If you want your winery to stand out from the crowd, offering great wine and a pretty view is just the beginning. To really attract new visitors, increase sales, and create a loyal following, you need to focus on providing unique, engaging experiences that go beyond the typical tasting room visit. That’s where winery events come in!
We’ve promoted thousands of events for wineries, vineyards, and bottle shops through Vesta. Some of our top performing customers are small, independent vineyards. Often in places you might not think of for their wine scene, like Indianapolis. They’ve figured out that events are a key part of creating a sustainable winery business.
Hosting events at your winery is a fantastic way to showcase what makes your brand special, highlight your best offerings, and create unforgettable moments for your guests. No matter the size of your winery, you can tailor events to fit your target audience and business goals.
From social gatherings like live music concerts and outdoor movie nights to educational experiences like wine tastings and cooking classes, winery events have something for everyone. They give you the chance to connect with your customers on a more personal level, building a sense of community and loyalty that keeps them excited to come back and bring friends.
Plus, events can be a huge revenue booster for wineries. By offering ticketed experiences, special event packages, and exclusive access to limited-edition wines, you can bring in a broader audience and get customers to spend more.
Events also give you the perfect opportunity to upsell and cross-sell your products, as guests are more likely to make purchases when they’re having a great time in an engaging atmosphere. We’ve been told by multiple winery and brewery event organizers that, when measuring the ROI of using Vesta to promote events, they also consider the repeat retail purchases new attendees are likely to make.
In this blog post, we’ll share 25 proven winery event ideas that can help increase your sales, create loyal customers, and make your winery a top destination based on the over 30,000 events we have promoted.
From social gatherings to food-focused events, health and wellness experiences to seasonal celebrations, these ideas will inspire you to create an exciting, diverse event calendar that shows off the best your winery has to offer. Let’s jump in!
Looking for more inspiration? Check out our list of 19 Event Types That Dominated Our 19,153 Promotions In 2023.
What Makes a Good Winery?
Before we dive into our 20 winery event ideas, let’s talk about what makes a winery great in the first place. Events can help draw people in, but it’s the overall experience that keeps them coming back.
A bit obvious, but we need to say it; a good winery needs to have quality wines and unique varietals. Whether you specialize in bold reds, crisp whites, or something in between, your wines should be well-crafted and delicious.
Consider offering a range of options to cater to different tastes, and don’t be afraid to showcase lesser-known varieties to help you stand out. I can distinctly remember going to winery events in rural Pennsylvania and while traveling. Some of the more unique varieties were the ones that stood out and got people talking.
An inviting atmosphere and beautiful setting can make all the difference, too.
Your winery should be a place where people want to spend time, relax, and take in the views. Think cozy tasting rooms, picturesque vineyards, and comfortable outdoor spaces. Pay attention to the details, like lighting, decor, and music, to create a welcoming vibe.
A distinct advantage we see wineries have over many other event organizers is that most wineries already have a beautiful space to work with. Often there is a mix of indoor and outdoor spaces as well. Interest in outdoor events have been surging in recent years, so take advantage of that space if you have it.
Of course, exceptional customer service is key. Your staff should be friendly, knowledgeable, and passionate about your wines. They should be able to answer questions, offer recommendations, and make guests feel right at home. Training your team to provide top-notch service can go a long way in creating a loyal customer base.
Last but definitely not least, engaging events and experiences can take your winery to the next level. This is where our 20 event ideas come in! By offering a variety of events that cater to different interests and occasions, you can attract new customers, keep things exciting for regulars, and create buzz around your brand.
So let’s explore some winery event ideas that are sure to impress.
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Winery Event Ideas for Socializing
Looking to create a fun, social atmosphere at your winery? These event ideas are perfect for bringing people together and fostering a sense of community around your brand.
Live music and concerts
There’s nothing quite like sipping a glass of wine while enjoying live music. Consider hosting regular concerts featuring local artists or even bigger names if your budget allows. From laid-back acoustic sets to lively bands, music events can appeal to a wide range of customers.
