品酒室之外.pdf

1、Beyond the Tasting RoomHow In-Market Events are Changing the DTC LandscapePanelistsCarla JeffriesBlue Rock VineyardsMeghan DelzellSangiacomo Family WinerySherrie PerkovichSojourn CellarsCarla JefferiesGeneral ManagerBlue Rock VineyardsLocation:Alexander Valley,Sonoma County,CAProduction:20,000 cases

2、(20%DTC;80%Wholesale)Types of Events:corporate,wine dinners,in-store tastings,country club tastings,charity events,in-home tastingsNumber of Events in 2025:110Meghan DelzellDirector of Sales&MarketingSangiacomo Family WinesLocation:Sonoma,CAProduction:5,000 cases(80%DTC;20%Wholesale)Types of Events:

3、charity wine auctions,sponsorships,food&wine festivals,wine dinners,country club and hotel partnerships.Number of Events in 2025:95Sherrie PerkovichHead of Marketing&Consumer ExperiencesSojourn CellarsLocation:Sonoma,CAProduction:10,000 cases(85%DTC;15%Wholesale)Types of Events:in-home tastings,fest

4、ivals,wine dinners and wine auctionsNumber of Events in 2025:100TrendsMobile Wine TourismMobile Wine TourismThe further away from Sonoma/Napa,the bigger our successSecondary and tertiary marketsPrivate TastingsPrivate TastingsSeated,reception style&dinners at social clubs,country clubs and private h

5、omesPop up locationsResidency for 1-6 monthsDataminingDataminingHot spot clustersPersonalizationUtilizing technologyCollaboration with Like BrandsCollaboration with Like BrandsStory engagement(vs.telling)Evolution of In-Market StrategyBrand Launch(2018)Brand Launch(2018)TravelTravel-Driven DTCDriven

6、 DTCWhere We StartedWhere We StartedCharity auctionsSmall collaborative tasting eventsWhy We Leaned InWhy We Leaned InMeet our best customers where they already gatherExtend the tasting room beyond SonomaBuild relationships,not one-night salesHow It EvolvedHow It EvolvedSelective with auctions and l