Planning a Successful Liquor Store Wine Tasting Event: 7 Essential Steps

Hosting an in-store wine tasting event can be a game-changer for liquor store marketing. Not only do these events draw curious customers in the door, they also encourage bigger purchases and foster community loyalty. In fact, some retailers have seen single-day sales skyrocket 16-fold during tasting events​, and others report a sustained 20% increase in wine sales after making tastings a regular fixture​. Whether you run a small boutique wine shop or a large beverage outlet, a well-planned tasting can boost foot traffic, showcase your selection, and create an experience shoppers remember. This comprehensive guide will walk you through 7 essential steps to plan and execute a successful liquor store wine tasting event – from setting clear goals to promoting the event (using tactics like liquor store Facebook ads, Google ads, and even geofencing) and ultimately converting tasters into loyal customers. Let’s dive in!

1. Set Clear Goals (and a Budget) for Your Event

Every successful event starts with knowing why you’re doing it. Are you aiming to boost immediate sales, introduce new or premium wines, attract new customers, or deepen loyalty with existing patrons? Defining a primary goal will shape many decisions, from the wines you pour to how you measure success​. For example, if your main goal is to move inventory and maximize sales, you might feature popular, easy-selling wines that appeal to a broad audience​. On the other hand, if you want to build your store’s reputation among wine enthusiasts, you could showcase a curated selection of rare or high-end wines that wine lovers can’t easily find elsewhere.

Along with your goal, determine the budget and level of investment for the tasting. The good news is, wine tastings can be scaled to fit almost any budget:

• Low-Budget/DIY: If funds are tight, you can host a simple free tasting during store hours. Focus on a few key wines and basic palate cleansers. Often wine suppliers or distributors will provide sample bottles and even a brand representative at no cost (since tastings help them sell their product) – so be sure to ask your wine reps about support. This can drastically reduce your expenses. You can also promote the event through free channels (social media posts, in-store flyers) to avoid advertising costs.
  
• High-End/Premium: If you have more resources or plan to charge for tickets, consider elevating the experience with extras. You might bring in a certified sommelier or winery ambassador to educate guests, offer gourmet cheese or chocolate pairings, or even include live music for ambiance​. Higher-budget events could feature 8–10 wines including some exclusive labels. You might still recoup costs by selling tickets or partnerships – for example, one store hosted a $20–$30 ticketed tasting with a welcome cocktail and food, which fully covered the cost of wine and catering​.
  

Set a budget that makes sense for your store, but keep in mind the potential ROI. A well-run tasting often pays for itself in immediate sales and long-term customer spend. For instance, an Ohio retailer invested ~$500 in a tasting license and saw increased wine sales in just one week cover that cost​. Another program found that 30% or more of tasting attendees made a purchase (many buying multiple bottles)​, which is far higher conversion than typical advertising. Knowing these potential returns, decide how much you’re comfortable spending upfront. With clear goals and a budget in place, you can plan the rest of the event strategically.

2. Handle Permits, Timing, and Logistics Early

Before jumping into selecting wines and inviting guests, make sure the logistical foundations are solid. First, check your local alcohol regulations and secure any necessary permits or licenses for an in-store tasting. Laws vary by state in the U.S. – some states allow free sampling in liquor stores with certain limitations (like portion size or number of products), while others require a special tasting event license or presence of a distributor representative. For example, one store owner in Ohio obtained a specific tasting license (costing around $500) to legally host in-store wine tastings​. Ensure you’re compliant with ID checking and that only guests 21+ participate. It’s wise to coordinate with your distributors on legal guidelines too, as they often know state rules and can assist in running a compliant event.

Next, decide on the timing and format. Choose a date and time that maximizes attendance for your target audience. Many stores find that Thursday or Friday evenings or weekend afternoons work well – catching people when they’re not working and are thinking about leisure plans. Align with paydays or holiday seasons if your goal is sales (e.g., a tasting in early November to boost Thanksgiving wine sales). Give yourself ample lead time (at least a few weeks) to plan and promote – a rule of thumb is to schedule the event several weeks in advance so you have time to get the word out​.