Outdoor movie nights
Take advantage of your winery’s beautiful outdoor space by hosting movie nights under the stars. Set up a large screen, provide cozy seating options, and offer a selection of your best wines. Choose classic films, romantic comedies, or even wine-themed movies for a fun twist.
Paint and sip events
Get creative with paint and sip events, where guests can enjoy a glass of wine while learning to paint a beautiful scene. Partner with a local artist to guide the class, and provide all the necessary supplies. These events are perfect for groups of friends, couples, or anyone looking to try something new.
Trivia nights
Put your guests’ knowledge to the test with trivia nights at your winery. Create a wine-themed trivia game, or cover a range of topics to appeal to different interests. Offer prizes like bottles of wine or tasting room discounts to add some friendly competition.
Mini wine festivals
Celebrate your winery’s offerings by hosting a mini wine festival. Showcase your different varietals, offer food pairings, and provide entertainment like live music or grape stomping. Invite other local wineries to participate to create a collaborative, community-focused event.
You can create a welcoming, engaging atmosphere that encourages guests to visit often and bring friends along with the right social events for your winery. These events are also a great way to introduce new customers to your winery and build buzz around your brand.
Winery Event Ideas for Foodies
If your target audience includes food lovers and culinary enthusiasts, these winery event ideas are sure to satisfy their cravings and keep them coming back for more.
Farm-to-table dinners
Partner with a local chef or restaurant to host a farm-to-table dinner at your winery. Showcase the best seasonal ingredients from nearby farms, and pair each course with your finest wines. These intimate, upscale events can be a great way to highlight your winery’s commitment to quality and sustainability.
Cooking classes with wine pairings
Offer hands-on cooking classes that teach guests how to prepare dishes that pair perfectly with your wines. Led by a professional chef, these classes can range from simple appetizers to full-course meals. Guests can enjoy the fruits of their labor paired with your wines in a fun, educational setting.
Gourmet picnics in the vineyard
Take advantage of your winery’s stunning outdoor spaces by offering gourmet picnic experiences. Provide guests with a carefully curated selection of cheeses, charcuterie, crackers, and other picnic fare, along with a bottle of your wine. Set up picnic blankets or tables among the vines for a truly memorable dining experience.
Food truck events
Host a food truck festival at your winery, featuring a variety of local vendors offering different cuisines. From wood-fired pizza to gourmet tacos, guests can sample a range of dishes that pair well with your wines. These events are perfect for creating a lively, casual atmosphere that appeals to a wide audience.
Chocolate and wine pairings
Indulge your guests’ sweet tooth with a chocolate and wine pairing event. Partner with a local chocolatier to create custom chocolates that complement your wines. Offer guided tastings that educate guests on the nuances of each pairing, or set up a self-guided tasting station for a more relaxed experience.
Incorporating food-focused events into your winery’s offerings attracts a new audience of culinary enthusiasts while providing unique, memorable experiences for your existing customers. These events also offer excellent opportunities for cross-promotion and partnerships with local businesses in the food and beverage industry.
Winery Event Ideas for Health and Wellness
Yoga in the vineyard
Yoga + Wine. What a great pairing. This event format is probably one of the most popular events when it comes to wine-related events AND yoga-related events.
Offer a unique twist on traditional yoga classes by hosting sessions among your vines. The serene vineyard setting provides a perfect backdrop for relaxation and mindfulness. After the class (or before), treat participants to a glass of wine and light, healthy snacks.
Wine in the Wilds: Hiking and wine tasting combos
Partner with local hiking guides to create tours that combine outdoor adventure with wine tasting. Lead guests on scenic trails near your winery, ending with a refreshing tasting session. This appeals to active wine lovers and introduces your wines to outdoor enthusiasts.
Spa day with wine treatments
Transform your winery into a spa for the day. Offer treatments that incorporate wine or grape-based products, such as wine facials or grape seed oil massages. Include a wine tasting to complete the pampering experience.
Mindfulness retreats
Host weekend retreats focusing on mindfulness and relaxation. Incorporate meditation sessions, gentle yoga, and guided walks through the vineyard. Pair these activities with mindful wine tastings to create a holistic wellness experience.
