There are so many wine and beer festivals. Is it worth participating? How do you decide? Based on the experience of other wineries, we have some created a list of pro’s and con’s to participating in these events:
| Pro’s |
Con’s |
- Get in front of a large targeted audience
- Customers who would be willing pay to taste (where permitted)
- Customers likely to buy on the spot
- Exposure to many potential customers in a short period
- Potential for competition awards and recognition
- Instant ROI on marketing investment
- Face time with customers, opportunity to educate and build relationships, you can tell a story and answer customer questions
- More sales of less popular and more characterful products
- Sensory experience can be the gateway to purchaser decision making – you can create what a liquor store can’t
- Immediate customer feedback, more cost-effective than a focus group
- You can make sales while marketing, recoup investment immediately
|
- Festival may not be consistant with your brand image (e.g. a party festival for a premium brand)
- High-cost festivals may not bring enough revenue to cover the costs of participating
- May be required to use limited staff of the winery/brewery to serve at tastings
- May not get a prime location if you are newer to the festival, increasing the challenge to make sales at the festival
|
On balance, if you research and chose your festivals well, they can be a cost-effective marketing and sales channel for wineries and craft breweries. Preparing to attend takes minimal effort. Here’s your checklist:
- A banner and table skirt
- Product to sell
- Sales receipts
- Credit card processing system (consider one that works from your smart phone)
- Stickers or promotional items
- Tasting cups
- Garbage can/dump buckets
- Ice and a way to cool your beverages
- Comfortable shoes
- Snacks for the booth workers
- Literature and brochures about products and brand
- Sign-up sheets for your wine club, social media and e-mail blasts
- Logo items to sell
- Promotions for attendees to attract them to your establishment, and a festival discount offer
- Your best staff to staff the booth
- Floor mats
- Aerators for wine (to get the best tasting experience)