Consider whether the event will be free entry or ticketed. Free tastings (drop-in style) typically draw more casual foot traffic and lower barriers to attendance, which can be great for building goodwill and upselling products on the spot. Ticketed events (e.g. $10–$30 per person for a more structured tasting seminar) may attract a smaller but more wine-focused crowd and can offset costs by generating revenue. Some retailers successfully do both: they host a free in-store meet-and-greet tasting and then an optional paid seminar in a back room or after hours for an in-depth experience​. Decide what fits your store’s size and goals. If you expect a large turnout, think about any capacity limit – how many tasters can you comfortably accommodate? If needed, cap the attendance or issue tickets to control crowd size​.

Logistics also include staffing and setup needs. Plan to have enough staff on hand during the event to monitor the crowd, verify ages, pour samples (if you’re not using a brand rep for that), and answer questions. If you’re partnering with vendors or wineries, coordinate schedules and make sure they know when to arrive for setup. Arrange your store layout to create a tasting station or stations that don’t clog up your aisles. You may need tables for the wine samples and food, extra trash cans, and a clear flow for customers to move from one station to another. Taking care of these details well ahead of time will ensure the event runs smoothly when the day comes.

3. Curate an Appealing Theme and Wine Selection

Now for the fun part – deciding what wines to showcase and if your event will have a special theme. Giving your wine tasting a theme or focus can generate excitement and make it more memorable​. The theme could be seasonal (e.g. “Holiday Favorites” in December, or a “Summer Rosé Showcase” in July), regional (wines from France, California, South America, etc.), or based on style/varietal (a Pinot Noir night, an “All About Bubbly” sparkling tasting, etc.). A themed event helps with marketing too – it provides a hook when promoting the event and gives customers a clear idea of what to expect. For example: one liquor store in New York created an “Only Cans” tasting event highlighting beverages in cans (hard ciders, canned cocktails, etc.), which attracted a big crowd of younger consumers interested in trendy formats​. Likewise, The Party Source store in Kentucky often picks themes like off-the-beaten-path varietals or regions for their weekly Wine Wednesday tastings​, keeping each event fresh and educational.

When selecting the wines, align choices with both your goal and theme. Aim for a balanced lineup that will appeal to your audience:

• Typically 4–8 wines is a good range for a tasting event, depending on the format. Fewer than 4 might not feel worth the trip, more than 8 can overwhelm the palate (and logistic complexity). If it’s a free open-house tasting, 4–5 wines at different price points (e.g. two affordable crowd-pleasers, two mid-range interesting picks, and one splurge bottle) could work. For a paid seminar, you might do 6–8 wines so guests feel it’s a rich experience.
  
• Make sure to include some variety to cater to different tastes – for instance, a mix of red and white (and maybe a rosé or sparkling), or a mix of light-bodied and full-bodied wines. If your theme is narrow (say, “Napa Cabernets”), then offer variety in vintages or sub-regions.
  
• If your event is meant to introduce new products or a particular brand, ensure those are highlighted. Wineries and distributors love when you feature their labels, and they might even supply promotional materials or goodies (like brochures, branded swag, or a raffle prize bottle) to enhance the event.
  

Crucially, coordinate with your wine suppliers or distributor reps when planning the lineup. Many liquor store owners have found that brands are very willing to help with tasting events – they may provide free sample bottles, tasting sheets, and even a knowledgeable rep to pour and talk about the wine with customers​. This is a win-win: your store saves on labor and gets expert presenters, while the brand gets direct exposure to customers. Reach out to your distributor well in advance with your event date and ask which wines (that you carry or plan to bring in) they might want to showcase. Often, you can structure the tasting around a particular winery or portfolio that your distributor wants to promote – effectively having them “sponsor” part of the event. Just be sure the wines featured are in stock (or will be) in sufficient quantities. The last thing you want is to generate demand for a wine that you cannot sell because it ran out! Double-check your inventory levels and stock up on the featured wines ahead of the event​. It’s wise to order extra cases of any wine you expect to be popular; you can often negotiate a deal with the distributor for larger orders, especially if they know it’s for an event.