Fitness classes followed by wine
Organize high-energy fitness classes like Zumba or HIIT, followed by a well-deserved glass of wine. This combination of exercise and reward can attract fitness enthusiasts who also appreciate fine wine.
Winery Event Ideas for Wine Enthusiasts
Wine tastings and pairings
Go beyond standard tastings by offering themed events like regional wine tours or varietal deep dives. Pair wines with artisanal cheeses, chocolates, or even unexpected foods like popcorn or potato chips for a fun twist.
To make your pairings and tastings truly exceptional, focus on creating immersive, multi-sensory experiences.
Incorporate elements like aroma stations, where guests can smell different scents found in wines, or texture explorations that highlight how food textures interact with wine.
Use storytelling to bring your wines to life, sharing the history and inspiration behind each bottle. Breweries have successfully been doing with with craft beers for awhile now. It’s a prime opportunity to elevate tastings for vineyards.
For an interactive twist, let guests create their own custom blends or compete in blind tasting challenges. Don’t be afraid to push boundaries with unconventional pairings like wine and music, or wine and art, to stimulate all the senses and create memorable, shareable moments that set your tastings apart.
Winemaker dinners
Host intimate dinners where your winemaker guides guests through a multi-course meal paired with your wines. This gives wine enthusiasts a chance to learn directly from the expert and gain insights into the winemaking process.
Vineyard tours and grape stomps
Offer behind-the-scenes tours of your vineyard and winery. During harvest season, let guests participate in grape stomping events for a hands-on (or feet-on) experience they won’t forget.
Wine education classes
Develop a series of classes covering topics like wine regions, tasting techniques, or food pairing principles. These can range from beginner-friendly introductions to advanced sessions for serious enthusiasts.
Vertical tastings of library wines
Organize special tastings featuring multiple vintages of the same wine. This allows guests to explore how wines evolve over time and appreciate the nuances of different growing seasons. It’s also a great way to showcase your winery’s history and consistency.
These diverse event ideas cater to both health-conscious individuals and dedicated wine enthusiasts. By offering a range of experiences, you can attract a wider audience and provide unique, memorable events that set your winery apart from the competition.
Seasonal Winery Event Ideas
To keep your event calendar fresh and exciting throughout the year, consider these seasonal offerings that complement the events we’ve already discussed.
Seasonal events, due to their timely nature and scarcity tend to draw much bigger crowds than most events. We see this every year, with a huge spike in event popularity and attendance during Fall and Winter seasonal festivities.
Harvest festivals
Celebrate the busiest time of the year with a grand harvest festival.
Build on the grape stomping idea mentioned earlier, but expand it into a full-day event. Include live music, food vendors, and special harvest-themed wine releases. Offer tours that show guests the entire grape-to-glass process during this crucial season.
Holiday markets and gift fairs
Transform your winery into a winter wonderland during the holiday season. Host a market featuring local artisans selling handcrafted goods, perfect for gift-giving. Offer mulled wine and seasonal treats to create a festive atmosphere. This event can attract both wine enthusiasts and holiday shoppers.
Valentine’s Day romance packages
Create a romantic getaway at your winery for couples. Combine elements from our previous sections, like a special winemaker dinner or a paint and sip event, with added touches like rose petal-strewn picnics or couple’s spa treatments. Offer overnight packages if your winery has accommodations.
Summertime garden parties
Take advantage of warm weather with elegant garden parties. Set up beautifully decorated outdoor spaces with lawn games, light refreshments, and of course, plenty of chilled wines. This can be a more relaxed version of the mini wine festivals mentioned earlier, with a focus on summer-friendly wines and seasonal produce.
Autumn “crush” parties
As summer transitions to fall, host a party celebrating the start of the crush season. Combine elements of your harvest festival with cozy autumn touches like bonfires and s’mores pairings. Offer tastings of previous vintages alongside young wines still in production to showcase the evolution of your wines.
These seasonal events alongside the year-round offerings we’ve discussed allow you to create a diverse and engaging event calendar that keeps guests coming back throughout the year. These seasonal touches provide fresh experiences for repeat visitors and capitalize on the natural rhythms of the winemaking year.
