Your guide to hosting an unforgettable wine tasting

Hosting a wine tasting is a delightful way to help your guests explore new wines and refine their palates. These events can also boost sales and customer retention for your on-premise establishment.

A well-executed wine tasting combines education with enjoyment, and we’re here to help you ensure your tasting is a memorable experience for your guests.

To set up your wine tasting for success, select a theme that will engage your guests and is relevant for your establishment. If you own or work at a restaurant, for example, host a ticketed dinner event offering food and wine pairings. At an upscale wine bar, consider a wine-only tasting with bread or crackers to ensure minimal interference with the flavors of the wine, then conclude the tasting with light bites.

A regional theme is a good match for a wine tasting that also features food. Choose a regional cuisine and a selection of that region’s wines to pair with each course. For a more focused single varietal theme, try the blind tasting format, in which the identity of the wines is revealed after tasting. This adds an additional learning element for your customers.

1. Regional themed dinner tasting
 

· Italy: You might start with the quintessential Italian sparkling wine, Prosecco, served with antipasti. Then progress to a red wine such as Chianti Classico and explore Southern Italy with red wines like Nero d'Avola and Salice Salentino. Complement the red wines with a make-your-own pizza station or lasagna. Conclude the tasting with espresso and biscotti and an Amaro digestivo.

· Spain:  Begin with Cava or a dry Spanish white like Albariño. Serve tapas or a paella along with Rioja Reserva. Set the mood with flamenco music to enhance the ambience.
 

2. Single varietal tasting
 

· White wines: You could select a Chardonnay, Sauvignon Blanc, Riesling, or Pinot Grigio. For example, if Chardonnay is your chosen tasting theme, serve a Sonoma Coast Chardonnay next to a Blanc de Blancs Champagne. Start with unoaked wines and progress to heavier oaked styles.

· Red wines: Perhaps select a Cabernet Sauvignon, Pinot Noir, Malbec, or Merlot. For example, if your varietal of choice is Pinot Noir, serve one from Burgundy alongside one from New Zealand.

Expert insight: “Themes like regional or varietal tastings can significantly enhance the tasting experience, making it both educational and enjoyable,” says Eric Hemer, Senior Vice President of Wine Education at Southern Glazer’s Wine & Spirits, and a Master Sommelier and Master of Wine.

1. Selecting and serving wines

· Wine selection: Choose four to six wines for a diverse experience. Ensure you have a mix of reds and whites when hosting a mixed tasting.

· Temperature: Chill white wines to their ideal serving temperature (45-50°F) and let reds come to slightly below room temperature (60-65°F).

2. Setting up the tasting area

· Glassware: Provide one glass per wine for each guest. Use clean, odor-free glasses to avoid affecting the wine’s aroma.

· Tasting setup: Place each wine bottle in a numbered paper bag. This will help guests focus on the wine itself rather than the label.

· Pen and paper: Provide a way for your guests to take notes.

Expert tip: “Presentation is key. Numbering the bottles and using a simple setup allows guests to concentrate on the wine’s characteristics,” Hemer says.

1. Guiding the experience

· Pouring: Serve 2 oz. of each wine per guest. Ensure glasses are placed with a sheet of paper numbered to correspond with each wine.

· Palate cleansing: Provide water and crackers for palate cleansing between wines.

2. Engaging with guests

· Descriptive language: Encourage guests to describe the wines using common tasting notes. Offer guides or handouts to help guests learn and use terms like “tannic,” “fruity,” or “oaky.”

· Interactive discussion: Have each guest share their impressions and guesses about the wine styles or varieties.

Expert tip: “Facilitating discussion and using descriptive language makes the tasting more engaging and educational,” says Laura DePasquale, Senior Vice President of Commercial Operations at Southern Glazer’s Wine & Spirits, and a Master Sommelier.

1. Tasting notes 

· Record impressions: Have the guests write down their thoughts on each wine’s appearance, aroma, taste, and finish.

· Guessing game: Ask everyone to guess each wine’s varietal or origin and keep track of any correct guesses.

2. Awards and prizes

· Prize for accuracy: Offer a small prize, such as a special bottle of wine, for the guest with the most correct guesses.

Expert insight: “Incorporating a guessing game adds an element of fun and competition to the tasting,” Hemer says.

Hosting an on-premise wine tasting is an opportunity to immerse your guests in the world of wine, enhance their palates, and encourage social time at your bar or restaurant. By choosing a thoughtful theme, preparing well, and engaging your guests with great service, you can create an unforgettable experience that will keep them coming back in the future.

Browse Proof®, our online shopping tool, to discover a comprehensive portfolio of wine and spirits that will enhance your beverage program and boost the bottom line. Not working with Southern Glazer’s yet? Learn more about becoming a customer today.