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Elevate Your Winery Marketing Strategy for the 2022 Holiday Season

Cover Image for Image of holiday lights in an alleyway in front of Blanchard Family Wines
By Morgan Carter

The holidays are officially here! Now is the time to share your upcoming tastings, pop-ups, and events to engage with your guests and drive revenue. Still not sure what type of holiday experience or event you want to host at your winery? Check out how these wineries are marketing their 2022 holiday season offerings.

1. Tastings on Tastings

Image of multiple bottles of Jessup Cellars wine
Jessup Cellars, Yountville, CA

Guests are looking to eat, drink, and be merry, and what better way to do so than at your winery? You can go big by hosting an all out holiday soirée with prix fixe menus and festive swag like Blanchard Family WinesWinter Wine Social. Or you can partner with a local food producer for a tasting, be it cheese, chocolate, and more. Looking to showcase what’s happening in the cellar? Host an exclusive tasting—think barrel tastings or a special release—to give guests an exclusive look behind the scenes. Prime example, Brecon Estate‘s first magnum release, just in time for the season.

2. Spruce up Your Winery

Outdoor shop of Cuvasion's vineyard with string lights
Cuvasion, Napa Valley

Now is the time to deck the halls (or the vineyards) and make the holidays come to life. Plus, the more fun and photogenic the atmosphere, the more likely guests will snap and share to their social network. Take a note from Cuvaison’s magical string lit vineyard, a perfect backdrop for their Bright Nights tasting experience.

3. Host a Holiday Market or Open House

Image of wines and a basket full of cheese on a table
Copper Mountain Valley, Beaverton, OR

Connect with local artisans to create a memorable, holiday shopping experience with your wines front and center. Pope Valley Winery is transforming their three-story wine cellar into Santa’s Workshop, featuring artisan goods, mimosas, wine, and sweet treats from Santa’s helpers. Not only will Cooper Mountain Vineyards play host to 11 artists and makers for their Holiday Market, but guests will receive four tastings or a full pour of wine to sip and shop. Don’t forget to upsell your club memberships to turn new visitors into regular customers.

4. Market Your Wines

Tock Wine Shop
Tock Wine Shop

Holiday revelers are starting to ask the important questions this season: What wine will pair best with Christmas dinner? Should I bring one or two bottles to the holiday party? Do we have enough bubbly for NYE? Be the answer this season by marketing your winery offerings. Promote your new holiday collections on digital. Host a live chat with your winemaker about how best to pair your wine to any dish—turkey, cake, holiday candies, you name it. Share your exclusive releases and seasonal events via your winery email marketing efforts. And if your winery is on Tock Wine Shop, add your holiday offerings to your page for further sales. Incorporate these ideas in your winery marketing strategy for a successful holiday season.

Check out more ideas on the Holiday Prep List.

Holiday Prep List

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