Wine tasting is the core activity and the primary reason most people visit a cellar door. It is also your primary selling tool, so it's worth spending time getting your tasting format just right.

Your strategy might vary considerably depending on several factors. For example, a well known, but boutique winery with limited production, located far from a major city and in a tourism region that's not known primarily for wine might decide to offer winemaker-hosted tastings on weekends and by appointment during the week. Their primary sales strategy might be built around mail order and restaurant sales.

For wineries in major tourism regions the strategy can be quite different because a certain level of regional visitation is already guaranteed. Especially where many wineries are present, the opportunity to differentiate and cater to a broad range of the market takes on greater importance. In this case it may be viable to offer a scheduled tour and tasting for large coach groups.

There are several methods for conducting cellar door tastings and you might choose one or a combination of options. The choice depends on a number of factors. These include:

• Space - one main area; separate rooms; suitability of area for dividing into smaller areas
• Target Market - groups, families, couples, trade
• Human Resources - availability of knowledgeable, customer focused staff to service relevant visitors
• Equipment - sufficient tasting glasses, spittoons, etc
• Location - proximity to other wineries offering similar formats
• Source of Revenue - commissionable product for tour operators

Consider the merits of private and structured tastings for specific groups and appropriate delivery formats. For example, a seated tasting format with pre-poured wines may work better for a large wine-interested group than standing at the bar.

A little imagination and clever use of space and dollars can transform a "standard" tasting into a memorable experience.