Over the past few years, wineries have seen tasting room visits decline as consumer habits shift. With more options than ever, visitors are looking for something special—experiences that go beyond just sampling wine. For many wineries, this means rethinking how they engage guests and creating a place people want to come back to.

This guide dives into fresh ideas to help your winery stand out, turning it into a destination where visitors feel welcome, excited, and connected to what you offer.

Create Unique, Social Experiences

In today’s market, wineries that stand out provide more than just a tasting—they create memorable, shareable experiences that make guests want to stay longer and come back.

• Enhancing the Atmosphere with Music: Music adds energy and can make an ordinary tasting feel like an event. Hosting live music, whether it’s a local band or acoustic performer, brings people together and keeps them engaged. Many wineries schedule music on weekends to attract crowds, letting guests relax, sip, and enjoy the vibe.
• Hands-On Winemaking Events: Take the guest experience a step further by offering interactive sessions like blending workshops or harvest activities. For example, Keswick Vineyards' Consensus Blending Competition invites wine club members to be part of the winemaking process, creating a unique connection with the brand. These immersive activities make guests feel like insiders and foster loyalty.
• Curated Pairing Dinners: Partner with local chefs to create pairing dinners that go beyond typical food and wine pairings. These can feature seasonal ingredients and creative presentations, like smoky effects or special lighting, making the meal an unforgettable experience. It’s an elevated, modern approach that resonates with guests looking for something unique to post and share.
• Personalized Tastings for a Tailored Experience: Many wineries have moved away from traditional tastings, but there’s still value in offering a more personalized option. Creating a dedicated space or reserving private areas for more formal tastings gives guests a deeper connection to the wine.

Curate Instagram-Worthy Spaces Without the High Cost

Social media is essential for reaching younger audiences, and creating spaces people want to share online doesn’t have to be pricey. Use what makes your winery unique to craft a memorable, photo-ready experience.

• Highlight Unique Spaces & Decor: If your winery has distinctive features—like a rustic barn, scenic overlook, or historic architecture—lean into those qualities. Adding simple decor touches like creative seating, string lights, or vintage furniture can make a big impact.
• Utilize the Landscape: Some of the best photo ops are already part of your surroundings. Beautiful vineyard views, cozy barrel rooms, and outdoor patios are natural backdrops that encourage guests to snap and share. Set up comfortable spaces in these areas to make your winery an inviting destination that shines on social media.
• Storytelling Through Every Touchpoint: Your winery’s story is part of what makes it unique. Make sure visitors can experience it everywhere, from your website to the tasting room. Consider using iPads, screens, or wall displays to showcase your vineyard’s history, sustainability practices, or winemaking philosophy. Giving guests a way to connect with your story on their own makes the experience more meaningful.

Welcome Families and Pet Owners with Inclusive Spaces

As visitation declines in some regions, wineries that adapt to meet the needs of younger consumers are seeing a positive shift. Many young adults today have families and pets, and they’re searching for relaxed, family-friendly destinations where everyone can enjoy themselves. By creating a welcoming environment, wineries can tap into this growing demographic, which values shared experiences over traditional wine tastings alone.

• Family-Friendly Days or Hours: Offering specific family-friendly hours or designated days of the week can create an inviting atmosphere for guests with kids. Wineries in places like Texas and Virginia have successfully boosted visitation by providing kid-friendly spaces, outdoor games, and picnic areas that let families relax and enjoy the day. Simple touches like this show younger visitors that your winery welcomes families and creates a stress-free space for everyone to unwind.
• Dog-Friendly Areas: Many guests want to bring their pets along, so adding dog-friendly patios or outdoor areas is an easy way to attract more visitors. With pet-friendly zones, your winery becomes a go-to spot for dog owners who want to relax with a glass of wine in hand and their furry friends nearby.

Empower Wine Club Members as Ambassadors

Your wine club members are some of your best advocates. Turn them into organic ambassadors by giving them reasons to bring friends and family, naturally expanding your reach through genuine connections.

• Invite-Only Perks: Elevate the experience for club members by creating exclusive, invite-only spaces or events, like private tasting lounges, seasonal parties, or behind-the-scenes tours. When members have access to special areas or experiences, they’re more likely to share the experience by inviting friends along to join the fun.
• Fun Referral Incentives: Instead of standard discounts, try unique rewards like a complimentary glass for each new friend they bring, or access to limited-release wines. You could even offer a “Bring a Friend” day, where members can bring a guest to enjoy exclusive benefits, turning every visit into a memorable experience.
• Member-Hosted Events: Allow wine club members to host small gatherings or private events at your winery with discounted group rates or a complimentary tasting for their group. This can make members feel valued while introducing your winery to new guests in a relaxed setting.
• Friends-and-Family Membership Trials: Offer club members the chance to gift a short-term "trial membership" to friends or family. This lets guests experience club perks for a limited time, making them more likely to join after enjoying the exclusive benefits. Tip: Do this during a typically "slow" month to increase sales by allowing non-members to use membership benefits for a week.

Rethink Your Reservation Policy and Operating Hours

Flexibility can make your winery more accessible, especially for spontaneous visitors or locals. While some wineries require reservations, loosening this policy can open the door to a broader audience.

