Recently, a "mystery" shopper was set loose upon a Bay Area wine country with $1200.00 to spend on wine from the various winery tasting rooms. The shopper could only buy wine if they were asked by the tasting room staff to purchase. After a weekend of many winery tasting rooms only $200.00 of $1200.00 was spent.
Do you expect to purchase wine at each of the winery tasting rooms that you visit? Do you expect to be asked to purchase wine or would that turn you off? The art of the "ask" seems to me to be essential for a successful tasting room. Regardless of all the wine tasting etiquette rules, which we list later in another article, the tasting room is the primary direct-to-wine consumer outlet.
The tasting room supplies the wine lover and adventurer a place to experience the winery's wines, hospitality and story. And who doesn't love a good story. Wine lovers use review sites to share their experiences and to read about the experiences of others. Thus, the tasting room becomes the single most important sales and marketing direct-to-wine lover opportunity that a winery possesses. I appreciate it when the hospitality staff invites me to purchase or to join their wine club. And yet in my experience I am surprised how many winery tasting room staff fail to not only ask me to purchase their wine but fail to even mention their wine club. 
I understand the reluctance of some people to want to avoid being pushy, however I would encourage winery owners to attempt to measure their success in selling wine to their guests. Wine lovers come to the tasting room for the experience and to purchase wine because of the relationship they form with the winery. When a guest visits a winery they are looking for wine to purchase. The question is will they purchase from your tasting room or the winery down the road? And in my opinion, if you and the tasting room staff have entertained your guests, simply ask for the wine order, and you will in most cases obtain a sale. A sale in your tasting room is a win-win for you and the guest.
The wine-bar, also known as a Bodega, Vinothek, Enoteca or Oenoheque offers unique experiences to the wine lover. Oenophiles (wine lovers) appreciate a venue that caters to those who enjoy wines and socialization. There are some wine-bars that also offer gourmet beers. The wine-bar experience exhalts the passion and intellectual stimulation associated with wine. The cozy and charming atmosphere of a wine-bar offers a more pleasant and laid-back alternative to the bar scene. The wine-bar lends itself to a good socializing environment with a less crowded feel and more intimate appeal than the average bar lounge. In addition to these advantages, many wine-bars feature wine education and the ability to purchase bottles and cases of wine on "a taste before you buy basis." Wine-bars reduce or eliminate the sense of intimidation that many people feel when confronted with a restaurant wine list while trying to order the best wine for their dining experience suited to their budget. Need to plan a party with great wine pairings? Most wine-bars offer resources to assist you.
