Welcome to The Pulse, an eCELLAR speaker series designed to inspire and empower our DtC clients. These webinars explore cutting-edge topics that directly impact the wine industry, offering valuable insights and actionable strategies. Check out our upcoming calendar of events to take full advantage of this exclusive benefit and stay ahead in the industry.
Making the Most of the Tasting Room Visit
In the first session of this two-part series, Beyond the Tasting Room, we explored new ways wineries are generating revenue outside of the tasting room and adapting to changing consumer behavior.
In Part Two, Making the Most of the Tasting Room Visit, we bring the focus back to where many of the most important customer relationships begin.
Join Liz Mercer, Partner at WISE, for a practical, strategic conversation on how wineries can maximize the impact of every tasting room visit. Drawing on industry data and experience working closely with wineries, Liz will break down what today’s top performing tasting rooms are doing differently, from creating more meaningful guest interactions to improving conversion, retention, and long-term customer relationships.
This session goes beyond surface-level tactics and looks at the full guest journey: how visitors experience your brand, how staff engagement influences outcomes, and how wineries can turn one-time visits into long-term relationships.
If you’re looking to get more value from the traffic you already have and ensure every tasting room interaction counts, this conversation will give you the framework to do just that.
Liz Mercer
WISE Coach & Content Developer
Liz Mercer grew up in the Napa Valley, which instilled a deep respect for the culture and lifestyle of wine and the industry supporting it. She left the area to attend Northwood University in Michigan, where she studied Finance & Business Management. She joined the wine industry as a temp in a tasting room in 1999. Shortly thereafter, she was drawn into direct-to-consumer sales via wine clubs and e-commerce, where she led a team to rebrand the wine club, establishing it as one of the largest wine clubs in the country. Over 25 years, she has held various leadership roles with wineries on the Central Coast and the Napa Valley, while working with WISE. In 2024, she left day to day winery operations and joined WISE full time as a Partner and DTC Coach.
Liz earned her Master of Professional Studies in Food Business from the Culinary Institute of America. Liz witnessed the landscape of direct-to-consumer sales environment change drastically over the last 20+ years as the industry has matured and is excited to be a part of developing the next generation of direct marketers.
