By Ian Consoli
This past weekend we completed our second virtual Wine Club pickup party at Tablas Creek, and I am fully convinced that everyone should be doing them. We have connected with hundreds of wine club members across the country, without leaving the vineyard and with minimal expenditures of time or money. The positive reviews from members keep pouring in, and, honestly, we’ve had a lot of fun doing these first two. So yes, we’ll continue to do these virtual events even when we feel comfortable hosting events at our tasting room. I think the rest of the wine industry should do the same.
We invite our wine club members out to the winery for club pickup parties twice a year in normal times. We close the tasting room to the public on a Sunday and cap out at ~450 members (four different time slots, 115 per session). We offer a glass of something seasonal on arrival. Jason gives a ~15-minute update on what we’ve been working on over the last six months, and then we invite members to find a pouring station where they get to try each of the wines in their wine club shipments. A chef (usually our friend Chef Jeff Scott) prepares two bite-size dishes, one each for the red wines and the white wines, for everyone to enjoy during the tasting. The events are a lot of fun, and we enjoy getting to see so many members in a single day.
Cue the summer of 2020. We skipped the Spring 2020 pickup party due to the Coronavirus. It was all we could do in April just to unite our members with their wines, given that nearly everyone was in a new situation and we were all working from home. But by summer, Wine Club Director Nicole Getty and I decided we wanted to do something for our members in the fall. With no template or examples that we could find, we put our heads together to come up with a virtual wine club pickup party based on our in-person events. We came up with this structure:
A virtual event hosted by General Manager Jason Haas and Winemaker Neil Collins. Members could either open one or more of the bottles they’d received or order an optional tasting half-bottle kit of our Esprit de Tablas and Esprit de Tablas Blanc. Recipes developed by Chef Jeff Scott and distributed by us to members in advance of the event for them to prepare at-home and enjoy along with the tasting. We would simulcast on our Facebook Live and YouTube channel so that members who didn’t have a Facebook account could still participate. During the broadcast, Jason and Neil started with an update on Tablas Creek, then tasted through each of the six wines with guest appearances from Chef Jeff to explain his recipes and why he paired them with each of the select wines. After confirming recipes and attendance from Chef Jeff, we were ready to go.
The turnout at the event in the Fall of 2020 was shockingly good. Not because I didn’t expect it to work, but because I had been producing live shows for months and typical viewership was in the 20-50 screen range. We were at 80 screens within 2 minutes and crested the century mark for most of the broadcast. I remember watching the number of live viewers climb and climb and thinking, here we go! By the end of the event, we had reached 1300 screens. Jason, Neil, and Jeff were incredible. The content of their conversation was informative, and their personalities were on full display. We estimated the broadcast would last an hour; it lasted two and just flew by. We heard Chef Jeff talk about food like Steve Jobs introducing the first iPhone. Sitting behind the dashboard was a true pleasure, and comments from the audience echoed that sentiment.
After that first success, we knew we were on to something. We analyzed the event’s benefits and think they mostly fall into three items: access, intimacy, and convenience.
- Access. We offer multiple opportunities throughout the year to meet our owner, winemakers, and viticulturist through onsite events like the pickup party, horizontal tastings, vertical tastings, and our annual pig roast. In addition to these onsite activities, we participate in winemaker dinners around the country to provide that same access. Virtual events allow your fans unprecedented access to whoever you choose. In our case, that meant our proprietor, our winemaker, and the chef who made the recipes specifically for the wines our members were tasting.
- Intimacy. Jason often jokes that more people have seen his living room in the last year than in the previous two decades. Virtual events offer a face-to-face experience for members. With a chat box in front of them, members can ask your owner and winemaker whatever questions they have, and they will get a response. Wondering why vine quarantines take so long? Just ask. That question you’ve been dying to ask the winemaker about his use of native fermentation? Here’s your chance. Been wondering what kind of truffle oil to use? Don’t know what truffle oil is? Ask the chef. And know that members will remember this intimacy.
