Fresh spaces, flexible tastings, better storytelling, and smart digital visibility—10 must-do priorities to attract new visitors
As wine country continues to evolve, so do the expectations of today’s wine consumers. Guests are looking for more than a tasting flight — they want memorable experiences, authentic connections, and effortless planning. The wineries and tasting rooms that win new customers in the coming year will be the ones that proactively prepare, adapt, and invest in both their physical spaces and digital presence.
Here are the Top 10 tasks wineries and tasting rooms should prioritize in the year ahead to attract new customers and increase visitation, brought to you by CellarPass.
First impressions matter more than ever. A deep cleaning, light refresh, or updated seating arrangement can dramatically change how guests perceive your brand. Consider rearranging furniture to create more intimate tasting areas, improving lighting, updating signage, or refreshing décor. Even small changes can make a familiar space feel new — and encourage guests to linger longer and share their experience online.
Today’s wine consumers discover wineries online before they ever set foot on the property. Make sure your website, CellarPass listing, and Google Business profile are accurate, visually appealing, and mobile-friendly. High-quality photos, clear descriptions, and up-to-date hours help turn online browsers into first-time visitors.
New customers are often hesitant to commit to expensive or highly structured tastings. Introduce approachable options such as walk-in tastings, casual flights, bar tastings, or complimentary experiences tied to special programs or weekends. Lowering the barrier to entry increases foot traffic and introduces your wines to a broader audience.
Instead of trying to do everything, focus on doing one experience exceptionally well. Whether it’s a vineyard walk, a seated tasting with a winemaker story, or a seasonal pour paired with local bites, a standout experience gives guests something memorable — and something worth telling their friends about.
Your tasting room team is your most powerful marketing tool. Invest time in training staff to confidently share your winery’s story, farming philosophy, and unique differentiators. Authentic storytelling builds emotional connections that turn first-time visitors into long-term customers.
Ticketed events, themed tastings, passport weekends, and collaborative experiences with neighboring wineries introduce your brand to guests who may not have found you otherwise. Events also create urgency — giving consumers a reason to visit now instead of “someday.”
Growing your customer base starts with building your contact list. Make it easy and natural for guests to join your mailing list through post-tasting follow-ups, Wi-Fi sign-ins, or exclusive perks. Focus on quality over quantity, and ensure follow-up communications provide real value.
Not every wine lover wants to plan weeks in advance. Offering flexible booking options, walk-in availability, or reservation-free days can attract travelers who are already in the region and looking for a great experience right now.
Consumers are more value-conscious than ever. Review your tasting fees, wine pricing, and club incentives to ensure they align with the experience you’re offering. Clearly communicate what guests receive — education, exclusivity, atmosphere, or access — so the value is easy to understand.
Positive reviews remain one of the strongest drivers of new customer acquisition. Encourage happy guests to leave reviews on Google, CellarPass, and social platforms. Respond to negative feedback thoughtfully and use it as a tool to refine your experience.
Winning new customers in the coming year isn’t about chasing trends — it’s about refining the fundamentals. A welcoming tasting room, a clear online presence, approachable, introductory experiences, and authentic hospitality all work together to create lasting impressions.
Wineries that take the time now to refresh, optimize, and reconnect with their guests will be well-positioned to thrive in the year ahead — and turn first-time visitors into lifelong fans.
