OCW Conference Summary: Reimagining Revenue Panel

Allie Hughes

Reimagining Revenue: How Wineries Are Turning Experiences Into Sales

This week, I had the chance to sit on a panel with Darryl MacMillan from the Tourism Partnership of Niagara, Cam Formica from Willibald Farm Distillery, Brewery and Restaurant, and Amanda Vranckx from Front Road Cellars about the future of revenue for wineries and tourism-based businesses. The conversation was fast-paced, honest, and focused on what’s actually working to drive results.

Here’s what stood out:

Align Every Facet of Your Brand Experience

The pandemic created a spike in digital engagement, but that growth wasn’t built to last. The brands thriving online today are the ones that made smart, strategic investments. They didn’t throw up a Shopify template and hope for the best. They aligned their digital presence, in-person experiences, and customer journey. That alignment is the future of brand performance.

Start Building Brand Loyalty Earlier

You can’t wait for someone to be "into wine" to start nurturing a relationship. Stewardship starts early. The sooner you can get someone to care about your brand, the more likely they are to become loyal customers. Build the funnel sooner. Educate, engage, and create reasons to stick around. Introduce them to wine, don’t wait for them to come asking.

Segmentation is the Easiest Way to Tap Into Premiumization

Premiumization is here, but you don’t tap into it by crossing your fingers and raising prices. You need to segment. Know who your high-value customers are and speak directly to them. Segmentation is actionable, measurable, and the best path to growing average spend per customer without alienating your base.

Decide What’s Sacred. Then Innovate Like Hell.

Cam from Willibald nailed this. He talked about meaningful growth through one-on-one experiences, organic brand love, and a commitment to putting the customer first. His take: decide what part of your brand you never want to lose, then innovate everything else. The world is moving too fast for static brands.

Your Story Isn’t Optional. It’s the Sales Tool.

Darryl from the Tourism Partnership of Niagara reminded us that great experiences start with great storytelling. If you’re not articulating why you’re different, why you’re worth visiting, and why your brand matters, you’re relying on geography and hope. People are buying stories. Make yours unforgettable.

Simplify Your Story or Risk Losing It

Complex brand stories get diluted. The harder it is to repeat your story, the faster it weakens. Strong brand ambassadorship comes from clarity and consistency. If your team can’t say it in a sentence, you’ve got work to do.

Wineries are in a moment of reinvention. The tools are there. The appetite is there. Now it’s about putting it all together with a strategy that connects dots and delivers results.