UK vineyards and wine merchants are in an exciting space in 2025, with farm acreage, warmer weather, government support, tourism and global recognition fuelling a significant industry surge. In fact, visits to both growers and sellers have increased by 55% in the past two years – justifying a need for trade experts to build up their marketing strategies and face the influx head on.
Planned promotions like interactive wine tasting events and guided tours are high on the trend lists meaning that, if you’re aiming to stay in the spotlight, they need to be polished and professional.
Here are some insights into why they work and how to get them right.
The objective
Showcasing wines has multiple advantages and will boost your business. However, it’s important to have a clear understanding of what’s involved before you initiate your plans.
From a wine merchant’s perspective, the end goal should be focused on building interest and customer loyalty while showcasing favourites, unknowns and new collections. Get an expert to host the event, and you’ll increase interest and engagement.
Vineyards, on the other hand, should use the opportunity to promote their own wines, educate their audience about their vinification processes, and talk about their terroir and grape varieties. This should be done through great storytelling to create a sense of endearment.
Before you begin, a Temporary Event Notice (TEN) or a premises license must be obtained – this can be done through your local district or borough council.
The business benefits
With the rise in locally produced bottles adding some fierce competition to an already ambitious industry, hosting wine tasting events has some very real advantages:
- You’ll attract new trade: showcasing collections will help broaden consumers’ palates, spotlight small producers and increase sales.
- They educate: your followers will learn about different varietals, production techniques and best practices.
- You’ll build relationships: entertaining your immediate community helps to develop loyalty and champion your brand.
- They’ll establish your expertise: you’ll be able to share your knowledge, positioning yourself as a leader in your field.
- They’re a networking opportunity: co-hosting a function allows you to integrate with other professionals, which will attract new audiences and expand your reach.
How to plan one
In an arena that’s based on etiquette and protocol, getting your event right is crucial. These tips will set the parameters:
Initial preparations
In the deciding phase you’ll need to figure out the basics around what you're trying to accomplish and why. Considerations include:
- Your theme: will you be doing a blind tasting, a food pairing or a guided tour?
- Your venue: are you having it in-store, hiring a private room or at the vineyard itself?
- The products: these should be curated around aspects like style and origin.
- Food: make sure your pairings (and palate cleansers) complement your drinks.
- Personnel: find sommeliers who are informed, professional and charismatic.
- Communications: use multiple marketing platforms to build awareness.
- Safety and wellbeing: insurance coverage and proper safety protocols are key.
Elevating the experience
At the end of the day, it’s all about execution – so give some serious thought to:
Creating a charming atmosphere
Use good lighting, soft music and classy decor to set the scene and make it exceptional.
Organising your orders
If you’re having food (or the wines) specially delivered, make sure they arrive on time and are set out before your guests arrive. One should always maintain the highest standards.
Providing relevant tasting notes and educational content
Give your guests content on what they'll be reviewing, where they come from and how they’re made. And don’t forget to supply a means of documenting their experiences.
Interact
Quizzes, guided tours and blind tastings are fun inclusions, especially if the event is aimed at shoppers rather than professionals. It’s also good to get the guests chatting amongst themselves to enhance a sense of community.
Follow up
After the event, send out a thank you email and invite them to sign up for notifications on upcoming functions. It’s a great way to foster relationships and make regular sales.
What you’ll need
To ensure impeccability, you’ll need some stylish gear which should preferably be branded to add refinement and spotlight your business.
Here are 10 accessories that will raise the bar:
Glassware
Tasting glasses are specifically designed to enhance a sensory experience through temperature control and aroma concentration. And don’t forget to order some sturdy crates to ensure that there are no breakages before or after the session.
Aprons
Make sure you and your staff look the part with personalised aprons that promote visibility.
Wine coolers
These will help to keep your white wines and champagne chilled before serving.
Spittoons
If you have professional tasters at your function, these are essential. Why? Because they’ll need to sample a wide collection of wines while maintaining a fresh palate and avoiding intoxication. Spittoons allow them to discard each mouthful (in an acceptable manner) after they’ve made their assessment.
Cooler buckets
These are a hassle-free way to keep lots of bottles on ice prior to the tastings, ensuring that they are always at optimal temperature before they reach the table.
Corkscrews
While most wines should be opened between thirty minutes and two hours before the event to allow for sufficient breathing, one should be prepared for any eventuality, so keep a supply of corkscrews on hand at all times.
Stoppers
Whether you’re exploring a fine red or some quality champagne, all residuals should be properly preserved using a product-appropriate stopper.
Blind tasting bags
These are an interesting addition to any kit and allow afficionados to assess a selection of your finest without any bias.
Signage, tags and ticketing
Useful for managing entry, directing your guests, adding tasting notes and providing fun facts, they help to create a flawless, well thought out experience.
Serving platters and boards
Presentation is everything, so whether you’re doing a food pairing or just supplying a range of palate cleansers, make them look exceptional and in keeping with your theme.
Ramp up your merchandise
Give your guests the opportunity to do some retail therapy at the end of the event by supplying some gifting options. We suggest:
Personalised tote bags
Not only will they create ongoing brand visibility, but they’ll also provide a practical means of transporting impulse purchases. We have options designed especially for the drinks industry featuring removable dividers that protect glass bottles from clanging together.
Wooden wine boxes and carriers
Either use these as is or have them printed with a message or logo for that spectacular unboxing element.
Wicker hampers and baskets
Ideal for customers who want to curate a collection of the wines they’ve tasted; these are an excellent corporate gifting solution and can be ordered with branded cotton liners for a more refined aesthetic.
Get the full wine tasting package with WBC
We’re here to make sure you never miss a beat, so if you’re looking for wine tasting accessories that will up your game, speak to our team today.
