Ah, Q4. That magical time when Mariah Carey defrosts, inboxes drown in sales emails, and wine brands scramble like loose corks on a polished floor. But behind the sparkle of the season lies a commercial gauntlet—Black Friday frenzy, festive gifting, Dry January doom, and everything in between.

If you’re in the wine business (or just drink like you are), grab a glass. This guide will walk you through how to sell smarter this holiday season, with your margins—and dignity—intact.

Stop Chasing Volume. Start Selling Value.

Yes, wine volumes are down. No, that doesn’t mean you need to discount your Bordeaux like it’s past its prime. Enter the Lipstick Effect: when times get tight, people ditch the yacht but keep the Champagne. Wine is still seen as an “affordable luxury”—so long as it feels worth it.

Instead of price wars, focus on premiumisation. Make your wine feel like a treat, not a transaction.

Know Your Drinkers (Spoiler: They’re Not All on TikTok)

We’re marketing to two tribes:

• Boomers: Loyal, predictable, prefer the classics. Think “nice label”, “hefty bottle”, and a trusted grape.
• Millennials & Gen Z: Curious, conscious, and sipping smarter. They love discovery, sustainability, and the occasional wine in a can.

The play? Run two tracks. Serve the prestige to the Boomers, and story-driven, Insta-worthy experiences to the under-40s.

The Digital Showdown: Black Friday & Cyber Monday

These aren’t just shopping days—they’re psychological battlegrounds.

Black Friday (28 Nov 2025)

People want bulk. They want speed. They want to tick “wine for the party” off their to-do list before lunch.

Tactic: Bundled deals. Clear offers. Scarcity-driven copy like “Only 15 left.” Make sure your offers are easy to understand and fast to check out—shoppers don’t want to decode a menu when they’re in buying mode.

Cyber Monday (1 Dec 2025)

This one’s about curated experiences—perfect for DTC sales and wine club sign-ups.

Tactic: Bundle with purpose. “Holiday Hosting Box”, “Wine Geek Starter Pack”, and “Mystery Case” formats drive curiosity and conversions. Reinforce the “exclusive access” angle with countdowns or “members-only” language to elevate perceived value.

Don’t Just Sell Wine—Sell the Vibe

Wine buyers, especially gifters, are scared of getting it wrong. Help them out.

• Use premium packaging (textured labels, gold foil, embossed logos).
• Suggest gift tiers: £20 for the in-laws, £50 for mates, £100+ for VIPs.
• Offer corporate gifting solutions with concierge-style support. Spreadsheet uploads = sales gold.

Bonus: The Advent calendar craze is real. 12 mini bottles. Daily surprises. Ideal for “I don’t know what to get them” shoppers.

Email, But Make It Festive (and Not Annoying)

Run a “12 Days of Wine” series, but don’t just flog discounts.

Mix it up and keep it fun:

• Commercial: Highlight magnums for hosting, themed bundles like “Winter Warmers”, or limited-time verticals.
• Educational: Share tips on pairing wine with festive meals, how to chill red wines properly, or the difference between Brut and Extra Dry (hint: it’s not what you think).
• Engagement: Run contests like best holiday tablescape, wine-themed trivia, or encourage followers to show off their “Ugly Sweater & Syrah” combos.

And yes, if someone leaves your cart, don’t let it go to waste. Trigger a follow-up email flow with a nudge, then a smile, then an incentive—like “Still thinking about that Tempranillo? So are we.”

Bonus tip: Include a countdown timer in your emails for the final days. Nothing gets a click like ticking urgency.

Nail the Logistics or Risk Going Viral for the Wrong Reasons

No one wants to chase their wine on Christmas Eve. Use hard shipping cut-offs, pad your timelines, and tell customers exactly when to order.

Run “Last Chance” campaigns—not to panic buyers, but to give them peace of mind.

January: The Wine Come-Down

The post-holiday dip is real. Festive budgets are spent, inboxes are tired, and gym memberships are soaring. But don’t let the lull fool you—this is a golden window to shift gears, not slump.

• Lean into wellness: Promote lighter wines, low-ABV styles, and premium NoLo bottles that fit with New Year health kicks. Think elegant Piquettes, alcohol-free sparkling, or even herbal wine infusions.
• Create calm, not chaos: Host wellness tastings like “Yoga + Verjus” or “Mindful Pairings” in the tasting room. It’s a clever way to keep footfall high without pushing full-strength pours.
• Run “Treat Yourself” campaigns: Everyone just bought for others. Now it’s time to suggest they indulge themselves. Offer curated self-care bundles or “January Reset” discovery packs.
• Tap into resolutions: Focus messaging around themes like “Drink Better, Not More” or “Explore New Regions” to reframe the conversation.

If December was the showy party, January is the intimate dinner. Keep it thoughtful, useful, and easy to engage with.

Turn Giftees into Club Members

They drank the wine, now make sure they stay for more.

• Add QR codes to gift packs with videos or tasting notes.
• Follow up with January invites to join your wine club.
• Offer “New Year, New Palate” discovery packs to keep engagement high.

Final Pour

The holidays aren’t just about shifting cases. They’re about creating experiences, storytelling, and building relationships that outlast the New Year hangover.

So go forth. Design mystery boxes. Glam up your packaging. Make it easy to buy, hard to forget—and impossible not to come back for more.

Cheers to a well-earned Q4. 🍷