If you are a winery with a tasting room, you need to look at the two studies I just compared in this WIN piece: https://wineindustryadvisor.com/2019/08/20/intersection-of-key-findings-from-two-major-dtc-reports
I'd like to highlight the training aspect, as this is a component that wineries do not take advantage of. The expense of training staff is recuperated ten-fold in sales, which was one of the more startling items on this report. It shouldn't have been startling! How can we expect to stick people in a tasting room and have them intuitively know how to sell wine? No other industry (if they are smart!) would ever put a sales person on the floor without teaching them not only about the product, but how to sell it and what the goals are. Jeesh! Let's do a better job, huh?