2024 Unified Wine & Grape Symposium

2024 Unified Wine & Grape Symposium



Creative Experiences Expand Your Audience 

Experience is everything. Selling wine is about more than the beverage itself. You have the ability to mark meaningful celebrations, escape the everyday grind, and create memories that last a lifetime. That's where crafting unique experiences comes into play. Consumers expect more personalized options than ever before and now is the time to deliver new kinds of partnerships with influencers, artists, music festivals, hospitality partners, and more. 

Spark FOMO 

Forget pretension and say yes to more fun. User-Generated Content (UGC) is content created by your audience. Inspire your guests and fans to promote your brand with covetable images and behind-the-scenes footage that sparks envy among their network. See what happens when you shake things up by showing up where you're not necessarily expected! Keep in mind, consumers crave a human touch. Educate, entertain, and inspire. 

Rethink Where You’re Marketing

Understanding where your audience spends time online is key to uncorking the best ROI for your marketing investment. Beyond email and Instagram, consider Snapchat or TikTok to engage younger fans. Same thinking goes for brand partnerships. Collaborate with communities, brands, and retailers that complement your brand vibe. 

Make the Most of Your Tasting Room

In the wine industry we have access to an incredible resource competing sectors don't—tasting rooms! Leverage these spaces to engage consumers with experiences crafted to educate and entertain. Empower team members with compelling brand talking points that emphasize memorable storytelling. It's all about creating an optimal atmosphere to personally connect with both new guests and wine club members alike. 



Surplus & Shifting Consumer Demand 

While we’re all aware that the volume of wine sold has declined in recent years, this issue isn't unique to our industry. Both spirits and beer are decreasing in overall demand as well. The wine industry has been built on an expectation of continued growth that can be daunting to reconfigure for a declining market with high inventories from previous vintages. In fact, the President of Allied Grape Growers, Jeff Bitter, called for the quick removal of 30,000 net acres of vineyards in California in order to bring supply into line with demand. 


Opportunities to Succeed 

But not to fear! This is an opportunity to prioritize consumer needs by connecting on a deeper level. Remember to educate, entertain, and inspire. We now have access to more powerful technology than ever to accurately understand the purchasing habits of the people we serve and reach new audiences. Success will take the courage to experiment with new strategies and seek cross-promotional partnership beyond the traditional channels of decades past. The good news?


VPRE Broker Jenny Heinzen shares, “Paso Robles has created strong brands with significant market share. We are leading the way in wine experiences, marketing and branding. The delicious wines continue to over deliver on price point and quality. Our region continues to be in touch with the romance and lifestyle offering layers of discovery that pulls the consumer in. Plus the real estate acquisition cost is more approachable.” 


The time is ripe to try a new approach and our Paso Robles wine country real estate experts are here to support you every step of the way. 


Paso Robles Vineyard Real Estate

California's #1 vineyard broker, Jenny Heinzen and the VPRE team serve wine industry clients, investment funds, and high-net-worth individuals. We are an independent luxury brokerage with in-depth understanding of the Paso Robles American Viticulture Area (AVA), long-standing relationships, and insider expertise. Together we’ve sold 10,000+ acres across more than 50 California vineyard transactions


Now we'd love to be of service to you. 

Contact us anytime. 


(805) 610-6741

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Here for You

If you're looking for a proven Paso Robles vineyard and winery expert, Jenny Heinzen is prepared to listen, share expertise, and deliver on your goals.