Barbara Gorder | President, Undisclosed Location | Managing Partner, DTC Wine Symposium
Spring brings my favorite phase of development for the DTC Wine Symposium 2027. We’re reviewing Keynotes (announcements coming soon!) and defining the overall themes and programming for next year’s show. What did the survey say? What are people talking about? What’s new? What’s relevant and important, and to whom? Our entire Steering Committee works on this, presents options, and makes cases for sessions. It’s a labor of love.
As a fundraiser for Free the Grapes!, we have attendees from all enterprise sizes—from Mom-and-Pops to the largest wine companies in the world. Last year, there were attendees from 22 states and 6 countries. That’s not easy. And it’s one reason why we offer a wide range of sessions.
One area we are pursuing more vigorously this year is hospitality and its relationship to authentic brand culture. How can that work drive better sales for wineries? And which styles work for which kinds of brands?
It wouldn’t be DTCWS survey season without a suggestion to hire Will Guidera, author of the brilliant book Unreasonable Hospitality: The Remarkable Power of Giving People More than They Expect. Mr. Guidera has sold more than a million copies of his book about his experiences at Eleven Madison Park in New York City. For years, the industry has looked to the "Unreasonable Hospitality" model as the gold standard.
However, I was inspired by a recent Food and Wine article by John Winterman, who owns the Michelin-starred Francie in Brooklyn. He presents the real-world limits of that premise. It’s timely and brilliant (and I like the bit about the “emotional support boa constrictor”). Definitely worth a read: https://apple.news/A69w5NF_sS6qimGngChtQ2A
It’s also a North Star for today. “Blowing people away” can be simple and doesn’t need to rely on over-the-top gestures. But it needs to fit your brand. One of my favorite moments in the last couple of years was receiving poetry about Irish Brown Bread at Aniar, JP McMahon’s iconic Michelin-starred restaurant in Galway, Ireland. We brought some Sonoma wines and were invited into the kitchen for an impromptu tasting with young sous chefs from across Europe. A night to remember. And there weren’t any deep-dish pizzas or boa constrictors in sight.
A Program Built for Every Style
Our goal for the upcoming Symposium is to provide a "hospitality toolkit" that scales across the entire industry. We aren't talking about white-tablecloth service; we are talking about intentional culture. To support this, our 2027 sessions will feature some specialized sessions designed for the diverse roles that drive the DTC engine:
- Hospitality Leadership: Focusing on the "inside-out" approach. Culture is built from the inside out. These sessions will help leaders foster environments where teams feel as valued as the guests they serve.
- Tasting Room Managers: Practical deep dives into "the color of service." We will explore how to move beyond the technical "black and white" of a tasting flight and into the vibrant world of guest connection.
- DTC Sales Bootcamp: A tactical look at how hospitality and sales coexist. Here, we’ll discuss how to transform a sales pitch into a genuine relationship, proving that you don't have to be "unreasonable" to be effective. You can give insider vibes and create loyal customers.
Scaling the Human Connection
Whether you are a small family winery or a large-scale estate, your hospitality should reflect your unique Brand Culture. By offering a range of styles and tactics—from "earned informality" to high-luxury precision—the 2027 Symposium will help you find the hospitality approach that feels like home for your guests and your team.
Join us in 2027 as we explore ways to make our guests feel seen, heard, and welcome. Let’s move beyond the scripts and start building cultures that last.