Direct-to-consumer (DTC) sales have undergone massive transformations over the years. Not long ago, the main opportunity to connect with customers was at the cellar door or tasting room — a one-off interaction limited by physical location and opening hours. Then e-commerce stepped in, giving producers a way to sell online. But today’s consumers live on their phones. The opportunity is no longer just online — it’s mobile.
Welcome to DTC 3.0: where every bottle becomes a digital touchpoint, and sales happen wherever your customer is.
Why DTC 3.0 Matters for Producers
The evolution:
DTC 1.0: Cellar door & tasting room — great experience, limited reach
DTC 2.0: Online stores & e-commerce — convenience but high competition
DTC 3.0: Mobile-enabled engagement — your brand lives in your customer’s pocket
Consumers are more curious, more premium-focused, and more connected than ever. They want authenticity, instant information, and personalised experiences.
Mobile-enabled DTC gives producers:
- Control over customer relationships
- Better margins than wholesale
- A long-term loyalty engine rather than a one-time sale
In a competitive market, owning your customer data is no longer a luxury — it’s a strategic advantage.
Making Your Presence on Apps
DTC 3.0 isn’t just about having an online shop — it’s about making every bottle a gateway to ongoing engagement.
On the Bottle
QR codes and NFC tags (Near Field Communication Tag similar technology to contact-less payments) unlock storytelling, tasting notes, and behind-the-scenes content.
Apps like Vivino already allow customers to scan a wine bottle and instantly access reviews or purchase options.
Spotlight: GoToTags
GoToTags helps producers integrate NFC technology into packaging, enabling customers to tap the bottle with their phone to verify authenticity, access exclusive content, or engage in digital experiences.
On the Customer’s Phone
Mobile loyalty programs, club memberships, and subscription models keep your brand in their pocket.
Apps like Commerce7 help wineries manage mobile wine clubs, QR-driven sign-ups, and streamlined re-ordering — converting customers in the moment, right at the shelf or tasting room.
In the Data Loop
Each scan links a real person with a real product, transforming anonymous shelf sales into direct relationships.
Apps like Distiller collect user preferences and engagement, enabling smarter targeting and re-order prompts.
Driving Customers to Join
People need a reason to scan and engage. Provide instant value:
- Exclusive releases and discounts
- QR → one-click sign-up
- Welcome rewards and collectible points
- Shareable discoveries and refer-a-friend perks
- Transparency into ingredients, sustainability, and production
Example: CellarPass
Customers scan to discover tasting rooms or events → leading to bookings and deeper brand connection.
If joining feels like a benefit rather than admin, customers will convert.
Encouraging Repeat Orders & Loyalty
Once they’ve joined, keep them excited and returning:
- One-click re-order through mobile
- Subscription boxes or club tiers
- Personalised offers based on past purchases
- Engaging content like food pairings and event invites
Retention becomes automatic — and profitable.
Learning About Your Customers
Mobile-connected customers allow you to study:
- Top product preferences
- Where your brand loyalty is strongest
- Which customers attend events or buy limited drops
- What drives repeat purchases
These insights help producers:
- Predict demand more accurately
- Align inventory to real sales patterns
- Launch campaigns with higher conversion
Better decisions. Less guesswork.
Technology & Tools to Make It Happen
You don’t need a major digital transformation. Start with tech that connects physical products to mobile engagement:
- QR codes + NFC tags
- Mobile apps that feature loyalty and re-orders
- CRM + customer data platforms
- Sales + analytics integrations
When systems talk to each other, everything gets smoother across:
- Compliance
- Production planning
- Sales alignment
Platforms like WithWine help wineries deliver app-based customer experiences — from mobile wine clubs and personalised product recommendations to seamless re-ordering from the bottle scan.
Case Study Snapshots
Winery
→ QR labels for instant club sign-ups
→ Full event attendance + repeat orders
Brewery
→ Limited edition drops announced in app
→ Loyalty points for reorders and taproom visits
Distillery
→ Personalised cask ownership journeys
→ High-value buyer insights lead to better engagement
Mobile-enabled direct-to-consumer is already reshaping how producers sell, communicate, and build loyalty. Connecting each bottle to a mobile experience helps turn every buyer into a repeat customer while unlocking valuable insight into who they are and what they love. Start with a QR code and a clear digital journey — small steps that can create big customer relationships.
