In today’s environment, where every case of wine or cider sold matters more than ever, it is no surprise that many producers feel an urgency to focus on sales. Whether you are working to move inventory, build your direct-to-consumer program or re-engage your trade channels, the desire for immediate results is completely valid.
But here is the hard truth: sales cannot do it alone.
You may have a great product, a passionate team and a beautiful story to tell. But if no one knows about it, or if people are not warmed up before they hear from your sales team, then you are asking them to do a much harder job than necessary.
Experiences like a sunny afternoon at Dominion Cider Co. in Summerland, B.C. don’t just sell cider—they create stories people remember, share and return to. That’s the power of marketing working alongside sales.
Sales wins the day, but marketing sets the table
Marketing and sales are often seen as separate, but they are part of the same system. Sales is where the transaction happens. It is personal, direct and measurable. Marketing is what happens before that moment. It is how people discover you, learn to trust you and decide that they want to hear more. And it is sometimes hard to measure.
If you are only focusing on sales, you are essentially asking someone to close a deal without any lead-in. That is like inviting guests to a dinner party and expecting them to show up and eat, but not sending the invitation or setting the table.
When done well, marketing brings qualified people to your doorstep. It sparks curiosity. It sets the tone. It allows your brand to be part of the conversation before a sales pitch is even made. And that means when your sales team reaches out, the person on the other end is already open, informed and interested.
Marketing is not just paid ads or pretty pictures
Sometimes, producers hear “marketing” and think it means a big ad budget or flashy branding. While those are tools, marketing is much more than that. It is a strategic, consistent effort to connect with your ideal customer in a way that builds trust over time.
For a winery or cidery, that could look like:
sharing your vineyard or orchard story in a way that connects emotionally; building a content calendar around the key times your customers buy or visit; nurturing your mailing list with timely emails that build anticipation; making sure your brand presence is consistent, whether at a tasting room, online or in your materials; and helping your trade partners and retailers tell your story more effectively so they can become advocates for your brand.
The flywheel effect
In our work at Town Hall Brands (this is not a concept we invented) we encourage our clients to think in terms of a flywheel rather than a funnel. A funnel suggests the customer journey ends once a purchase is made. A flywheel places the customer at the center, with marketing and sales working together to create ongoing momentum.
When marketing attracts the right people and sales engages them effectively, the customer has a great experience and is more likely to come back, leave a review or tell a friend. That creates more energy that keeps your brand in motion.
This approach not only leads to better results over time, it also builds resilience. When times are challenging, brands with a strong reputation, clear messaging and good customer relationships are better positioned to weather uncertainty.
You don’t need a big team, you need the right strategy. If you are reading this and thinking, “That all sounds great, but we are a small team and can only do so much,” I hear you. I have a small team. Marketing does not have to be overwhelming, and it does not have to mean a large department. It means making intentional decisions about how you want to be seen, who you want to reach and what tools you will use to stay consistent.
Start small, but start smart. Even one well-planned initiative, such as a clear Instagram strategy, a refreshed email program or a better-told tasting room pitch, can create a ripple effect that supports sales in a real way.
You need sales, of course. But if that is your only focus, you are missing opportunities that marketing could open for you. Marketing is not a luxury. It is the support system that makes your sales efforts more effective. It helps people find you, remember you and want to come back.
The best way to ensure your teams work together is through communication. Regular meetings between sales and marketing teams can align efforts and drive success. For example, if a cidery secures a new retail listing and the sales team does not inform marketing, the marketing team will miss the chance to highlight that new customer on social media or feature them in a newsletter, losing a valuable promotional moment. Share, share, share!
Make sure your story is being told and in the way it deserves. When people understand your value, the sale becomes a lot easier.
Leeann Froese owns Town Hall Brands, a marketing and graphic design agency with 25+ years experience in food and hospitality branding. Visit townhallbrands.com and follow @townhallbrands.