DTC Master Series

Capture Data to Grow: The Modern Cellar Door Strategy

Join Commerce7 and Wine Network Consulting for an in‑person masterclass designed for wineries looking to refine their cellar door strategy, capture meaningful customer data, and turn great visits into long‑term direct‑to‑consumer relationships.

May 22, 2026

9:00 am

May 22, 2026

1:30 pm

Wine Network Consulting Tasting Rooms, 7 St Leonards Road, Healesville

In Person

Capture Data to Grow: The Modern Cellar Door Strategy

‍Who Should Attend‍

This masterclass is designed for:

Club and Cellar Door Managers
DTC and Marketing Managers
Winery Owners

What You’ll Learn

There is something special about a customer who chooses your wine month after month, not because it is convenient, but because they believe in your story.

During this session, you’ll explore how wineries can:

Attract the right visitors through smarter tourism and marketing strategies
Design cellar door experiences that feel personal, premium, and memorable
Capture meaningful customer data during and after visitation
Use data‑driven insights to personalise communication and drive DTC revenue
Build loyalty that extends well beyond a single visit

Attracting visitors to the cellar door is only the beginning. The real value comes from understanding your customers and nurturing relationships over time.

Sessions

Session 1: 9:00am – 12:00pm
Session 2: 1:30pm – 4:30pm

*Both sessions will cover the same content.

Q&A Panel

A live panel Q&A discussion designed to tackle your most important direct to consumer questions. You are invited to submit your questions in advance, and during the session our panel of industry experts will share practical insights, real world experience, and actionable advice to help you grow and optimise your DTC strategy.

‍Registrations close at 5:00pm AEST on Monday 18 May.

Two hours of content followed by refreshments and networking.
Free to attend. Limited guests per session. Registration is essential.

Meet the
speakers

Emily McCutcheon

Customer Success Specialist

Sydney, AUS

Linked personal

Holly Formosa

Building Wine Experiences People Travel For

Linked personal

Ineke Mast

Account Executive

Victoria, AUS

Linked personal

Stephanie Wood

Consultant, Wine Network Consulting

Linked personal

Event Agenda

9:30 am

9:55 am

Attracting the Right Cellar Door Visitor

Holly will explore how strategic marketing attracts the right visitors to your cellar door, and how treating each visit as a luxury experience creates lasting emotional connection and repeat visitation.

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9:55 am

10:15 am

People, Culture and Service Excellence as DTC Growth Drivers

Stephanie will focus on the role of people, culture, and service excellence in delivering exceptional cellar door experiences that turn a single visit into powerful word‑of‑mouth advocacy and long‑term customer loyalty.

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10:15 am

10:30 am

Turning Cellar Door Visits into Long Term Customer Value

Emily will share benchmark data revealing how Australia’s top-performing wineries turn cellar door visits into long-term customer value, and what sets them apart in driving DTC growth and loyalty.

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10:30 am

11:00 am

Live Panel Q&A with DTC Specialists

The morning and afternoon sessions will conclude with a panel discussion featuring DTC specialists, giving attendees the opportunity to ask practical, real‑world questions and learn from a range of perspectives across marketing, customer experience, and technology.

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This event starts in

Days

Hours

Mins

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Pour yourself a glass of insight.

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DTC Master Series

Capture Data to Grow: The Modern Cellar Door Strategy

Wine Network Consulting Tasting Rooms, 7 St Leonards Road, Healesville

Capture Data to Grow: The Modern Cellar Door Strategy

‍Who Should Attend‍

What You’ll Learn

Sessions