It’s no secret that the wine industry is in the middle of a rough patch.
Consumer behavior is shifting. Younger generations aren’t picking up wine like we expected. Sales are sluggish. And while the internet is full of “hot takes” about what to do next, most of them overlook a basic truth:
You can’t market your way out of this with guesswork.
Right now, what most wineries need isn’t a trendy campaign or another outsourced vendor. They need real marketing leadership — someone who can help them figure out what’s working, what’s not, and what the path forward actually looks like.
That’s where a Fractional CMO comes in.
So, what exactly is a Fractional CMO?
A Fractional Chief Marketing Officer (CMO) is a senior strategist who works with your winery part-time or on an as-needed basis. You get the expertise of a high-level marketing executive — the kind who understands both the art and science of growing a wine brand — but without the cost of a full-time hire.
At 5forests, we’ve been offering On-Call CMO services for years. Not as an afterthought or a side hustle, but as a core part of how we support wineries, breweries, and distilleries around the world. We work directly with ownership, GMs, and marketing teams to develop strategy, guide execution, and support decision-making — without adding another permanent salary to the books.
Why wineries are turning to on-call marketing leadership
If you’ve made it this far, there’s a good chance you’re already feeling the strain:
- Your marketing feels reactive, not strategic
- You’re throwing budget at content, ads, or tech without clear ROI
- Your internal team is doing their best, but lacks leadership or direction
- Or, maybe, you’re stuck — unsure what to try next
You’re not alone.
Wineries all over are realizing that the old playbook doesn’t work anymore. Tasting rooms aren’t guaranteed revenue. Traditional advertising is losing its punch. And younger drinkers aren’t wooed by “family-owned” and “award-winning” the way older generations were.
What’s needed now is focus. Strategy. And someone who’s done this before.
What you actually get with a Fractional CMO
Here’s where it gets real: not all “wine marketers” are created equal.
Right now, the industry is flooded with freelancers and consultants who can build websites, run social media accounts, or set up email flows. That’s fine — if you already know what you’re trying to accomplish. But if you’re still figuring out how to reach a new customer, how to manage your DTC channel, or how to stop wasting money on things that don’t convert, you need more than execution.
You need a strategic partner. A decision-maker. Someone who can lead the conversation.
With 5forests’ Fractional CMO service, you get:
→ Strategic planning that moves the needle
We don’t just help you “do marketing.” We help you figure out what’s actually going to work based on your audience, your price point, your distribution, and your goals. We bring frameworks, audits, and research — not just vibes.
→ Budget clarity and smarter spending
No more throwing spaghetti at the wall. We’ll help you understand how to get the most out of your budget, where to cut back, and where to double down.
→ Industry-specific insight
We live and breathe wine marketing. We understand your compliance issues, your harvest schedule, your distributor drama, and your DTC bottlenecks. You won’t need to waste time explaining why wine is different.
→ Mentorship for your team
Have a capable team but no one to lead them? We’ll fill that gap — mentoring, upskilling, and helping them work smarter, not harder. Your team deserves guidance that matches their potential.
→ Flexibility and control
We show up when and where you need us. No long-term contracts. No filler meetings. No overhead. Just seasoned guidance and support — at your pace.
When is the right time to bring in a Fractional CMO?
If you’re facing any of these, now might be the right moment:
- You’re planning a rebrand or new product launch
- Sales are flat or falling, and your team’s out of ideas
- You’ve been burned by one-size-fits-all marketing packages
- You need to get more strategic without overextending your team
- You’re growing, but don’t want to jump into a full-time hire just yet
This is a common inflection point. You’ve grown beyond what DIY marketing can handle, but you’re not ready, willing, or able to bring on a full-time executive. That’s exactly the gap Fractional CMO services are designed to fill.
Why work with 5forests?
This isn’t theory for us. Our Fractional CMO offering is one of the longest-running in the wine world. We’ve worked with wineries across the US, Europe, Australia, and New Zealand — helping them navigate DTC pivots, pandemic disruptions, brand overhauls, and shifting consumer behavior.
We know the territory. We know the tools. And we’ve built a reputation for being honest, hands-on, and focused on what actually drives results — not what wins awards.
Let’s be honest…
Wineries don’t have time or money to waste right now. Every marketing decision matters. Every dollar counts.
So before you hire another agency, spin up another campaign, or ask your tasting room staff to “post more on Instagram,” ask yourself this:
Do you have the strategic leadership to make marketing worth doing?
If the answer is no — or even maybe — we should talk.
