How to Prep Your Winery for Holiday Sales

Maximize Revenue with Strategic Planning, Seamless Operations, and Standout Marketing

The holiday season represents one of the most lucrative windows of opportunity for wineries—but it doesn’t reward the unprepared. From November through December, consumer demand for wine surges, whether for gifting, celebrations, or entertaining. However, success during this compressed timeframe isn’t just about selling more—it’s about planning smart, marketing early, and delivering a seamless experience that leaves customers eager to return.

Here’s your high-level, in-depth roadmap to ensure your winery is ready to capitalize on the busiest season of the year:

1. Inventory Planning: Know What You Have, What You Need, and What Will Move

Conduct a SKU-level audit.
Dive into last year’s holiday sales data to identify top performers, slow movers, and customer favorites. Layer this with YOY growth, current velocity, and release timelines to project demand accurately.

Prioritize high-margin, giftable wines.
Focus on ready-to-drink reds, sparkling wines, and limited editions that appeal to seasonal buyers. Make sure your packaging quantities align with your marketing focus—especially if promoting bundled sets or large formats.

Build inventory buffers.
Logistics delays, weather disruptions, and higher-than-expected demand are common this time of year. Pad your inventory projections accordingly, particularly for bestsellers and club-exclusive bottlings that may see a spike in demand.

2. Staffing & Operational Strategies: Plan for Volume Without Sacrificing Service

Evaluate staffing needs early.
Start holiday staffing conversations in September. Consider extending hours or adding shifts, and plan training refreshers for seasonal staff to ensure a seamless guest experience.

Streamline fulfillment workflows.
Ensure shipping supplies, gift boxes, inserts, and packaging materials are well-stocked. Audit your shipping SOPs to eliminate bottlenecks and confirm your team is trained on order cutoffs and carrier deadlines.

Over-communicate deadlines.
Create and distribute a holiday shipping calendar for your internal team and your customers. Include last ship dates by zone, club customization cutoffs, and event timelines.

3. Marketing Timeline: Start Early, Stay Consistent, and Build Urgency

October: Tease & Build Anticipation

• Launch a holiday preview campaign

• Announce limited-release gift sets and virtual tasting options

• Encourage early purchases with VIP access or early-bird incentives

November: Drive Awareness & Capture Gifting Demand

• Roll out Black Friday, Small Business Saturday, and Cyber Monday offers

• Promote bundles, shipping incentives, and gift cards

• Feature club-exclusive or library wines as premium holiday options

December: Focus on Last-Minute Buyers & Local Pickups

• Emphasize curbside, in-store, and local delivery

• Offer "instant gift" options like e-gift cards or printable pairing guides

• Send “still time to gift” reminders with countdown urgency

4. Packaging & Presentation: Make Gifting Feel Elevated

Refresh your packaging assets.
Gift sets should feel intentional—not just wine in a box. Consider tissue paper, custom boxes, handwritten notes, and seasonal inserts that speak to your brand story.

Offer branded merchandising.
Add-on items like corkscrews, candles, or artisanal food pairings can increase average order value while reinforcing your winery’s aesthetic. Curated, ready-to-gift packages take the guesswork out for shoppers.

Design digital & physical assets to match.
Your website, emails, and tasting room displays should mirror the holiday campaign aesthetic. Consistent branding across all touchpoints reinforces credibility and elevates perceived value.

5. Elevate the Experience: Club, DTC, and Hospitality Integration

Customize wine club experiences.
Offer holiday-specific perks—early access to special releases, free gift wrapping, or bring-a-friend tasting room events. Empower members to gift memberships or share referral codes.

Host holiday activations.
Virtual tastings, candlelit release parties, or “12 Wines of the Holidays” countdowns give customers a reason to stay engaged. Use these experiences to highlight seasonal offerings and create shareable moments.

Upsell with intention in the tasting room.
Train staff to recommend gift bundles and offer limited-time incentives on multi-bottle purchases. Use signage and sensory storytelling to position wines as part of holiday rituals—pairings, dinners, traditions.

Final Tips for a Successful Season

• Double down on customer service. Quick response times, proactive communication, and a generous spirit will win loyalty even in stressful situations.

• Plan post-holiday promotions. Capitalize on gift card redemptions, New Year celebrations, and club enrollment in January by having a post-holiday campaign ready to go.

• Track performance in real time. Monitor daily sales, fulfillment KPIs, and campaign engagement. Use this data to pivot quickly and learn for next year.

In Conclusion

Prepping your winery for holiday sales isn’t just about moving product—it’s about crafting an experience. With thoughtful planning, a clear marketing timeline, and operational excellence, you can elevate your brand, drive meaningful revenue, and create loyal advocates who return year after year.

Need help with a custom holiday sales checklist or campaign calendar? Let’s build one together.