Scripts for Wine Tasting Etiquette & Education: Equipping Festival Staff with Language for Pacing, Spitting, and Note-Taking

Introduction

Organizing a wine festival isn’t just about showcasing great wines – it’s about crafting an elevated experience. The world’s most successful wine festivals, from Napa to Bordeaux to Yarra Valley, all share a common secret: they educate and guide their attendees toward proper tasting etiquette. By training your festival staff and volunteers to use the right language and guidance, you transform casual attendees into engaged tasters. This mentorship-like approach fosters a refined atmosphere where guests sip, learn, and savour responsibly, rather than simply drink to excess. In doing so, you elevate the tone of your event from a mere tasting spree to an enriching cultural experience that attendees and wineries will appreciate.

Why bother with tasting etiquette? For one, it keeps the event safer and more enjoyable for everyone – intoxicated or overwhelmed guests can dampen the mood or even pose risks. Beyond safety, a focus on etiquette and education can distinguish your festival in a crowded marketplace. Attendees leave with greater appreciation for wine (and for your event), and industry partners notice that the festival truly respects their craft. From the boutique Yerevan Wine Days in Armenia to the sprawling Vancouver International Wine Festival, festivals of all scales have found that investing in attendee education leads to better feedback and stronger reputations.

The key is to equip your staff with scripts and guidance on three crucial aspects of wine tasting etiquette: pacing, spitting, and note-taking. Below, we break down each aspect with practical advice, real-world examples, and even sample phrases staff can use. These scripts will help your team confidently coach attendees – especially newcomers – in a friendly, non-snobbish way. The result? Guests who feel looked after and empowered to enjoy wine in a more meaningful way, creating a festival vibe that’s both fun and cultured.

Let’s uncork these pearls of wisdom from decades of festival production experience.

Coaching Attendees on Pacing Themselves

One of the biggest challenges at any drinks festival – especially wine festivals – is helping attendees pace their consumption. With dozens or even hundreds of wines on offer, it’s easy for guests to get caught up and drink too much too quickly. The role of a festival producer (and their frontline staff) is part educator, part guardian: the aim is for attendees to savour the experience, not stumble through it.

Train your staff to gently remind guests to take it slow. This starts with portion control – ensure your pourers serve small tasting measures (often 1–2 oz or ~30–60 ml). Attendees might be expecting a full glass; your team should be ready to explain, in a positive tone, why pours are small. For example, a staff member might say:

• “We serve small tastes so you can try everything without overdoing it. There are a lot of wines here today – it’s a marathon, not a sprint!”
• “Take your time with this one. We’ve got plenty of wine and the whole day ahead, so no need to rush. Enjoy each sip.”

Such messaging, delivered with a smile, sets expectations early. Notice how the language focuses on the guest’s benefit – getting to sample more wines and enjoy the whole event. This proactive communication can prevent situations where attendees chug samples or demand larger pours. In fact, many top festivals explicitly prefer this measured approach. At the Vancouver International Wine Festival in Canada, for instance, attendees are told upfront that they’ll receive tasting portions and are discouraged from saying “Fill ’er up” on a pour (townhallbrands.com). The festival’s longtime organisers have found that most guests appreciate the guidance; they know they’re being looked after.

Encourage staff to promote hydration and breaks. Wine tasting should not be an endurance test. Savvy festivals set up water stations and even “palate cleanser” snack tables (plain bread, crackers) throughout the venue. Make sure your team knows to mention these. Some effective staff prompts might include:

• “Don’t forget to grab some water – keeping hydrated will let you taste more wines and stay fresh.”
• “We have crackers at the table over there if you’d like to cleanse your palate between reds and whites.”

Reminding attendees to eat and drink water isn’t just courteous, it’s a safety measure. Festivals in warm climates or outdoor settings often emphasize this aspect. As the Travelling Corkscrew blog notes from an Australian wine festival experience, visiting the water station regularly is key to staying hydrated and tempering how much wine you drink (travellingcorkscrew.com.au). By having staff echo that advice on-site, you normalize responsible behaviour. It’s all part of creating a culture of mindful enjoyment.

