When visitation slows, every guest counts. Learn how to upsell without being pushy — and turn great service into higher sales.
When visitation slows, every guest who walks through your tasting room door becomes even more valuable. The challenge? Finding ways to increase sales without making guests feel pressured. The art of upselling in a tasting room isn’t about sales tactics — it’s about creating opportunities for guests to deepen their connection with your wines, your story, and your brand.
Here’s how tasting room managers can empower their teams to boost per-guest revenue naturally and authentically.
Upselling works best when your team sees it as part of hospitality. Instead of “selling more,” train your staff to think about enhancing the guest’s experience.
A simple reframe:
“Would you like to upgrade your tasting to include our single-vineyard Cabernet? It’s only available here at the winery.”
This approach feels more like an invitation than a sales pitch.
Guests buy enthusiasm — and authenticity. When your team understands the nuances of each wine, vintage, and story behind the label, recommendations come across as genuine excitement rather than obligation.
Set aside 15 minutes a week for “staff tastings” to practice sharing tasting notes and pairing ideas. The more confident your staff feel, the more naturally they’ll inspire guests to try (and buy) more.
Small adjustments to your tasting experience can create organic upsell opportunities:
Guests appreciate choice and transparency — and often reward it with bigger purchases.
A great tasting builds emotional connection, but the close should feel effortless. Encourage your team to:
Each small gesture keeps the experience guest-focused while nudging sales upward.
Track performance, but focus on celebrating guest experiences, not just sales numbers. A brief end-of-day debrief helps the team share what worked — and where guests showed extra interest.
Encourage staff to share stories about meaningful connections, not just transactions. Authenticity builds trust, and trust drives repeat visits and club signups.
“Upselling isn’t about pushing — it’s about inviting guests deeper into your story.”
Slower periods are a perfect opportunity to expand your reach and attract new guests — without blowing your budget. Here’s how tasting room managers can find fresh audiences efficiently:
a. Leverage Local Partnerships
Connect with nearby hotels, B&Bs, restaurants, and tourist attractions to create cross-promotions. Even simple collaborations — like leaving tasting cards at a hotel front desk or co-hosting a local event — can introduce your winery to new visitors.
b. Engage in Digital Communities
Tap into local Facebook groups, wine forums, or neighborhood apps like Nextdoor to announce tastings, small events, or special offers. Focus on value-driven messaging — e.g., “Discover our new reserve flight this weekend — complimentary pour for first-time guests!”
c. Encourage Guest Referrals
Incentivize your current visitors to bring friends or family. A small perk, such as a tasting upgrade or a discount on a bottle for both parties, can multiply your audience without extra marketing spend.
d. Offer Low-Commitment Experiences
Pop-up tastings at farmers markets, art walks, or small community events let potential guests try your wines without traveling to the winery. These approachable experiences often convert first-timers into loyal visitors.
e. Capture Leads for Future Visits
Always collect email addresses (with permission!) from new guests or event attendees. Even a simple “thank you” email with a special offer can turn a single tasting into a repeat visit or a wine club signup.
Tip: Focus on authentic connections over mass outreach. Guests who feel welcomed and engaged are more likely to become long-term fans — and bring others along.
Upselling done right feels personal, not transactional. When your staff are confident, informed, and empowered to share their passion, guests respond with enthusiasm — and higher average spend. Even in a slowdown, that connection is the most powerful tool your tasting room has.
