What Makes a Tasting Room Press-Friendly

What Makes a Tasting Room Press-Friendly

A beautiful tasting room might attract visitors — but a press-friendly tasting room? That attracts headlines. Whether you’re pouring bourbon, sparkling tea, craft cider, or non-alcoholic aperitifs, your tasting room can be more than a hospitality space. It can be a media destination — a stage for storytelling, brand building, and viral discovery.

At TAG Collective, we help spirits, beverage, and experiential brands shape spaces that editors and influencers want to cover. Here’s what separates a good tasting room from one that gets written up, posted about, and bookmarked for the next “Where to Go” list.

1. Anchor It in a Bigger Story
Press wants more than pretty walls. They want a narrative. Why here? Why now? What inspired the space? Whether it’s a century-old barn restoration, a founder’s hometown revival, or a tribute to regional ingredients, your tasting room needs a backstory that deepens the visit.

Editors ask: “What’s different about this?” Answer that with intention — not just design.

2. Design With Purpose (and Pictures)
Yes, the space should be beautiful — but also photogenic. Think sightlines, lighting, and layout. Can a guest take a full-length photo with brand elements behind them? Does the space look good at golden hour and after dark? Are there intentional content corners — murals, message walls, branded flights — that beg to be Instagrammed?

Bonus: A media wall or backdrop at the entrance signals you’re press-aware without being overbearing.

3. Make the Tasting Interactive
Press and creators are storytellers. Give them a story to participate in. That could be:

• Build-your-own flavor flights
• Scent or sound pairings
• Hands-on blending experiences
• Founder-led sessions or field walks

The more immersive and sensory the experience, the better the coverage — especially for long-lead publications or video creators.

4. Curate a Retail Moment
Editorial teams love merch — especially when it tells a story. Limited-edition collabs, regionally sourced gifts, or design-forward tasting tools (like etched glassware or local ceramics) increase coverage potential in lifestyle, design, and gift guide verticals.

Your tasting room isn’t just a space — it’s a showroom for the brand’s aesthetic, purpose, and generosity.

5. Serve a Signature Angle
What do you do that no one else does? That might be:

• A non-alcoholic experience in wine country
• Queer-owned mezcal brand offering agave education
• Urban tasting room powered by vertical farm ingredients

Journalists need an angle. Make it easy for them to find — and compelling enough to write about.

6. Offer Exclusive Media Preview Access
If you want coverage, don’t just hope for drop-ins. Host a media night or soft launch event. Offer editors and creators a first look — with tasting notes, founder insights, and photo opportunities baked in. Include thoughtful press kits, and be ready to follow up with assets quickly.

Respect their time, feed them well, and let the experience sell itself.

7. Think Beyond the Pour
Programming matters. From seasonal events to art installations to local chef takeovers, the best tasting rooms evolve — giving press a reason to revisit or mention the space in recurring editorial calendars (think: “5 Must-Visit Tastings for Fall”).

Content calendars = press calendars. Plan accordingly.

Case Study: A Tea Room Worth Telling
We worked with a sparkling tea brand that turned their tasting room into a multi-sensory botanical lounge. Each drink was paired with a color, scent, and playlist. The result? Features in Bon Appétit, Forbes Vetted, and dozens of creator-led reels — plus a waitlist for private tastings. The space wasn’t just pretty — it was purpose-built for press.

Final Thought: Your Space Is a Story
If your tasting room is just a room, it’s a missed opportunity. At TAG Collective, we help brands build tasting experiences that feel like headlines — because when you design for memory, content, and meaning, the press doesn’t just show up. They show love.