Jasmine Egan | General Manager, Winery Sixteen 600
The headwinds facing the wine industry are well-documented, beyond the point of exhaustion. We’ve all heard the news: visitation has slowed, sales are tightening, consumption has declined, and both large and small producers are feeling this pressure. Where I work, we’ve been fortunate to have stayed just ahead of these broader issues…for now. But I’m under no illusion: the landscape is shifting, and the pressure is real.
One thing that stands out to me during this time is how many wineries are still relying on outdated approaches — gatekeeping guests, rigid vetting, and clinging to an idealized version of a “classical” wine visitor.
Let me be clear: no one wants to be the fifth stop for a party bus or have disruptive groups take over a tasting room. But the customer has changed and failing to adapt risks sabotaging your own success.
Take a closer look at your customers and you will see trends changing in real time. The shift is to away from formal and toward casual, away from the glitz and glamour and toward the impact and the influence. They’re asking less about oak treatment or accolades and asking more questions about farming and environmental impact. They don’t always book weeks in advance or show up with a reservation and a printout of their itinerary. They just… show up. And we need to be ready for that.
Honestly? Some of our best guests have been walk-ins. Not every one of them bought three cases or joined our club, but they left with a story worth sharing. Word of mouth matters. In fact, much of our growth comes from recommendations from fellow members of the hospitality and industry community. We go above and beyond for industry professionals, yet they are often overlooked with an assumption they just looking for free tastings and industry discounts. Think about how often your members ask where you like to go. Those referrals are gold.
We keep hearing about slowing traffic and declining rates; meanwhile, wineries turn away walk-ins, don’t allow dogs or kids, or refuse same-day bookings. Hospitality should be, well… hospitable. From first contact to walking out the door, the experience needs to feel accessible and welcoming. Guests want to feel relaxed, educated, and empowered to make their own decisions, not judged or intimidated because of how they arrived.
We’re selling a luxury product at a time when the cost of simply existing is higher than ever. Guests are paying elevated travel costs just to be in wine country. We need to go out of our way to make them feel like they belong, that we are grateful they are there.
Instead of gatekeeping, we should focus on connection. Make your space feel like a home — a place where people feel safe to ask questions, be themselves, and engage with wine in a way that’s personal and meaningful. Think of your winery as a community, a gathering place of sorts.
The odds may be against us in many ways. But that doesn’t mean we have to stand in the way of our own success.