Prepared by HazelPiper Creative for Lewis Bonjean
The FlorVino
Marketing Plan
September to December 2026. How we turn the busiest sidewalk in Texas into a full tasting room.
See where things stand, 2 open itemsYour dashboard
The short route
Start with the short version, then the few things that need you. Every card opens its own page.
The short version
FlorVino does not have a persuasion problem. Nearly everyone who tastes the wine buys it. What it has is a doorway problem, and a proof problem.
The doorway problem is that 1.6 million people walk past that address every year and most of them never know what is inside. The proof problem is that flower wine sounds like a novelty until someone gives you a reason to take it seriously.
Both are solvable this quarter, and both answers already exist inside FlorVino. Four years of competition medals, and a 5.0 rating across 398 Google reviews. Neither is being used.
Where things stand,
after a full read of the live site
Updated 7 September. Everything below was read straight off florvino.wine and out of your own store that day, not carried over from an older note. Two emails went to you the same afternoon covering the urgent parts.
The France answer was open for weeks. It turned out to be published on florvino.wine/about the whole time, in the line about seven generations with still existing vineyards in Blanzat. That unblocks the Our Story rewrite and the press pitch.
The wine club, and this is the money one
The club is the only thing FlorVino sells that pays every month instead of once, and it works. The 6-pack takes payment right now at $167.76 every three months. But the club is advertised cheaper than it actually charges, on every tier.
Someone clicks join expecting one number and meets a higher one at payment. That is where the sale dies. The club page happens to carry the right figures, the join page does not, and the printed card in the tasting room is a fourth set again, right on the six pack and wrong on the twelve. Tell me which numbers you want to be true and every surface gets made to match, including the card.
Three more on the same pages
- The merch discounts are attached to nothing. The join page offers 5, 10 and 20 percent off merchandise across the three tiers. There is no merch product in the store and no merch category, and the separate Shopify store is frozen and will not open at all. Those lines should come off until there is something to discount.
- The Shipping policy page is not a shipping policy. It carries the club membership terms under that heading. The real shipping terms sit inside a collapsed tab on a product page.
- The Wine Club 6-pack product page carries the Peaches tasting notes word for word.
Two things still open
- Which club prices are the real ones, and is it two tiers or three?The club page shows two tiers, the join page shows three. Once you say which is right, all four surfaces get made to match.
- The Google review QR code's actual destination.Still nobody has scanned it. Separately, the framed card beside it reads please give us a 5-star rating. Google's policy says a business must not selectively solicit positive reviews, and must not ask for a rating while people are on the premises. Reprinting it to read please leave us a review fixes that and costs nothing.
Galveston delisting, you said go
You approved chasing this down. Four sites are confirmed with a live Galveston listing, checked on 7 September. The fourth site that was previously unnamed is Expedia.
These are third-party platforms, so closing them needs your own login on each. Send access, or forward the confirmation email from when each was first listed, and HazelPiper will draft the takedown request.
Worth a look from whoever runs the store
The catalogue holds 130 products. 89 of them are copies of Florvino Winery Tour and Tasting, 60 priced at $25 and 29 at $20. Another 13 are duplicate Meet the Winemaker, Flower to Glass Adventure, Time with Hugo and Access Pass entries, most showing $0.00.
That is most likely the events plugin making one product per date rather than anyone duplicating by hand, so it needs confirming rather than assuming. Either way, a catalogue that answers with 89 near identical products is hard for a customer and a search engine to read.
Still on the original list
- One hour on the six wines. Which flower, where it comes from, one surprising thing about how you handle it, what you would say about it at the bar.
- One filming session. Three short clips of guests tasting for the first time, one good photograph of each flower.
- The six pack discount. You said 10 percent online and 20 percent in person. The store and the club pages do not agree with that or with each other, so it is folded into the club pricing question above rather than sitting on its own.