A good, old-fashioned wine tasting isn’t all about getting in as many sips as you possibly can of all the options on the table. Well, it is, but there are ways you can incentivise your guests to go beyond this part of the day, ultimately investing and engaging with your brand before they hit the road again.
So how exactly can you pull off the perfect wine tasting party in 2020? Here are a few of our top tips for pulling all of the metaphorical tricks out of the bag.
1. Know exactly what you want to get out of your event
This is the most important step. Before you even think about what kind of decor you want on the day or playlists you’d love to tee up; you need to make sure you understand what your exact objectives are. That means defining (and documenting) what you want the result to look like – whether that’s ‘X’ new customers, a certain amount of VIP sign-ups or potentially a figure for a fundraiser you might be holding.
No matter what your version of success looks like, it’s crucial you paint this out as a clear vision for your team, well in advance.
2. Establish and maintain a budget
It’s easy to go overboard, but remember that ever taste-tester a guest tries out is ultimately money spent on your business. So, make sure that your lineup isn’t going to throw you overboard in the financial department, and keep the rest of the components (e.g. marketing your event or catering food for it) in line with what you’ve got to work with.
If you’re setting a certain charge per person for the event, make sure you serve up a specific amount of wines or food that reflects what they’re paying for, but that still remains within your budget,
3. Choose a time and date that works best
You don’t see too many tastings going on in winter, and there’s a reason for that. Take a look at your calendar, seasonal trends and weather conditions to choose the most effective date and time for your event. Also consider whether you want to make it a day or night occasion, or whether your guests are more likely to stay inside at certain times of the year.
4. Location, location, location
Above all, selecting a spot for your tasting is one of the most important factors. It needs to be easy to get to, accessible and aligned with your overall theme. If you’re hosting it at your winery, make sure there’s plenty of information on how your guests can get there and what kind of features they’re in for. You want to give them a reason to head out to you.
5. Consider employing a bartender or sommelier for the event
If you really want to pack a punch, having an expert on hand can sometimes be the perfect finishing touch for a tasting. They’re able to answer questions about certain drops or can even match the right one to your specific guests. This also adds a level of credibility and authority to your business that you may be lacking otherwise.