Digital wine list • 18 August 2025

Digital Checklist for Wine Shows and Festivals: Practical Guide for Restaurateurs and Wine Bars

Organizing a wine event that fills the room, generates sales, and strengthens your brand requires a method, clear choices, and impeccable execution. Whether you are a vineyard, wine merchant, restaurant, training organization, or fair, this step-by-step guide helps you design, promote, and measure a professional event, from the first idea to the commercial follow-up. You will find checklists, budget benchmarks, promotion tips, and indicators to prove the return on investment.

Why organize a wine event in 2025

In a context of audience fragmentation, events remain one of the best levers to create brand preference, accelerate direct sales, and generate qualified leads. The on-site experience engages the senses, explains the value of a terroir, and provides immediate feedback. It is also a fantastic content generator for your digital channels (stories, reels, articles) and a lever for local press relations.

Well-designed, an event offers three immediate gains: revenue (ticket sales and on-site sales), data (emails, preferences, qualitative feedback), and authority (reviews, mentions, backlinks). Provided you define your objectives and optimize each phase.

Objectives, target audience, and value proposition

Before announcing a date, align your event with concrete and measurable objectives. Clarify your priority audience and what makes your proposition unique.

• Typical objectives: generate X qualified leads, sell Y cases, have a new vintage tasted, recruit club subscribers, activate a partnership, create press/social content.
• Audiences: B2C (end customers, subscribers, wine tourism visitors), B2B (wine merchants, CHR, importers), prescribers (journalists, sommeliers, influencers).
• Value proposition: clear theme (e.g. "10-Year Vertical", "Terroirs Tested by Climate"), concrete benefit (learning, rarity, privileged access), time promise (90 intense minutes, after-work format).
• Indicators: number of registrants, attendance rate, average basket, cost per lead, repurchase rate at 30 days.

Tip: formulate your event in a testable sentence on your networks (A/B test visual and wording) to validate public interest before incurring heavy expenses.

Choosing the format and building the budget

The format must serve the objective and operational capacity. Each format involves a different cost structure and distinct revenue potential.

• Key formats: free tasting (walk-around), seated masterclass, food-wine pairing workshop, open house at the vineyard, winemaker dinner, multi-exhibitor fair, pop-up event, urban tour, hybrid event (in-person + live).
• Capacity and duration: target 60–120 minutes for optimal attention; size the gauge while keeping a 10–15% margin for health and comfort.
• Budget (order of magnitude): venue (0–30%), wines (20–40%), complementary F&B (10–20%), equipment/service (10–20%), marketing (10–20%), ticketing/payment (3–7%). Include a 10% contingency item.
• Break-even point: calculate the break-even point (fixed costs / margin per ticket) and model 3 attendance scenarios (pessimistic, median, ambitious).

Plan a simple retro-planning calendar: D-90 venue choice, D-60 ticketing opening, D-30 targeted follow-up, D-7 final check, D+1 thank you and survey, D+7 follow-up offers and content publication.

Selection of wines and tasting experience

Build a narrative thread. A memorable tasting relies on progression, pedagogy, and a few “wow” moments. Think balance: grape varieties, vintages, terroirs, levels of acidity/tannins, serving temperatures.

• Curating: 5–7 wines are sufficient for a 75–90 min masterclass; 10–15 references for a walk-around. Prepare at least 1 bottle for 10–12 tasters (depending on serving volume).
• Pedagogy: tasting sheets A5, terroir maps, QR codes to technical sheets, simple glossary. Provide a common vocabulary for your team.
• Service: temperatures (whites 8–12°C, reds 14–18°C), appropriate glassware, spit buckets, still water, neutral bread. Anti-oxidation plan (vacuum, inert gas) for early openings.
• Highlights: a rare vertical, a magnum, an old vintage, a mastered atypical pairing.

Value the expertise of your speakers: a winemaker or sommelier who tells the story of a plot leaves a stronger impression than generic arguments.

