The Ultimate Wine Tour Planning: How to Experience Unforgettable Visits to Wineries! 🍷✈️
Who hasn’t been there? You’re in a wine region or planning to visit one and want to stop by a few wineries. Then the questions begin: How do I plan this? Do they even have time? What will it cost? How do I contact the wineries? Don’t worry, I have the best tips for your wine tour right here, compiled from interviews with industry experts and complemented by my own experiences.
A tip right at the start: depending on your visit’s purpose, some tips might be too detailed or professional. Just pick what works best for you.
📚🍇 Tip 1: Do Your Homework - Get to Know the Region, Culture, and Wine Scene
The best way to get to know a place and its people is through an on-site visit and throwing yourself in the culture. Research beforehand makes a lot of sense. It helps you understand the region a bit and explore the possibilities, giving you a good overview of what is worthwhile and interesting to you. This is as individual as we are.
“Familiarize yourself with the region, culture, and local wine scene before you go,” says Marcus Wieschhoff, program director in International Wine Marketing at the University of Applied Science Burgenland, Austria. “We conduct a field trip to a wine-growing region every semester, organized by the students. Thorough research beforehand is an excellent foundation to be well-prepared for the trip.”
🌐🙌 Tip 2: Make Contact - From Google to Personal Recommendations
Many regions have hundreds of wineries. Therefore, it’s sensible to start with Google and regional winery websites or ask personal contacts for advice. Detailed information about the philosophy, viticulture, and wine styles is often found on the wineries’ own websites.
Don’t be misled by outdated websites. This can indicate that the winery is focused entirely on its craft and doesn’t have the time to update the site. Some of the best winery visits I’ve had were at places with less appealing internet presences.
Another good source is reference books like the “World Atlas of Wine” and the “Oxford Companion to Wine” or the websites and materials from the wine region’s governing bodies.
Note: In most countries, these organizations operate nationally, such as Wine GB in England, the DWI in Germany, or the ÖWM in Austria. However, countries like France, Spain, and Italy have decentralized regions with local offices, like the CIVB in Bordeaux or Vini Alto Adige in South Tyrol.
📝🤝 Tip 3: Prioritization and Contacting - Quality Over Quantity
You now know which region and which wineries interest you. Since not all wineries will have time or respond, the strategy is mass over class. Write to as many wineries as possible and inquire about your desired services. This takes some time but pays off in the end. You might even get to choose your favorite wineries. Prioritizing your list of wineries helps, categorizing them into “must-visit,” “nice if possible,” and “if necessary.” Though the last term might sound dismissive, it’s simply about organizing for your goal, not about a lack of appreciation for the wineries. You want to use your time efficiently. And before you can’t visit any wineries, getting an insight into the region is always worthwhile. I’ve found hidden gems this way, despite initial research suggesting otherwise.
👥💰 Tip 4: Visit Planning and Setting Expectations - Create Clarity
It’s always good to give the winery a clear picture of what you expect. Are you just looking for a tasting and to enjoy the winery visit, or do you want a more professional experience? This is important for both you and the winery: the winery often allocates staff or takes valuable time to host you. Good wineries sometimes prepare meticulously for such visits to maximize hospitality. For you, it’s important to get what you expect and to be clear about any costs involved.
Speaking of costs: Wine tourism is booming! For years, wineries have offered more than just tastings. They sell experiences! Therefore, it’s not surprising that regions like Napa Valley (we discussed this in Podcast Episode #080 at Pinot & Pixel) or South Africa sometimes charge high double-digit or even triple-digit amounts for tastings. Clarify this beforehand to avoid disappointment or surprises on site.
“Wineries are thrilled when you’re genuinely interested in their philosophy and history, not just there to drink,” says Anna Stummer, who has seen many facets of the wine world. “I find deep conversations about viticulture, wine style, and enjoyment much more interesting than simple tastings, and the wineries usually do too.”
