During a career sabbatical from wine PR at a yoga teacher retreat, Morgan Perry tried combining wine education and yoga with great success. Her classmates practically forced her to found Vino Vinyasa, which has blossomed into six cities. With a focus on creating great experiences rather than selling wine, Morgan has created a platform where people learn about wine and end up seeking out the wines featured in classes.
Detailed Show Notes:
Morgan’s background - wine PR, been in wine for ~15 years, became a yoga teacher in 2017
Wine & Yoga synergies
- Both are about mindfulness - yoga and the wine tasting process
- Not for hard-core wellness or yoga people
Vino Vinyasa
- For the yoga teacher exam, the teacher encouraged something different, tried yoga & wine, and got a fantastic reception
- 6 cities - NYC (2017), Austin (2018), Nashville, Chicago, LA, Houston
Vino Vinyasa programming
- 45 min Vinyasa yoga (all levels), followed by wine tasting of 2 wines
- Taste wine after yoga - people are relaxed and have “yoga brain” in a quiet, focused environment → people may be better tasters
- Embed wine facts during yoga
- A comparative tasting of 2 wines, usually themed (e.g., Rose, Sauvignon Blanc)
- All instructors have a wine background (min WSET 1)
- 2-3 classes/month, 20-25 people/class for intimacy (capped at 30)
- ~30 classes/themes developed to date
- Very intentional class structure, certain poses not suitable for teaching
Business model
- The core business is to get people to do more classes and events, not be overly salesy with wine
- Do private events (90% are bachelorette parties)
- Sell swag (t-shirts), co-branded bottles
- Look to be good value (avg class price $30) vs. regular yoga classes (avg ~$20-25, range from $10-35 for drop in class)
Students often seek out wines after classes
Wine selection for classes
- Venue dependant, venues carry liquor licenses
- City Winery (NYC) - chooses the wines based on their selection
- Other venues - can get wines donated for classes
- Private events - Customers can select wines/themes
- Have worked with PR clients for wines
- Some wineries sponsored virtual classes during Covid
Marketing
- PR background has helped and got early press (e.g., digital Good Morning America), mostly wine market
- Email newsletter
- IG is the best channel, does some boosting, and is focused on growth during Covid (~11k followers)
- Digital marketing has focused on both wellness and wine people
- ~15-20% of people have attended multiple classes
Private events
- Bachelorette parties, birthdays, corporate events (e.g., Binny’s in Chicago)
- The focus area for growth
- Same format as classes
Wellness & wine market
- Other wine + yoga classes are not educational; some are tied to multi-level marketing wine programs that have long sales pitches
- Sees more yoga at wineries
- They have been approached by a couple of spas for partnerships, but the economics were not favorable yet (i.e., yoga teachers often are not paid well, ~$30/class)
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