Holidays in Wine D2C: How to Boost Sales Through International Celebrations
A Timeless Strategy
Direct-to-consumer sales in the wine industry today rely heavily on the experience provided to the customer, in addition to the quality of the product being sold.
There can be various ways to manage the customer experience. But how is it possible to have control over it when the customer no longer hears the clinking of crystal glasses filled with flavor? When they don’t immerse themselves in the volcanic mineral aroma of a wine colored with a brilliant ruby?
It is in the challenge of managing the remote relationship with the customer that some sales strategies need to be reconsidered. It is something so simple, yet still an evergreen: the celebration of holidays.
A Treat for the Customer
A move not only of marketing but above all of customer care and a focus on wine personalization, for example by offering themed boxes and custom gadgets.
It is a common thread that connects the hospitality journey carried out in the winery to the relational bond that must be increasingly strengthened online, through wine clubs or any type of remote relationship woven with the customer.
You have to be clever and consider your main target markets, offering solutions that spark curiosity but, above all, make the customer feel pampered.
It is the need to combine storytelling, emotion, and purchase—essential for creating repeat purchases and, therefore, loyalty.
Words, words, words… Or maybe not
In the USA and Europe (France, Germany, Spain), for example on Valentine’s Day, lovers spend 200% to 300% more than the average daily expenditure to experience an unforgettable day with their soulmate.
Other shared holidays? At Easter, per capita spending in the United States surges by 95%, a figure similar to Europe, where the increase ranges between 80% and 100%.
A national celebration? July 4th, the United States’ Independence Day, when the North American population spends up to 300% more than the annual average.
Do you feel like you’re really taking advantage of these opportunities?
A Market Full of Opportunities
Alright, but why specifically the wine market? Well, not only that: also the beer and spirits markets.
So, one could answer with another question: what do we usually buy when we celebrate our holidays? Food and drinks.
Therefore, the wine, beer & spirits market must keep its eyes open and actively seize these opportunities.
Our holiday calendar can help you stay up to date with all your target markets.
Mark your calendar: every mid-month, our guide to global holidays and practical tips for your D2C business is released.
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