Why Variety in Tasting Experiences is the Key to Driving More Bookings

One of the biggest mistakes we see wineries and tasting rooms make when setting up their CellarPass profiles is putting too much emphasis on just one type of experience—often the large group or premium tasting. While these may generate higher margins per guest, they can unintentionally exclude a wide audience of potential visitors searching for something different.

Don’t Hide From Smaller Groups

If your minimum party size is set at six, guests searching for a party of two or four will never see your experiences. That means you’re invisible to couples, friends, and smaller groups who make up the majority of wine country visitors. Offering experiences that welcome smaller groups ensures you’re not leaving bookings—and future wine sales—on the table.

Different Guests, Different Expectations

No two guests are alike, which is why variety is so important. Someone seeking a casual, drop-in tasting by the glass probably won’t book a seated, formal flight. On the flip side, a guest craving a deeper, more educational journey—such as a vineyard walk or a blending seminar—won’t be enticed by a quick pour at the bar. Offering multiple formats ensures you connect with different motivations, from social sippers to serious collectors.

The Power of Four (or More) Experiences

We recommend wineries offer at least four distinct tasting experiences, with different levels of formality, price points, and engagement styles. This could look like:

1. Casual Bar Tasting – Perfect for walk-ins or budget-conscious guests.
2. Seated Flight – A curated, guided tasting that’s more structured.
3. Educational Experience – Vineyard tours, blending classes, or behind-the-scenes cellar access.
4. Premium / Reserve Tasting – Intimate, elevated experiences for collectors or special occasions.

By rotating these across different days and times, you maximize your appeal without overextending your team.

Midweek Opportunities: Attract the Budget-Conscious Buyer

Another best practice is to offer sub-$20 tastings Tuesday through Thursday. This helps draw in guests who might be more price-sensitive but still highly valuable. Often, these visitors are looking to discover something new. If they fall in love with your wine, that $20 tasting could turn into a case purchase or wine club sign-up.

Why It Matters

When you diversify your tasting experiences, you:

• Increase visibility in CellarPass searches.
• Attract a broader range of visitors.
• Optimize staffing and traffic flow during slower days.
• Create opportunities for upselling and wine club conversions.
• Build long-term loyalty by meeting guests where they are.

At the end of the day, wineries that thrive on CellarPass are the ones that embrace flexibility and variety. It’s not just about filling seats—it’s about creating pathways for all types of guests to discover your wines, your story, and your hospitality.

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