Home / Business and Economy / Wineries Pivot: Beyond Wine Tastings to New Experiences
Wineries Pivot: Beyond Wine Tastings to New Experiences
4 Sep
Summary
- Wineries are adding diverse experiences to attract visitors.
- US consumer wine spending dropped significantly since 2020.
- New events aim to create unique customer engagement.
California wineries are actively diversifying their offerings to counteract a significant downturn in wine sales. Faced with declining consumer interest and a drop in spending from $94.4 billion in 2020 to $74.3 billion last year, wineries are introducing a range of side hustles. These include events like lobster picnics, Pilates classes, herb garden tours, and mocktail tastings.
The strategy involves creating unique experiences to draw in visitors, as traditional wine tasting tours see fewer participants. Some wineries are even hosting events off-site, a practice enabled by a recent California law. This pivot aims to foster deeper customer engagement and adapt to evolving consumer preferences.
Examples include a winery offering chocolate truffle-making classes and another hosting family movie nights. These initiatives are designed to attract first-time guests and cater to a broader audience, including those who may not be traditional wine drinkers or families with children.
