How to Create Memorable Winery Experiences That Drive Sales
April 27, 2026
Today’s wine consumers aren’t just looking for a tasting, they’re looking for an experience. Wineries that create memorable visits build stronger connections, increase repeat visitation, and drive sales.
Research supports this shift. As the 2026 Silicon Valley Bank State of the U.S. Wine Industry Report explains:
The data confirms that wineries investing in narrative, pacing and making guests feel like insiders report higher conversion rates, more substantial club acquisition and greater repeat visitation… Experience and presentation—not foot traffic—is the differentiator.
Craig Macmillan, Critical Resource Manager at Niner Wine Estates, has spent years giving vineyard tours and interacting directly with consumers.
In this Marketing Tip, we’ll explore his approach and how it offers practical lessons for wineries looking to design experiences that engage visitors.
Establish Authority Early to Build Trust
Every memorable experience starts with connection. Craig begins each tour by briefly introducing himself and sharing his background. This establishes credibility and signals that guests can ask questions about both farming and winemaking.
Just as important, he makes it clear that no question is off limits.
Many wine consumers feel intimidated asking questions because they assume everyone else knows more than they do. Removing that barrier helps guests relax and engage in the conversation.
Once visitors feel comfortable asking questions, the tour becomes interactive rather than scripted.
Leave Space for Questions and Tailor the Experience
A common mistake on tours is talking too much. Craig intentionally pauses and leaves space for guests to ask questions.
Those questions reveal two important things:
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- What the guest already knows about wine
- What they’re most curious about
Some visitors want to dive into vineyard practices; others are fascinated by winemaking techniques. By listening first, the host can tailor the experience to the group, creating a personalized experience guests will remember.
Share Insider Stories That Make Guests Feel Special
One of the most effective ways to engage visitors is to make them feel like insiders.
Craig brings guests behind the scenes to show them parts of the vineyard and winery they wouldn’t normally see.
These moments give guests a chance to learn things they wouldn’t find in a brochure or tasting notes.
Every Great Experience Includes a Highlight
At Niner Wine Estates, the tour stops at one of the highest points in the vineyard for a sweeping view of the property.
Craig offers to take a photo of his guests there. Capturing that moment helps cement the memory of their visit long after they leave.
Deliver Exceptional Service from Tour to Tasting
The guest experience doesn’t end when the tour finishes. The transition from tour to tasting is one of the most important moments.
At Niner Wine Estates, tours often conclude with a seated tasting and food experience, so the service must remain seamless.
This consistency is one reason many visitors return to take the tour again.
Connect Each Wine to a Unique Story
Once guests sit down for the tasting, Craig recommends sharing one memorable detail about each wine.
That detail might be:
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- An unusual grape variety
- Extended barrel aging
- Differences between growing regions
These details help guests remember the wine long after the tasting.
Train Your Staff to Tell the Whole Brand Story
The foundation of a great guest experience is staff education.
When tasting room teams understand how wines are grown and made, they can confidently answer questions and weave meaningful details into conversations with guests.
Training topics might include:
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- Cover crops
- Pruning techniques
- Animal integration
- Barrel aging decisions
Staff don’t need to deliver a technical lecture, but having this knowledge allows them to add small insights that make the experience feel authentic and memorable.
Experiences Turn Visitors into Loyal Customers
Wineries today compete not only on quality, but on the experiences they create.
Thoughtful storytelling can turn a simple tasting into something guests remember—and a reason to return.
Give Your Team the Tools to Tell Your Sustainability Story
Looking for ways to help your team communicate your sustainability efforts?
The SIP Certified® resource page is full of tools to support your team, including:
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- Sustainability messaging
- Ready-to-use social media content
- Educational materials to help staff explain sustainable practices
Explore the resources here.