Reflecting on the future of the winery industry
As the harvest season draws to a close, it’s the perfect moment to reflect on Tock’s ongoing partnership with wineries and explore new ways to help this vibrant industry flourish.
Our commitment to wineries has been at the heart of Tock’s mission from day one. Recognizing that wineries need more than just a reservations tool, Tock was designed as a comprehensive revenue management platform, empowering winery partners to manage guest experiences, memberships, and events with ease. This dedication has fueled some of the most significant innovations across our platform, ensuring we meet the unique needs of every winery.
Now, as part of American Express, Tock is expanding its vision for winery customers on a much larger scale. Tock remains a trusted partner to wineries, focused on delivering new features and greater value to our customers, while also helping them connect with a broader audience and drive lasting relationships and success.
Our impact by the numbers
Tock proudly supports a diverse range of wineries, from boutique vineyards to world-renowned estates, across regions like Napa Valley, Sonoma, the North Fork of Long Island, and Texas Hill Country. Understanding the unique nature of the wine business, we’ve designed our platform to offer flexible solutions: customizable guest experiences, seamless payment options, and rapid account setup within 24 to 48 hours.
Wineries now make up over 20% of our customer base, and our nearly 100% monthly retention rate speaks to the trust and long-term partnerships we’ve built.¹’²
Year after year, we remain committed to helping our winery community thrive and grow.
Driving innovation and connection
In today’s competitive reservation landscape, every guest booking is an opportunity to build lasting relationships. Tock’s advanced discovery tools and seamless integrations help wineries attract more guests, especially in renowned regions like Napa Valley and Sonoma, by making it easier for visitors to find and book experiences, even at the last minute.
Last year, Tock launched our “Multi-Experience Tables” feature, empowering wineries to diversify their offerings. With this innovation, partners can create new, memorable experiences while ensuring tables remain available for traditional tastings. This means a table is only taken offline when it’s reserved by a guest, maximizing both flexibility and revenue potential.
Expertise that drives excellence
At Tock, our passion for the wine industry is reflected in the expertise of our team. We bring together specialists with deep credentials: WSET-certified professionals, Advanced Sommeliers, and even the acclaimed author and journalist Jon Bonné. This collective knowledge allows us to offer meaningful insights and guidance, helping our winery partners elevate their guest experiences and achieve lasting success.
Amplifying winery success with American Express
As part of American Express, Tock can deliver even greater value to our winery partners. This powerful integration brings new features and products to the platform, while also expanding our partners’ reach to millions of American Express Card Members. Collectively, these members spend hundreds of millions of dollars at wineries, wine shops, and related merchants each year.³ By connecting wineries to this extensive network, we help amplify their brands and drive increased visibility for their experiences, tastings, and events. Our goal is to ensure that every partner benefits from the enhanced opportunities and resources that come with the backing of American Express.
Looking ahead
While the wine industry faces its share of challenges, we continue to be inspired by the resilience and ingenuity of our partners. As the season ends and we look forward to the year ahead, Tock remains committed to supporting wineries as they adapt and grow. We are proud to play a role in their ongoing success and look forward to helping our partners seize new opportunities in the future.
Matt Tucker
Head of Tock
