Running a winery today means more than making great wine. Juggling wholesale and DTC channels, managing inventory across locations, and aligning production with sales goals can feel overwhelming.
That’s why InnoVint and Commerce7 brought together three winery leaders — from long-established businesses to fast-growing new brands — for a candid conversation on simplifying inventory and strengthening DTC sales.
Panelists included:
- Cathy Pedroncelli (VP of Finance, Pedroncelli Winery, CA)
- Larry Harris (Owner/Winemaker, Bayernmoor Cellars, WA)
- Melissa Aellen (Director of Winery Operations, Linganore Winecellars, MD)
Their discussion revealed three powerful lessons every winery can apply: embrace modern technology, track the right metrics, and use connected data to make smarter decisions.
Technology: Beyond Clipboards and Excel
Every panelist agreed on one thing: technology is no longer optional. Whether you’re a 100-year-old winery or just opening your doors, the systems you choose directly affect efficiency, accuracy, and the customer experience.
Choose Technology That Can Grow With You
Technology needs to support today’s operations and tomorrow’s opportunities. Look for platforms with modern architecture, open APIs, and the flexibility to integrate with other tools. As Larry Harris (Bayernmoor Cellars) stated, “We needed technology built in this decade, with open APIs and integrations. Technology creates constant change — you need systems that can grow with you, not hold you back.”
Don’t Be Afraid to Change Course
Hanging on to outdated tools costs more in errors and time than starting fresh with something better suited to your winery’s needs. Cathy Pedroncelli (Pedroncelli Winery) has lived through handwritten ledgers, Excel spreadsheets, and legacy software. She says, “Every winery is different. Think about the reports you want out of the system before you choose. And don’t be afraid to change if something isn’t working — it’s better to start over than keep forcing it.”
Integration Reduces Errors and Saves Hours
Disconnected systems create double entry and costly mistakes. Fully integrated solutions for wine production, inventory management, and POS eliminate redundancies and free up time. Melissa Aellen (Linganore Winecellars) described how moving from clipboards to connected systems transformed her team’s workflow: “We used to track inventory on a clipboard. My mom would spend hours re-entering data into the computer. Even when we adopted early software, it didn’t integrate with production, and errors were constant.”
Details Matter
The panel also touched on the small but critical details that make a system useful: tracking cases and bottles on the same line, avoiding duplicate SKUs for bundles, and ensuring everyone from finance to the tasting room has access to the same numbers.
The takeaway: Technology should lighten the load, not add to it. Wineries that invest in flexible, connected systems save time, reduce errors, and empower their teams with accurate, real-time data.
Metrics & KPIs: What Really Matters to Wineries
Once the foundation is in place, it’s all about knowing which numbers matter. The panelists outlined the KPIs they watch most closely:
- Guest counts & tasting room traffic
- Average order value (AOV)
- Wine club conversion rates (especially from first-time visitors)
- Reservation trends (which experiences bring in the most revenue)
- Customer demographics & purchase patterns
- Team performance
So what do wineries actually do with these KPIs? The panelists shared how they use them to plan ahead, coach teams, and stay agile.
Melissa highlighted the importance of looking inward, not just outward: “We also track who on our team converts best. It’s not only about customer data — internal performance tells us where we can coach and grow.”
For Larry, metrics extend years into the future: “We use sales velocity and varietal trends to decide what fruit to buy now for wines we’ll release in three years. Without the data, you’re just crystal-ball guessing.”
And for Cathy, KPIs drive day-to-day adjustments: “We look at what sold best last week and ask — do we need to package it differently or run a new promotion? It’s about staying current, not just looking at last year.”
The panelists all agreed that sharing metrics widely is just as important as tracking them. Transparency builds accountability and ownership. Cathy uses KPI reviews in monthly sales meetings to adjust plans, while Larry sends daily reports to his entire staff: “The more I share, the more ownership they feel. Everyone knows how we’re doing and wants to be part of that success.”
Decision Making: Turning Data into Action
Technology and KPIs only matter if they shape the choices a winery makes. The panelists shared how connected systems and accurate data help their teams make smarter, faster decisions.
Align Departments Around a Shared Source of Truth
When data is siloed, production and sales often work at cross purposes. Cathy Pedroncelli described how real-time inventory visibility changed the dynamic at her winery: “Production and sales used to work in silos. Now, our winemakers are involved in sales planning. Real-time inventory brings everyone to the same table.”
Let Data Drive Promotions
Instead of guessing which promotions will work, the panelists use purchase behavior to drive strategy. Melissa Aellen and Larry Harris both shared how they design bundles or highlight wines that customers already tend to buy together — without adding extra SKUs or complexity.
Sharpen Production Planning
Accurate sales data also prevents costly mistakes in production. Larry Harris offered a candid example: “We added a varietal with higher fruit costs but the same retail price as our rosé. The data showed it was cannibalizing sales — shrinking margins. That insight changed how we approached production.”
The takeaway: When the entire team works from the same source of truth, wineries can align departments, run smarter promotions, and make sharper production choices — leading to faster, more profitable decisions at every level.
What This Means for Your Winery
The lessons from this panel apply no matter the size or age of your winery:
- Invest in flexible, connected technology.
- Track the KPIs that reveal both customer and staff performance.
- Use connected data to guide daily and long-term decisions.
By focusing on these three pillars, wineries can reduce errors, build stronger teams, and unlock more sustainable growth.
As Cathy summed up: “Don’t be afraid of technology. It pays off in time saved and better decisions.”
Want to hear the full discussion? Access the webinar on demand.