WCA Direct to Consumer Wine Summit 2026
About this Event
WCA Direct to Consumer Wine Summit
26 November 2026 - Sydney
Building strong and AI enabled DTC wine businesses
The DTC wine space is moving fast, and the brands keeping pace are the ones building real, direct relationships with their customers. This summit is for people working in wine businesses who are serious about building sustainable and strong revenue streams through direct-to-consumer, and want to understand where AI fits into that picture.
This is a full-day event focused on practical DTC strategy: what's actually working in the Australian and international wine businesses right now. Sessions will cover how to grow your DTC sales, sharpen your customer targeting, and use AI tools in ways that make commercial sense for a wine business.
You won't find a lot of theory here. The speakers and panellists are operators and experts from real wine businesses, including cellar doors, brands of all sizes, and DTC specialists, sharing case studies, honest reflections, and where they see things heading.
We will also include speaking sessions where we will hear from people who work outside of the wine industry. They will deliver a unique and different perspective that we can take back to our DTC wine businesses.
Who should come
Wine business owners, senior leaders, cellar door managers, and brand and marketing managers who want to grow their DTC channel and get a clearer picture of how AI can support that.
This Summit is a platform for operators, senior leaders, owners, wineries, cellar door teams, and brand and marketing managers to meet and hear from experts, industry leaders and other small, medium and large-sized wine brands who are focused on growing their revenue through innovative direct to consumer strategies.
What you'll take away
- DTC strategies that are working right now, across online sales, cellar door, phone and email
- A grounded understanding of how AI is being used to improve targeting, customer experience, and campaign results
- Insights into what Australian wine consumers are actually looking for
- Connections with others building DTC businesses across the industry
The aim of the Summit is to deliver insights and share successful DTC strategies and provide a platform for wine brands to understand where the opportunities are in the market. Attendees will learn about successful DTC strategies in both Australia and globally.
Event Details
Date: 26 Nov 2026
Event Time: 9 AM - 5 PM (registrations 8.30-9am)
Networking Drinks: 5 PM - 7 PM
Venue: Business Sydney, Level 6/8 Chifley Square, Sydney NSW 2000
Why Attend
This is your opportunity to gain the latest insights and knowledge from leading industry experts in the direct to consumer space. By attending this event you will:
- Gain insights into the latest trends – What do wine consumers want from Australian wine brands in the Australian markets?
- Walk away with key learning you can immediately apply back to your role.
- Attain confidence in your future direct to consumer plans.
- Build your network in the direct to consumer space.
- Be informed about current direct to consumer strategies and techniques that are gaining traction.
- Learn more about diversified direct to consumer strategies that have proven success and future growth potential.
Speakers and Panelists
The speaker and panellist line up for the upcoming DTC Wine Summit includes DTC experts and people working in wine businesses. Speakers will share a series of case studies with attendees focused on successful DTC strategies, sharing what they have learnt and where they see the future of their DTC wine business.
REFUND POLICY
Tickets are non-refundable. This is an industry event that runs on tight budgets. So we are not in a position to refund tickets as we are committed to all the expenses well before the event date.
AI + DTC Case Studies
DTC INSIGHTS & AI SESSIONS
DTC Insights - Global Vs Australian Wine Businesses
Info: How are we performing? What are the trends telling us about where we should invest our time, people and marketing investment?
The State of AI for Marketers
Info: What wine marketers need to pay attention to so they don't get left behind - Lou Cummins, CEO, Australian Centre for AI in Marketers (ACAM)
Using AI to improve creativity and content development outputs
Host: Case study
Info: Remove brand admin using AI to create more value for the brand - Luke Algar, Head of Content & Creative, East, Vinarchy
CASE STUDIES FROM PEOPLE WORKING IN WINE BUSINESSES
Building a sustainable DTC wine business
Host: Case study
Info: What's working well and what needs a new focus - Will de Beaurepaire, CEO & Vigneron, De Beaurepaire Wines
Turning the DTC Flywheel: From Experience to Long-Term Customer
Host: Case study
Info: Luke Willis, DTC Manager, Two Hands Wines
Creating a strong DTC business in the long term
Host: Case study
Info: Juggling a Wine Club, Cellar Door, Restaurant, Events and Family - Ruth Ellis, General Manager, Sales & Marketing, Hanging Rock Winery
Panel - Building strong and AI enabled DTC wine businesses
Info: What does it take to build a strong DTC business that is AI enabled and future ready
Beyond the Glass: Strengthening a DTC wine business through experiences
Host: Case study
Info: Beyond the Glass: Strengthening a DTC wine business through experiences people remember
- Tracey Whooley, Director, Great Southern Sip - Wine educator and cellar door communicator
Building DTC luxury brands
Host: Case study
Info: Katherine Brown, Portfolio Manager & Brand Ambassador, Luxury, Brown Family Wine Group
Panel Discussion - DTC luxury brands
Info: Hear from DTC luxury brands that work both in and outside the wine industry. This panel is designed to adopt thinking and ideas from outside of the wine industry.
Luxury wine brands
Info: Hannah David-Wright, Head of Digital & Consumer Engagement (Acting), Moët Hennessy Australia & New Zealand
CASE STUDIES FROM OUTSIDE THE WINE INDUSTRY
"But that's how we've always done it" - Bring outside ideas into the business
Host: Case Study
Info: Hear from a distillery business and how they embraced new ideas across the whole business for DTC success - Beth Bicknell, Marketing Manager, Hellyers Road Distillery
Developing relationships with luxury consumers
Info: Sophie Seymaux, Director and ex-Cartier, Skale - works with Billecart Salmon, Jaeger-LeCoultre, Chloe French Fashion House
Where is it happening?
Event Location & Nearby Stays:
AUD 80.00 to AUD 540.00
