Craft Beer Tastings at Total Wine: Scheduling, Rules and What Converts
Drekker Brewing's retail rollout needed shoppers at Total Wine & More to discover and taste its beers. Ignite supports it with demo scheduling and in-store tastings at participating locations.
Scheduling comes first. Tastings are coordinated with each store, which has its own calendar and tasting hours. Keeping a steady presence across stores takes someone managing those dates as the rollout grows.
Alcohol service rules come next. Tastings follow state and local rules on pour sizes, age checks and who can serve, so staff need the right certifications and the brand needs to confirm the rules in each state.
A craft brand sells on its personality. Drekker's packaging and story are distinctive, and the tasting counter is where shoppers get to ask questions and try the lineup before buying.
Placement near the product helps. A tasting that ends with the shopper standing next to the shelf is easier to turn into a sale.
For craft brands, the formula is consistent scheduling, compliant pours, and staff who can tell the brand's story at the counter.
Frequently asked questions
How do in-store beer tastings work at Total Wine?
Tastings are scheduled with each participating store and run at its tasting counter, following state and local alcohol service rules.
Do beer tasting staff need certification?
Usually, yes. Requirements vary by state, so confirm the rules in each market.
What makes a craft beer tasting convert?
Staff who can tell the brand's story, a chance to try the lineup, and a tasting located close to the product on the shelf.
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About the author
Kyle Christiansen. Founder of Ignite Productions. Kyle spent 20+ years in field marketing at Red Bull, 160over90 and Amazon before building Ignite, a veteran-owned agency that has executed 5,000+ events across all 50 states.
