Should a Winery Visit be Fun?
In an industry where highbrow wine snobbery has turned off a certain segment of younger consumers, is it time for wineries to take a new approach to engage customers?
Recently I was reading an article that delved into the history of the tasting room concept, based on the experiences of one California wine region. It covered how and why the tasting room concept first began in the 1970s, and the various ways that wineries have attempted to attract potential customers to their properties ever since. The post got me thinking about several important things relating to how a winery presents itself to the world during onsite visits.
Should a winery visit ever be described as fun?
People don’t usually talk about winery visits as being a fun afternoon, but is that a miss for wineries? Is a structured and elevated approach really the best way to represent your product to all customers (new or existing)? Is a focus on elevated tasting experiences the best way to present wine, or should the whole winery experience be less highbrow and more fun and experiential – through the creation of memorable moments?
The article I was reading really covered the gamut of what many California wineries have tried over the years in order to be different and engaging, with varying degrees of success. Success depends on how you measure success, of course. It could be anything from on-site wine sales, to customer enjoyment that leads to social media sharing, or a customer segment that discovered a new affinity for your brand because of their visit (along with many other things).
But the main takeaway for me, as a marketer, is that whatever approach your winery takes, it has to be aligned with your overall brand strategy and unique value proposition. Trying new things can be good, but if they’re so far removed from your wine label’s core persona, you put your brand at risk. You could unintentionally cause a major disconnect that can upset both your existing core customer base and cause a break with any new customers who were attracted to whatever it was that you tried (outside of your “normal” approach to doing business).
Wine Research Underscores the Need for Change
Recent research and a lot of industry discussion has been focused on how to attract a younger wine demographic: the social media, vibe-loving crowd. This is a real audience, with real money to spend and a real allegiance to brands that are authentic, engaging and truly get them. This segment is very different than what many wineries have traditionally viewed as their core audience, and around which virtually the entire approach to wine marketing has been built over decades and decades.
It’s worth noting that there are quite a few breakaway wine brands that have had great success bucking this trend. It works for them because it isn’t just marketing: it represents who they are as a brand. Their wine is seen as part of the fun of everyday life. Their marketing is current and their product is good. The highbrow crowd may frown upon it, but nothing speaks louder than sales and marketing success.
Should Every Winery Pivot?
But should every winery pivot to try this approach?
When I step back and look at all of this, I believe that there is a middle ground that is worth exploring (for a certain segment of wineries). There is a way for “serious” wine brands to maintain their technical wine tasting approach (for their market segment who are aficionados and who truly care about the finer points of wine and enjoy the upscale experience), and to also offer experiences at their wineries for those who just want to have fun on a winery day out. And just to be clear, fun isn’t a patio where you can buy a wine flight and some food. That’s pretty common and common is not differentiating anything.
Fun means a guest’s visit is something that was thoughtfully created, lighthearted, professional and engaging – and always while staying on-brand.
To be successful threading this needle, a winery needs to carefully consider its brand strategy, value proposition, current core market and potential future market segments, before diving in. Only then can you consider unique ways where you can engage with both segments at the same property, but to each one on their own unique terms.
Is One-Size-Fits-All a Good Approach?
To hit the mark, a one-size-fits-all approach (which is basically currently the norm in Niagara wine country), isn’t a great way to go.
Wines have tended to somewhat dictate the terms of how you should experience their product. That works (to some degree) for the technical wine-loving crowd, but it can fall flat with a crowd that views that approach as similar to telling them specifically how they should eat their food.
I have no doubt that there are many wineries out there currently struggling with how they can adapt their brands for the vibe market, without disrupting their current loyal following. A good place to begin is with an honest assessment of where you are, where you’ve been and where you may want to go (a marketing and brand audit). Only that can you begin to explore the potential for new and exciting ways to open up your cellars to an audience that, to this point, you may not have focussed much effort.
See more posts about winery marketing.
Mike Belobradic is a winery and tourism marketing consultant with 30 years of executive marketing and brand leadership experience in HNW wealth management and luxury travel. He holds WSET wine and spirits credentials, has formal culinary training, and is a KCBS-certified barbecue judge.
Frequently Asked Questions
Should a winery visit be fun, or does that undercut the wine itself?
It doesn't have to be one or the other. A winery can maintain a serious, technical tasting experience for aficionados while also offering a more lighthearted, engaging experience for visitors who want an enjoyable day out — as long as both are built deliberately around the brand rather than added as an afterthought.
Is a "fun" winery visit just about adding a patio or a wine flight?
No. A patio with a flight and some food is common practice, not differentiation. A genuinely fun experience is creative, lighthearted, and engaging while still staying professional and on-brand. It’s a memorable experience and not simply a casual version of the standard tasting menu.
Does trying a more casual or fun approach put a winery's brand at risk?
It can, if the new approach isn't aligned with the winery's existing brand strategy and unique value proposition. Introducing an experience that feels disconnected from your wine’s core identity risks alienating existing customers without successfully building loyalty among new ones.
Should every winery pivot toward a younger, more casual audience?
Not necessarily. Some brands have succeeded by fully committing to a fun, current identity because it reflects who they are authentically. Others may find a middle ground that offers both a technical experience and a more casual one at the same property, each tailored to a different segment.
Where should a winery start if it's unsure how to adapt its brand?
An honest assessment of where the brand currently stands, where it's been, and where it wants to go — typically through a marketing and brand audit — is a good first step before exploring new visitor experiences.