Tasting fee's at wineries, what is a deal breaker for you?
In preparation for the opening of our tasting room, Katey and I have had several meetings on what our policy for tasting fee's, if any. What is the most you should ask someone to pay to taste your wines? 5$, 10$, what about over in Napa where they charge up to $40 for just a tasting? And what should be included? Would a tasting of 4-6 wines be sufficent? Should you get to keep your tasting glass? Would you even want to keep your glass, if it had a logo on it? I would like to offer that the tasting fee will be waived with purchase, would this make you more or less likely to buy? I would love to hear feedback from anyone who has an opinon on this!!
Tags: fees, rooms, tasting, visits, winery
Views: 44
Replies to This Discussion
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Permalink Reply by Sasha Bobylev on
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For me, a $5-10 tasting fee is expected, but I would rarely pay more than that, but then again I am in Walla Walla, and a $40 tasting fee is unheard of here. 4-6 wines for 5-10 bucks seems like a good balance for me. I think in general, letting people keep glasses is a little silly (my personal opinion). If you are going to to 5-10 wineries in one day, you don't want to keep track of a glass - they break easily, and everyone already has them at home, usually a set of glasses of the same size, and your glass is a random one thrown into the mix. Plus, it costs a good deal of money for you, which will make the tasting fee higher. I understand that a physical object is a good way to get people to remember your winery (especially if they did not buy any wine) - but I think its a very....1.0 method of retaining a potential customer. Provide a great experience, get some email addresses, tell people to friend you up on facebook, follow you on twitter (obviously this is dependent on their age - my grandpa has no idea what twitter is, nor should he really). Make a note to yourself of the ones that gave you an email but did not buy any of your wines, and send those people an email later with a deal (maybe a pack of three wines) especially for them....ok, this is turning into a rant, but you get the idea....
As to waiving the tasting fee with a purchase - most definitely YES - its like playing a game of poker...once they pay the tasting fee, they are committed to the pot (so to speak) already, and paying some additional bucks for some wine is less of a commitment because they you are getting a sort of a discount...
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Permalink Reply by Nicole Bacigalupi on -
Hi Sasha! Thank you so much for your feedback. I am in sync with you on pretty much everything you mentioned. When we get up and running I would love to have you come down to the tasting room and give me feedback:)
Thanks again,
Nicci
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Permalink Reply by OhioWineGuy on -
I think $5-$10 is reasonable for 5 wines depending upon the variety. The glass is OK, but like it was said here, no two match and they are much smaller than you would use at home typically. I'd prefer more wines to taste!
I had heard of the $40 tastings, but the idea is to interest the customer in which of your selections they would like to buy, not rake them over the coals. On the other hand, I suppose you could create buzz for your winery with that fee.....the wrong kind of buzz!
Tasting is for just that - a taste to help with a potential purchase or even to know if you want to purchase, not to go drinking on the cheap. I would be interested in knowing if you could get away with no charge or $1 per taste. What is the financial risk to you as an owner if you limit the tasting selection to say three or four?
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Permalink Reply by Wino on -
What is important also, to a certain extent, is that you can choose what wines to taste for the money you pay. I don't mind paying up to $20 for tasting, but don't want to be forced to try wines that I am not interested in trying. $40 is out of line unless you are trying to one up Opus one so do a multi-tiered tasting structure. $5, $10 and $20. If they don't want the glass, give them a buck back or something. Be interested in what you end up doing.
Tim
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Permalink Reply by Nadia R. Pavlevska on -
Nicole, I agree with pretty much everything said bellow. I think you should definitely wave the fee if people are purchasing wine---this is like waiving corkage fee in a restaurant if people purchase a bottle. The price really depends on the wines people are tasting. I would pay $10 to have a single taste of Sea Smoke Pinot, but wouldn't pay more than $2 for La Crema, for example. It's probably good to give people options, like different prices based on how many wines they are tasting, and which ones.
