Everyone deserves a seat at the table.

When you’re reading anything about beer, wine, or liquor sales these days, you seem to hear from brands and media about how younger generations are drinking less. However, from where we sit, we are seeing and experiencing a world where there are people who want a reason to drink and drink well. No longer are the days where people are shamed or want to stay at home when their friends go out to a restaurant, event, or tasting if they aren’t drinking at that time. PwC found that one-third of customers say they will walk away from a brand they love after only one unpleasant encounter, meaning if a wine club member comes in the door with their friend who isn’t planning to taste that day and the non-taster gets ignored in conversation or only offered plastic water bottles, they may leave your business all together.

What does this look like at a high end experience?

With customers looking to join their imbibing friends, they are looking to have a unique experience of their own. At Elske in Chicago, there is an option for a juice or wine pairing alongside a $130 Michelin star tasting menu. You may be thinking, a juice pairing? These are not your grocery store juices. Some are fermented, they have depth, tasting notes, and pair with the foods just like a wine would. It was a delightful experience and was a great way to indulge when I didn't feel like drinking wine that evening. I felt like I had something special to enjoy when surrounded by others enjoying their cocktails, zero proof cocktails, wines, beers, and juices.

Customers are willing to pay for great experiences.

The juice pairing is also $30 while the wine pairing is $60. While nobody is asking for the non-alcoholic option to be free, they are looking for an option. With PwC finding that 86% of customers are willing to pay more for a great customer experience, it provides a unique opportunity to surprise and delight customers visiting wine bars, restaurants, and tasting rooms.

Where can people find these inclusive experiences?

Unfortunately these experiences are not happening at every establishment with a wine or beer list. If you are traveling to Napa or Sonoma County, we can help you with your itinerary planning to ensure that your entire group will feel included during all aspects of the trip. Don't leave your vacation and the experiences you have with those you love up to chance!