Use pacing scripts to handle guests on the verge of overindulgence. Despite your best efforts, some attendees will overdo it or be at risk. Prepare your staff with polite intervention lines for these scenarios. For example, if a guest seems unsteady or has been hitting every table in rapid succession, staff (especially those at pouring stations or roaming “ambassadors”) can say something like:

• “There are a lot of bold wines on offer – sometimes it helps to take a little breather to refresh your palate. Can I get you a glass of water while you rest a minute?”
• “I want to make sure you enjoy every tasting. How about a quick snack break? We’ve got some food vendors just over there that pair great with these wines.”

This language is non-confrontational and caring. Rather than accusing the guest of being drunk (which could feel embarrassing or antagonistic), it frames a break as a positive suggestion to enhance their experience. Notice also the staff member offers something specific (water, a snack) to make it easy for the guest to step away from alcohol briefly.

Behind the scenes, of course, your staff should be aware of local alcohol service laws. In many places (from the UK to parts of the USA and beyond), it’s actually illegal to continue serving alcohol to someone who is visibly intoxicated (www.everythingwine.ca). Train your team on the legal and safety importance of cutting someone off diplomatically. Phrases like the above help do this gracefully. If the person resists or returns immediately, staff should alert a supervisor or security per your risk management plan. Remember, protecting guest safety is paramount; seasoned festival producers know that a single severe incident can damage an event’s reputation. It’s far better to prevent problems by pacing the flow of booze than to deal with medical or security issues later.

Real-world case study – Marlborough Wine & Food Festival in New Zealand: This renowned festival manages to keep a laid-back vibe while promoting moderation. One tactic they use is stationing volunteer “Wine Guides” around the venue, whose job is to chat with attendees about what wines to try next, offer water, and subtly assess how people are feeling. Festival organisers in Marlborough report that these roving guides helped reduce over-intoxication incidents significantly. Guests felt cared for, not policed, which is exactly the balance you want.

Normalizing the Spittoon: Teaching the Art of Spitting (Politely)

If there’s one aspect of wine tasting that separates the amateurs from the pros, it’s the use of the spit bucket. For newcomers, the idea of spitting out good wine might seem odd or even wasteful. However, as any sommelier or seasoned festival organiser will tell you, spittoons are a must at any serious tasting event. They allow attendees to sample numerous wines without ingesting alcohol from every single pour, thereby maintaining their sobriety and sensitive palate longer (www.irishtimes.com). The trick is getting your festival attendees on board with this practice – and that’s where your staff’s guidance is crucial.

Make spitting or dumping wine completely acceptable – even encouraged. Start by ensuring every pouring station has an obvious spit bucket (and keep them emptied and clean throughout the event – nothing worse than an overflowing spittoon!). During your pre-festival staff briefing, emphasize that team members should proactively mention the spit bucket when serving guests. The goal is to remove any stigma or hesitation a guest might have. For example, a winery rep or volunteer might incorporate this line as they pour:

• “I hope you enjoy this sample. We have a dump bucket right here if you want to spit or pour out the rest – a lot of our guests do that to stay sharp.”

This kind of casual, “no big deal” mention works wonders. It gives the attendee permission to use the spittoon by hearing that “a lot of our guests do that.” It also subtly frames the act as something knowledgeable people choose in order to stay sharp. In fact, at professional trade tastings, almost everyone spits each sample (www.irishtimes.com), and your festival can gently introduce even first-timers to this norm.

Many festivals include this etiquette tip in their attendee guides or FAQs. The Vancouver International Wine Festival explicitly tells attendees that spittoons are there to help and that with hundreds of wines available, trying to swallow everything is a fool’s errand (www.everythingwine.ca). They even cheekily remind people that staff cannot legally serve someone who is clearly intoxicated, so “staggering up to a booth saying ‘gimme the moooore shhhpensive one’ won’t produce the desired result” (www.everythingwine.ca). While you may not use those exact comedic words in your official scripts, the message is spot-on: spit so you can enjoy more, and avoid getting kicked out or cut off.

