Wine culture in the UK is thriving and, with a consumption rate that exceeds both beer and spirits, it’s no wonder the nation is enthusiastically supporting the growth of local offerings. In fact, research shows that visits to domestic vineyards and wineries have risen by 55% in the last two years and over 21.6 million bottles were produced during 2023’s record harvest.
Currently valued at £15 billion, and with an increasing interest in sparkling wines and ecommerce purchases, it’s no wonder there are now around 1030 commercial farms across the country.
While this surge in popularity is excellent news for merchants, staying ahead of the competitive curve is a constant battle. And, with thin margins, an influx of online traders and increased taxes skewing the profits, success requires a more strategic (and personalised) approach.
Our own 30-year history in bespoke packaging, gifting and transit solutions in this specific arena has allowed us to rub shoulders with some pretty distinctive experts. So, if you’re looking to up your game and could do with some guidelines, here’s what we’ve learnt along the way about the etiquette behind hosting a noteworthy wine tasting event.
What’s all the fuss about?
In order to solidify your following and put your brand on the map, you need to get social. Why? Because wine is exactly that. In fact, it’s been a cornerstone of human revelry for millennia.
From religious ceremonies to auspicious celebrations, family gatherings, gifting and first dates, this noteworthy drink has become its own culture, creating connections, signifying social standing and uniting people across the globe.
And, as each cultivar, vineyard and bottle have a story to tell, the best way to relay it is by creating appeal through a tasting event.
Of course, from a business perspective, they also provide a powerful platform that engages with customers, fosters a sense of community, promotes your brand, builds relationships and capitalises on sales. All while encouraging an educational exploration of the diverse (and ever-changing) world of the noble grape.
The ins, outs and etiquette of a great social wine tasting event
Now it’s down to the fun part! Here are our hot tips...
Setting up
Choosing the right wines
Think about things like seasonality, your clientele and what’s featuring in the latest wine news, then base your tasting around one of those elements. For example, if you’ve just read all about some or the UK’s latest favourites, it might be a good idea to show them off to your local community.
Determining how many to sample
Bear in mind that at formal tasting events, the judging panel spits. But for a merchant-based affair, it’s not the done thing – especially when food pairings are involved. So don’t offer more than five. After all, it’s about education, not inebriation.
Hiring a sommelier
If you have a genial personality and a sound knowledge of the wines you’re presenting, it’s perfectly acceptable to host it yourself. However, if you’re spotlighting a specific label or need support, get in a sommelier or a representative from the vineyard you’re featuring. They will also be able to guide you through appropriate food pairings if you’re unsure.
Layout protocols
Make sure each wine category is properly laid out and that you include good signage. Jumbling everything up is bad policy. If you’re planning a ‘help yourself’ evening, put similar types in the same bucket (or on the same table) so that guests have a relevant point of comparison.
Pamphlets and notes
It is polite to send out some literature before the event, featuring a short history and description of each wine. This should also be available on the night, along with a printed list against which your patrons can jot down notes and opinions.
Dress code
Despite the formalities, the wine industry is pretty casual, so unless there’s a specific plan in mind, you can dress as you please. As always with business, simply practice discretion.
Blind tastings
Blind tastings have become popular as a fun (and objective) way to judge different labels. However, if a restaurant owner comes in to select products for their menu, they will need to take every element of the wine into consideration including its colour, bottle shape and label.
Merchandise
Despite their social nature, wine tasting events are a business opportunity for you to expand your client base and make some good sales. Before you host one, think about ordering some branded gifting and packaging options that will encourage impulse buying.
The latest wine event trends
Having gained popularity as a must-have experience, it has now become fashionable to host themed events. So, whether you’re doing Spanish wines paired with homemade paella or getting in some food trucks to supply sustenance between different categories, collaborations are an easy (and profitable) way to attract interest. Remember to use menu boards to highlight each offering.
Some merchants partner with local delis to promote food and wine pairings, while others are extending their in-house range to include cheese and other charcuterie products as part of their merchandise.
Pouring
Temperature control
Make sure you refrigerate your whites ahead of time and then pop them into ice buckets or wine coolers before the tasting commences. Reds should be served at room temperature.
When to open them
A red can be opened the day before your tasting to give it plenty of time to air, and whites can be opened as they’re consumed. At the end of the day, you’re offering your guests a snapshot of each product, so don’t worry about the effect of outside influences like atmospheric pressure, humidity and UV rays – they’re out of your control.
Pouring techniques
For free-pouring events, there’s no need to worry as guests will help themselves to each type as and when they’re ready. However, if it’s a more formal affair and you have servers in attendance, they should hold each bottle by the bottom with no more than a finger supporting the neck and pour in around an inch of wine. The bottle should then be rotated by a quarter and tilted upright to avoid any drips.
Serve your guests in a clockwise direction and have a clean napkin at hand to wipe the lip after each pouring.
Tasting
Palate cleansers and how they work
Despite the trend towards serving interesting palate cleansers like pineapple, chocolate and crisp apples, it’s important to note that wine is delicate and needs to be treated with respect.
For that reason, and unless you’re having a pairing event, stick to traditional dry crackers. No, they’re not glamorous, but they get the job done without ruining your ability to savour the product in question.
Guests should be encouraged to partake in a cleanser between each new category.
The importance of a good tasting glass
These are designed to properly enhance your experience. Here are some insights:
- It should be big enough to hold two generous mouthfuls, not the whole bottle
- A thin, even rim enables the wine to flow more easily
- The stem permits you to hold the glass without warming up the liquid inside it.
- To experience the full aroma, make sure the bowl tapers upwards.
Navigating the five s’s
These stand for the five most essential aspects of a wine’s characteristics as follows:
- See – look at the wine to assess its colour as well as any faults, like corkage, cloudiness or excess sediment
- Swirl – rotating the wine helps to aerate it and release the bouquet – it will also tell you more about its reserve
- Sniff – this gives you time to absorb the complexity of notes
- Sip – allow the wine to coat your tongue as you focus on every sensation
- Savour – this gives the flavour time to evolve in your mouth, allowing you to assess its true calibre.
Encouraging questions
There are no stupid questions in the wine industry and don’t be fooled, even the most experienced aficionado doesn’t know everything. So, ask away – it might just clear things up for the entire room.
Spitting
If you do find yourself as a guest judge in a formal setting, then spitting is mandatory. And there are different protocols surrounding good spittoon etiquette. Either placed on the table or some feet away, each occasion is different. While we encourage the real thing, some hosts even resort to supplying flowerpots – so always expect the unexpected.
At less prestigious events, people often refuse to spit because it makes them uncomfortable. However, it is the done thing, so there’s no need to feel embarrassed.
We were surprised to learn that spitting has actually become an art form, with the primary objective being the ability to avoid splattering your colleagues. Don’t worry... apparently it becomes easier with practice.
Leftovers
Take a sustainable approach by preserving leftover bottles using an appropriate stopper. While you won’t be able to sell the contents, there’s nothing preventing you from offering next-day customers a tipple on the house.
The latest trends
It’s common practice for pro tasters to go out for a couple of beers after the event. It refreshes the mouth, quenches your thirst... and gives you a chance to catch up on opinions and experiences.
Invest in the full package
The wine industry is embedded in our business DNA, which is why we offer barware that exceeds expectations. At WBC you can expect:
- Bottle openers, buckets, crates, coolers and glassware designed to augment the experience
- Brandable aprons and goodie bags for optimal visibility.
- Standout countertop display and signage options that will show off your pairings.
- Packaging and gifting solutions to inspire those extra sales.
Get a taste of our barware offerings and say cheers to your best event ever by calling our sales team today!
