Make the release feel like an invitation
Your best customers want to feel like insiders. A call that says 'you're hearing about this before anyone else' is more persuasive than any subject line. Use that early window, a few days to a week before the public announcement, for club members and top non-club buyers.
Build the list in tiers
- Club members and top buyers get the first calls and the first chance at limited wines.
- Recent non-club buyers get a call once the first tier has had their window.
- Everyone else gets email, with a phone number to call if they'd like help ordering.
Give your callers something to talk about
Before a single call goes out, brief the team. Tasting notes are a start, but the best conversations come from stories: why this vineyard block, what the season was like, how the winemaker wants it served. A caller who can describe the wine with genuine enthusiasm sells far more than one reading a spec sheet.
- One-page brief per wine: story, tasting notes, food pairing, production size.
- Two or three suggested bundles, such as a release pack or a pairing with a library wine.
- Clear answers on shipping timing, weather holds and pickup options.
Pair email and phone
Send a short story email first so the call feels expected, then call within a few days. After every conversation, send a recap with the wines discussed and a link to order. Customers who say 'let me think about it' frequently order from that follow-up.
Watch the numbers daily
Track bottles sold against allocation by wine, not just total revenue. If one wine is selling out early, shift the conversation to the next one. If another is lagging, add it to a bundle or give callers a better way to talk about it.