When retail alcohol sales skyrocketed during the Covid-19 pandemic, off-premise operators pivoted in many ways. One of their most useful tools? Virtual tastings. These events helped create human interaction amid social distancing, and now they’ve taken on a life of their own and continue to add value. “We launched our virtual tasting program in early 2020, shortly after the onset of the Covid-19 pandemic,” says Gary Fisch, owner of the three-unit, New Jersey-based Gary’s Wine & Marketplace. “What began as a way to stay connected with customers during shutdowns quickly evolved into a polished offering now including curated kits, private sommelier hosts, and integrated corporate gifting.”
Virtual tastings have transitioned to custom and private events tailored for corporate clients or private groups. “We occasionally host public-facing events in collaboration with winemakers or to showcase seasonal themes, but our focus has shifted toward bespoke experiences,” Fisch explains.
Fisch now views virtual tastings as a permanent service line. “Post-pandemic, we’ve seen demand shift from casual public events to highly personalized, often corporate-driven experiences,” he observes. “In-person tastings have returned in-store, while virtual tastings now lean more toward private or team-building events for companies seeking remote engagement solutions.”
Retailers also utilize virtual seminars to help create a safe, relaxing atmosphere. “Virtual seminars are an extremely useful tool to help increase brand awareness to a potentially broader audience,” says Mike Mercado, liquor manager at Exit 9 Wine & Liquor Warehouse in Clifton Park, New York. “Some people feel more comfortable tasting multiple products when you remove the need to drive.”
While Exit 9 has done private virtual events over the years, the store is primarily focused on tasting seminars for its customers. Exit 9 is planning a Father’s Day virtual seminar with Glenmorangie global brand ambassador David Blackmore. “We received a sampler set of the core line up from Glenmorangie ($30 a 3-pack of 100-ml. bottles),” Mercado says. “We’ll be selling them as a Father’s Day gift set that will include an invite to the virtual seminar at no additional cost to the consumer. The virtual seminar allows people to gift not only a great set of whiskies but also the chance to attend the virtual seminar together.”
The frequency of virtual tastings fluctuates seasonally. “We tend to see a spike during holiday and gifting periods during the fourth quarter and again heading into summer,” Fisch says. “On average, we host several virtual tastings monthly, and we anticipate that cadence will remain steady, driven by ongoing corporate demand.”
Virtual tastings have become an effective sales channel, particularly for discovery and gifting. “Corporate clients often purchase in bulk for their teams or clients, and we’ve seen strong follow-up purchases after tastings, especially when participants connect with a specific producer or wine style,” Fisch says. “Client objectives come first—whether it’s education, entertainment, or relationship-building. From there, we build a theme that fits their goals. Thematic alignment, such as Napa versus Sonoma, women in wine, or rosé for summer, helps guide wine selection and makes the experience more memorable.”
Logistics and shipping precision are among complex challenges virtual tasting events can face, especially when coordinating deliveries across multiple states with varying alcohol regulations. “Ensuring timely delivery and a seamless virtual experience requires tight coordination,” Fisch says. “We’re currently planning a series of rosé and summer white wine tastings. We’re also seeing interest in hybrid events, where some participants attend in person and others join virtually.”
Other obstacles include costs to consumers. “I would love to host them more frequently, but virtual seminars can be challenging due to the cost involved for the consumer,” Mercado says. “The biggest factor is cost. In New York we aren’t allowed to create our own samples, so we rely on suppliers to create smaller format versions of their products.”
Virtual tastings will remain a sustained part of the business model at Gary’s Wine & Marketplace. “While the initial surge has normalized, the format offers scalable value, especially for corporate engagement and remote audiences,” Fisch says. “We plan to continue investing in virtual programming alongside our in-store experiences. We don’t view them as a stopgap anymore, but as a dynamic way to bring people together over win