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Value-packed global insights, trends and how-to content headlines DTC Conference

By Saturday 20 July 2019No Comments


Direct sales offer wineries, large and small, the opportunity to create valuable relationships and sell to customers on their own terms.

With the rise of competition for online sales from some the industry’s biggest retailers, such as Dan Murphy’s with 3.5 million loyalty club members, it is more important than ever for wine businesses to create a loyal fan base, focus on branding and expand their direct-to-consumer (DTC) channels.

Another challenge for wineries is how to stand out among the tens of thousands of global wine brands. Wine is ubiquitous and consumers, faced with a sea of sameness, need inspiration to make choices beyond a habitual purchase.

At this year’s Wine Industry Impact Conference (WIIC19), to be held in Orange this September, Felicity Carter, (editor in chief of Meininger’s Wine Business International) in her keynote address will provide delegates with a practical, down-to-earth guide on how to achieve global wine stardom.

Take advantage of earlybird pricing by registering now at

On day 2, Carter takes a deeper dive into this topic by showing participants how to craft an unforgettable story for every audience.

Based on feedback from the inaugural 2018 conference, this year’s program is specifically designed to empower wineries with the latest insights and practical knowledge to supercharge their wine sales.

Wine Industry Suppliers Australia CEO Matt Moate says that WIIC19 is aimed directly at owner/operators, management teams, DTC and wine club personnel, cellar door, sales and marketing professionals. Moate adds, “We’ve identified six priority areas that will have the greatest impact on DTC sales and sourced 16 International and Australian experts to speak to those topics.”

Key themes for the 2019 Wine Industry Impact Conference are:

  • Branding and storytelling
  • Digital marketing and content creation
  • Wine club and direct-to-consumer sales
  • Cellar door and visitor engagement
  • Online review strategies
  • Data insights and analysis

Engaging customers and amplifying your message to target audiences is critical for DTC success. France’s Fabien Laine is globally-recognised for his creativity in promoting wineries, products and regions. A former head-sommelier, Laine’s self-confessed goal is to “make the world of wine, gastronomy and travel accessible for all” by telling stories and highlighting unique experiences that lie behind the bottle and region.

Laine will also join Carter, Australia’s Drew Lambert (WineWankers) and Trish Barry (Mastermind Consulting) for what is guaranteed to be a lively panel session debating the fine art of influence in a digital age from four different perspectives.

These days, wine businesses have access to a dizzying array of data from multiple sources but knowing what to collect and how to leverage that information is crucial to growing the DTC channel.

At WIIC19, Wine Australia’s Sandy Hathaway will deliver preliminary results of the 2019 cellar door and DTC research, providing delegates with valuable insights and industry benchmarks.

While Day 1 paints the big picture, day 2 is all about implementation with nine practical breakout sessions on the card. Australia’s destination branding guru Charlotte Prouse (Destination Marketing Store) returns for WIIC19 with an insightful session about unleashing your inner maverick by tapping into the ‘law of sacrifice.’ Drawing upon global case studies, Prouse provides tools for delegates to develop a brand blueprint that will articulate their competitive advantage and guide future decision making.

Hailing from the land of DTC expertise, Lesley Berglund from US-based Wine Industry Sales Education (WISE) will share her extensive knowledge on how to develop an effective DTC strategy and maximise the value of wine club members.

Other workshops will delve into the practicalities of monitoring your online presence, designing content for specific audiences and platforms and the all-important task of attracting and engaging consumers.

Successful businesses are driven by passionate people committed to a bold vision. Each day will finish on an inspirational and entertaining note with presentations by Matt Jones (co-founder Four Pillars Gin,) and entrepreneur Nick Bowditch. These two Australian thought leaders will share their respective journeys, demonstrate the value of constant innovation and underline the importance of maintaining a positive mindset.

Complementing the conference program, a range of leading industry suppliers will demonstrate the latest products and technology solutions for DTC wine businesses in a dedicated exhibition and meeting space.

Delegates at this years’ WIIC19 in Orange will leave with fresh inspiration, global industry insights and a host of practical tools. Networking drinks, a Gala Dinner and Regional Roadtrip program will further showcase the provenance (and some local characters) in this exciting and emerging cool-climate wine region.

Take advantage of earlybird pricing by registering now at

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