How to Make Your Small Winery Profitable with Events
Event profitability matters for everyone, but especially smaller organizations. Unfortunately, we far too often see small organizations brushing off thinking about profitability. They joke “we’re a non-profit for-profit, because we’re a for-profit that doesn’t make any money,” but we don’t really find that joke funny.
If you create a community space where people come together over shared interests, it’s your responsibility to do so sustainably. By thinking about profitability, you create a sustainable and growing community for people to be a part of. That is meaningful.
Collaborate with local businesses
As we’ve mentioned in our post about partnerships to reach new audiences, partnerships can be a game-changer for small wineries.
Team up with local restaurants for winemaker dinners, or partner with nearby hotels to create weekend getaway packages. These collaborations can help you tap into new customer bases and create more comprehensive experiences.
Offer unique event spaces for rent
Transform your winery into a sought-after venue for corporate events and team-building activities. We’ve seen great success with wineries partnering with organizations that connect unique spaces with companies looking for off-site meeting locations. This can be a significant source of revenue, especially during slower seasons.
Our friends at Spaciously make it effortless for you to open your space up to these kinds of events. It’s totally free to be a host there, too! They just take a % of events that they book for you. That’s a pretty good deal. (not sponsored, we just genuinely dig Spaciously).
Create event packages and ticketed experiences
Don’t undervalue your events!
As we’ve discussed in our podcast about raising ticket prices, it’s important to price your experiences in line with market standards.
Consider creating VIP packages, wine club memberships, or seasonal event passes to provide added value and encourage repeat visits. These can include priority access to limited release wines or exclusive events like library wine tastings.
Promote to targeted audiences
Reach out to your local community by utilizing local community event calendars. These are especially effective for promoting seasonal events like harvest festivals or holiday markets. Additionally, use social media and email marketing to target wine enthusiasts and food lovers in your area. Tailor your messaging to highlight the unique aspects of each event.
Make sure if you’re promoting to local community event calendars, you create a great event title to stand out.
Upsell wine during events
Every event is an opportunity to showcase and sell your wines. When we hear from our winery and vineyard customers who promote events through Event Vesta, they typically aren’t just looking at ticket sales to judge profitability of their events. Their biggest revenue driver is usually an increase over time in wine sales. Selling wine at the event creates a relationship with buyers that typically ends up with them coming back time and time again creating lasting customers.
Train your staff to make thoughtful recommendations based on guests’ preferences. Offer special event-only discounts or create themed wine bundles that tie into your events, like a “Summer Sippers” pack for your garden parties or a “Romantic Reds” selection for Valentine’s Day packages.
You can turn your events into profitable ventures that not only boost immediate sales but also create lasting relationships with customers. The goal is to create experiences that guests will want to return for and share with friends, ultimately growing your winery’s reputation and bottom line.
Conclusion
Hosting events at your winery is more than just a way to boost sales—it’s about creating a vibrant, engaging community around your brand. The 25 event ideas we’ve explored offer a diverse range of experiences that cater to different interests, from wine enthusiasts and foodies to wellness seekers and seasonal celebrators.
Remember, the key to successful winery events lies in:
- Showcasing your unique offerings and brand personality
- Creating memorable, shareable experiences
- Fostering a sense of community among your guests
- Balancing profitability with value for your customers
- Adapting to seasonal changes and trends
These ideas and strategies can transform your winery into a destination that keeps visitors coming back throughout the year.
Whether it’s a serene yoga session among the vines, an intimate winemaker dinner, or a lively harvest festival, each event is an opportunity to strengthen relationships with your customers and introduce new people to your wines.
Don’t be afraid to get creative and experiment with different event formats. Pay attention to what resonates with your audience and be willing to adapt. And most importantly, ensure that every event reflects the quality and passion that goes into your wines.
With the right mix of events, your winery can become not just a place to taste great wines, but a cornerstone of your local community and a must-visit destination for wine lovers near and far.
So raise a glass to the power of events— here’s to your winery’s continued success and growth!
Want help promoting your events and advice on how to make your events more exciting? Schedule some time with us to learn how we can help with promotion for your winery.
