Pivot now: Fill empty seats by turning locals into loyal fans!
It’s no secret that the wine industry has felt the impact of shifting travel trends.
With rising costs, travel fatigue, and changing consumer habits, fewer wine lovers are hopping on planes or driving long distances to spend a weekend in wine country. For many wineries and tasting rooms, this has translated into quieter tasting rooms, softer midweek sales, and events that aren’t selling out as quickly as they once did.
But as any good winemaker knows, when the vintage throws you a curveball, you adapt. Now is the time for wineries and tasting rooms to pivot their mindset—and marketing—to capture the guests right in their own backyard.
Locals Are Looking for Connection—Give It to Them
When travel slows, local communities become your lifeline. Couples still want memorable date nights. Friends still crave unique things to do together. Wine country locals still want to enjoy the beauty and bounty of where they live. The opportunity is there—you just have to reach them with experiences that feel fresh, intimate, and worth staying close to home for.
Think Beyond the Standard Tasting
Interactive, themed events are the secret ingredient for turning a quiet Thursday into a sell-out night. Host blind tasting competitions for couples. Offer food and wine pairing dinners featuring a local chef. Turn your barrel room into a pop-up movie theater with wine-friendly bites. Wine trivia nights, blending workshops, painting and sip nights—there are countless ways to turn a simple tasting into a date night or friend gathering that locals will talk about long after they leave.
Get the Word Out Where Locals Are
Don’t just rely on your standard email list—be intentional about reaching people right in your neighborhood:
Consistency Is Key
One-off events are great, but what keeps locals engaged is consistency. Create a series—monthly date nights, seasonal winemaker dinners, Sunday brunch pairings. A calendar of reliable, exciting experiences keeps locals coming back and gives them a reason to plan you into their routine.
CellarPass Connects You With Locals—And the World
The good news? You don’t have to do this alone. CellarPass makes it easy to market your experiences to both local wine lovers and global travelers planning their next getaway. Our platform helps you showcase your events, manage bookings, and keep guests in the loop with automated confirmations and reminders—so you spend less time juggling logistics and more time creating memorable experiences.
When travel bounces back—and it will—your CellarPass presence keeps you connected to long-distance visitors too. It’s the best of both worlds: fill your tasting room today with locals, and stay top-of-mind for future tourists tomorrow.
This Is the Moment to Strengthen Local Roots
While the downturn in long-distance wine tourism presents real challenges, it’s also a chance to build resilience. Locals who fall in love with your wines and events will become your ambassadors, club members, and repeat guests. They’ll bring friends, spread the word, and fill your calendar when travel is down.
In this shifting market, wineries that lean into local experiences—and use CellarPass to amplify them—will not only weather the slowdown, they’ll come out of it with deeper community ties and a stronger customer base for years to come.
Ready to make your tasting room the go-to local date night—and stay connected with wine lovers everywhere?
Let CellarPass help you craft, promote, and manage unforgettable experiences for locals and travelers alike. Reach out today and see how easy it is to pivot for success.
