I recently ordered a $9 calendar on Amazon. Nothing fancy – just something to help me stay organized. But when it arrived, something unexpected happened. The calendar came shrink-wrapped, and tucked inside was a folded thank-you note. On the outside: “Thank You for choosing [the brand].” Inside was a short, heartfelt message:
“Thank you for supporting our small business! Your order made our day! We hope this package makes yours! This calendar is made of high-quality paper, with excellent graphic design, ample writing spaces, and important holiday reminders. We hope it brings you memorable experiences and wonderful impressions. If you have any questions, inquiries or suggestions, please contact us directly via Amazon so we can resolve issues straight away!”
It was nothing over-the-top. But it struck a chord. So much so that – even though the calendar wasn’t quite what I needed – I decided to keep it. Why? Because the thank-you note made me care about the people behind the product. It reminded me that I wasn’t buying from some faceless operation. I was buying from someone – a person or a team – who genuinely appreciated my support.
It got me thinking: how often do we see this kind of gesture in the wine world?
The Lost Art of Thank You
Wine is one of the most personal products you can sell. It’s hand-touched, vintage-specific, and often a direct expression of the land, the team, and the story behind it. Yet, in the rush of tasting room weekends, wine club logistics, and e-commerce orders, the small touches can get lost. But a simple “thank you” can be transformative – and not just for the customer.
What Gratitude Creates
When wineries take the time to say thank you – sincerely, creatively, and consistently – it does a few powerful things:
- It humanizes your brand. Especially with DTC orders, customers don’t always see the people behind the bottle. A thank-you bridges that gap.
- It builds loyalty. A genuine thank-you note can make someone feel like more than just a transaction. It can turn a one-time buyer into a lifelong customer.
- It invites feedback and trust. Like the calendar note, a thank-you that includes “contact us directly” opens the door to dialogue – and prevents minor issues from turning into major headaches.
Ways Wineries Can Say Thank You
- Handwritten Notes in Orders
Include a short handwritten thank-you in every online order. It doesn’t need to be elaborate – just a few words signed by a real person. Rotate who writes them so customers get different voices and signatures from your team. - Tasting Room Takeaways
After someone joins the club or makes a large purchase, give them a little something extra: a postcard, a thank-you treat, or even a photo strip with your team. Make it something they’ll remember – and maybe even post. - Follow-Up Emails That Aren’t Just Sales Pitches
After a visit, send a follow-up that says: “Thanks for stopping by – here’s our favorite moment from the weekend,” or “We loved pouring for you – reach out if you have any questions about the wines.” Personalize it with a detail or two they’ll recognize. - Holiday and Milestone Cards
Send thank-you notes for anniversaries (e.g. “One year in our wine club!”) or during the holidays. Even a simple digital card can brighten someone’s day and stand out from the dozens of promotional emails they receive. - Gratitude from the Team
Film short thank-you videos featuring different team members – your cellar crew, vineyard workers, tasting room staff. Share them in email campaigns or on social. Gratitude doesn’t just have to come from “marketing.” - Surprise and Delight Moments
Every now and then, include a bonus pour in a tasting flight. Throw in a small gift with a shipment. Call a customer just to say thank you. These don’t scale infinitely – but they make a lasting impression when used thoughtfully.
Bottom Line
A genuine thank-you – whether it’s a small handwritten note, a warm follow-up, or a small surprise – won’t cost you much. But the return on that small investment – loyalty, goodwill, word-of-mouth – can be tremendous. More than anything, it reminds your customers why they chose to buy direct: not just for the wine, but for the connection.
People want to support small, independent producers. They want to feel like their dollars matter. A little thank you goes a long way – and in wine, it might just go farther than you think.