Wine Sales: 10 Ideas For Acquiring New Customers Outside the Tasting Room
2026 demands a change of premise — in every sense of the word
For decades, the tasting room has been the engine that powered direct-to-consumer wine sales. It introduced consumers to new wineries, converted first-time visitors into wine club members, and became the industry’s primary customer acquisition tool. As wholesale distribution became increasingly difficult for smaller producers, the tasting room only grew in importance.
Today, however, that model is under pressure.
According to Silicon Valley Bank’s 2026 Direct-to-Consumer Wine Report, tasting room visitation continues to decline, while wine club membership is shrinking. Report author Rob McMillan argues that the model “was built for a different consumer generation” and cautions wineries against “doubling down on a diminishing opportunity.” Instead, he suggests wineries begin searching for a “second act”—new ways to reach consumers beyond the tasting room.
“The model that drove growth over the last 30 was built for a different consumer generation.”
-Rob McMillan, EVP & Founder, Silicon Valley Bank Wine Division
While off-premise events still represent a relatively small share of sales, they’re becoming an increasingly important customer acquisition strategy. The report found that high-performing wineries are taking their brands into the market through traveling tastings, community events, and intimate experiences designed to build relationships beyond the tasting room.
Rather than asking, “how do we get more people to the winery?” wineries may need to start asking, “how do we bring the winery to more people?”
Borrow Existing Audiences
1. Show your style with fashion or jewelry trunk shows
Partner with a luxury boutique or jewelry store to sponsor or host a trunk show. Have the store promote the event to their top clients, and bring the wine for people to enjoy while they shop.