In the end, what I think is really important is a personalized service---creating a memorable experience. You might not offer certain wine for tasting but someone really wants to taste it--open the bottle for them. This person will feel special and remember you forever, will most likely buy wine as well, and tell friends. Remember, you are not just selling wine, you are selling experience! People are irrational creatures and their acts are often determined by their emotions!
Good Luck!
Cheers!!!
Nadia RP
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Permalink Reply by Dennis Grimes on -
Tasting fee or not, I bet many wine lovers do not realize that local health codes may play into a winery's decision to offer souvenir logo glassware as a means of avoiding purchasing, installing, and operating noisy, steamy and expensive commercial grade glassware washers ("dishwashers") necessary to meet health code guidelines in their tasting room facility.
There is really no suitable wine vessel other than a tulip bowl shaped, clear wine glass of reasonable quality to serve, evaluate, and enjoy wine in. And they are repeatedly reusable... until broken.
I believe that rebating the tasting fee if a suitable quantity of wine is purchased (case, half case, or a few bottles depending upon the tasting fee price, is a win-win proposition for both the consumer and winery. For those strongly opposed to tasting fees, please note that the winery must bear the cost of producing and serving the tasting wines offered, as well as the associated taxes on those wines so the tasting wine is not an insignificant cost to the winery.
Regarding patronizing a winery, I'd commend everyone to read the following article from the Boston Post writer Tom Haines entitled “You may never return, so buy one wine” this is an eloquent must read…
Dennis - Eagles Nest Winery, Ramona, CA near San Diego
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Permalink Reply by Alana Gentry aka GirlwithaGlass on
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I buy 99% of my wine direct from wineries...I only buy my best wines direct from wineries because I know the bottles have been treated impeccably. If the wine is not knocking my socks off, I usually buy at least one bottle as a nod to the winery's serving me. Occasionally, if I really don't like the wine, or I'm not just buying that day, I'll walk away but this is rare.
I ALWAYS appreciate waiving of the tasting fee. So, yes a deal breaker for me is not waiving the fee for buyers.
I also love little perks, if it is a nice glass, sure throw it in; better yet, have some logo glasses for sale; I'll need 2 anyway; and give me a 50% discount on a set. Also, if I buy a 1/2 case of more, any little perk is going to be remembered. One of my favorite (and very inexpensive for you) is pairing notes with recipes. (Lynmar Winery does a very nice set that is on card stock, but you don't have to go that far.)
4-6 pours, $7 is right for me. Pour something special if I'm taking notes, it means I'm ready to buy and blog about your wines.
Please put me on your mailing list for your grand opening!
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Permalink Reply by Nicole Bacigalupi on
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Thank you Alana, I will definitely put you on the list. And I think with all the feedback I have been getting we might do a 2 tier type tasting, $5 for the first 4 wines, new releases etc and then a $10 veritcal library tasting for the Pinot Noirs.
Thanks for all your feedback everyone, it is much appreciated!
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Permalink Reply by Cuvée Corner Wine Blog on -
That's is a great idea!
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Permalink Reply by Jesse Porter on -
I feel like so much of it depends on what kind of crowd you're attracting. If it's limo after limo in your parking lot, and the tasting room is full of bachlorette parties, then no serious wine lover is going to fault you for establishing a mandatory $10 fee to cover the costs of serving all these loopy lushes (who inevitably aren't there to buy bottles).
If, on the other hand, you're noticing that it's mostly serious wine drinkers showing up at your doorstep, waiving your tasting fee entirely might be a nice gesture to them, and will let them know that you value their thoughtful evaluation of the samples you pour. It might also make them more likely to buy bottles; whenever I really enjoy a tasting lineup that I didn't have to pay for, I usually feel too guilty to leave the place without buying at least one bottle, even if they're all expensive.
