Live workshop · Thursday, May 14th
Your Best Customer is Aging Out. Here's Who's Buying Wine Now.
The wine buyer you're underestimating — and exactly how to win her over and make her your most loyal customer.
Reserve your spot — $75Thursday, May 14th · 12:00 PM ET · 9:00 AM PT · 6:00 PM CET
Live on Zoom · Recording included for all registrants
The real problem
Everyone is chasing a younger consumer. Nobody is talking to the one who's already buying.
The wine industry has spent years worrying about Gen Z — a generation that largely isn't buying wine yet. Meanwhile, the buyer who is actually walking into tasting rooms, joining wine clubs, shopping DTC, and sharing bottles with her friends is being systematically ignored.
She's 35 to 60. She has disposable income. She's educated, highly social, and she makes most of the purchasing decisions in her household. Women now make up 55% of US wine drinkers — and that share is growing, specifically because men, especially younger men, have been drinking less wine since 2015. According to Nielsen, women control two-thirds of wine purchases in the United States.
She doesn't buy to collect. She buys for occasions, for connection, for experience. And when she finds a brand that makes her feel something, she comes back. Repeatedly. That loyalty — and the lifetime value that comes with it — is what most wine brands are leaving on the table by failing to speak to her.
And most wine brands have no idea how to talk to her.
— Rob McMillan, SVB 2026 State of the US Wine Industry Report
The harvest imagery, the tasting notes written for critics, the formal wine club language — it was designed for a different era and a different buyer. It doesn't create desire in her. It doesn't make her feel seen. And it almost never makes her choose you.
The brands growing right now have figured out how to speak her language, meet her where she is, and make her feel like the wine was made for her. That's what this workshop is about.
Is this for you?
This workshop is for you if:
- You know your customer base is getting older and you're not sure who's supposed to replace them
- You're posting and promoting — but it doesn't feel like it's landing with the right people
- Your content looks polished but isn't creating the kind of connection that converts to sales
- You've tried to reach a younger audience and felt like you were speaking a different language
- You sense there's a buyer out there who wants what you make — you just don't know how to reach her
- You're marketing to who you think your customer is, not who she actually is in 2026
- You want a clear, specific framework you can apply to your brand the week after this session
What we'll cover
60 minutes. Five things you'll walk away knowing.
Who she actually is — her life stage, her values, her relationship with wine, and why she is the most underestimated and underserved buyer in the industry right now
How she discovers and buys wine in 2026 — the platforms she's on, what stops her mid-scroll, and what actually makes her click buy or walk past
What messaging and content resonates with her — and the mistakes most wine brands make that immediately lose her attention, trust, and loyalty
How to build real loyalty with her — she buys for experience and occasion, not collection, and when she connects with a brand she stays. Here's how to become that brand
How to audit your own marketing to see whether it's actually speaking to her or quietly pushing her away — and exactly what to fix first
This is not about chasing trends or becoming something you're not. It's about understanding a buyer who is already predisposed to love what you make — and finally giving her a real reason to choose you.
What you'll leave with
A clear picture of who you're actually marketing to — and exactly what to say to her.
Most wine brands are not struggling because the wine isn't good. They're struggling because they're marketing to a customer who no longer exists in the same way, while ignoring the one who's right in front of them. This session gives you a sharp, specific understanding of who that buyer is, where to find her, and how to speak to her in a way that builds genuine loyalty and drives consistent sales.
Reserve your spot
Thursday, May 14th — Live on Zoom
"When it came to launching Tirage, I was overwhelmed trying to bring the brand to life online. Molly dove deep into the strategy and gave me a roadmap I've been able to take action on immediately. She made everything feel doable. I've already implemented her recommendations on social, email, and positioning and it's changed how I talk about the brand. If you're building something meaningful and want it to actually connect with people, you want Molly on your team."
— Preston Thomas, Founder, Tirage Sparkling Wine
Seats are limited for this live session. Register now to secure yours.
Want to go deeper?
Private 30-minute strategy session — $150 $125 for workshop attendees
Upgrade with a private session where we apply everything from the workshop directly to your brand — your messaging, your content, your specific customer — and figure out exactly where the disconnect is happening for you.
Only a handful of spots are available. This offer is exclusively for workshop registrants.
Add a private session →
Your host
Molly Bossardt
Molly Bossardt is a digital marketing strategist specializing in premium wine and hospitality brands. She founded Bread & Butter Digital Marketing after spending years in DTC marketing, brand strategy, and digital advertising across luxury goods, real estate, and the arts in New York City and London.
She holds a Master's in Art Business from Sotheby's Institute of Art and has spoken at the Unified Grape & Wine Symposium. Her work has generated over $120,000 in DTC revenue for a single winery in a four-month period, with a return on ad spend of 10.44x and a cost per lead of $1.88 on Facebook — against a platform average of $21.98.
She is also, for the record, exactly the buyer this workshop is about. She understands her life stage, her values, her relationship with wine, and why she's so easy for most brands to get wrong. This workshop comes directly from that understanding — and from what she sees breaking down for wine brands every single day.
Questions
A few things people ask
Will there be a recording?
Yes. Everyone who registers gets the full recording within 24 hours — whether you attend live or not.
Who is this workshop for?
Winery owners, DTC directors, marketing managers, tasting room managers, and anyone responsible for how a wine brand shows up and sells. If you are trying to grow sales with a consumer who actually has disposable income and genuine interest in wine, this session is for you.
My winery markets to everyone. Is this still relevant?
Especially then. Most wine brands think they're speaking broadly but their content and messaging is actually landing with no one in particular. This session is about getting specific — understanding who your most valuable buyer is, and building marketing that actually speaks to her.
What if I can't make it live?
Register anyway. You'll get the full recording within 24 hours. If you have questions after watching, email me directly and I'll answer them personally.
We are a small family winery with a tiny team. Is this worth it for us?
This is especially for you. Small family wineries often have exactly the authenticity and story that resonates most with this buyer. The problem is rarely the wine — it's that the marketing hasn't figured out how to translate that into something she responds to. This session will show you how.
I'm a marketing manager working largely on my own. Will I get value from this?
Yes — and you are not alone in that. A lot of wine marketing managers are doing excellent work without a clear framework for who they're actually trying to reach. This session gives you that clarity, along with language you can take back to ownership to explain why certain things need to change.
What's the VIP private session?
A 30-minute private strategy call where we apply the workshop directly to your brand — your messaging, your content, your customer. Workshop attendees get it at $125 instead of $150. Only a few spots available.
She's already looking for a brand worth being loyal to.
Thursday, May 14th · Live on Zoom · Recording included · $75
Reserve your spot — $75Thursday, May 14th · 12:00 PM ET / 9:00 AM PT / 6:00 PM CET