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.

Two women standing outside point at a sign for Cast Wines, showing the address, phone number, and walk-ins welcome until 4 PM today.

+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.”

A woman in overalls holds a wine bottle and stands by a “Walk-ins Welcome!” sign outside Hook & Ladder Tasting Room.

Two women stand outside pointing at a sign that reads “WALK-INS WELCOME. CONTACT US AT 707.431.2700” with a red Dutcher Crossing Winery sign visible in the background.

A group of people pose near the Moshin Vineyards sign and a “Tasting Room Walk-ins Welcome” board, with a wooden building and metal sculpture in the background.

Three women stand outside a business next to a sign reading “OPTIMA Walk Ins Welcome” on a sunny day.