Wine Sales: The Upsell
In wine sales, the upsell matters.
Moving one bottle to two.
Two to four.
Four to six.
Six to eight.
Eight to a case.
These small steps are often the difference between a good day and a great one—for the winery, for the staff, and for the long-term health of the business.
Upselling doesn’t have to feel manipulative. In fact, when done well, it’s often helpful.
Incentives Exist for a Reason
Most wineries have built-in incentives to encourage larger purchases.
Cheaper shipping at certain quantities.
Deeper discounts at six bottles or a case.
Flat-rate shipping thresholds.
Wine club pricing that suddenly makes sense at scale.
Whatever those incentives are at your winery, you should know them well.
Not to use them as pressure—but to use them as clarity.
When a guest is already enjoying the wines, it’s fair and honest to point out where the value increases. Often, people simply don’t realize what makes the most sense until someone shows them.
Information for the Customer
Upselling works best when it feels like informing
Simple language goes a long way:
- “At six bottles, shipping drops quite a bit.”
- “Most people go to a case here because the discount really kicks in.”
- “If you like these two, it may make sense to grab one more to hit the better pricing.”
These aren’t tricks. They’re information.
You’re helping the guest make a decision they already seem inclined toward—just with better awareness of the benefits.
Courtesy Changes Everything
In sales, asking for a purchase is never a bad thing when it’s done in a courteous way.
Tone matters.
Timing matters.
Intent matters.
If the conversation has been pleasant, the wines have landed well, and the guest is engaged, offering a thoughtful nudge toward a better option is part of good service.
Avoiding the conversation entirely doesn’t make the experience more ethical—it often just leaves value on the table for everyone involved.
The Upsell as Service
At its best, upselling in wine is not about extracting more money.
It’s about helping guests:
- get better value
- avoid unnecessary shipping costs later
- leave with wines they’re excited about
- feel good about the decision they made
When you frame the upsell as service—not pressure—it becomes a natural part of the tasting room experience.
And when done consistently and respectfully, those small moves—from one bottle to a case—add up in a very real way.
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