How To Plan A Private Wine Tasting Event At A Winery

Planning a private wine tasting event can seem highbrow, like something that clipboard-wielding, calendar-organizing types do. 

Or possibly something that only people who have never had to Google the terms “terroir” and “tannin” understand. 

(Those are French words.) 

However, believe us – planning a private wine tasting event is much less intimidating than it appears. 

Plus, if you can get past that initial “am I even qualified to plan this?” feeling, then it can actually be a lot of fun.

At the root, private wine tasting events revolve around intention. 

You’re choosing a time. 

A place. 

A group of people. 

You’re intentionally slowing things down. 

This is why they can feel so unique if you do them right.

It’s almost inevitable that each one will be a little different from the others.

Now, there are a couple of things you’ll want to think about before you start contacting wineries in the middle of the night with only a vague idea of what you want to do. 

So, let’s cover some basics. 

And remember that we’re not trying to be perfect, just practical and genuine.

Define the Reason Behind Hosting the Event (Prior to Contacting the Winery)

We know this might seem obvious, but this is the quiet part in the background where the majority of the planning for private wine tasting events breaks down. 

Why are you hosting this event? 

Don’t get caught up on the surface-level reasons. 

Dig deeper to get to the real reason(s) behind this.

Is it a significant birthday celebration and you want your guests to relax and enjoy themselves? 

Is it a small corporate gathering and you want to create genuine connections versus just handing out business cards? 

Is it some other kind of festivity or occasion that’s important to you, but you don’t want it to be too loud or raucous?

Wineries care about this much more than you likely think. 

Most wineries will ask you about the occasion when you contact them to plan a private wine tasting event. 

Your response affects nearly every detail of the event: the tone, the type of wine they select, how structured the tasting is, and where they put you.

Be honest. 

If you want the atmosphere to be casual, tell them. 

If you want to provide a non-threatening educational experience, tell them. 

There is no right or wrong answer. 

Pretending there is only causes unnecessary headaches for you and everyone else involved.

Choose a Winery Based Upon Experience (Not Prestige)

It’s easy and perhaps tempting to automatically choose the biggest winery you’ve ever heard of. 

The one everybody has heard of. 

The one with the prettiest website and staged photos.

The problem is that the big wineries are always going to be very busy. 

Extremely busy. 

While they do provide private wine tasting events, they tend to be rigid, impersonal, and somewhat…scripted.

Smaller wineries can be great places to hold private wine tasting events. 

Generally, they’re more flexible, more willing to tailor your event, and truly excited to host a group that decided to come to them.

You may even be able to have the winemaker present during the tasting. 

Which is a fantastic way to spend an evening, sans fanfare.

(“sans” is French for “without”)

As you look for potential wineries, please don’t let the hype sway you. 

Instead, ask yourself:

• Do they normally offer private wine tastings?
• What does “private” mean to them?
• How crowded is the property on the days you are trying to schedule the event?

Reviews can help, but review them as humans do. 

Look for patterns.

“Felt rushed” is vastly different than “just wasn’t my cup of tea.”

Also, it’s helpful to keep some essential questions in mind as you search because you’ll need to ask them once you start talking with wineries.

Contact the Winery Sooner Rather Than Later

A lot of people wait until the last minute to send inquiries to wineries. 

Unfortunately, wineries fill up fast for private wine tasting events that require dedicated staff and space. 

Especially on weekends and during warmer months.

If the timing of your event is critical, contact the winery sooner than you think you should need to. 

Two to three months ahead of time is a safe bet. 

Longer if it’s peak season or a special occasion. 

In general, waiting too late usually doesn’t yield better options – only limitations.

When you send an inquiry via e-mail or make a phone call, keep it simple. 

Introduce yourself. 

Describe your intentions. 

Estimate the number of guests you plan to bring. 

Ask about availability and prices. 

That should be enough to get the ball rolling.

You can fine-tune the details later. 

Nobody expects you to have every detail planned out at this point.

Be Mindful Of Your Headcount

Simplistic as it sounds, it can be sneaky. 

You think you’ll have eighteen guests. 

So, you invite eighteen guests… 

Only twelve show…

😑

For the most part, most wineries either charge per guest or have a minimum number of guests required for private wine tastings. 