Finally, prepare some information about each wine for the event. You can create simple info sheets or cards with the wine’s name, region, grape, tasting notes, and price at your store. This not only educates attendees but also serves as a subtle sales tool – customers can reference the card later to remember what they liked. Branded tasting note sheets where guests can jot down favorites (with your store logo on top) are another nice touch that reinforces your brand​. Curating an enticing theme and lineup sets the stage for a tasting that guests will get excited about and talk about – which is exactly what you want.

4. Promote the Event Through Multiple Channels

“You can build it, but they won’t come if they don’t know about it.” Marketing your wine tasting event is critical to its success. The goal is to reach both your existing customers (to encourage them to visit that day, and maybe bring friends) and new local consumers who might be interested in wine. Here are several promotion strategies to deploy:

• In-Store Advertising: Start with the customers already walking into your shop. Put up eye-catching posters or signs about the upcoming tasting near the entrance, at the register, and in the wine aisle. Consider printing small flyers or invitations that you can slip into every customer’s bag during the weeks leading up to the event​. This way, anyone who makes a purchase learns about the tasting. Staff should also verbally mention “Hey, we have a free wine tasting next Friday, hope to see you!” as appropriate. If you have a loyalty program or collect customer contact info, use those tools: send out an email newsletter and/or an SMS text blast announcing the event and its highlights (e.g. “Join us for a Summer Wine Tasting – 5 wines, free entry, this Saturday 2-5pm!”)​. These direct channels reach people who already like your store.
  
• Social Media (Organic Posts & Events): Leverage your store’s presence on Facebook, Instagram, and other platforms to create buzz. Make a series of posts counting down to the event. Include attractive images of wine bottles, past event photos, or a short video invitation from you or the staff. On Facebook, it’s very effective to create a Facebook Event page for your tasting – this gives users a place to RSVP, ask questions, and share with friends. Encourage your followers to mark “Interested” or “Going” on the event, which will make it visible to their networks as well. Many successful stores also post in local community groups or event boards on Facebook and sites like Nextdoor to spread the word to people in the area who might not follow the store’s page.
  
• Paid Digital Advertising: If you have some marketing budget, investing in targeted digital ads can significantly increase your event’s turnout. Liquor store Facebook ads allow you to target adults 21+ in your vicinity with interests in wine, food, or local events​. You could run a short campaign a week or two before the tasting, using a compelling image (perhaps of wine being poured or people enjoying a tasting) and highlighting an incentive (“Free tasting”, “Exclusive wines”, or “Limited spots, RSVP now”). Similarly, liquor store Google ads can capture people searching for terms like “wine tasting near me” or “things to do [Your Town] weekend”. A small search ad pointing to an event page on your website (if you have one) or to your Google Business Profile event listing could grab the attention of high-intent searchers. Don’t forget geofencing ads for hyper-local reach: with geofencing, you can set a radius around your store (or even around competitor stores or nearby events) and have mobile ads or notifications trigger when people enter that zone​. For example, as a customer walks near your location, they might get a mobile ad saying “Wine Tasting Today 5-7pm at [Your Store] – Stop by for a sip and special discounts!” Geofencing is powerful for driving immediate foot traffic, boasting an average 15% boost in store visits when used effectively​. These digital tactics, combined, cast a wide net to reach new eyes.
  
• Local Media & Partnerships: Don’t overlook traditional and community outlets. Send a brief press release or event listing to your local newspaper, radio stations, and community event websites. Many towns have event calendars (online or print) where you can submit your event details for free. Consider partnering with a local business or group to expand your reach – for instance, if there’s a neighborhood foodie club, wine club, or even a charity, invite them to co-host or benefit from the event. A partnership with a charity (e.g. “$1 of every bottle sold will support the local food bank”) can attract philanthropic locals and possibly get your event shared by the charity as well.
  