Another option I've seen from time to time is the "two-tier" approach: you've got a tasting of 4-6 wines for free, and then there's also a "reserve" list of your best stuff that someone can enjoy for a $5 or $10 fee (along with the basic tasting as well, of course). I always like the option. If it's late in the day and my palate is shot, I'll stick to the freebies. Conversely, if I'm really excited about the particular winery, I'll spring for the reserve list and won't really care about paying the $10.
Yes, always waive the tasting fee when someone buys a bottle. It's the classy thing to do. As for glasses, if it makes economic sense to you, I personally enjoy getting souvenir glasses. One cool thing I've seen done is that some wineries will have their logo printed discreetly on the base of the stem, rather than on the bowl (Consilience in Santa Ynez is one that does this). That's a slick move -- the glass is left clean and clear, elegant enough to use at a dinner party, but the logo is still there for those who take a closer look.
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Permalink Reply by Roger Stockton on -
Tasting room fees are a necessity for many wineries since each wine they are pouring cost money to produce. $5-$7 for a taste of 4-5 wines is completely reasonable. Napa wineries started the trend of charging for tastes mostly for pure economics. Large groups of people move from winery to winery just to drink, "limo trash" as they are referred to by some tasting room employees. It can be a very entertaining afternoon just to sit back and observe the behavior of patrons of a busy tasting room!
As others have said, it is more the experience (and the wine) than the cost that will make people want to come back. I would recommend giving your tasting room staff a little flexibility to waive the tasting fee when the potential customer exhibits signs of being a serious wine connoisseur. Telltale signs are tasters who contemplate each wine and do not finish each sample or more rarely, bring their own spit cup. Spitters are more likely writers or trade people. Serious connoisseurs talk about wine to everyone they know. Even if they are not writers of bloggers, they still can become wonderful ambassadors for your winery.
It is a great idea to apply some or all of the tasting fee when a customer purchases wine. Most consumers would love to keep the glass and it is a great marketing tool.
Make sure you cover your bottom line regardless the decision. Some people forget that wineries are also businesses. Much depends on which type of wine tasters the majority of people stopping by are. The factors include not only the wine cost but the cost of employees and misc. overhead that goes along with any business. I would also recommend a measured pour spout, (Precision Pour comes to mind), to keep control over the amount poured. 3/4oz to 1oz is fine for a tasting. A serious taster can always ask for a second sample.
I'll have to check my notes to see if I made it by your booth at Pinot Days. It got a little crowded once it was open to the general public and I know I missed some. Good luck and I look forward to stopping by once your tasting room is open!
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Permalink Reply by David Gaier on -
Wineries aren't charities, and most simply cannot afford to give away wine, even in small amounts, in the hope that visitors will buy a bottle...or 12. Still, some simple rules seem to make sense:
- As several readers have noted, don't bother with the tasting glass. It won't make it home on the plane, we typically have all the glassware we need, and most of the time the tasting glasses in wineries are just too small. Save the $1 you spent on the glass and give us a larger pour.
- Nonetheless, provide good stemware for tasting, with the proper flare shape and big enough to sniff and swirl without coating our friends. One NY State winery I visited poured into, well, urine specimen cups. Gave the notion of "tasting" a whole new meaning. A memorable visit, perhaps, but probably not the memories the winery owner had in mind.
- Speaking of pours, we don't expect a half-dozen pours of six ounces each. We DO expect more than a drop. I recently visited a NJ winery where the pours were literally that - a drop - and I laughed out loud when the tasting room employee missed my glass and I was left with barely enough to coat the bottom of the glass.
- Waiving the tasting fee with a purchase is a great idea, and probably a real incentive to a purchase. We all like to think we're getting a deal, and the environment of a wine tasting room is a great place to employ this tactic.
- Above all, the tasting room should be a place where visitors feel welcome, and where the staff know the wines and are enthusiastic about them - pouring, talking them up, and engaging the customer. Mindlessly pouring while frowning, having personal conversations with other tasting room employees and ignoring guests is not a winning combination! And stop trying to sell us sequined shirts with "Wine Chick" on the front for $32! We're not here for the couture.
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