From showcasing local, spirits-based RTDs to winemaker-led events, tastings are a dynamic way for retailers to raise the industry bar. “Tasting events are essential,” says Marty Holland, manager of The Party Source in Bellevue, Kentucky. “I can’t imagine going without them. They are the best way to introduce our guests to new products and increase basket sales.”

Located in northern Kentucky, just across the Ohio River from Cincinnati, The Party Source’s calendar is chock full of tastings. On Wine Wednesdays, store wine associate Tom Cunningham walks about 25 to 35 customers through five wines at the Merchants Club, tucked in the back of the 65,000-square-foot store. “It’s a fabulous place to have events,” Holland says. “Usually there is a theme, such as varietals or regions off the beaten path, rosés, or Pinot Noir. It’s $10 for multiple 2-ounce pours with some light bites.”

Operating under a separate on-premise license, The Party Source’s Merchants Club recently hosted a tasting of Portuguese wines, including Faena Vinho Verde Rosé ($8 a 750-ml.), Vinos Sin Ley Alvarinho ($18), Arreio Branco ($12), Arreio Tinto ($12), and Herdade Aldeia Reserva ($30). On May 30th, the store had a meet-and-greet with Lalo and Mauricio Camarena for a tasting of their Carrera Tequila (from $50 a 750-ml. for the Blanco to $140 for the Extra Añejo). A free bottle-signing event in the store’s Tequila aisle was followed by a $20 ticketed event in Merchants Club. The price included a welcome cocktail, a flight of five additive-free Tequilas, educational information, and two winners of a $25 store gift card.

The biggest event at The Party Source so far this year was a sold-out meet-and-greet with South African winemaker Tinashe Nyamudoka from Kumusha Winery (from $17 a 750-ml. of Cabernet Sauvignon to $30 for white blend The Flame Lily) on May 24th. A third party—Cincinnati, Ohio-based Lush Life Brands—handled logistics, including ticket sales, wine glasses, and DJ. One hundred tickets ($30 each) were pre-sold and 50 tickets were sold at the door. “After the event, customers hung out at the bar and some purchased cigars from our humidors and smoked them on the patio,” Holland says. “Since it was a third-party collaboration, we didn’t carry all the weight. We may explore that relationship for future events.”

The Party Source also usually has a major tasting soiree every other month with about 30 vendors doing tastings and live music on a Friday night from 5 to 8pm. “The people approaching us to do tastings are a lot different than they were a few years ago,” Holland says. “We have some local RTD cocktail folks. This lets the distributor reps show how good they are.”

In addition, the store does a Bourbon event once a month on a Thursday. “Instead of the customers just buying a bottle, they buy an event ticket, exposing themselves to other Bourbons, hopefully falling in love with one, and then picking that one up, too,” Holland says. “If our guests walk away with a smile on their face and a positive experience, they are more likely to spend their money with us.”

The store promotes tasting events on its websites and through social media, including Facebook and Instagram. “We’ll add big events to our rotating banner website headline so people can see it,” Holland says. “We have a cool stand people see when they walk in the door.”

In Fishkill, New York, Boutique Wines, Spirits, & Cider recently hosted its Extrava-CAN-za “Only Cans” tasting event. “It’s one of our customers’ favorite events,” says store co-owner Paige Flori. “We had 13 stations, and several hundred customers sampled hard cider, mead, sake, soju, wine, and RTDs. This event brings in the most millennials and Gen Z consumers because of the variety of products and the packaging, which fits their lifestyle well.”

Flori and her brother, co-owner Gennaro Flori, look at events on a seasonal basis to focus on flavors, categories, and styles based on the time of year and needs of the customer base. “Tasting events are paramount in terms of getting lips to liquid when focused on small, craft producers,” Gennaro Flori.

The store’s most successful events have been wine, hard cider, and mead tastings. “We have customers who are fans of each category, and they love the idea they can taste through a selection of styles within each category all at the same time,” Paige Flori says. “It gives them the opportunity to try new flavors within a brand they may be familiar with, as well as getting exposed to new brands and flavor profiles.”

To promote events, the Boutique uses specialty sites, like Localwineevents.com, as well as Facebook, Instagram, TikTok, and handouts encouraging customers to bring friends who might enjoy the event. “Successful events are an intricate combination of planning, knowing our customer base, targeting new customers, stock of products, timing, and variety of new products,” Paige Flori says. “Communication between staff, securing reps to exhibit, and getting customers to attend are key factors to a successful event. We plan to continue to hold events and expand into more interesting categories.”