The Ultimate Guide for Wineries on Creating Iconic Events and Experiences

What does it take to turn your winery into a must-visit destination? ??

After years of working in tourism and major events (All Saints Estate, Wine Victoria, and MFWF), I’ve gained first-hand knowledge of what makes an event or tour successful—and what causes them to flop. From crafting unique experiences to mastering sustainable events, I hope you enjoy this article, which covers the fundamentals and will help drive foot traffic to your events and boost ticket sales.

Get Clear on Your Event Purpose

Before you start planning, ask yourself why you’re hosting the event. Are you launching a new vintage? Rewarding loyal customers? Or attracting new audiences? I found that at All Saints Estate, once we nailed our event purpose early, everything else fell into place: the unique selling proposition, the planning, the promotional strategy. The clearer you are, the more focused (and successful) your event will be.

In today’s economy, people are picky about where they spend their time (and money), so ensure your event has a clear value proposition. No one has time for a “just because” event anymore.

Know Your Audience Like the Back of Your Hand

Want to host the kind of event that sells and excites customers? You need to know your target audience in detail, the same way you understand and know the details of your favourite wine label:

• What’s their budget? Price your tickets and experiences accordingly. Given the current economic conditions, is there a way to make the event more accessible?
• Are your target customers luxe gastronomes or laid-back loungers? Set the tone and experience to match.
• Where do they hang out online? Instagram for the millennial crowd, or newsletters for more traditional audiences? This will help with your media and promotional planning.

The more you know, the better you can engage them. As competition heats up, being laser-focused on your audience will be the difference between a cancelled event and a sold-out one.

Stand Out from the Festival Crowd

Victoria (and Australia) is packed with festivals—so how do you ensure yours doesn’t fade into the background? After juggling 100+ events a year at the Melbourne Food & Wine Festival, here’s my advice on standing out:

• Offer something totally unique—a once-in-a-lifetime tasting, or a crazy immersive or hands-on experience that no one else offers.
• Timing is everything: Want to capture attention? Tie your event to seasonal moments like harvest, a special anniversary, or a release.
• Know the competition: Check out what others are doing, then go where they don’t dare. Identify gaps in the events market.

Bonus idea: As digital grows, why not add an online element like a pre-event quiz, post-event content, or behind-the-scenes videos? This keeps people buzzing about their experience long after they leave and is a great way to collect customer email data.

Create a Sustainable Event Model

Spoiler alert: events don’t usually make huge profits. But, managed well, they can be a great boost for your cashflow and brand. To make your event more financially sustainable, here are two ideas:

• Look for grants: Government and local council grants can be incredibly helpful. They’re out there—you just need to know where to dig. When applying for grants, highlight how your event will bring foot traffic (and wallets) to the region, as these grants aim to drive economic impact.
• Attract sponsors: Find commercial brands that align with your values and could benefit from being part of your event. Sell sponsorships and on-site benefits to offset costs. In-kind event suppliers or services can also help reduce expenses.

Tailor Your Experiences for Every Type of Visitor

By now, you should have a good idea of your dream or target customers, but if you want to draw mass attendance, you may need to segment your event to cater to slightly different audiences. Wine geeks, social butterflies, and casual day-trippers all crave something different from their experience. Here’s how to engage each:

• For Wine Enthusiasts: Geek out with winemaking tours that dive deep into the winemaking process, terroir, and tasting notes. Enthusiasts often seek out your museum wine lists (back vintage) or want to try the rare and unavailable. Use these products to attract them.
• For Social Groups: Keep it relaxed and fun. For these groups, wine is just part of a broader social experience. Less tannin talk, more focus on food, friends, and good vibes. They might enjoy something immersive and hands-on.
• For Casual Tourists: Keep it easy-breezy—vineyard strolls, relaxed tastings—no wine degree required! These people love the scenery and nature. Make sure you offer affordable options as part of the experience if you want to capture them.

Pro-tip: With younger generations leaning into healthier lifestyles, offering no- and low-alcohol options is a game-changer. Sure, it’s niche now—but it’s growing fast. Give them options, and your winery will feel more inclusive for everyone, including designated drivers.

Leverage Regional Tourism Memberships

Still not a member of your local tourism board? You’re missing out on exposure! These memberships come with perks that can put your winery in front of more people. From my time working on the Wine Victoria Five Pillars Project, here are some simple tips on getting the most out of your partnership. If you don’t have a local RTB, your local wine association is also a great way to gain exposure to tourism and government networks.

Leveraging your RTB membership:

• Sharing your content: Tourism boards love a behind-the-scenes story or a fun itinerary that showcases what your winery is all about. Share any content about your event or experience, which they can push through their own channels including ATDW.
• Tap into popular driving routes: Get your experience listed on popular scenic self-drive maps and touring routes. Tourists rarely come to see just one winery, so building yourself into a bigger trip is a great way to capture more foot traffic.
• Host VIPs: Invite travel media or tourism trade wholesale partners for your hallmark experience—everyone loves free food and wine. Host the ones who can spread the word! They won’t sell it if they haven’t experienced it themselves.

Time Your Event Promotions Perfectly

You want to reach people when they’re ready—so don’t fire off promotions too early or too late.

• For big regional events: Put your tickets on sale 3-6 months ahead. People need time to plan (especially if travel’s involved).
• For casual, low-cost experiences and events: A shorter promotional window (2-4 weeks) is perfect. That way, you’re top of mind when they’re making last-minute social plans.

By following these strategies, your winery will not only host unforgettable events and experiences but also become the spot people rave about and remember forever.

Got any thoughts? Or think I’ve missed something obvious? Drop your comments below—I’d love to hear! ??