Overestimating can result in higher bills. 

Underestimating can cause undue pressure. 

Try to find a happy medium based on how your group usually acts.

Also, consider the dynamic of your group. 

Larger groups tend to create more structure and less socialization. 

Smaller groups tend to foster a more relaxed and social atmosphere. 

Both types of groups are valid; however, they are worlds apart.

If you prefer a laid back, conversation filled, and connected environment, smaller groups are usually going to work better.

Know The Cost Structure

Private wine tasting events cost more than public tastings. 

Normal. 

You’re paying for exclusivity, time, space, and attention.

Cost structures vary widely. 

Some wineries charge a flat fee per guest. 

Some wineries demand a minimum dollar value for the wine purchased. 

Some package everything together into a single price. 

Ask what is included in the cost, and what’s not.

Other key questions to ask:

• How many wines will be poured?
• How long will the tasting be?
• Will there be a designated host?
• Are gratuities included?
• Can attendees purchase bottles of wine to take home after the event?

Clear communication prior to the event helps to eliminate future embarrassment. 

Also, wineries appreciate guests who ask these questions. 

It shows that you care.

Food Options: Worth Considering

While wine and food seem to go hand-in-hand, you don’t have to serve a complete meal. 

Typically, a few thoughtful pairings of food and wine will be sufficient. 

Cheese. 

Bread. 

Something salty.

🥐

Some wineries have in-house food service options. 

Some wineries allow outside catering companies to provide food. 

A few wineries will not allow outside food. 

Check with the winery as to their food policies early, as the rules vary more than you would think.

🧀

Timing can aid you in deciding if you need to provide a full menu. 

Afternoon tastings can be casual. 

Evening tastings tend to require more substantial offerings. 

People get hungry, and wine tastes more distinct when there is nothing else happening.

Make It Customized (The Best Part!)

One of the greatest advantages of hosting a private wine tasting event is flexibility. 

Many wineries will adjust the experience to fit your needs if you tell them what you want.

You may want:

• Focus on a specific varietal
• Mix of reds only (or white-only – no judgments)
• Educational format
• Casual, conversational format
• Tour of the vineyard/cellar

You don’t have to be a wine aficionado to ask for these options. 

It is perfectly okay to say “most of our guests are newbies.” 

It is also perfectly okay to say “we just want to chill.”

Be Mindful of the Ambiance of the Location

This is a subtle factor, but a critical one. 

Where your tasting takes place determines virtually everything.

📍

A barrel room creates a quiet, intimate environment. 

A patio creates an open, community environment. 

A private lounge creates an elegant environment. 

None are better – just different.

🍷

Ask the winery where your group will be seated. 

Ask them about weather contingency plans if the tasting is held outdoors. 

Ask them about proximity to other guests. 

These factors impact the overall mood more than the wine itself.

Connect With Your Guests As Humans

Once you secure a location for your event, communicate with your guests regarding what they can expect.

Tell them the start time. 

Tell them if food will be provided. 

Suggest clothing that is both comfortable and suitable to the occasion, if that applies. 

Also, consider transportation.

Don’t Drink & Drive

We probably shouldn’t need to say this, but wine tastings and driving don’t mix well. 

Establishing a rough plan for a ride-sharing service helps everyone avoid potential automobile-related problems afterward.

People appreciate not having to figure out transportation for themselves.

Dial In Your Final Winery Preparations

About a week or two before the event, confirm all logistics related to the event. 

Number of guests. 

Time frame. 

Payment. 

Food. 

Weather backup plans. 

Doing so helps so much to alleviate last-minute panic and avoid unexpected changes to your plans.

And once you’ve done that… 

Try your best to stop worrying about the event. 

Trust the people you hired to do their jobs.

Allow Yourself to Enjoy It

This may be the hardest part of the process. 

Too many hosts end up still being bogged down in logistical concerns while their own event is taking place. 

Don’t be one of them.

Enjoy the wine. 

Socialize with your guests. 

Let things happen in a slightly unplanned way. 

And remember that it’s in the unspoken moments that so many of the most memorable experiences often occur.

Ultimately, the greatest private wine tasting events are not free from all error, nor are they flawless. 

They are warm. 

Relaxing. 

Real.

And that’s exactly what people remember after the last glass is gone.