Wineries Text Their Way to Sales

In recent years, wineries have increasingly turned to text messaging as a powerful tool for direct-to-consumer (DTC) marketing, a trend that marks a significant departure from traditional methods. Jennie Gilbert, co-founder of RedChirp—a company specializing in text messaging services for wineries—notes that until recently, few wineries employed this communication channel. Those that did primarily used it for straightforward tasks such as sending club membership reminders or shipping notifications. However, in a short span of time, the wine industry has begun to recognize the broader potential of text messaging, particularly in fostering customer retention and driving sales.

The adoption of text messaging is part of a broader shift within the industry towards enhancing customer experience and engagement. This shift is evident in the 2024 Tasting Room Survey by WineBusiness Monthly, which reveals that 39% of surveyed wineries now use text messaging, a notable increase from 28% the previous year. This growth is most pronounced in areas such as wine club management, reservations, and customer service, but there's also a sharp uptick in its use for sales and marketing. The survey shows that the use of text messaging for these purposes rose from 40% last year to 60% in 2024.

Wineries are leveraging text messaging to supplement, rather than replace, traditional email campaigns. Susan DeMatei, president of WineGlass Marketing in Napa, California, emphasizes that text messaging expands the pool of consumers with whom wineries can interact, often resulting in a 10% increase in sales. This dual-channel approach allows wineries to reach customers through their preferred communication medium, offering a seamless and personalized customer experience.

Jessica Link, president of Davis Estates, a Calistoga-based winery producing over 10,000 cases annually, highlights the effectiveness of combining text messaging with email. By providing multiple communication options, Davis Estates ensures that customers can engage in a way that feels most comfortable to them. This multi-channel strategy is further enhanced by the implementation of a chatbot on their website, powered by RedChirp, which has received positive feedback from customers.

Despite the growing popularity of text messaging, email remains the cornerstone of marketing strategies for many wineries. According to the 2023-2024 Email Benchmark Report by WineGlass Marketing, while the average click-through rate for the first six months of 2024 increased to 5.3%, up from 4.3% in 2023, email open rates dropped to 52.6%, a decrease of 13% from the previous year. Sales conversions have remained stable at 0.1%. These statistics underscore the importance of text messaging as a complementary tool that can highlight key messages in a crowded digital landscape.

The practical advantages of text messaging are illustrated by the experiences of Wilson Artisan Wines, based in Healdsburg, California. According to Troy Monteyne, the winery's consumer sales director, the adoption of text messaging around a year ago has proven beneficial for sales, wine club management, and shipping logistics. Monteyne recounts a June campaign where a text message reminder significantly boosted sales following a lukewarm response to earlier emails. The immediacy and directness of text messaging, free from the clutter of an inbox, were pivotal in the campaign's success.

Pangloss Cellars in Sonoma, California, offers another compelling example of the effectiveness of text messaging. Jessica Fillion, the winery's sales and marketing director, shares that their initial use of text messaging was limited to basic communications such as reservation notifications and wine club shipment reminders. However, they soon noticed that when a club member customized their order, their overall spending increased by 15% to 20%. Encouraged by this success, Pangloss Cellars began using RedChirp for promotional campaigns, targeting wine club members based on their previous orders and preferences. This targeted approach has led to a noticeable increase in sales.

However, the adoption of text messaging is not without its challenges. Securing customer permission to send messages—a requirement similar to email subscriptions—remains one of the biggest hurdles for wineries. There is also the risk that the channel could become saturated with spam, diminishing its effectiveness. Yet, the higher costs associated with text messaging compared to email, along with stricter regulations, help to keep this channel focused and valuable for business promotions.

As wineries continue to navigate the evolving landscape of DTC marketing, the integration of text messaging into their communication strategies reflects a broader industry trend toward personalization and immediacy. While email remains a vital component of marketing efforts, the rise of text messaging offers wineries a powerful new way to connect with their customers, drive sales, and enhance the overall customer experience.