As the beverage alcohol industry continues to evolve post the Covid-19 boom, brands, and retailers are finding innovative ways to engage with customers beyond traditional in-person events. Virtual tastings have emerged as a powerful tool to connect with consumers, offering exclusive, immersive experiences that enhance brand loyalty and boost sales. 

Here’s how to create an engaging online tasting event that keeps customers coming back for more.

Why Host a Virtual Tasting?

Virtual tastings allow brands to reach a broader audience, eliminating geographic constraints and making premium experiences accessible to more customers. They also offer a controlled environment where brands can craft the narrative, educate consumers, and curate their products, allowing customers new to the spirit to develop and learn in a comfortable space.

These events can also serve as exclusive opportunities tied to purchases. For example, customers who buy a special tasting bundle—including full-sized bottles or sample minis—could receive an invitation to a private virtual tasting. This approach enhances the product's perceived value while fostering a sense of exclusivity and offers more than just a sip but an activity.

Key Elements of a Successful Virtual Tasting Event

1. Choose the Right Platform

Selecting the best platform is essential for a smooth experience. Zoom, Microsoft Teams, Google Meet, and specialist platforms like Crowdcast or Hopin offer various levels of engagement, depending on the size and nature of your event.

2. Offer Exclusive Tasting Bundles

Encourage participation by offering curated tasting kits that include:

• Full-sized bottles or minis of the featured spirits/wines
• Tasting notes and pairing recommendations
• Branded merchandise (glassware, coasters, bar tools)
• Access to exclusive virtual tasting event via email link or custom QR code

3. Leverage Expert Hosts

Bring in brand ambassadors, master distillers, sommeliers, or mixologists to guide the tasting. Their expertise adds credibility, enhances engagement, and provides an interactive experience for attendees.

4. Make It Interactive

• Use live Q&A sessions to encourage participation.
• Conduct polls and quizzes for engagement.
• Offer cocktail-making demonstrations.
• Provide a platform for attendees to share their tasting notes and experiences, or leverage post-event review incentives such as a % or $ amount off their next order.

5. Promote Your Event Effectively

• Utilize social media, email marketing, and paid media campaigns to drive awareness.
• Highlight the exclusivity factor—limited spots, special edition bundles, new SKUs, or behind-the-scenes access via a product available for purchase on the website.
• Encourage attendees to share their experiences using a branded hashtag.

6. Follow Up with Attendees

After the event, keep the momentum going:

• Send follow-up emails with updates on exclusive new products, flash sale discount codes, or first access to upcoming releases.
• Provide access to recorded sessions for reference.
• Encourage attendees to sign up for future events or loyalty programs.

Turning Virtual Tastings into Long-Term Engagement

Virtual tastings aren’t just one-time experiences; they can become part of a long-term engagement strategy. Consider launching a subscription-based tasting club, offering seasonal tastings, or integrating virtual events with in-person activations to build deeper customer relationships.

Real-Life Examples of Brands Hosting Virtual Tastings

• Appleton Estate Rum: Hosted a virtual rum tasting and cocktail-making class featuring Master Blender Joy Spence, providing an educational overview and guided tasting for participants.
  accesstheagency.com
• DrinkCurious: Offers virtual tastings across various spirits, including whiskey, tequila, gin, and rum. They provide spirit sample kits sent to participants' addresses and schedule online sessions led by spirit experts.
  drinkcurious.com
• Priority Experiences: Specializes in virtual mixology and spirit tasting events, offering customizable experiences such as tequila and mezcal tastings, whiskey explorations, and cocktail-making classes.
• AVVA Experience: Provides virtual spirit tastings, including whiskey, gin, tequila, and rum, hosted by experts who guide participants through interactive sessions. Spirits are delivered to attendees ahead of each event, with international delivery options available.
  avvaexperience.com
• Flaviar Advent Calendar Tasting: Showcases an expert-led tasting experience, offering a glimpse into virtual sampling and premium spirit education. 2024 Whiskey Advent Calendar: Heaven Hill

Hosting virtual tastings is an innovative way for alcohol brands to stay relevant, engage with customers both new and existing, and drive sales. By curating exclusive tasting bundles, leveraging expert hosts, and creating an interactive experience, brands can turn a simple online event into a premium, sought-after experience. As the digital landscape continues to evolve, virtual tastings will remain a valuable tool for connecting with consumers and fostering brand loyalty.