Virtual Tastings: How to Host & Market Them

Introduction: Why Virtual Tastings Still Matter

During the pandemic, virtual wine tastings exploded in popularity as wineries searched for creative ways to connect with customers at home. What many thought would be a short-term solution has proven to be a lasting opportunity. Virtual tastings allow wineries to reach audiences far beyond their local region, strengthen relationships with wine club members, and create memorable experiences for corporate groups.

The challenge isn’t whether virtual tastings are worthwhile — it’s learning how to host them effectively and market them so people not only register but stay engaged.

Step 1: Planning a Successful Virtual Tasting

Every successful event starts with preparation. A virtual tasting may not happen in your vineyard, but it should capture the same sense of hospitality and storytelling.

• Choose a Theme: Options include seasonal wine releases, vertical tastings of one varietal, or food and wine pairing events. A strong theme sets the tone and appeals to different audiences.

  
  

• Decide on the Format: Most wineries host tastings live on Zoom or another streaming platform, but pre-recorded and hybrid events can also work well depending on your audience.

  
  

• Prepare Tasting Kits: Ship wines (or smaller tasting bottles) to attendees ahead of time, along with pairing suggestions or branded materials. Clear shipping deadlines are crucial.

  
  

• Create a Run-of-Show: Prepare a timeline so your host or winemaker knows when to introduce each wine, share stories, and invite audience interaction.

  
  

Planning details in advance ensures your virtual tasting feels polished and professional rather than improvised.

Step 2: Marketing Your Virtual Tasting

Even the best-planned tasting won’t succeed if people don’t know about it. Strategic marketing is key to driving attendance.

• Email Campaigns: Announce tastings to your wine club and customer list with clear details and a direct RSVP or purchase link. Follow up with reminder emails as the event approaches.

  
  

• Social Media Promotion: Create event pages on Facebook, share reels on Instagram, and test TikTok videos to highlight the fun side of your tasting. Paid ads can help target both local and national audiences.

  
  

• Influencer Collaborations: Partner with wine bloggers, food creators, or lifestyle influencers who can share your tasting with their engaged followers.

  
  

• Corporate Partnerships: Offer virtual tastings as team-building activities or client appreciation events. Corporate bookings often generate larger group sales and long-term partnerships.

  
  

Marketing should highlight the experience, not just the wines. Show potential attendees the community, learning, and enjoyment they’ll gain.

Step 3: Engaging Attendees During the Event

A great virtual tasting goes beyond simply sipping wine in front of a camera. Engagement is what transforms a Zoom call into a memorable experience.

• Encourage Interaction: Invite guests to ask questions throughout the event. A moderator can help manage the chat and ensure everyone feels involved.

  
  

• Use Storytelling: Share the history of your vineyard, notes about the winemaking process, and personal anecdotes. Stories make each pour more meaningful.

  
  

• Add Interactive Elements: Use polls, trivia questions, or small giveaways to keep energy high. Interactive activities break up the tasting and keep participants engaged.

  
  

• Exclusive Discounts: Reward attendees with special offers — such as discounted bottles, bundled tasting sets, or early access to wine club memberships.

  
  

The more connected attendees feel, the more likely they are to become repeat customers.

Step 4: Post-Event Follow-Up

The virtual tasting doesn’t end when the cameras turn off. Follow-up ensures the momentum continues.

• Send Thank-You Emails: Include event highlights, winemaker notes, and links to purchase wines featured in the tasting.

  
  

• Share Video Snippets: Repurpose clips from the event for social media to promote future tastings and showcase the experience.

  
  

• Collect Feedback: Use surveys or emails to ask attendees what they enjoyed most and where you can improve.

  
  

• Retarget Attendees: Use digital ads to promote upcoming events or encourage attendees to join your wine club.

  
  

Post-event marketing extends the value of each tasting and builds anticipation for the next one.

Benefits of Hosting Virtual Tastings

Virtual tastings are more than a stopgap — they’re a smart long-term strategy. Benefits include:

• Expanding Reach: Connect with wine lovers across the country who may never visit your tasting room in person.

  
  

• Driving Online Sales: Tastings can directly promote wine purchases and encourage ongoing orders.

  
  

• Supporting Wine Club Growth: Exclusive access to virtual events adds value for members and encourages new sign-ups.

  
  

• Building Loyalty: Guests who enjoy your virtual events are more likely to return for in-person visits and future online experiences.

Conclusion & Call to Action

Virtual tastings aren’t just a substitute for in-person events — they’re a long-term growth tool for wineries. By planning carefully, marketing effectively, engaging attendees, and following up strategically, wineries can use virtual tastings to expand reach, boost sales, and strengthen customer relationships.

At Marketing Empire Group, we help wineries turn virtual events into unforgettable experiences that drive results.

Want to host virtual tastings that truly engage and convert? Contact Marketing Empire Group today and let’s create digital wine experiences that stand out.