, through roadshow events and member travel, are winning sign-ups, sales, and loyalty in the markets where fans already live.

Why this matters now

• Weather, travel patterns, and local disruptions make tasting-room demand unpredictable.
• Taking the winery on the road diversifies acquisition and retention—and deepens relationships.
• You control cadence, format, and data capture instead of waiting for foot traffic.

Three roadshow formats that work

• Winery-hosted dinners: Co-plan with a restaurant or country club; keep pricing all-inclusive; align the menu to make your wines shine.
• Partner-hosted events: Team up with lifestyle brands (e.g., premium appliance showrooms, private social clubs) to co-mingle audiences and scale.
• Champion-hosted gatherings: Member-home tastings done safely and professionally—clear start/end, clear goals, clear follow-up.

How to pick the right markets

• Map your fans: Use your CRM to visualize member pockets and top buyers; start where density and enthusiasm overlap.
• Think secondary cities: Omaha, Denver, Austin, etc., often outperform coastal hubs for fill rates and spend.
• Aim small, miss small: Pilot locally before you fly; iterate formats and messaging with quick feedback loops.

Make every event measurable

• The “triple score” to track: bottles sold, club sign-ups, and new contacts captured.
• Tag participants: Compare post-event purchase and retention vs. baseline to value the ripple effect.
• Compliance & risk: Choose licensed venues, clarify contracts, and set clear roles with partners.

“Roadshows put you back in control—of your calendar, your data capture, and your growth. Go where your members already are.”
—Liz Mercer, WISE Academy

Featuring: Liz Mercer (WISE Academy) • Hosted by the Wine Club Symposium by vinSUITE