Picture this: you’ve just wrapped up a virtual wine tasting. The chat was buzzing, the laughter flowed almost as freely as the Pinot, and the feedback? Glowing. But then—nothing. No follow-up orders. No uptick in digital sales. Just the sound of your CRM gathering dust.
If that scene feels painfully familiar, you’re not alone. For many wineries, virtual tastings spark all the right feelings but fizzle when it comes to follow-through. And here’s the hard truth: it’s not your wine—it’s your funnel.
See, a virtual tasting isn’t just a fun night in; it’s an opportunity hiding in plain sight. When done right, it becomes a precision sales funnel disguised as a party, flipping the script on the old-school tasting room model.
Let’s uncork the strategy that turns sips into subscriptions—and gives your wine tasting events the digital sales boost they deserve.
Why Your Virtual Tastings Aren’t Converting (Yet)
The problem isn’t the platform or the wine. It’s the assumption that good vibes alone lead to good conversions. They don’t. Not anymore.
Especially now that Boomer-driven foot traffic is slowing, wineries must adapt to a digitally native audience that expects seamless, personalized, and fast online experiences. You can’t rely on charm and Merlot to carry your sales anymore—you need structure.
Here’s where most virtual tastings go off the rails:
- No clear post-event CTA (call to action)
- Lack of urgency or exclusive offers
- Participants unsure where—or why—to buy
- Zero follow-up automation
These aren’t flaws in your event planning. They’re gaps in your sales funnel—and they’re costing you conversions.
Design Your Tasting Like a Funnel, Not a Flight
Imagine your virtual tasting as a guided journey, not a happy accident. From the moment someone registers, they should be subtly stepping into a funnel that ends in a sale—or better yet, a subscription.
Here’s how to architect that journey with intention:
1. Pre-Event: Set the Stage (and the Sale)
Before anyone takes a sip, they should already know there’s a goal beyond the glass. When someone signs up, give them a taste of what’s to come:
- Send a welcome email with a sneak peek of the wine lineup and a reminder that they’ll get exclusive access to bundle offers during the tasting.
- Use scarcity-based language: “Only available to attendees,” or “Limited to 50 bundles.” Make it feel special—because it is.
- Include a teaser CTA—“Watch your inbox for the secret code word to unlock your tasting reward.” You’re planting seeds of curiosity and commitment.
2. During the Event: Build Connection *and* Conversion
Yes, you want to be warm, present, and human. But you also want to guide attention toward purchase without turning into a pushy salesperson.
Try these conversion-friendly tactics mid-event:
- Introduce wines with a story tied to their exclusivity. “This vintage is only available through our Wine Club…”
- Drop your offer code halfway through the tasting, not at the end—while energy is high.
- Share your screen briefly to show how easy it is to order—yes, really walk them through it!
And be sure to name the next step clearly: “Head to our tasting page now, use promo code SIP15, and grab your favorite bottles before they’re gone.”
3. Post-Event: Automate the Afterglow
This is where most wineries drop the bottle. The event ends, and… that’s it. But the truth is, your biggest conversion window is after the tasting, when the memory is still fresh and the flavors are still lingering.
Set up a 3-part email sequence that runs automatically:
- Email 1 (sent 1 hour later): “Thanks for tasting with us! Here’s your exclusive offer—good for 48 hours only.”
- Email 2 (24 hours later): “Only 1 day left to claim your tasting bundle!”
- Email 3 (Final reminder): “Last call—your discount expires tonight.”
Pro tip: Use a platform like Eventbrite to manage your registrations and automate reminders, follow-ups, and even upsells. It’s built to make your virtual events feel less like Zoom fatigue and more like well-oiled sales machines.
Bundle Better: The Secret Sauce of Sales
One of the most powerful but underused tools in the wine tasting digital sales boost toolkit? Bundled offers.
Instead of selling single bottles, offer curated tasting packs that match the event theme. Not only do bundles raise your average order value, but they also reduce friction—people love convenience, especially when it’s framed as exclusive.
Try these bundle ideas:
- The “Taster’s Trio”: Three featured wines from the event, discounted 15% when purchased together.
- The “Sommelier’s Secret”: One bottle from the tasting + two surprise picks from your cellar.
- The “Stay Connected Subscription”: Sign up today and get a surprise mini bottle in your next shipment.
Don’t just sell wine—sell an experience that continues beyond the call.
Measure, Tweak, Repeat
Every event is a chance to improve your funnel. Track key metrics like:
- Number of attendees
- Click-through rate on your offer link
- Conversion rate (sales/orders per attendee)
- Average order value
Use A/B testing for subject lines, offer formats, and CTA timing. One small tweak—like mentioning urgency earlier—can make a huge difference in your wine tasting digital sales boost results.
Final Sip: Turn Your Tastings Into a Revenue Engine
Hosting virtual tastings isn’t a cute pandemic-era trend. It’s your chance to build a scalable, data-driven revenue stream that unlocks global reach and predictable profits. But only if you treat it like the funnel it is, not just a party on Zoom.
Approach each tasting with a conversion mindset. Guide your guests from first sip to final click. Use automation to nurture interest and bundles to boost value. And most importantly—don’t stop selling when the glasses are empty.
Ditch the digital hangover; build the funnel that turns sips into subscriptions and leaves your competitors tasting dust.