• On your Website and Google Profile: If you have a website, dedicate a page or banner to the event details (date, time, theme, any RSVP link). As The Party Source store does, put the event info on your homepage’s rotating banner or event section so every site visitor sees it​. Also, use your Google My Business (Google Business Profile) features – you can create an “Event” post that will show up on your business listing in Google search/maps. This is a free way to catch people who search your store or similar terms on Google, ensuring they see the tasting announcement and date.
  

Whichever channels you use, start promoting at least 2-3 weeks in advance for a bigger event, and intensify the reminders as the date nears (a “Don’t forget, it’s this Saturday!” post the day before, for example). Repetition is key in marketing – people often need to see an invite multiple times before it sticks. By using a mix of in-store, online, and community outreach, you’ll maximize awareness. And remember to highlight what’s in it for the attendee in every message: e.g. “Learn about French wines and enjoy free samples,” “Discover new favorites with our expert guide,” or “Fun Friday night – free wine tasting and snacks, plus event-only discounts!”. Creating a sense of excitement and value will entice more customers to give your event a try.

5. Create a Welcoming Tasting Setup and Atmosphere

As the event day arrives, focus on setting up your store to provide a comfortable, engaging tasting experience. The details of the environment can greatly influence how long customers stay and how positively they remember the event (which in turn affects sales). Use this checklist to prep your in-store ambiance and supplies:

• Tasting Stations: Decide if you will have one central tasting table or multiple stations (for example, one per wine or grouped by style). For most smaller stores, a single table near the wines works well – just ensure it’s not blocking the entrance or register. Cover tables with a nice tablecloth and add some signage or decorations that fit the theme (seasonal decor, winery banners, etc.). If featuring multiple brands or distributors, invite each to bring a branded table setup like a banner or branded napkins; this adds a pro look at no cost to you. Arrange the wine bottles in the order they’ll be tasted (usually light to heavy: whites before reds, etc., and dry before sweet).
  
• Supplies and Glassware: Provide tasting cups or glasses for guests. Real wine glasses are ideal since they enhance the wine’s aroma and give a classy touch, but if you don’t have enough, small disposable wine tasting cups can work. Have plenty on hand – you don’t want to run out of clean glasses mid-event. Also set out water pitchers or bottles for people to rinse their palate (and stay hydrated) between samples​. As one industry guide notes, it’s best to use plain spring water and avoid strongly mineralized water that could interfere with wine flavors​. Place a few spit buckets or dump buckets on the table so that participants can tip out unwanted samples or limit consumption​. This isn’t offensive – it’s standard practice at tastings to allow people to taste without necessarily swallowing every sample, especially helpful if they’re driving. Lastly, have napkins or paper towels available for any spills.
  
• Palate Cleansers and Snacks: Enhance the experience by offering light bites. Simple unsalted crackers or bread are a must-have to cleanse the palate between wines​. Many stores also put out a platter of cheese, charcuterie, or chocolate that pairs with the wines – this not only delights guests but can increase the perceived value of the event. If you’re on a tight budget, stick to basics like crackers and maybe some inexpensive mild cheese. If you’ve secured co-hosts or partners, perhaps a local bakery or deli might sponsor some snacks in exchange for the exposure. Be mindful of keeping the food area tidy and replenished. Pro tip: avoid very spicy or heavily flavored foods that could overwhelm the taste of wine.
  
• Information and Education: A core benefit of a wine tasting event (versus customers just buying a bottle) is the education and story that comes with each wine. Make sure you have informational materials ready. This could include printed tasting notes or scorecards for each wine where guests can read a bit about what they’re trying and even mark their favorites​. As mentioned, branded note sheets that guests can take home are great. Also consider having small signs or table tents with each bottle naming what it is (wine name, varietal, price) so people can easily ask for it later. If a winery rep is present, let them bring brochures or tech sheets. If not, you or your staff can act as the wine guides – prepare a few interesting talking points for each selection (e.g., “This Pinot Noir is from a 3rd-generation family vineyard in Oregon, and it was rated 92 points by Wine Enthusiast”). Knowledge makes the event more memorable and can translate into sales as customers appreciate the backstory of what they might buy.
  
