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SEPTEMBER NEWS Tasting Room Focus Analysis, Best Practices & Trends: Directed to tasting room personnel to help improve sales, efficiencies and understand current trends of the DtC channel. Tasting Room Trends Take stock of your tasting room According to veteran tast- ing room consultant Craig Root (craigroot.com), there are four essential product categories that perform best in tasting rooms: • Wine accessories are an obvious winner. • Logo apparel is a no- brainer, plus they billboard your brand. • Food and wine books will always move—especially when they are matched to the wines served in the tasting room. • Food items sell particularly well, since visitors have come to the winery specifically to taste. "Wineries can achieve 50% more profit if they have samples," according to Root, "but they should make sure the samples are compatible with the wines available for tasting." Source: Wine Business Monthly WISE Bites Think you know when a customer is ready to buy? We've conducted hundreds of tasting room mystery shops and found that clear cues often go completely unnoticed. Verbal cues include asking for more information about a wine or wine club, questions about discounts and food pairings. But a whopping 70% of buying signals are non-verbal! Watch for customers WECO M.O.G. Sorter Optical Sorting of Stems, Jacks, Shot Berry and Foreign Material Based in California Rental and Purchase Options Sorting and Automation Solutions 1-800-984-0844 / wecotek.com 24 Wines & Vines sePTeMBeR 201 1 Featured Tasting Room Advertisers Wine Barrel Designs— unique handcrafted wine barrel decor Fine furniture and decor made from retired wine barrels. Unique conversation pieces for your tast- ing room or wine cellar. Made in the USA. (609) 374-0201, wine- barreldesigns.com PakSource—re-inventing wine club packaging Envi ronmental ly- responsible (100% recycled and recyclable), Superior Protection, space-saving DtC shippers. (916) 804-9540, paksource.com Idea Mia—sell more wine, get publicity from doing it JetBags are padded, reusable, ab- sorbent bags. Guaranteed to bring belongings safe home. Personalize them with your brand. (248) 891- 5441, thejetbag.com Wine and Jazz—reach 50,000 plus wine- consuming jazz fans Advertise your winery in Wine and Jazz magazine—the only magazine and website that brings these wine drinkers to you. (770) 852-2278, wineandjazz.com G3 Enterprises specialized bottle and glass decorating Commemorative bottles, rep- lica logos, labels, portraits and unique etched signage for any occasion. (800) 321-8747, g3enterprises.com Bufkor has satisfied customers for more than 100 years Printed cartons, cardboard tube packaging, luxury bags, custom wood boxes, labels, decals, point- of-purchase displays and cre- ative design. (800) 365-9991, bufkor.com Unique wine art from Beyond Wow signature collection Full line of Gérard Puvis wine art reproduced by Susan Moore on stone tile for decorative murals. Ideal for tasting rooms, wine cel- lars and outdoor areas. (770) 639- 1488, beyondwowtileart.com Salina Glass factory direct custom printed glassware Eco-friendly and lead-free inks, or- der our quality stemware now and save 40%-50% off retail prices. (866) 632-2188, salinaglass.com lingering over a favorite wine, revisiting tasting notes or club information or touching their wallets. Chin stroking and transi- tions in posture are also good clues. How much revenue was lost in your tasting room this week due to missed buying signals? Source: WISE Academy, wineindustrysaleseducation.com RUTHERFORD HILL WINERY