Maximizing Sales: Harnessing Next-Gen Metrics to Optimize Winery Marketing Strategies
January 28, 2025
9:00 am - 10:00 am
Maximizing Sales: Harnessing Next-Gen Metrics to Optimize Winery Marketing Strategies
Metrics play a crucial role in optimizing winery marketing strategies, and often provide the “proof in the pudding” teams need for analysis of programs, reporting and budgeting, and communications to leadership. By tracking key performance indicators (KPIs) such as sales conversions, customer retention rates, website traffic, and email subscription bases, wineries can make data-driven decisions to improve their sales processes. Having a solid grasp of metrics also enables wineries to measure the success of their marketing campaigns and adjust in real-time.
In this session, we will explore:
- How to analyze data and metrics to tailor marketing strategies and improve sales performance.
- A look at the trends, technologies, and strategies to be successful in email marketing in 2025.
- Gain insights into best practices for maximizing sales and staying competitive in the industry.
- Examine real-life case studies of successful winery sales optimization.
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Moderator
Ed Feuchuk
Organization:
Tank Garage Winery, California
Sessions:
Maximizing Sales: Harnessing Next-Gen Metrics to Optimize Winery Marketing Strategies
Ed Feuchuk is a marketer and mistake-maker with over 15 years of experience building innovative DTC wine brands.
As the General Manager for Farm Collective Napa Valley, Ed has led creative, strategic, and technical initiatives for brands like Tank Garage Winery, James Cole Winery, Regusci Winery, and T-Vine Winery. With a passion for authentic experiences and renegade marketing, Ed and his work have been featured in the San Francisco Chronicle, the New York Times, Wine Spectator, and Playboy.
Speakers
Molly Bossardt
Organization:
Bread & Butter Digital Marketing, Virginia
Sessions:
Maximizing Sales: Harnessing Next-Gen Metrics to Optimize Winery Marketing Strategies
Molly Bossardt is the founder of Bread & Butter Digital Marketing, a boutique agency dedicated to helping wineries navigate the unique landscape of DTC marketing. With a background in direct-to-consumer marketing roles in New York City and a Master’s in luxury markets from Sotheby’s, Molly has honed her expertise in crafting compelling brand narratives. She believes that marketing is more than a tool—it’s a vital lifeline that can redefine a winery’s presence and attract new customers, even in challenging times.
At Bread & Butter, Molly’s approach goes beyond managing ads. She focuses on uncovering the unique essence of each winery and crafting stories that resonate, ensuring brands stand out in a competitive market. Molly to explore how a well-executed strategy can not only meet the moment but rise above it. Connect with Molly to explore how thoughtful marketing strategies can elevate your winery’s presence and drive growth.
Cathy Huyghe
Organization:
Enolytics, Georgia
Sessions:
Maximizing Sales: Harnessing Next-Gen Metrics to Optimize Winery Marketing Strategies
Cathy Huyghe is an entrepreneur, writer and mindfulness proponent. She is the co-founder of Enolytics, a technology-centric disruptor and provider of business analytics solutions for the wine industry. She writes about the business and politics of the wine industry for Forbes, and she also co-creates the content for A Balanced Glass, a community dedicated to wellness in the wine and spirits world. All three of those ventures have been recognized for their innovative contributions. She also founded the Harvard Alumni in Wine and Food (HAWF) Shared Interest Group, and in 2021 Huyghe was named one of the industry’s Most Inspiring People by the Wine Industry Network. In 2022 she was nominated as Innovator of the Year by Wine Enthusiast magazine, and in 2023 she joined the advisory board for the Harvard Data Science Review. Huyghe’s most recent work involves thought leadership speaking engagements around the world, particularly on the subject of innovation and AI for the wine industry.
Erica Walter
Organization:
Email Mavens, Washington
Sessions:
Maximizing Sales: Harnessing Next-Gen Metrics to Optimize Winery Marketing Strategies
I’m Erica Walter, and email marketing is more than my bread and butter… it is my jam.
I’m deeply passionate about empowering small businesses with tools, resources, and training to send marketing emails that convert. I have over 16 years of experience in winery email marketing; I spent over a decade as the VP of a wine marketing agency before starting my own business, Email Mavens. My favorite thing to do in my role is create and execute compelling email marketing strategies that drive engagement and sales.
My second favorite thing to do is teach YOU to do it yourself.
I’m the creator of PRESS SEND: Email Marketing Mastery for Wineries, a digital course that gives wineries everything they need to do and know to make email marketing a profitable revenue channel, without tech headaches, overwhelm or a degree in graphic design or UX. I’m also the host of the Email Mavens YouTube Channel, the place for winery owners and marketing pros who want to sell more wine online by sending better marketing emails.
Having worked with just about every tech stack, I understand the pros and cons (and can uncover the hacks) inherent in winery systems. Helping demystify and exploit the tech component is critical to creating truly action-inspiring email strategies, driving delight and engagement with customers, and generating consistent profit to the bottom line.
I’m thrilled to share what I’ve learned with attendees at the Unified Wine & Grape Symposium.