- Convenience. Don’t forget the importance of For all our effort in participating in festivals and dinners around the country, winery events generally require your fans to travel to be where you are. Wine club events even more so. We ship to 40 states, and we have members in every one of them. Even the majority of our California members don’t make it to Paso Robles annually. And the 450+ members who attend each of our pickup parties only represent about 5% of our membership. So, how do you maintain and build your connection to the vast majority of members who don’t visit? Based on these comments, it looks like we’ve found a solution:
Fast forward six months, to our recent (April 16th) Spring VINsider Virtual Pickup Party. We learned a lot from our first experience, and while most things stayed the same, we realized we wanted a better solution to get wine samples to members who didn’t want to have to open the bottles they’d received. We had the half bottles of Esprit and Esprit Blanc on hand for our fall shipment, making it a relatively easy decision to package them, but even so, having only two of the six wines available as half-bottles wasn’t ideal. Given we don’t bottle any of the wines in the spring shipment in half-bottles, that wasn’t an option anyway. But we like the solution we came up with. We partnered with Master the World, a company founded by two master sommeliers dedicated to providing blind tasting kits for somms-in-training, to make 100 sample packs of all six wines in the Spring Classic wine club shipment. These came in 187ml bottles (quarter-bottles), and we were able to make them available to members, shipping-included for $99.
With the same format, new wines, and a new sample kit, we aired on Friday, April 16th. The results were even better than for the fall event.
A lot is going on here; I’ll summarize my key observations. Between Youtube (YT) and Facebook (FB), our peak live viewership was 138 screens. I emphasize screens because we likely have multiple people on each screen. At just two people per screen, that’s 276 viewers, but I believe that number is conservative. While I focus on the live viewership numbers because it shows how engaging the content is, it’s important to note that our reach was a cumulative 1851 screens, or a low-end potential of 3700 sets of eyes on the broadcast (or 7400 individual eyes)! Total Live minutes viewed on FB was 5300. That means 88 hours of view time on our FB page. Total comments were 234, total reactions (likes, laughs, and loves) were 99. That’s a lot of members taking advantage of this intimate environment!
Between total attendees and their participation in the event, it’s easy to see that people were happy to be there.
But does it sell wine? The short answer is we’re sure it does, although it’s hard to measure. We did see a surge in online and phone orders around the event. Of course, the baseline level of orders is higher now than it was before the pandemic, but still, we know that some of the people who attended and were commenting on the live event placed orders in the next few days. It’s worth remembering that the principal goal of our member events has never been sales. These are club members who are buying every six months anyway. Our main objective has always been to reinforce their connection with us through these events. And we feel sure that we were successful in this goal. It’s also worth noting that if you’re comparing it directly to an in-person event that there are many fewer direct and indirect costs of putting on a virtual party. You don’t have to close your tasting room. You don’t have to prepare or serve food. And the demands on your staff are much less.
We’re excited to continue to host this kind of event in the future. We’re meeting our members where they are, we’re teaching them new recipes, and we’re giving them the opportunity to interact with the proprietor, winemaker, and chef.
We face new questions come October. It seems like we will be able to host an in-person pickup party for the first time since 2019. If we do, will the virtual version still see a large attendance? Will the sales of one cannibalize the sales of the other? Will members choose to go to both? We don’t have the answers to these questions right now, but we’ve seen enough value on several levels to give it a try. It sounds like members are excited about that; here is a selection of the comments we received at the end of the broadcast:
I wanted to leave a few tips and tricks we’ve learned along the way for any of our winery friends who are thinking of doing events of their own. You can also contact me directly, as I’d love to share our methodology. firstname.lastname@example.org.
- Start with an intro video: average viewership numbers start at four minutes. Pick a five-minute song or video to play while viewership populates.
- Pay an artist: pick a local band to get that intro song from and pay them for their work. The pandemic has struck artists pretty hard.
- Drink wine early and often: we’ve started the last two broadcasts with a 30-minute update before talking about wine. After feedback, we’ll be shifting that model to shorten the intro, start tasting earlier, and sprinkle the updates between the wines.
- Use streaming software: we use Be.live, but Streamyard is another excellent alternative. This allows us to stream on multiple platforms and build in visuals.
- Have a dedicated producer: let the people on-screen focus on what they’re doing and have someone selecting questions to show on-screen.
- Encourage questions: that’s what it’s all about! And be sure you are answering them.
- Two people on screen: it’s much more conversational and flows much better than one.
- Celebrity guests: adding that third or fourth person from time to time keeps interactions fresh and engaging.
- Prepare for things to go wrong: you are working with technology, something will always go wrong, stay on your toes for the whole broadcast and be prepared to troubleshoot.
- Have fun: your hosts are drinking wine on camera, guests are drinking wine at home, and the producer drinks wine behind the camera. It is a fun evening with plenty of memories to be made at the end of the day.