• Seating and Comfort: Depending on your space and format, provide a few places to sit or at least lean. While many tastings are standing events, having a couple of tall tables or a seating area can encourage people to linger and chat – which often leads to more purchases or sign-ups. If you have a section of the store that can be cleared to put a few chairs, it could be welcomed by older guests or those who want to savor a particular pour. Music in the background (at a low volume) can also set a pleasant mood; choose something light and inoffensive (instrumental jazz, acoustic, etc.) so it’s not distracting. Make sure the store temperature is comfortable (cool, especially if it’s a crowded event or a hot day) and that the area is well-lit so people can examine the wine’s color.
  

The key is to make your customers feel welcome and relaxed, as if they’re guests at a mini wine party hosted by your store. When people feel comfortable, they stay longer, engage more, and are more likely to purchase bottles or at least develop a positive association with your business. As one store owner put it, the goal is a “calm, cool and casual evening” that both guests and the store staff enjoy​. So before the event starts, walk through the space as if you were an attendee: Can you easily find the tasting area? Is it obvious what to do? Is there a friendly greeter? Are all the necessary items in place? A last-minute check will help you catch any missing pieces and ensure everything is ready for the crowd.

6. Engage Your Customers and Boost Sales During the Event

When the event is underway, your role shifts to host and salesperson. This is where all the planning pays off – by actively engaging attendees, you can turn a fun experience into measurable sales and long-term customer relationships. Here’s how to make the most of the tasting event itself:

Greet and Orient Visitors: Have someone at the door or at the tasting table dedicated to greeting each customer as they come in. A simple “Thanks for coming to our wine tasting! Have you been to one of our events before?” is a great ice-breaker. If it’s free entry, ensure you check IDs (if not already doing so at the register) and perhaps give a stamp or wristband to those 21+ so staff know they are cleared to sample. Give newcomers a quick rundown of how it works: for example, “We have five wines set up here to try, lightest to heaviest. Feel free to start at wine #1 and go through at your own pace. We also have cheese and crackers to enjoy. Let me know if you have any questions!” A warm welcome sets a positive tone and makes attendees (especially those who might feel intimidated by wine) more comfortable.

Educate and Entertain: As folks taste, encourage conversation. Share the interesting tidbits about each wine that you prepared. Great customer engagement is often what sets apart an average tasting from a hugely successful one. If you (or the winery rep) can tell a little story about each wine, customers will connect more with the product. For instance, explain what makes a New Zealand Sauvignon Blanc zesty, or how a Napa Cabernet from a drought year turned out extra concentrated. Encourage guests to share their own impressions too – ask “What do you think of this one?” or “Can you smell the peach notes in this white?”. This turns the tasting into a two-way interaction, making it more fun and memorable for the attendee. An enjoyable, personal experience means they’re more likely to buy something and come back another time​. As Marty Holland of The Party Source notes, if guests “walk away with a smile on their face and a positive experience, they are more likely to spend their money with us”​.

Highlight Promotions and Upsells: To translate tastings into sales, plan some event-only promotions or at least make purchasing easy. A common tactic is to offer a special discount on the tasting wines for that day – e.g. “10% off any bottles featured tonight” or “Mix & Match 6 of today’s wines for 15% off”. This creates a sense of urgency (“I should buy it now while it’s a deal”) and rewards attendees for coming. In the earlier example, an IGA store gave 10% off cases of wine during their events​, which encouraged bulk buys. You can also use a punch card or coupon: if it’s a ticketed event, perhaps the ticket stub is a coupon for $5 off a purchase that day. Make sure these offers are clearly communicated with a sign at the event and by reminding people verbally as they finish tasting a wine they love (“By the way, all these wines are 10% off today for attendees, so it’s a great time to stock up if you enjoy it!”). Additionally, consider upsells beyond just the tasting wines. If someone likes the Chardonnay, maybe suggest a higher-end Chardonnay you carry (“If you enjoy this, we also have a reserve version from the same winery that’s excellent”). Cross-sell other items too – “That Cabernet would go great with our gourmet chocolates over there – and they’re special tonight.” This should be done as friendly suggestions, not hard sells, but it can boost the basket size. In fact, basket sizes often increase significantly during events because customers discover new things; one store manager observed that tastings are the best way to get guests to try (and buy) products they might otherwise overlook​.

