The wine club is the bread and butter of your business, so selling memberships is priority number one. But many wineries are hesitant to ask for the sale. Join Susie Tucker of VingDirect as she explains the art of selling through connection. VingDirect’s BME (“Beginning, Middle, End”) technique for selling wine club memberships is the softest sell you’ll ever hear. It is guest-centered and focuses on creating a connection with your guest that will leave a lasting impression.
Meg Murray is a connector, passionate community builder, wine industry expert and entrepreneur. She is the founder of NASTY WOMAN WINES, a progressive wine brand that produces unapologetically tasty wines and donates 20% of net profits to help get more women to the table in policy and leadership.
Meg co-owns élevage consulting and helps wineries and wine-related businesses make, market, and move their product. She consults on sales and marketing and brokers bulk wine. She cofounded PROJECT M Wines out of Oregon’s Willamette Valley with her husband, winemaker Jerry Murray.
Meg has been working with wine since 2003. She holds certificates in both wine business management and wine industry finance & accounting from Sonoma State University, in addition to a Wine Fundamentals I and II certificate from the International Sommelier Guild. Meg has a B.A. in international studies from Portland State University. She resides in McMinnville with her family.
Susie Tucker joined VingDirect with over 12 years of experience in the field of education and training. Her time as an instructional leader is valuable to the growth of winery teams through ongoing training offered at VingDirect. Susie provides teams with customized support to achieve your family winery’s goals. She is a frequent speaker at industry conferences and enjoys meeting and interacting with new people. Susie obtained her bachelor’s degree from Texas State University and master’s degree in educational administration from Concordia University at Austin. She lives outside of Austin with her husband and two children.
Whole Cluster Fermentation Intent, Execution, Expression and Analytics The inclusion of whole grape clusters in the red wine fermenter is a concept as old as wine itself. In the modern age, this technique is used with stylistic intent and is implemented with great specificity. Winemakers choose not only the whole cluster percentage, but also [...]
Brushing Up: Current Research and Review of Cellar Sanitation Let’s be picky about the quality and quantity of microbes we want in our wine! Join this discussion of current research on effective winery cleaning chemicals, best practices, and practical suggestions for maintaining a clean cellar, as well as identifying cleaning clinch points in winemaking [...]
Fermentable Nitrogen - Better to Manage in the Vineyard or Winery? Fermentable nitrogen can be managed in the vineyard through vine nitrogen additions or in the winery through amendments. There has been a preference of winemakers to avoid nitrogen additions in the winery, opting for nitrogen management in the vineyard. However, many growers are [...]
Creating and Managing a Successful DTC Commission Program A motivated, inspired sales team is the backbone of any successful DTC program. Join Hallie Whyte and Carrie Kalscheuer for the second year as they dig deeper into how to ensure that your tasting room team is selling effectively through the use of creative bonus and [...]