Let’s be honest: There’s a certain magic to pouring wine in your own tasting room—the clink of glasses, the sunlight through the vines, the laughter echoing off the barrel room walls. But what if you could bottle that magic and uncork it anywhere in the world?
Today’s top-performing wineries aren’t just waiting for guests to walk through their doors. They’re packing their corkscrews and passports, finding their biggest fans where they live, work, and play—from the next city over to the far side of the globe. Welcome to the golden age of wine roadshows—and, now, globetrotting wine adventures!
Why Travel? Because Wine Is About Connection
Wine is the ultimate connector. It brings people together and creates memories, whether it’s a backyard BBQ in Austin or a sunset dinner on the Amalfi Coast. Your most devoted club members and best customers crave those connections—and they’re hungry (and thirsty) for experiences that go beyond a traditional visit. Don’t take our word for it, though! Look at what an actual member had to say about a trip to Italy with their favorite wine club:
“We recently traveled to Northern Italy hosted by Judd’s Hill Winery, and coordinated by Ciao Andiamo. What an amazing experience!! The owners of Ciao Andiamo, Max and Cristiana, traveled with us and made the trip outstanding! Every detail was handled with perfection…When requests were made, especially when the requests were asking above and beyond the norm, both Max and Cristiana came forward and made things happen!! The people in their two offices, New York and Italy, were extremely capable of handling any of our needs.”
– Tim A.
When you take your show on the road, you meet fans on their turf. You make it easy for your top customers to bring friends, family, and business colleagues into your orbit. You turn club shipments into community, and members into loyal brand ambassadors. And when you go international? Well, that’s when the stories—and the Instagram posts—get really good.
Ready, Jet Set, Pour: Going Global with WISE Trusted Travel Partners
You don’t need to reinvent the wheel (or re-learn the language of Italian train schedules) to bring your winery’s hospitality abroad. We’ve seen firsthand how game-changing the right travel partners can be for creating unforgettable international experiences.
- Ciao Andiamo takes the stress out of Italian wine adventures. Imagine hosting your club’s top tier on a private vineyard tour in Tuscany, complete with truffle hunting and chef-led dinners. You pour the wine—they handle the magic.
- Expedia Wine Club Cruises lets you turn a club shipment into a floating festival. Picture your brand headlining a Mediterranean cruise, offering exclusive tastings on board and shore excursions to historic cellars. This is how you move from “club” to “cult following.”
These experiences aren’t just perks—they’re loyalty superchargers. Members who travel with you become your best marketers (and, let’s face it, they’re probably the ones posting the most on social, too). Now with Expedia Wine Club Cruises, Director of Wine Cruises Tom Blackwood hosted over a dozen cruises when he was a winery DTC Director. He commented “The relationship changes dramatically with Members who have cruised with you compared to average Members. The are more loyal, and refer other members, often bringing them along on the trip. Once you have broken bread together, you will be friends for life!”
Don’t Forget Home Base: Roadshow Events Across the US
Not ready for an overseas adventure just yet? Or maybe your members want something closer to home? Domestic roadshows are still the gold standard for deepening relationships and recruiting new fans.
Does that thought of using a Member’s powder room seem a bit daunting? Our friends at Birch Road have reinvented the private club for modern wine lovers. Their stunning venues in cities like Chicago, Seattle, and Denver are perfect for curated, invite-only winery pop-ups. No stuffy clubs, just great spaces for you to pour wine for the right crowd – your fans and their members. Get to know Birch Road. “The Birch Road team provides great hospitality for their members and also provided a perfect context for us to show our wines. The members were highly engaged with our presentation and subsequently enthusiastic with their purchases as well. We look forward to returning to any of the Birch Road locations when the time is right.” – Steve White, National Sales Manager, Dunham Cellars
How to Get Started: Plan, Partner, Pour
Feeling inspired? Here’s how to make your next roadshow—domestic or international—a smashing success:
• Start with your super fans. Who are your best members, customers, and advocates? Where do they live, travel, and celebrate?
• Pick the right partners. Don’t try to do it all alone — you have enough going on. WISE’s trusted (and well vetted!) travel experts can make even the wildest ideas feel easy and seamless.
• Give it a story. Create a unique theme or angle for each event. Is it a “Passport to Pinot” in Portland? Or “Chianti with the Crew” in Siena?
• Capture every moment. Hire a photographer or encourage attendees to share their best snaps. The ROI on user-generated content? Priceless.
• Follow up like a pro. Make every guest feel like a VIP—because they are.
Ready to Take Flight? Here’s Your Next Step
If you’re ready to take your wine club beyond your tasting room—whether down the street, across the country, or around the world—now’s the time.
Sign up for WISE #222: Roadshow Events to learn the nuts and bolts of planning, promoting, and executing unforgettable events, wherever your members may be.
The world is waiting. So is your next club member. Let’s go!
