Direct selling training program launches for Aussie wineries

November 22, 2017
By Alana House

DTC Wine Workshops has partnered with Wine Tourism Australia to launch a series of online training and hands-on coaching for winery teams throughout Australia. 

DTC Wine Workshops was established in the United States in 2013 to implement technology and processes to grow direct-to-consumer wine sales and learn how to retain loyal customers.

“Wineries shipped 5 million cases of wine direct to consumers in the US last year, representing $2.33 billion in value,” explains Sandra Hess, founder of DTC Wine Workshops. “With an increase of 18.5% in value of wines shipped YOY, this is the most significant increase we have seen yet.

“Wine consumers are demanding more wine direct from the winery are now confident that shipments will arrive within two to three days. Winery stakeholders are investing in ideal blends of technology and training services to make this happen.” 

Robin Shaw, founder of Wine Tourism Australia, approached Hess to explore the possibility of partnering to deliver best practices, case studies and hands-on training to Australian wineries ready to sell more wine direct to consumer in person and through web stores.

“As the retail wine market continues to consolidate in Australia, more wineries are seeking to increase sales through their direct to consumer channels,” explains Shaw. “This is evident in the significant investments being made in cellar door facilities and associated facilities, and the focus on developing member-based wine clubs. US wineries have demonstrated considerable success in this area over a long period of time, and the alliance with Sandra will enable Australian operators to access the knowledge required to succeed.” 

Wine Tourism Australia, was commissioned by the Department of Innovation, Industry and Resources earlier this year to provide in-person DTC wine marketing seminars to winery teams in the Barossa and Coonawarra, which booked out quickly, demonstrating the growing interest in this sales channel. 

The 2017/18 Online Workshops Series will launch on December 6 for a three-week series that will conclude on December 20. Each online workshop is 90 minutes duration and will be co-led by Sandra Hess and Robin Shaw.

Attendees will have an opportunity for questions to be answered in two Q & A sessions, join in hands-on exercises and receive an e-workbook, checklists and other resources throughout the series via WINE Portal, a new Australian wine industry learning platform. Workshop topics include Strategic Planning for Direct Wine Sales Success, Customer Engagement – Before, During and After the Cellar Door Visit and Member Management and Customer Retention Best Practices.

Click here for registration details or visit to view the program.


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