Logistics, venue, scenography, and equipment

The venue should reflect your positioning and facilitate circulation. Test the acoustics, lighting, ventilation, and entry/exit flows. Prepare a sober and functional scenography.

• Room plan: tasting areas, reception/control point, cloakroom, water point, sales/cash register area, photo/video corner.
• Equipment: neutral tablecloths, easels, price/QR code displays, electrical extensions, coolers, spit buckets, microfiber towels, kraft bags.
• Signage: clear path, indicated temperatures, readable sheets (font ≥ 14 pt). Prepare a plan B for outdoors (tent, heating).
• Team: ratio 1 staff for 15–20 guests in free tasting; brief role by role (reception, service, sales, content).

Consider accessibility (PRM), transport, parking, and explain all this in the confirmation email to reduce friction and no-shows.

Legal framework, safety, and insurance

Comply with local obligations: license or temporary beverage service authorization, respect for legal age, display of blood alcohol content and health messages, music declaration (if broadcast), compliance with ERP of the venue.

• Safety: evacuation plan, first aid kit, water point, transport/secure return information. Encourage moderation (visible spit buckets, abundant water).
• Insurance: organizer's civil liability, extension for rented equipment, cancellation coverage for weather/force majeure if relevant.
• Data protection: GDPR for registrations; specify the use of photos/videos and offer a “no photo” area if necessary.

Pricing, ticketing, and registrations

Your pricing signals value. Avoid last-minute discounts that trivialize the experience; prefer early-bird quotas and bundles.

• Pricing strategies: limited early-bird, duo/tribe, VIP (reserved seats, exclusive cuvée), club/subscriber rate, “dinner + masterclass” pack.
• Ticketing: choose a solution with promo codes, waiting lists, QR check-in, payment integration, and CSV export (e.g., Stripe direct, or dedicated platforms). Synchronize with your CRM.
• Clear confirmation: include venue, times, access, dress code if useful, cancellation policy, contact on the day, Google Maps plan, QR for check-in.
• Reducing no-shows: reminder D-3 and D-1, optional SMS, incentive to free up their spot (priority waiting list).

If the event is free, block by card (no-show fee) or limit via nominative invitations to preserve quality.

Marketing and multichannel promotion

Visibility is built in layers: owned (your channels), earned (press, communities), paid (measured sponsorship). Plan a ramp-up in 3 acts: announcement, social proof, final sprint.

• Emailing: 3 key sends (D-45 launch + early-bird, D-21 content/teasing, D-7 remaining spots). Segment by geographical proximity and interest. Use A/B subject lines.
• Social networks: editorial calendar with countdown, behind-the-scenes, focus on speakers, spotlight on wines. Create a Facebook event and a Google calendar for “add to calendar”.
• SEO: dedicated optimized page (clear title, FAQ, practical data, Event schema). Update after the event with a recap and photos to capture long-tail traffic.
• Partnerships: wine merchants, restaurants, wine clubs, hospitality schools. Co-promotion with traceable partner code.
• Paid media: sponsor 2–3 targeted posts in a tight geographical radius, retargeting visitors of the ticketing page.
• Local press: concise press releases to local agendas/media; offer 2 press invitations. For inspiration, check the latest Winevizer news here: https://www.winevizer.com/news.

Essential: a simple visual kit (banner, square, vertical story) adapted with date, venue, and call-to-action; a tracked short link (UTM) for each channel and partner.

Content, media, and influence

A successful event is told before, during, and after. Build a mini-editorial that values your speakers and wines, and capitalize on it afterwards.

• Before: short interview with a winemaker (reel 30–45s), carousel “behind the selection”, blog article with practical FAQ, link to your news if a launch is associated.
• During: light photographer or internal duo, capture plan (3 wide shots, 10 close-ups, 1 interview), visual consent at the entrance.
• After: recap in 8–10 photos, 1-minute highlight video, participant quotes, albums by cuvée with purchase links/technical sheet.
• Influence: local micro-influencers (5–30k) with aligned audience; clear brief (2 stories, 1 post), affiliate code, limited VIP spot.

