Published on : 09/10/2025

Running a tasting in store: the keys to success

Organizing a tasting event in the store is today one of the most effective ways to attract customers, create connections and boost sales. Whether you are a wine merchant, fine grocer, restaurateur or even owner of a specialized shop, offering a well thought-out tasting allows to transform a simple visit into a memorable experience. 

To succeed in this type of event, several elements must be taken into account: the choice of products, the format, the organization and of course the layout of the space. Let’s see together the keys to ensure the success of your next tasting animation in store.

tasting

Why organize a tasting in your business?

A lever to boost your sales

An in-store tasting animation creates immediate commercial momentum. Customers test your products, discover new flavors and are more inclined to buy. According to many marketing studies, tasting can boost sales by 30% to 50% over the duration of the event. It is an ideal opportunity to highlight new products, sell stock or even increase the average basket.

A customer loyalty tool

Beyond the act of buying, a tasting animation in store promotes the creation of an emotional connection with your customers. It shows that you take the time to let them discover your products and share your know-how. This personalized attention helps to strengthen loyalty and encourages visitors to return to your store. A well-conducted store animation can transform a simple curious person into a regular customer.

A way to strengthen the image of your store

An in-store tasting event is not only a commercial operation: it is also a real showcase for your brand. By organizing a convivial and qualitative event, you associate your shop with a positive and professional experience. For a wine merchant, this can mean becoming a local reference for wine. For a delicatessen, this is an opportunity to assert its expertise in the selection of artisanal products enhanced by fine grocery furniture.

wine-tasting

Which products and which tasting formats to favor?

Seasonal products, new arrivals and promotions

The choice of products is decisive in the success of a store tasting event. Focusing on seasonal products is an asset, because they meet consumers' expectations and easily integrate into their daily lives. If you are a greengrocer, you can highlight your fresh products with furniture for fruits and vegetables to stimulate immediate sales.

Self-service, animated or comparative tasting

The format of the in-store tasting animation must adapt to your objectives and your clientele. The self-service is convenient and simple to set up, but sometimes lacks interaction. The animated tasting, conducted by a professional or a member of your team, allows to explain the origin, the manufacturing and the particularities of the product. 

Finally, the comparative tasting (for example two wines from different terroirs) stimulates interest and engages discussion.

Thematic events to mark the spirits

Nothing like a strong theme to make you want to participate. You can organize an evening around organic wines, a discovery of the products of a country, or even a highlight of food and drink agreements. These themes reinforce the experiential dimension of your in-store animation and give a true identity to the event.

wines

How to organize a successful tasting?

Choose the right moment and prepare the space

Timing is crucial. Avoid off-peak periods and prioritize strategic moments such as weekends, evenings or holiday periods. Also prepare your space carefully. Solid wood furniture, warm and robust, like the one proposed by Tradis, allows to create a friendly and professional atmosphere. 

Adapted displays and well-arranged tasting tables contribute to an optimal presentation of the products during your in-store tasting activity.

Respect hygiene and take care of the presentation

An in-store tasting animation must inspire confidence. Use clean containers, suitable accessories and follow food hygiene rules. The presentation also plays an essential role: wooden boards, elegant glasses or even slates to indicate the products provide an aesthetic touch that enhances the customer experience.

Train the facilitators and engage the clients

A successful in-store tasting animation is not only based on the products, but also on the quality of the animation. Your collaborators must be trained to answer questions, tell the story of products and generate interest. 

Interaction with customers is essential: ask them questions, gather their impressions and guide them in their choice. This human proximity is a key factor for success.

Communicate before, during and after the event

A tasting animation in the store must be announced and relayed to attract as many participants as possible. Use your social networks, your website, your newsletters and even a poster in the shop window to inform your customers. 

During the event, share photos and live videos to widen your audience. After the tasting, thank the participants and offer them special offers to extend the experience.