Harvest is finally wrapping up, which means you are officially pivoting from the vineyard to the tasting room. Q4 is here, and it is your biggest revenue opportunity of the year.

But every November, I see independent wineries make the exact same Black Friday mistake: they panic and slap a generic 20% discount across their entire store.

Here is why that hurts your business:

  • You bleed margin on your best-selling wines right when people are already primed to buy.

  • You train your customers to wait for holiday sales rather than buying year-round.

  • You accidentally punish your Wine Club members, who commit to you all year for a 15% discount, only to see strangers get a better deal.

This year, we are rewriting the rules. Instead of discounting your wine, we are going to increase your Average Order Value (AOV) through bundling and upselling.

Launching Next Week: The Holiday Upsell Kit

Next week, I am releasing the Bauerhaus Holiday Upsell Kit. This is a plug-and-play, step-by-step playbook designed specifically to boost your holiday sales without requiring hours of setup or complicated tech. We are launching it early so you have it in your hands well before Black Friday.

The kit includes:

  • Job-Based Bundle Blueprints: Stop selling single bottles. Learn how to package “For the Host” or “The Holiday Table” 3-bottle (or wine + accessories) bundles. We also cover the “Show the Box” photography rule so your website visually sells the entire gifting experience.

  • Tasting Room Upsell Scripts: A printable cheat sheet for your register. Train your seasonal staff to use the “Perfect Pairing” script so they sell like concierges instead of cashiers.

  • Simple E-Commerce Tweaks: Easy strategies to bump up online orders, including optional copy-and-paste templates to set up shipping threshold banners encouraging customers to add one more bottle to their cart.

  • The Late-Season Pivot: Exactly what to send on December 15th when the shipping window closes (hint: it involves a gift card lifeline for procrastinators).

If you use this kit, it will instantly generate ROI for your winery before the year ends. But it is actually just the appetizer for something much bigger.

The New Bauerhaus Academy

The Holiday Upsell Kit is the official launch bonus for the brand-new Bauerhaus Academy. Over the last few months, I have been building a complete, 12-month marketing membership designed specifically for independent wineries.

(Were you interested in the 8-week digital marketing workshop for wineries? I will be offering that course in 2027 inside of the Bauerhaus Academy!)

Because no two wineries are at the exact same stage of growth, the Academy is broken into three distinct tiers:

  • The Spark Tier ($50/mo): Designed for wineries to keep their marketing engines running at a price every winery can afford. This tier includes:

    • Live Monthly Strategy Webinar: One deep-dive training session per month focused on a specific, timely marketing theme, followed by an Open Q&A where you can get eyes on your specific problems.

    • Monthly Challenges: Actionable tasks tied to the 12 monthly themes to keep you executing, not just reading.

    • The “Swipe File” Resource Library: Full access to Bauerhaus email templates, ad frameworks, and evergreen marketing guides.

    • The Community Hub: A private feed where members can post questions, share “Weekly Wins.”

  • The Strategist Tier ($125/mo): For the owner who wants everything in Spark, plus monthly personalized website and brand audits to ensure their digital presence is fully optimized to convert.

  • The CMO Tier ($500/mo): For the winery ready to scale with high-level, Fractional CMO monthly calls with guidance and direct strategic access. This also includes The 90-Day Digital Footprint Audit and will help you create your Annual Marketing plan.

The Two Launch Offers & The Waitlist

We officially open the doors to the public next week. But if you join the VIP Waitlist today, you get early access, which gives you a head start on our two limited-time launch offers:

Offer 1: The Holiday Upsell Bonus Join The Spark tier (or above) by November 22nd at midnight, and get the Bauerhaus Holiday Upsell Kit FREE. You get immediate access to start boosting your sales. Your November training is a quick, recorded webinar on how to execute the Upsell Kit. In December, we switch to our interactive live webinars,starting with a deep dive on how to capture holiday foot traffic using QR codes on packing slips and business cards to drive email sign-ups and social follows. The official 12-month curriculum kicks off on November 23rd.

Offer 2: The Founders Bonus (Limited to 20 Spots or 11/16) The first 20 people to sign up will get a free 15-minute 1:1 Website & Offer Strategy Call with Becca. We will evaluate exactly how your digital storefront and holiday bundles are positioned to ensure there is zero friction for your customers to buy this November and December.

[Click Here to Join the VIP Waitlist for Early Access next week!]