Think evergreen: a guide “How to serve vintage X” or “Successful pairings” published after the event extends its lifespan and brings qualified traffic.

D-Day: orchestration and operational excellence

The best marketing will not compensate for average execution. Pay attention to details to turn registrants into ambassadors and buyers.

• Welcome: smooth QR check-in, clear signage, cloakroom space. Offer a welcome drink and a journey sheet.
• Timing: respect schedules, announce micro-transitions, water breaks. Keep energy for final sales.
• Upsell: discreet but visible sales table, “event only” offers, discovery packs, free delivery over a certain amount, pre-orders for rare vintages.
• Feedback: QR to quick NPS survey (3 questions), collect opt-in emails if not done at registration.
• Internal debrief: 15 minutes hot debrief to note what surprised, what was missing, recurring questions.

Prepare an opening script (2 minutes) and closing script (1 minute) with a clear call to action (purchase, club registration, date of the next event).

Post-event: follow-up, nurturing, and ROI

The 7 days following determine the essence of the value. Automate a short, personalized, action-oriented sequence.

• Day +1: thank you email + link to photos/video + offer code for 72h. Ask for a review (Google, Vivino, product sheet).
• Day +3: educational recap (tasting notes, pairings, replays) + offer reminder.
• Day +7: subscription/club proposal, date of the next event, complete NPS survey.
• Measurement: compare direct revenue, deferred conversions, new registrants, traffic on your pages and on your news, social mentions, backlinks.

Create a summary report (one page) with improvement decisions for the next edition and reusable assets (photos, testimonials, quotes).

Practical tools and templates

Simple tools are sufficient if used rigorously. Standardize your documents to save time and harmonize the experience.

• Ticketing/payment: solutions with QR check-in, promo codes, secure payments, CSV export. Activate UTM for the source of each sale.
• CRM/Email: geographical/interest segmentation, post-event scenarios, tags (participant, waiting list, VIP).
• Project management: retro-planning over 12 weeks, logistics checklist, role distribution, “D-Day” to-do.
• Templates: press release, influence brief, wine sheet, room plan, microphone scripts, 3-act content plan.
• Measurement: KPI table (registrants, attendance rate, average basket, cost per lead, margin, NPS, mentions).

Keep a library of materials (texts, photos, icons, partner logos) to speed up each edition and ensure consistency.

Common mistakes to avoid

• Vague title: if the theme is not immediately understandable, the conversion rate drops.
• Too ambitious gauge: better to have a full and qualitative room than an empty and noisy space.
• Late communication: opening ticket sales at D-15 only halves the potential.
• No exclusive offer: without a “event-only” advantage, the average basket stagnates.
• Undersized logistics: lack of glassware, spit buckets, water, or staff undermines the experience.
• No follow-up: without a post-event sequence, you lose 30–50% of potential value.

In summary

• Start with clear objectives, a precise audience, and a differentiating value proposition.
• Choose a format that serves your goal and structure a budget with a break-even point.
• Sign the experience with a narrative thread, coherent selection, and impeccable service.
• Pay attention to the venue, circulation, signage, and team preparation.
• Comply with the legal framework and anticipate safety, insurance, and GDPR.
• Price with intention (early-bird, bundles), professionalize ticketing and follow-ups.
• Activate a 3-act marketing plan and local partnerships; capitalize on content.
• On D-Day, facilitate purchases and collect actionable feedback.
• After the event, execute a short sequence, measure ROI, and document your learnings.
• Standardize your tools and avoid classic mistakes (vague title, weak logistics, absent follow-up).

For event ideas, feedback, and upcoming dates not to be missed, explore the dedicated section.

Discover Winevizer events and news: https://www.winevizer.com/category/evenement and the latest news: https://www.winevizer.com/news.