01
Treat every interaction as one journey
The strongest vineyards will treat every booking and purchase as part of one customer journey. Connecting customer data creates visibility to personalise marketing and increase repeat visits.
Sector Insight
04 / 09
What we're seeing across English Wine & Vineyard Hospitality
Our point of view
Four shifts shaping English Wine & Vineyard Hospitality
01 / 04
The Numbers
What the data is telling us
04 / 04
01
Experience-led growth
Vineyards are expanding beyond wine sales into hospitality experiences, strengthening engagement, brand loyalty, and customer value. This diversification is a major growth opportunity.
Source · https://winegb.co.uk/wp-content/uploads/WineGB-2025-Industry-Report.pdf
02
30% of English and Welsh wine sales
Direct relationships matter
Direct-to-consumer channels account for a significant portion of sales, making owned customer relationships, repeat visits, and targeted communications commercially important for sustained growth.
Source · https://winegb.co.uk/wp-content/uploads/WineGB-2025-Industry-Report.pdf?
03
One guest, multiple journeys
Customers often book various services through separate systems. Without connected data, vineyards cannot see the complete relationship or market to them effectively, missing opportunities for cross-selling and retention.
Source · https://winegb.co.uk/wp-content/uploads/WineGB-2025-Industry-Report.pdf?
04
Personalisation drives repeat revenue
Customer expectations demand more than generic communications. Using booking history, location, and interests to power relevant follow-ups and offers can significantly increase repeat bookings and revenue.
Source · https://winegb.co.uk/wp-content/uploads/WineGB-2025-Industry-Report.pdf?
Selected case studies
Outcomes we've delivered for businesses that have the same problem
Case study
UK membership organisation for not-for-profit leaders
Challenge
Memcom faced fragmented systems and manual processes, limiting visibility across marketing, sales, and operations. Their legacy CRM was difficult to use, poorly adopted, and couldn't support evolving needs or provide a single source of truth.
What we delivered
We designed and implemented a fully integrated HubSpot platform, consolidating disparate tools into one connected environment. This included defining the customer lifecycle, building a structured CRM, automating key processes, and integrating communications.
Outcome
Memcom now operates with a single, integrated CRM platform, providing end-to-end visibility across all customer lifecycle stages. This has improved pipeline visibility, enabled more reliable forecasting, and reduced manual effort through automation for scalable growth.
Case study
Strategic communications and public affairs consultancy
Challenge
Cicero's sales and marketing activities were fragmented across multiple tools and manual processes, particularly for event-led business development. This limited pipeline visibility, inconsistent activity logging, and lacked structured automation for event follow-up.
What we delivered
Forbidden implemented a tailored HubSpot CRM, mapping Cicero's commercial model to build a customised structure with dedicated pipelines. Automated workflows for event-driven marketing and consistent sales follow-up were introduced, alongside structured onboarding and data migration.
Outcome
Cicero now operates from a single, centralised CRM, providing clearer oversight of pipeline health and stakeholder engagement. This has led to structured pipeline visibility, automated event segmentation, and standardised follow-up sequences, reinforcing adoption through leadership KPIs.