The visit is the beginning, not the sale
A visitor who loved their tasting is at the peak of their interest in your winery the day they leave. Within a few weeks, the memory fades and your bottles compete with whatever is on the shelf at their local store. The wineries that grow DTC fastest treat every visit as the first conversation, not the last.
Capture the right details
- Name, email and phone number, collected with permission to follow up.
- The wines they tasted and the ones they liked most.
- Whether they joined the club, bought bottles or did neither.
- Anything personal the host noticed: a celebration, a favorite varietal, a plan to return.
A short note in your customer system is enough. These details are what make a follow-up call feel personal instead of generic.
Follow up in three touches
- Thank-you email within a day or two, mentioning the wines they tasted.
- A short call within one to two weeks: ask about their visit, answer questions, and offer to ship their favorites.
- A seasonal invitation, such as the next release or an event, a month or two later.
Treat non-buyers as an opportunity
Visitors who didn't buy weren't necessarily uninterested. They may have been flying home, already carrying bottles, or not ready to commit to a club in the tasting room. A friendly call a week later, with shipping sorted out for them, often completes the sale that couldn't happen on the day.
Don't let it depend on a busy tasting room team
In peak season, tasting room staff are focused on the guests in front of them, and follow-up calls are the first thing to slip. Assigning the follow-up to a dedicated team means every visitor hears from you, not just the ones someone had time to call.