Leverage Your Loyalty Program: If you have a customer loyalty or rewards program, the event is prime time to promote it. You’re meeting new faces who may not be enrolled yet, and you have extra opportunity to explain the perks one-on-one. Train your staff or cashiers that during checkout of any purchases from the tasting, they should mention the loyalty program: “Did you know we have a rewards program? You’ll get points for these wines you’re buying and discounts down the road – it’s free to join, can I sign you up quickly?” Many attendees will be in a great mood from the event and open to continuing a relationship with your store. Even those who didn’t plan to buy might join the loyalty program for future use, which is a win for you. Remember, acquiring a new customer can cost 5–25 times more than retaining an existing one​, so turning an attendee into a loyal member of your customer base is extremely valuable. If they’re already a member, you can still mention any member-exclusive deals (“By the way, our loyalty members get an extra 5% off on their birthday – don’t miss out on those emails”).

Foster a Fun, Social Vibe: Throughout the event, keep the energy upbeat. Depending on the crowd, you might incorporate a little entertainment or interaction. Some ideas: have a raffle for a wine gift basket or a notable bottle – every attendee gets a ticket upon entry and you draw a winner at the end (this also encourages people to stick around). Or run a “people’s choice” vote: set out a bowl at each wine station and give tasters a token to drop in for their favorite wine of the night, then announce which wine won – maybe that one gets a deeper discount as a surprise. These elements make the event lively and give customers more reason to stay, chat, and remember the occasion. Also, encourage guests to take pictures and post on social media (perhaps with a custom event hashtag or by tagging your store). You might even set up a simple photo spot (a branded backdrop or just a fun wine-themed prop) for people to snap a selfie. User-generated social content can amplify your marketing for free.

Most importantly, as the host, engage genuinely with your customers. Thank them for coming, ask for their feedback (“Which wine did you like best? Is this something you’d attend again?”), and make sure they know you value their presence. The personal connections made during an event can turn a one-time visitor into a regular who feels a bond with your store. As one beverage marketing expert put it, getting the product “from lips to liquid” via tastings is the most effective sales tool in the wine & spirits business​– but it’s the human element around it that truly makes the difference in building your community.

7. Follow Up and Measure Your Success

After the glasses are emptied and the event is over, your work isn’t quite done. A thoughtful follow-up can extend the impact of the wine tasting well beyond that day, and a careful analysis will help you learn what to improve for next time. Here are the post-event steps to take:

Thank Your Attendees: Show appreciation to those who attended. If you collected emails (for example, via the RSVP or during checkout for loyalty sign-ups), send a thank-you email the next day. Keep it brief and warm – thank them for coming, perhaps recap the wines they tasted, and invite them to come back to the store soon. This could be a great place to include a special “bounce-back” offer, such as a coupon for a discount on their next purchase, or a reminder of an upcoming event. If you don’t have emails, consider posting a public thank-you on your social media (“Thanks to everyone who joined our Wine Tasting last night – we had a blast! 🍷”). You might even create a quick photo album on Facebook or Instagram from the event (with customers’ permission for any recognizable photos) to tag and share. Seeing themselves or friends in your post can increase engagement and spread word-of-mouth for your store’s events.

Gather Feedback: Internally, gather your team (and any partners) for a debrief. What went well and what hiccups occurred? Did the timing work out? Were any wines particularly popular or unpopular? Check if any customers left informal feedback – often regulars will tell you if they loved it or if they have suggestions. You could also send a short feedback survey in that thank-you email (using a tool or just asking them to reply with thoughts). This input is gold for refining future events. Maybe people wished there were more food options, or a different time of day, etc. Also debrief with any distributors or reps who helped – they may have insights from their perspective and will appreciate that you care about improvement.

