story teller.

The tasting won the first order. Three emails win the next one.

Someone who orders at a tasting has already told you they love what you make. But once the day is over, your wine is one bottle among many in their rack, and your name fades. Without a nudge, the first order is often the last.

The post-tasting email flow keeps that connection going. It's a short, automated sequence of three emails that goes only to customers who ordered at a tasting. It thanks them, tells them the story behind what they bought, then invites them back just as their first order is running low.

You set it up once. It works quietly after every tasting, cellar door weekend and event, turning one-off buyers into regulars.

The three emails

1. Thank you (the day after). A warm, personal note thanking them for visiting and ordering, with a reminder of when to expect delivery.

2. The story (about a week later). The people, place and process behind what they bought. Where it's grown, how it's made, and how to enjoy it at its best. This is where loyalty is built.

3. The reorder (a few weeks later). Timed for when their first order is likely running low, with a one-click link that puts the same product or case straight back in their cart. An optional returning-customer offer can be built in.

Timing is adjusted to suit your products and how quickly customers typically get through them.

Built for producers who sell at tastings

• Wineries and cellar doors: follow up every bottle and case sold on the day

• Trade and sales tastings: stay front of mind with venue buyers and sommeliers

• Distilleries, breweries and coffee roasters: any product people run out of and come back for

• Market stalls and pop-ups: keep in touch with customers you'd otherwise never hear from again

What's included

• Three emails written and designed in your brand, in your tone of voice

• Built and automated in Klaviyo or Shopify Email, whichever you already use

• Set up to send only to customers who ordered at a tasting, not your whole list

• A reorder link in the final email that loads the product straight into the cart

• Testing on desktop and mobile, plus a test send before it goes live

• Optional extras: a returning-customer discount, or reporting on how many reorders the flow brings in

How it knows who ordered at a tasting

If you use Scan-to-order tasting table displays, the cart links on your cards are tagged so tasting orders can be recognised in Shopify. The flow uses that tag to send only to tasting customers. Not using the cards yet? I'll set up an alternative, such as a tasting-day discount code, so the flow still knows who to email.

Why it works

• It reaches people who already love your product. These aren't cold leads. They've tasted it, bought it and enjoyed it.

• The story builds loyalty. Customers who know who made their wine and why are far more likely to choose it again.

• The reorder arrives at the right time. Not too soon, not too late: just as the first order runs low.

• One click back to the cart. No searching your site. The product is waiting when they land.

• Set up once, works every time. Every tasting you run feeds the same flow, with no extra work for your team.

Why email, and why a flow

A one-off newsletter goes to everyone and says a bit of everything. A flow sends the right message to the right person at the right moment, automatically. For a customer who has just discovered you at a tasting, that's the difference between a single purchase and a lasting relationship.

Pair it with a tasting table display

The Scan-to-order tasting table display wins the first order at the tasting. The post-tasting email flow wins the next one. Order both and I'll set them up to work together from day one.