Crushing Old Models

By Patty Mamula Wine sales are declining nationwide. However, a promising solution for boosting wine sales and attracting new, especially younger, consumers has emerged. Wineries offering innovative wine club options are finding success. After attending a session on this topic at the recent Oregon Wine Symposium, I spoke with the panelists about creative wine clubs. “When you understand your customers, you sell more wine,” stated Andrew Kamphuis, president of Commerce7, a winery commerce platform. “Our software enhances the customer experience. Twenty years ago, if you made good wine, people visited your winery. Now, all Oregon wine is good. People visit for the experience.” Jen Cossey, general manager of Amity’s Brooks Wine, noted, “We are at an opportunistic point.” After joining Brooks in mid-2024, she observed, “The wine industry is undergoing rapid changes in buyer behavior and wine club participation. These shifts can be related to

by Hilary Berg · source ↗