Virtual Cheers: Vineyards, Brands Host Online Events to Engage Customers

Last summer, it was hard to get a reservation at Wolffer’s Vineyard in Long Island, NY. As this summer approaches, the tasting room remains empty because of COVID-19, but the party is still going on.

Wolffer’s winemaker Roman Roth, whom The Wine Industry Advisor named as one of wine’s most inspiring people, now hosts virtual wine tastings for the Hamptons’ elite and beyond. It’s a trend that’s picking up across the wine industry during the COVID-19 pandemic. Let’s take a look.

Bringing the tasting experience home

Customers can choose to join a public virtual tasting or host a private one. Wolffer’s arranges shipping or pick up from its Hamptons location. A private tasting costs between $150 to $175 for three to 30 tasting groups. Like most meetings during the pandemic, the tastings take place on Zoom.

Wolffer’s new business model represents a trend happening across the country for vineyards whose doors have been forced closed to adhere to state stay-at-home orders. While Americans are home, they’re also drinking more than ever, so the virtual tastings are entertaining customers and offering a way for them to still try new products without having to enter a store or restaurants. Brands have adapted quickly to add virtual tasting packs and updating their websites to sell them.

Customers purchasing the tasting sets are contributing to the massive increase in online sales. Online alcoholic beverage sales increased 387% for the week ending April 11th, according to CNN. The week prior, sales were up a staggering 441%.

Read the rest on Dimensional Insight’s blog.