How to think like a customer and sell more wine

Picture your customer at the exact moment they choose a wine: whether browsing online, visiting your tasting room, or scanning a retail shelf.
What’s going through their mind? What emotions, needs, and expectations are driving their decision?

These questions were at the heart of Outshinery’s webinar "How to think like a customer and sell more wine." This updated guide distills those insights and layers in fresh data and strategies to help small winery owners meet changing customer expectations, stand out in a crowded market, and boost sales well into 2026.

In this article, you’ll learn how to:

• Unlock the psychology of wine buyers to connect with customers before they even open the bottle.
• Leverage AI-driven personalization and wine marketing tools to deliver curated recommendations at scale.
• Transform first-time wine buyers into loyal club members through engaging loyalty programs and perks.
• Convert tasting room visitors into repeat customers with automated post-visit offers and follow-ups.
• Capitalize on 2025–2026 wine industry trends to gain a competitive edge over wineries using outdated sales tactics.

Why thinking like a wine customer matters more than ever

The wine industry has been reshaped by post-pandemic buyer expectations and rapid digital transformation. Customers now want more than a great bottle, they expect:

• Seamless wine shopping experiences from click to pour.
• Personalized engagement that reflects their taste preferences.
• Authentic storytelling and emotional connection with the winery.

According to the latest research, 80% of customers are more likely to buy from brands that offer personalized experiences. Wineries that anticipate customer needs, before they are expressed, will dominate in the next two years.

What today’s wine buyers value most

Our webinar panel identified the top motivators driving wine purchases in 2025:

• Experiences: In-person tastings, immersive vineyard tours, or interactive online wine education.
• Convenience: Easy online ordering, quick fulfillment, and proactive updates.
• Personalization: Tailored recommendations, relatable brand voices, and direct interaction.
• Transparency: Sustainability, vegan certifications, and clear origin details build trust.

2025–2026 wine industry trends to watch

The coming years will reward wineries that specialize, localize, and digitize their approach:

• Niche segmentation: Eco-conscious drinkers, wine club “experience seekers,” and digitally native Gen Z buyers will dominate growth.
• Hyper-local loyalty: Customers will seek wineries that feature locally grown grapes, community partnerships, and artisan collaborations.
• AI-powered personalization: Affordable tools will help wineries recommend wines, tailor promotions, and analyze customer data in real time.
• Hybrid experiences: Combine in-person tastings with virtual events, AR wine labels, and shipped tasting kits.

Mapping the wine customer journey

It’s essential to evaluate every touchpoint in the customer journey, from initial discovery to post-purchase follow-up, to ensure a seamless and impactful experience.

Common missed opportunities

• Order silence: No updates after checkout until delivery.
• Tasting room drop-off: Guests leave without a plan for continued engagement.

How to fix it

• Send automated shipping updates and delivery-day reminders.
• Offer exclusive post-visit perks such as recipes, early access, or referral codes.

• Use QR codes on labels to unlock pairing tips, winemaker videos, and sustainability stories.

Harnessing the power of referral marketing for wineries

Referrals are a low-cost, high-return sales driver in the wine industry.

• Offer sign-up incentives for tasting room visitors.
• Run referral sweepstakes or “share to earn” bottle giveaways.
• Automate referral codes through email or SMS for easy sharing.

Building omni-channel wine sales and marketing

Today’s customers interact with wineries in multiple places, from tasting rooms to Instagram to online stores. Successful wineries maintain consistent brand presence across all channels.

• Test emerging platforms like TikTok and Snapchat for younger wine audiences.
• Keep your direct-to-consumer sales active even if you use distributors.
• Segment your email and SMS lists for targeted offers to repeat buyers.

The importance of wine product data and trade partnerships

Accurate and consistent product data fosters trust with retail and trade partners.

• Use centralized digital tools like Bottle Books to keep details current.
• Provide high-quality bottle photography for online and print promotion.
• Share story-driven descriptions retailers can use in their marketing.

Retaining customers: your most profitable growth strategy

Returning customers spend 67% more than first-time buyers, a powerful incentive to nurture long-term relationships. (Source: Forbes; Business.com/BIA Advisory Services)

• Launch exclusive wine clubs with members-only releases.
• Send personalized thank-you messages from your winemaker.

5 action steps for wineries in 2025–2026

1. Map your customer journey: Review every sales touchpoint for gaps and improvement opportunities.
2. Adopt emerging technology: Use AI recommendations, QR-enabled storytelling, and referral platforms. In 2026, explore blockchain wine traceability for transparency.
3. Elevate your storytelling: Share authentic, local, and people-focused stories across digital and physical channels.
4. Use data to personalize offers: Segment your wine buyers and deliver relevant promotions automatically.
5. Innovate your offers: Curated wine pairings, limited releases, and interactive tastings keep customers engaged.

Final word

Becoming a wine lover’s favorite brand starts with seeing the world through their eyes. Understand their desires, anticipate their needs, and craft moments that linger long after the last sip. When you make the entire experience as memorable as the wine itself, loyalty naturally follows.