Struggling with slow traffic? Try these 5 ways to refill your tasting room.
Over the last year, wineries across popular regions have seen a noticeable dip in tasting room traffic. With fewer travelers venturing out and discretionary spending tightening, the once-bustling weekend crowds have given way to quieter patios and slower weekdays. While destination wine tourism is facing headwinds, tasting rooms have a unique opportunity to shift their strategy and reconnect with a powerful audience hiding in plain sight: their local neighbors.
From reduced tourism to increased competition and changing consumer behavior, there’s no denying that the hospitality landscape has evolved. But that doesn’t mean your tasting room needs to suffer in silence. Below are five proven ideas to help spark new interest, drive midweek visits, and re-engage wine lovers within driving distance—especially those who live within 45 miles of your property.
Midweek traffic has always been a challenge, but in the current climate, it's an opportunity to attract local wine lovers who may be more cost-conscious. Consider launching a value-priced weekday tasting menu—a curated flight that offers a great experience at a lower price point than your weekend lineup. Position it as a “locals' weekday escape” and limit it to Monday through Thursday to drive urgency and give guests a reason to plan a short visit after work or during a midweek day off.
Pro Tip: Feature library wines, small-batch bottlings, or barrel samples to make it feel exclusive without breaking your margins.
If your marketing efforts are still targeting long-haul tourists or major metropolitan areas hundreds of miles away, it’s time to realign. Geo-targeted ads, email campaigns, and social media posts should now highlight messaging that speaks directly to nearby wine lovers. Think: “Closer Than You Think,” “Your Backyard Wine Country,” or “Sip & Savor After Work.”
Use platforms like CellarPass to create local-only promotions and trackable booking incentives that are exclusive to people living in neighboring towns and suburbs. These guests are more likely to return repeatedly—if they feel welcomed and appreciated.
Invite your community in with special events designed just for them. Host “Locals Night” once a month with discounted tastings, live music, and seasonal bites. Feature guest chefs from nearby restaurants, local food trucks, or small artisan producers to create buzz.
Make sure to promote these events in community calendars, neighborhood Facebook groups, Nextdoor, and local Chamber of Commerce newsletters. The more hyper-local you go, the better the results.
With fewer people walking through the door, every visit counts—and it’s crucial to reward the guests who continue to show up. Launch a tasting room loyalty program that incentivizes repeat visits with perks like a complimentary tasting after five visits, access to exclusive releases, or early invites to events.
The key is to keep it simple, digital, and easy to track. And remember, loyalty programs don’t just build repeat business—they help turn locals into brand ambassadors who bring their friends.
During peak pandemic years, the reservation-only model became the norm, but now it’s keeping some spontaneous visitors away. Designate certain weekdays or hours as “Walk-In Welcome” times. This can help lower the intimidation factor for guests who just want a relaxed, casual tasting experience without the commitment.
Pair this with messaging like, “Remember when you could just stop by?” to tap into that nostalgic, stress-free wine country vibe. Bonus points if you have picnic space, bocce courts, or scenic views they can enjoy while sipping.
As wine tourism recalibrates, the smart play is to re-center your tasting room experience around local consumers who are eager for connection, value, and fun—but may need a fresh reason to return. By adjusting your pricing, hours, and messaging to better serve your nearby audience, you can reignite tasting room traffic and turn today’s challenges into tomorrow’s opportunities.
At CellarPass, we’re committed to helping wineries build meaningful guest experiences and stronger connections with their customers—near or far. Need help marketing your midweek offer or designing a campaign for your locals’ night? Let’s talk.
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