Economic slowdowns make every business take a hard look at expenses. Winery owners and tasting room managers are no exception. The temptation is to tighten the belt — to reduce marketing budgets, cancel advertising campaigns, or pause guest acquisition services like CellarPass.
But history — and data — show that pulling back in a downturn can be a costly mistake. While competitors retreat, the brands that stay visible often emerge stronger, gain market share, and create deeper customer loyalty.
Here are 10 reasons you should increase your marketing and advertising budgets in a downturn, followed by 5 reasons why you should never cut services that bring in new guests.
10 Reasons to Increase Marketing and Advertising Budgets During a Downturn
- Less Competition for Attention
When other wineries scale back, your marketing stands out more. Ad space is less crowded, and your voice carries further.
- Lower Advertising Costs
Downturns often bring reduced rates for media placements, sponsorships, and digital ad buys — giving you more reach for less spend.
- Opportunity to Gain Market Share
If your competitors disappear from customers’ radar, you can step in and become the go-to brand in their absence.
- Top-of-Mind Awareness Matters More
Guests may take longer to book, but they will remember the winery that kept showing up in their feeds, inboxes, and search results.
- Brand Trust Builds During Hard Times
Maintaining your presence signals stability and reliability — two qualities consumers look for when the economy feels uncertain.
- Easier to Stand Out in PR and Media
Journalists, bloggers, and influencers have fewer competing winery stories to cover, making your press pitches more attractive.
- Guests Are Still Looking for Escapes
Wine country getaways offer a sense of normalcy, pleasure, and connection — all things people value even more during challenging times.
- Momentum Is Hard to Rebuild
Once your marketing pipeline stops, it takes far more time and money to restart it than to keep it running consistently.
- Future Bookings Come from Today’s Marketing
Even if guests aren’t booking immediately, your ongoing marketing plants the seeds for next month, next season, or next year.
- Brands That Invest in Downturns Emerge Stronger
Countless studies show that businesses maintaining or increasing marketing during recessions recover faster and grow faster afterward.
5 Reasons Not to Cut Guest-Generating Services Like CellarPass
- You Can’t Sell to Guests You Don’t Have
Without a steady flow of new visitors, wine sales — both on-site and online — will shrink, regardless of how great your wine is.
- Guest Acquisition Services Pay for Themselves
A single tasting room booking through CellarPass can generate bottle sales, club sign-ups, and repeat customers that far exceed the cost of the service.
- Discoverability Is Key When Consumers Are Choosier
Guests are more selective during downturns — and they’re more likely to book with wineries they can easily find online through trusted platforms.
- Cutting Visibility Hands Business to Competitors
If you disappear from CellarPass, those searching for experiences will simply find — and book with — another winery.
- Marketing Synergy Works Best When It’s Consistent
Your social media, email marketing, and ads work harder when they lead guests to an easy booking platform. Remove that step, and you weaken the conversion path.
The takeaway
Downturns are when leaders double down on marketing and guest acquisition. Instead of pulling back, use this time to gain ground. With less competition and lower costs, every dollar you invest now can go further — and set your winery up for stronger growth when the economy rebounds.
CellarPass has been helping wineries bring in new guests for over a decade. Keep the bookings flowing, keep your brand in front of eager wine lovers, and keep your momentum strong.
