Turning Summer Visitors into Long-Term Customers
How to make sure they come for the pour and stay for the story
Summer is prime time for tasting rooms—sunshine, selfies, and a steady stream of new faces. But while the foot traffic feels great in the moment, the real challenge is what happens after the last pour. Are those guests one-and-done, or will they remember your winery when the leaves fall—or better yet, when club renewal season rolls around? Turning seasonal visitors into loyal fans doesn’t require gimmicks—it just takes a bit of thoughtful strategy and a lot of genuine hospitality. Here’s how to make sure the summer buzz turns into long-term connection.
1. Collect Contact Info with Intent
Imagine walking into a boutique hotel and being asked for your email in exchange for… nothing. Weird, right?
But now imagine they say, “We’ll send you a personalized city guide and photos from your stay.” Suddenly, it feels like hospitality—not a data grab.
That’s the mindset wineries need. Guests are more protective than ever with their personal information, and only 33% of U.S. consumers say they trust brands to use their data responsibly (Pew Research, 2023). The good news? People will happily share info if they see a clear benefit.
Offer a QR code that unlocks curated digital tasting notes, pairing tips, and a link to buy their favorite wine. Set up a gorgeous photo spot (think vineyard swing or barrel backdrop), and offer to text or email the shot. Not only do you get their contact info, but they also leave with a reason to tag your brand when they post it later.
Still not enough? Try a light gamification layer: raffle entries for a private tasting, future discounts, or a free charcuterie board. Loyalty perks—no app required. The point is, make the value exchange feel obvious, fun, and guest-first.
2. Build the Post-Visit Journey
A visit to your tasting room should be the start of the relationship, not the end. Think of it like dating. If someone ghosts you after a great first date, you’re not exactly inspired to reach out again.
Same goes here.
Use the contact info you gathered (see above) to send a personalized thank-you within 48 hours. Mention a wine they liked. Link directly to it. Include an invite to a future event—no hard sell, just a warm follow-up.
Companies that send a thank-you or “welcome” email within two days see a 33% higher engagement rate on future emails (HubSpot, 2023). This simple act sets the tone: you noticed them, remembered them, and want to continue the conversation.
Build an automated email flow with soft touchpoints—30, 60, and 90 days post-visit—with tailored content depending on their interest: library releases for collectors, pizza and Zin nights for casual sippers, or behind-the-scenes bottling stories for the curious. Tools like MailChimp and Klaviyo make this segmentation easy.
Remember, the goal isn’t to sell wine. It’s to make people feel like they belong.
3. Promote a “Return Trip” Hook
Here’s a trick straight from the tourism industry: plant the seed for the next visit before they leave the first. It’s what Disney does by handing you a bounce-back offer at checkout. Airlines call it “return fare messaging.” You can call it smart.
Say something like:
“You thought summer was fun? Come back in October when the vines turn gold and we break out the mulled wine.”
Or: “We’ve got a winemaker dinner under the stars in September—want us to send you the invite list?”
Every season offers a new story, and your job is to help guests imagine themselves in it. Use social media and email to preview upcoming experiences—harvest parties, winter pairings, spring wildflower picnics—and position them as can’t-miss moments.
According to Destination Analysts (2023), 63% of U.S. travelers say they’re motivated by seasonal experiences or one-time events. That’s your cue.
Final Thoughts
Turning summer foot traffic into long-term loyalty doesn’t require reinvention—just intention. If you collect information with purpose, follow up with heart, and invite guests into the rhythm of your year, you’ll turn sippers into super-fans.
Because when a guest says, “We’re thinking about coming back for the fall release,” that’s not just a future sale. That’s a relationship. And in the wine world, relationships are what really age well.
