Wine Road: Walk-Ins Welcome!

The Company

Wine Road is a destination marketing organization representing wineries and lodgings across the Alexander, Dry Creek, and Russian River valleys, serving as the ultimate guide to Northern Sonoma County wine country.

+70%

increase in Winery participation

7.1%

Click Through Rate

on the top performing ad

135%

Story Reach increase

in year 2

The Challenge

Consumer surveys revealed frustration with the rising costs of curated tasting experiences and the misconception that walk-in tastings were no longer available.

The Objective

Revive the spontaneity of walk-in tastings, promote affordability, and increase winery visitation through the three-month “Walk-ins Welcome” multi-platform campaign.

The Solution

Multi-Platform Strategy

Website updates
Organic and paid social media
E-newsletters and blogs
Winery member collaboration with shared campaign assets

Key Focus Areas

Promoted affordable, accessible walk-in tastings
Engaged winery members to boost participation
Targeted local and regional wine enthusiasts

The Results

Expanded Winery Participation

Increased from 50 participating wineries in year 1 to 85 participating wineries in year 2 due to demonstrated campaign success. The initiative is now a permanent part of Wine Road’s marketing outreach.

High Ad Engagement:

The top-performing ad garnered 97,419 engagements with a CTR of 7.12%, demonstrating effective targeting and compelling content.

Recognition:

The Walk-ins Welcome campaign inspired the San Francisco Chronicle article “The Best 25 Sonoma County Wineries that Don’t Require Reservations.”