Discover five underused CellarPass features that help wineries boost visibility, improve communication, and increase bookings.
CellarPass is best known for helping wineries and tasting rooms manage reservations and ticketed events, but many businesses only scratch the surface of what the platform can do.
In this guide, we highlight five powerful CellarPass features that wineries and tasting rooms often overlook — and explain how using them can improve marketing performance, increase event attendance, and drive more direct revenue. Hidden in plain sight are several powerful tools designed to help you communicate better with guests, capture valuable data, and drive incremental revenue — often with very little extra effort.
Below are five underutilized CellarPass features every winery and tasting room should be using, along with the real business benefits each delivers.
CellarPass' Invitation & Communications Manager is one of the most effective — and overlooked — tools inside CellarPass. It allows you to send targeted email communications directly from the platform, whether you’re promoting an upcoming event or sharing important information with guests who already have tickets or reservations.
How businesses use it:
Why it matters: One of the biggest shortcomings in today’s tasting rooms is the lack of proactive communication around upcoming events—especially to existing customers—and the absence of thoughtful follow-up with those who have already purchased tickets.
Clear, timely messaging significantly increases attendance, while consistent communication with ticketholders elevates the guest experience before they even arrive. Just as importantly, it reduces staff time spent responding to repetitive inquiries and minimizes confusion on the day of the event, resulting in smoother operations and more satisfied guests overall.
Business benefit: Better communication leads to higher attendance rates, fewer no-shows, smoother event execution, and happier guests who feel informed and taken care of.
How To: If you have already sold tickets to prior events, you are already well ahead and can easily target those guests using the Invitation Manager. Step-by-step instructions
For wineries and tasting rooms that are not directly integrated with an eCommerce or CRM partner, exporting guest data is a critical step that often gets overlooked.
CellarPass allows you to export both reservation guests and ticketed event guests so you can import them into your existing mailing list or customer relationship system.
How businesses use it:
Why it matters: Your guest list is one of your most valuable assets. If you’re not capturing and reusing that data, you’re missing opportunities for repeat visits, wine sales, club activation and long-term relationships.
Business benefit: Exporting guests helps turn one-time visitors into repeat customers, increasing lifetime value without increasing acquisition costs.
How To: Follow these step by step instructions
Without accurate traffic and transaction reporting, it’s nearly impossible to know where your guests are coming from or what’s driving bookings.
By connecting Google Analytics to your CellarPass business account, you gain visibility into how visitors find your listings and which experiences convert.
How businesses use it:
Why it matters: Guesswork is expensive. Data-driven decisions allow you to invest marketing dollars where they actually perform.
Business benefit: Better insights lead to smarter marketing strategies, improved ROI, and more predictable booking performance.
How To: Follow these step by step instructions
Some say a picture is worth a thousand words — we consider it worth thousands of dollars.
Your CellarPass business page is often a guest’s first impression. Keeping your imagery current and seasonal can significantly impact booking decisions.
Best practices:
Why it matters: Fresh visuals signal that your business is active, vibrant, and worth visiting now — not someday.
Business benefit: Updated images increase engagement, improve conversion rates, and help your listing stand out in search results and regional pages.
How To: Follow these step by step instructions
Every winery and tasting room hosts special events throughout the year — from club pickup parties and live music to winemaker dinners and creator experiences.
CellarPass makes it easy to post ticketed events that can be:
Why public events matter: Posting public ticketed events instantly exposes your experience to millions of wine consumers actively searching for things to do in wine country.
Business benefit: Ticketed events create incremental revenue, attract new guests who may have never visited before, and provide built-in visibility through the CellarPass marketplace.
How To: Follow these step by step instructions or schedule a 15-minute training session
CellarPass is more than a reservation system — it’s a marketing, communication, and revenue-generation platform when used to its full potential.
By taking advantage of these five features, wineries and tasting rooms can:
If you’re already using CellarPass, these tools are waiting for you. And if you’re not, they’re a big part of why thousands of wineries trust CellarPass to help grow their business.
Now is the perfect time to put them to work.
How can wineries use CellarPass beyond reservations?
CellarPass includes built-in tools for email communications, guest data exports, analytics tracking, image optimization, and ticketed event promotion — all designed to help wineries grow visitation and revenue.
Does posting ticketed events on CellarPass really increase exposure?
Yes. Public ticketed events are instantly visible to millions of wine consumers actively searching for experiences, making CellarPass a powerful discovery and marketing channel.
Is CellarPass good for small wineries and tasting rooms?
Absolutely. Many of these tools are especially valuable for small teams, helping automate marketing, improve communication, and compete with larger brands without added overhead.