⏰🤝 Tip 5: Punctuality and Coordination - The Key to a Smooth Visit
Appointments are crucial for both sides. Even if precise meetings aren’t the norm in some cultures, the wine industry almost always values and expects reliability. If you’re going to be late or need to cancel, always call ahead! There’s nothing worse than wasting someone else’s time and not showing up. “The hospitality industry saw a real change in customer behavior during the intense COVID-19 period up to 2022,” says Elisa, a wine bistro owner in Frankfurt (name changed editorially), “People make reservations and then simply don’t show up. Unfortunately, this is no longer an isolated incident, and we often have empty houses or can’t sell tickets to others.” (More details in episode #203 of the Pinot & Pixel Podcast). Many wineries now use online tools for reservations and charge ticket prices in advance. Reservations are also billed to mitigate financial losses.
Sure, booking online is easy, but it’s a bit impersonal. You might end up as part of a large group with a standard program. If that’s fine for you, great. However, personal, individual insights are often more valuable. If you know someone with a connection to a winery, that’s the better route. Even if you don’t, ask your trusted wine merchant for support. “We’re always happy to connect interested people with our wineries,” says Kilian Kreis from Wein Kreis in Stuttgart.
Pro Tip: If you’re a (young) sommelier(e), let the wineries know. They usually appreciate when new talent shows interest in their wines, as sommeliers are the number one sales point in restaurants and their loyalty has a significant impact. If a connection forms during the visit, the long-term effect is positive for both parties.
🚗🏞️ Tip 6: Your Trip Begins - First Impressions Count
The day has come, and your visits are scheduled. Bring something to write with. Check your pens. If you’re going digital, charge your devices. If you plan to take photos or videos, ask for permission beforehand and offer to tag the wineries if you post the material on social media. I’ve never had a winery refuse. If there are sensitive areas, wineries will let you know. I’ve experienced this often in winery cellars or non-public areas. Please respect these wishes. Acting against them can affect future visitors negatively, preventing them from enjoying these areas.
For larger tours or excursions, prepare a question list tailored to the winery. While casual chats are nice, don’t spend your time on-site covering facts you can find on the website. Focus on what genuinely interests you. If your communication fosters a trusting environment, winemakers often share unique insights not found anywhere else.
🍷👅 Tip 7: Tasting and Enjoyment - Prepare Your Palate and Taste Professionally
When it comes to tasting, spitting is a good idea, even if you’re not driving. Remember, alcohol is absorbed through the mouth’s mucous membranes, and after tasting 50–60 wines in a day, it’s unwise to drive. Plan accordingly. If you need another reason to spit: you can recall everything without a headache the next day, and you can still read your notes.
Regarding snacks: many wineries offer light bites for a small fee. If they don’t or you prefer to bring your own food, plan stops or prepare your meals in advance. Even if you spit everything and drink water, you’ll feel hungry after a few hours. Avoid foods that overwhelm your palate before the next tasting. Spicy or flavorful foods, tannin, or acidic dishes should be avoided. An espresso between appointments might not be ideal if your palate struggles with the tannins.
Speaking of palate preparation, “Between 10 and 12 in the morning is the best time to taste wines,” says Walter Kutscher, vice-chairman of the Sommelier Association in Austria. “That’s when the taste buds are most receptive.” Use the first wine of the day to rinse your mouth, even with a brought bottle if the winery offers limited or high-quality samples. This tells your palate, “Alright, wine’s coming. Get ready to enjoy!” Many tasting pros bring a bottle of sparkling water to refresh their palate between tastings. This is crucial as most on-site tastings feature young or freshly bottled wines, possibly even barrel samples.
📸🤝 Tip 8: Follow-Up and Networking - Make Contacts and Share Experiences
You’ve completed your visit. The car is full of wine, and your head is full of facts and memories. What now?
Visits to wineries are excellent opportunities to make lasting contacts. This applies to both the wineries and fellow tasting participants. Always ask for the host’s business card. For special tastings, I always send a personal thank-you note.
Documenting on social media is part of the experience for many of us. Tag the wineries and give others the chance to discover them. This is free advertising for the wineries, and they’re usually very grateful. Some world-famous brands have even reposted beautiful stories, which can boost your own reach.
🍾🌍 Conclusion: Enjoy and Learn from the Wine Tour
So, you see, there’s no better way to learn about the wine world than by visiting producers. Genuine interest in their philosophy and enthusiasm for their products is the best you can bring. And if you’re just there to enjoy and taste, that’s fine too.