• Open-Door Policy: Evaluate whether you need reservations at all, or if you can keep a flexible walk-in policy, particularly during off-peak hours. Letting people drop in without booking in advance can encourage spontaneous visits, especially from locals.
• Hybrid Reservation Options: If reservations are necessary, consider a hybrid model where some areas remain reserved for walk-ins. This way, guests still have the option to drop by, while pre-booked visitors enjoy guaranteed spots.
• Flexible Hours: Extending your hours for evenings or weekdays can bring in guests looking to unwind after work or visit during quieter times. “Local Nights” with special discounts or live music can add to the appeal, encouraging midweek visits.
• Regularly Walk the Customer Journey: Periodically experience your winery from a guest’s perspective. Test the entire journey, from navigating your website and making a reservation to parking and entering the tasting room. This practice helps identify any areas that could be improved to create a smoother, more enjoyable experience for visitors.

Streamline with Self-Serve and Prepaid Options

Managing staffing levels can be challenging—especially if you currently operate by appointment only and are wanting to accept walk-ins. By adding self-serve options, you can enhance the guest experience and create a more efficient, flexible operation.

• Wine-by-the-Glass Stations: Set up dedicated areas where guests can easily grab a glass or bottle without needing full-service attention. This allows visitors to enjoy a relaxed, self-paced experience, perfect for busy times or when staffing may be limited.
• Prepaid Self-Serve Stations: Some wineries are investing in prepaid pouring stations like this one, where guests can swipe a card or wristband to sample wines by the ounce. While these stations come with upfront costs, many see them as a worthy investment to reduce staffing needs and provide guests with a unique, interactive way to explore wines. It’s also a great conversation starter that appeals to tech-savvy visitors and encourages a leisurely pace.

Expand Your Drink Options to Welcome All Guests

Adding non-alcoholic options and a variety of other drinks can make your winery more inviting for everyone. Offering non-alcoholic wine, mocktails, or wine slushies gives non-drinkers and designated drivers something to enjoy beyond just sodas and water.

• Non-Alcoholic and Mocktail Options: Including non-alcoholic wines or custom mocktails makes sure non-drinkers feel part of the experience. It’s a simple way to ensure everyone has something interesting to sip on, even if they aren’t drinking alcohol.
• Wine Cocktails and Slushies: Wine-based cocktails and slushies can add a fun, seasonal twist to your menu, especially in the warmer months. These unique options often attract younger crowds and create photo-worthy moments that guests love to share.
• Local Beer or Cider: Carrying a few local beers or ciders is a great way to cater to different tastes, drawing in visitors who might not typically stop by a winery. This flexibility broadens your appeal across generations and gives everyone a reason to enjoy your space.

Engage Your Local Community with Partnerships and Events

Getting involved locally is a great way to make your winery a real part of the community. By teaming up with nearby businesses, artists, and vendors, you can create events that attract locals and new visitors alike.

• Local Vendor Pop-Ups: Invite local artisans, food trucks, or musicians to set up at your winery. These events bring a fresh crowd and make the atmosphere lively and welcoming. Guests get to enjoy more than just wine—they experience a bit of the local flavor and community.
• Inventory Discount Days: To boost weekday visits, consider hosting discount days where locals or wine club members can get special deals on select bottles. It’s a simple way to show appreciation to your community, keep foot traffic steady, and clear out older inventory at the same time - a win-win!
• Engage Locally Through Events and Partnerships: Local events are a great way to reach new audiences. If allowed, set up a booth at your local farmer’s market or participate in regional festivals to showcase your wines. Also, building relationships with tour operators, local hotels, or Airbnbs can put your winery on the map for visitors, who may include you in their travel plans.

Boost Your Visibility with Local SEO and Google My Business

Making sure people can find your winery online is key to bringing in real-world visitors. Local SEO and an updated Google My Business profile can help you stand out and attract more guests.

• Keep Google My Business Updated: Regularly update your Google My Business profile with upcoming events, special offers, or unique experiences. When someone searches for local things to do, having all the latest info on your profile makes it easy for them to choose your winery.
• Use Local SEO: Include location-based keywords on your website and blog, like “family-friendly winery near [city]” or “dog-friendly winery in [region].” This helps you show up in local searches and reach people who are already nearby and looking for a place to visit.

Elevate the Experience with Food Options

Adding food to the mix can turn a tasting into a full experience, keeping guests around longer and giving them more reasons to visit. Even if health codes or building regulations prevent a full menu, there are plenty of ways to offer something satisfying.

• Grab-and-Go Options: Pre-packed items like charcuterie boxes, cheese plates, or small snacks are easy to manage and pair well with wine. They’re convenient for guests and keep things simple on your end.
• Food Trucks and Pop-Ups: Partner with local food trucks or pop-up chefs for a rotating selection of foods, creating something new and exciting each time guests visit. This can attract both wine lovers and locals who come for the food but stay for the wine.
• Allow Outside Food: If you’re open to guests bringing their own picnics, make it clear on your website so they know what to expect. Guests appreciate the flexibility, and it makes your winery feel even more welcoming.

Conclusion

Creating a destination winery goes beyond great wine; it’s about building an experience that keeps people coming back. From family-friendly spaces and local partnerships to self-serve options and memorable food pairings, these strategies make your winery a place people want to visit, stay awhile, and bring friends back to.

All of these are great suggestions, but the customer experience often hinges on the staff. Make sure they’re trained on the winery’s history, understand the 5-10 rule (acknowledging customers within five feet and smiling within 10), and are knowledgeable about the wines. A warm, welcoming staff can make a first-time visitor feel at home and eager to return.

Of course, balancing all these elements requires the right tools. Corksy can help streamline everything from managing reservations and keeping track of club members to running a POS system that works for both tastings and retail. With CRM capabilities and a web builder designed with SEO in mind, Corksy helps make it easier to stay organized and get noticed online. By keeping everything under one system, you’re free to focus on what really matters: creating an experience that resonates with every guest who walks through the door.

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