What does your brand’s tasting experience offer?

In a recent episode of the Sustainable Winegrowing podcast, Dan McCole, Associate Professor at Michigan State University, shares something that may surprise you: “People aren’t going to wineries for wine.”

When McCole asked people why they came to the winery, the top three reasons they gave were:

• For a relaxing day out
• To socialize and bond with others
• To celebrate a special occasion

His research clearly shows that the main reason guests show up is because they want a wine-based experience.

Creating a memorable tasting room experience is essential for attracting and retaining customers. But what makes an experience memorable?

In this week’s Marketing Tip, we’ll share three actionable strategies you can use to enhance your tasting room experience.

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3 Ways to Improve Your Customer Experience

1. Craft an Inviting Atmosphere

It starts with the setting. In sharing his research, McCole says that when it comes to peoples’ willingness to buy wine, the “physical surroundings make a difference.”

Start with the little things. Ensure your tasting room is welcoming by maintaining cleanliness, comfortable seating, and appropriate lighting. Consider incorporating elements that reflect your brand's identity, such as artwork or décor that tells your winery's story. A well-designed space can encourage guests to linger and explore!
 

2. Train Staff for Engaging Interactions

McCole mentions an experiment conducted by a colleague of his, Miguel Gomez, Cornell University, who sought to discover factors that could lead to higher wine sales. Gomez found that it was the people that had the highest levels of customer satisfaction who bought more wine and spent more money on their wine.

Your staff are the face of your brand. Invest in training them to be knowledgeable, approachable, and attentive. Encourage them to share stories about the wines, the winemaking process, and the vineyard's history. Personal connections can enhance the tasting experience and foster customer loyalty.
 

3. Highlight Your Awards and Accolades

Display any awards or recognitions your wines have received prominently in the tasting room. You may entice someone to try a new varietal!

McCole also ran an experiment that found customers were more inclined to purchase a wine when other wines made with that grape varietal had won awards – even if the wine they tasted hadn’t won an award! This can be especially effective for your lesser-known varietals or new releases.
 

Bonus Tip! Gather and Act on Customer Feedback

The best way to know if your guests enjoyed their experience is to ask them.

Implement a system to collect feedback from your visitors, such as comment cards or digital surveys. Shining reviews can show you what’s working, while constructive feedback can help you identify areas for improvement or help spark new ideas for an elevated, wine-based experience.

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Can Your Staff Talk SIP?

Talking about sustainability can help your staff connect with your guests during their next wine tasting.

Share the free, 30-minute online course with your team so they can learn how to talk about:

• Sustainability in the wine industry.
• The SIP Certified program.
• Your Sustainable Story.