Session 05

Getting Found: How Wine Clubs Win Share of Mind When Search and the Market Are Changing

Pamela Snyder + Van PottsDigiVino + Preston-Layne & Partners

September 16, 202610:00 AM PT

Virtual EventWine Club Symposium 2026

Session 05

About the Session

How will your next member find you? The answer is changing fast. AI and new search habits are rewriting how people discover wineries, and what worked a year ago is already slipping.

This reaches further than DTC. The wall between three-tier and direct is coming down, and the discovery layer above both has merged into one.

A buyer finds you the same way whether they land at a retailer or in your club, which is why share of shelf is becoming share of mind.

Getting found is no longer a marketing line item. It sits upstream of the whole business.

Join Pamela Snyder of DigiVino and Van Potts of Preston-Layne & Partners for a candid look at where discovery is heading, how to protect your visibility, and how AI can take busywork off a small club team's plate.

Take it back to your winery

What You’ll Gain

A clearer picture of how discovery is changing — and how to stay visible as it does.

Discovery is being rewritten

Understand how AI and new search habits are changing how potential members find you in the first place.

Share of shelf becomes share of mind

See why the discovery layer above retail and direct has merged into one.

Own your visibility

Learn how to move at your own speed instead of waiting on distributor cycles, while using AI to free up your team.

Meet the speakers

Two views of a changing discovery landscape.

Digital discovery and route-to-market strategy come together in one conversation.

Pamela Snyder

CEO, DigiVino

Pamela Snyder is CEO of DigiVino, where she helps wineries and beverage businesses use digital strategy to improve visibility and sales. Her work spans websites, search, digital marketing, email, social media, and the changing ways consumers discover brands online.

Van Potts

President, Preston-Layne & Partners

Van Potts is President of Preston-Layne & Partners and works with beverage brands on sales, distribution, marketing, positioning, and long-term market strategy. His perspective connects the changing discovery landscape with the realities of how wine moves through the market.

Wine Club Symposium 2026

Make sure your next member can find you.

Join Pamela, Van, and the rest of the Wine Club Symposium speakers live September 15 & 16.