Analyze Sales and Metrics: Review the sales data from the event day. Key things to look at:

• How many bottles of each tasting wine were sold? Identify the best-sellers – these clearly resonated with your audience and you should keep them in stock (or do similar wines in future tastings). If some wines didn’t sell much, was it because people didn’t like them, or perhaps they were too expensive? This can guide what you feature next time.
  
• Overall sales vs. a typical day: Compare the total revenue of the event day (and maybe the day after) to similar days when no event is held. This gives a sense of the bump you got. Also note if you sold other items not part of the tasting – often, tastings increase overall basket size, so you might see lifts in related categories.
  
• New Customers: Did you notice unfamiliar faces who made purchases? Check if any new customer accounts or loyalty sign-ups were added that day – those are directly attributable to your event marketing success. If a new shopper came in for the tasting and bought something, that’s a win in customer acquisition.
  
• Cost vs. Benefit: Tally roughly what the event cost you (extra staff hours, wine opened if not provided free, food, decorations, ads, etc.) and weigh it against the immediate profits from sales plus the less tangible benefits (new contacts, future sales potential). This doesn’t need to be an exact ROI calculation, but having a sense helps you budget for next time. For instance, if you spent $200 on marketing and supplies but sold $1,000 extra in product, that’s a great return. Moreover, you likely gained long-term value in customer goodwill that is hard to put a number on.
  

Extend the Story: Use the momentum from the tasting to continue marketing. Post-event, you can share a mini recap on social media or your website blog about how it went, maybe mentioning the “wine of the night” (the most popular pick) and that those wines are still available in-store for those who missed it. This creates a bit of FOMO for those who didn’t attend and positions you as a hub of fun events. You might even tease the next event (“Stay tuned for our next tasting – perhaps a whiskey night? – follow us on Facebook for updates!”). Consistency is key: many stores find that regularly scheduled tastings (weekly or monthly) build a loyal following and steadily increase sales over time​. If you can commit to a schedule (like “First Friday of each month is tasting night”), promote that so customers know to look forward to it.

Finally, consider the bigger picture of ROI. We know in-store tastings are powerful: they get customers to literally taste and buy, which is far more impactful than a coupon. One marketing study noted a 30% conversion rate (tasters to buyers) is a strong result, and even up to 60% in certain cases​. And in a case study, combining weekly tastings with seasonal events led to a sustained 20% increase in annual wine sales for one store​. Those are hard numbers that demonstrate the value of investing in such events. By following up diligently and crunching your own numbers, you can illustrate the success to your team (and to yourself) which justifies making tastings a recurring strategy in your retail liquor store marketing plan.

Conclusion

An in-store wine tasting event is one of the most engaging ways to bring your liquor store to life. It blends product education, entertainment, and personalized customer interaction – all under your roof. By following these seven essential steps, you can plan an event that not only delights attendees with new wine discoveries but also drives significant business outcomes like higher sales, new customer acquisition, and stronger community ties. From setting clear objectives and creative themes, to leveraging liquor store Facebook ads and even geofencing ads for promotion, to delivering a top-notch experience and beyond, you now have a roadmap to make your wine tasting event a success.

If this still sounds overwhelming or you want to ensure your event (and overall marketing) reaches its full potential, you don’t have to do it alone. Intentionally Creative – a specialized marketing agency founded by liquor retail expert Alden Morris – has helped liquor store owners across the U.S. execute high-impact in-store events and digital campaigns​. 

Intentionally Creative’s team can assist with everything from event promotion strategy to running effective Google and Facebook ads, geofencing, and more, all tailored to retail liquor store marketing. Ready to take your store’s marketing to the next level? Explore Intentionally Creative’s services on their homepage and see how they can help turn your next wine tasting event into an even bigger driver of traffic and sales for your business. Cheers to a successful event and the growth that follows!