DTC Wine Management Series Online Course

SKU: DTC Online


Each workshop takes place online from 10:00-11:30 a.m.


DTC Wine Workshops founder, Sandra Hess, presents the “DTC Wine Management Series” ideal for any winery manager responsible for direct sales, customer retention and brand expansion. The series includes:

  • Four weekly workshops (each 1.5-hour online session)
  • Four e-Workbooks
  • One 1.5 hour One-on-One Coaching Session
  • DTC Strategic Sales & Marketing Plan Template

More Dates Coming Soon!

Out of stock


Key takeaways include:

  • Data Analysis instruction to better understand who your customers are, better segment your customer data, learn how to create top six customer touch-point workflows and re-engage with each segment.
  • Online Store Audit to make immediate improvements that will convert visitors into shoppers and keep them coming back. Identify the ideal shipping plan based on your price points and ship-to-states.
  • Direct to Consumer Incentives and marketing initiatives that WORK! Case studies and reports will be revealed from 2017 DTC marketing initiatives that will equip your sales and marketing managers with insights needed to grow sales and reach new audiences.
  • Customer Retention Touch-Points to stay connected in between visits and allow your staff to cater to customer preferences. Learn how to effectively use CRM and Social CRM management tools.
  • Strategic Planning Tools for managers that can be shared with internal teams so that everyone is on the same page. Set realistic direct to consumer sales and retention goals to take advantage of this growing sales channel.

About the Instructor:

Sandra – DTC Sales Strategy, Wine E-Commerce & Social CRM

Sandra Hess, the founder of DTC Wine Workshops, supports wineries of all sizes in the areas of DTC Sales Strategy, Wine E-Commerce, CRM and Training Services to grow direct-to-consumer wine sales and retain loyal customers. Prior to joining the wine industry, Sandra served businesses nationally and globally in the areas of CRM software implementations, workflow automation development, online marketing, and brand development. Sandra founded DTC Wine Workshops in July 2013 to serve winery stakeholders and management teams ready to leverage ideal blends of technology with best practices to capitalize on what is now over a $2.3 billion industry in wines shipped in the US.

Sandra launched the DTC Consultant Network in August 2014 to offer a full-service solution by matching direct wine specialists with winery teams on a project or retainer basis. Sandra has been featured in Forbes, Wine Business Monthly, Wines & Vines, Silicon Valley Bank on Wine and was a guest speaker Google’s Start-Up Grind event in May 2015. Sandra developed the Direct-to-Consumer Roadshows for Vin65, WineDirect and The Winery CRM (Microsoft Dynamics CRM solution).

Sandra is the Board President of Women for WineSense Napa Sonoma, is an Advisory Board Member for WIVI Central Coast and has served as a Steering Committee Member for the DTC Wine Symposium since 2013. Sandra is a frequent speaker at industry events nationally and internationally and most recently served as a panelist at DTC Wine Symposium, January 2017 where she shared best practices on “Reservation Management Systems and Elevated Tasting Experiences”. Wineries of BC featured Sandra as a keynote speaker at the Direct to Consumer Wine Canada Conference in November 2016. In June 2016, Sandra moderated a panel, “DTC Wine Case Studies Revealed” at the DIRECT ShipCompliant Conference in San Francisco. Sandra joined Rob McMillan in May 2016 for a live Video-Cast to analyze results from the Silicon Valley Bank Tasting Room Survey. In April 2016, The Paso Robles Wine Country Alliance invited Sandra to present a workshop on “Customer Retention Best Practices”. Sandra presented a lecture at Merryvale Vineyards in St. Helena, CA on “DTC Wine Sales Best Practices” in November 2015 and conducted a workshop on “DTC Wine E-Commerce and Retention Best Practices” for members of the Livermore Valley Winegrowers Association in September 2015. Sandra moderated a panel on “Dos and Don’ts of DTC Wine Sales” at the Women of the Vine Symposium in Napa, CA March 2015. Sandra was a featured speaker at the International Wine Forum in Mendoza, Argentina in October 2014 on the topic of “Direct to Consumer Wine Sales and Brand Expansion”.

Alf Nuciforo, Chairman of the Luxury Market Council San Francisco recognized Sandra for her contribution to the DTC E-Commerce Technology Panel at the “DTC Done Right” conference, Hall Wines, Saint Helena, CA February 2014, “Sandra, the scorecards are in and the verdict is unanimous. Your panel discussion was a huge hit. We’ve had rave reviews about the information you conveyed and the candor of your comments”. Sandra is a regular guest presenter on DTC wine sales and marketing fundamentals at Fresno State University wine business program and mentors college students studying wine business management and marketing.

What are winery teams saying about DTC Wine Workshops? Find some testimonials here: 

“Thank you for coming to DAOU and sharing your knowledge with us. There were some great takeaways from our workshop sessions that I plan on implementing to increase our wine club retention and continue to evolve our membership as a whole.”

Sara Johnson
Wine Club Manager
DAOU Vineyards & Winery

“Sandra – Thank you again for a wonderful presentation at the CANVAS event this morning. I found your content to be very interesting and helpful. I look forward to sharing it with my team.”

Sonya Thurston
Wine Educator
Joseph Phelps Vineyards

“The DTC Webinars are insightful, time-efficient, and effective for me and my boutique winery. Sandra’s presentations reflect both research and practical experience, and she follows up promptly on individual issues. Every seminar I come away with several immediately actionable ideas to improve my customer’s experience.”

Lise Ciolino
Montemaggiore Winery
Healdsburg, CA

“It’s rare when you find a webinar series that is this inspiring. Sandra has put together a clear, informative, and creative series that gives me tons of fun new ideas. Our winery’s marketing and web presence have improved with each month’s presentation. Thanks for all the great ideas and information Sandra!”

Kielly Lewis
Foxen Vineyard
Santa Maria, CA

“Sandra has been incredibly helpful in assisting us to define and achieve our Direct to Consumer goals as a young, boutique winery. I look forward to working with Sandra in the future as we continue to grow and further our DTC reach.”

Tricia Record Swartz
Record Family Wines
San Miguel, CA

Additional information

Course Format

Online Course


, , , , , , , ,

Knowledge Level


Course Type