Amid concerns about the state of the wine industry, a new study from the Wine Market Council offers findings that may help local wineries navigate the ever-evolving landscape of wine tourism.

One of the key findings in the nonprofit trade organization’s DTC (direct to consumer) Study is that more diverse wine consumers are interested in visiting wineries, while interest in wine tasting among white consumers is waning.

More than 9,100 wine consumers, primarily wine club members from all over the United States, responded to the survey. Of those, 83% reported being “White-Caucasian,” with only 24% saying they intend to visit wineries this year.

Meanwhile, Black, Hispanic, and Asian American wine consumers are more likely to plan visits to wineries, the study revealed.

Despite their lower representation among U.S. wine club memberships, 58% of Black, 39% of Hispanic, and 38% of Asian American participants in the study indicated plans to visit wineries this year.

Based on these statistics, the Wine Market Council has recommended that wineries should broaden their marketing strategies to attract a more diverse clientele.

“While I wouldn’t suggest wineries focus on just one strategy, the primary move should be to diversify their customer base,” stated Christian Miller, the research director at the Wine Market Council.

The survey further highlighted that contemporary wine enthusiasts and club members are seeking more than standard wine tastings at vineyards. Over half of the respondents desire “a variety of tasting experiences,” and nearly 48% showed interest in sampling vintage or rare wines.

“Based on the survey results, I would suggest always having at least one special wine in every flight for people to try,” remarked Liz Thach, Wine Market Council president and Master of Wine. “It could be an older vintage, a rare varietal only available at the winery or a special barrel. People want to feel special and this type of treatment assists with that.”

Thach also recommended that wineries consider offering less expensive tastings, which would give them a broader reach among consumers. A price point of $20 per person would appeal to those on a budget, she mentioned. (A few Sonoma County wineries still offer free tastings.)

Vineyard tours focused on sustainability is another way to attract visitors, according to Thach.

“A sustainability tour would get people out in the vineyard and remind them that wine is an agricultural product, close to the earth and nature,” she explained. “These tours could point out sustainability practices — owl boxes, water preservation, solar panels, and sheep as natural fertilizers.”

Keeping a wine club member engaged and committed is crucial once they have joined your club. A Wine Market Council study suggests that one effective tactic is text message communication with members about their club shipments, with 19% of consumers expressing openness to this form of updates.

The study advises against using text messaging for promotional advertisements. It also highlights that beyond price cuts, factors like flexibility in choosing wines and complimentary shipping play a significant role in member satisfaction. The current trends indicate a rise in the popularity of wine subscriptions which allow more freedom and include shipping costs, particularly prevalent among younger demographics.

An additional point made by the study is that wine club members often find themselves with more wine than they and their guests can enjoy, with 39% admitting to stockpiling excess wine. Consequently, a notable 22% of members have left wine clubs due to an overabundance of wine, suggesting a need for clubs to create more opportunities for members to consume their wine.

The remedy? “Wineries should consider communications or social media postings designed to spur consumption of club wines specifically,” advised the Wine Market Council study.

The trade organization’s “Wine Is …” social media campaign offers wine consumers a list of “wine occasions,” or reasons to uncork a bottle, such as “Wine is a night on the town,” “Wine is cocktail hour,” “Wine is relaxation,” “Wine is catching up with friends,” and “Wine is date night.”

Other practices wineries might implement, according to the study, include sending wine club members recipes that pair well with recent shipments, ideas for do-it-yourself tastings, and lists of local restaurants that permit bringing your own wine.

Another insight from the study highlighted the potential for “pop-up events,” or taking tastings to key cities across the U.S., as a way for wineries to engage with club members and attract new consumers directly where they are.

“Pop-up events are an untapped opportunity. I know of very few wineries that are doing this but those that are, seem to find them quite successful,” Thach said.

“Pop-up restaurants are all the rage so why not pop-up wineries — as long as they obtain the correct permits, etc. to be able to do it.”

You can reach wine writer Peg Melnik at peg.melnik@pressdemocrat.com. On X (Twitter) @pegmelnik.