To further normalize spitting, consider these additional tips:
– Have experienced tasters or sommeliers on hand to model the behaviour. People tend to mimic what they see respected experts do. If your event budget allows, hire a few certified sommeliers or wine educators to roam the floor or man key stations. Their presence alone sets a tone. Guests will notice them swirling, sipping, and gracefully spitting into a cup or spittoon. This can alleviate the newbie embarrassment factor. At the prestigious La Fête du Champagne festival in New York, for example, attendees are shoulder-to-shoulder with sommeliers at the tasting sessions. The result is a room where spittoons see heavy use – it’s simply what’s done when sampling $300 Champagnes. Your festival might not be that high-end, but the principle applies at any level.
– Train staff to give a quick “how-to” if needed. Some guests literally have never spit wine before and might struggle or make a mess. Empower your team with polite pointers, like: “It can feel funny to spit the first time. A tip: take a smaller sip, and aim for the middle of the bucket. And no worries – everyone misses occasionally!” Said with a friendly wink, this breaks the ice. A bit of humour can relax people. (You might even keep some napkins handy for those who want to discreetly wipe their mouth after.)
– Emphasize that pouring out is fine too. Not everyone likes to spit in public, even with encouragement. And that’s okay. Remind your staff that they should never force the issue – the goal is simply to ensure people know they have options beyond swallowing. If a guest wants to taste and then just dump the remaining wine from their glass into the bucket, that achieves the same purpose. As wine writer John Wilson notes, “If you don’t want to spit, do pour out any wine you don’t want to finish.” (www.irishtimes.com) This wisdom can be passed on by staff if they sense someone is hesitant to actually spit. The key is zero judgement: “Even we don’t drink it all – feel free to toss the rest so you can keep enjoying the next ones.”

As a festival producer, you can support the spitting culture through signage and setup as well. Consider placing a polite sign at each station or on each table that says something like “Serious about tasting? Feel free to spit or pour out – it’s the norm at our festival!” along with an arrow to the bucket. Some events go a step further and provide personal disposable spit cups (especially useful in COVID-conscious times). For example, some large wine expos have offered small paper cups for individual spitting during tastings, which attendees could then empty into a larger bucket – a practice appreciated for its hygiene and convenience.

Finally, celebrate the fact that encouraging spitting elevates your festival’s tone. It sends a message that this event is about appreciation, not intoxication. Wineries and exhibitors will thank you; they know their wines will be tasted with clear senses, and they won’t have to deal with as many inebriated people misunderstanding their products. Seasoned attendees will notice and spread the word that your festival treats wine with the respect it deserves. And newcomers will likely come away feeling they learned “how the pros taste,” which is a fantastic value-add.

Encouraging Note-Taking and Learning

One hallmark of a truly great wine festival is when guests leave not just happily buzzed, but wiser and more inspired about wine than when they arrived. A powerful way to ensure this is to make education and note-taking a fun, integral part of the festival experience. Essentially, you want to turn passive drinkers into active participants in their own learning. Equipping your staff with the right language and tools to foster note-taking can make this happen.

Provide the means for note-taking. First, consider what format fits your festival: a paper tasting booklet, a simple card and pencil at each station, or a digital app. Many festivals hand out a small brochure at the entrance listing all the wines (often with space for ratings or notes next to each). Others, like the Vancouver Wine Festival, have an official app where attendees can mark their favourite wines and even find info on where to buy them later (vanwinefest.ca). Whatever the method, make sure it’s available. Then, brief your staff so they know to mention it. For example:

• If you have booklets: “We gave you a tasting booklet when you came in – feel free to jot down a few notes or check off wines you love. It’s hard to remember everything later, so it’s a great keepsake.”
• If you have an app: “Did you know our festival app lets you rate the wines? If you try something you adore, mark it down so you remember. You can even see more details about the winery there.”
• Even without official materials: “A lot of people take photos of the bottle or write a quick note in their phone when they really like something. Don’t be shy about doing that – it’s a smart way to keep track.”

Encouraging these actions benefits everyone. Guests appreciate the suggestion because, indeed, after 30 different tiny pours, it is hard to recall which wines stood out. They’ll thank your staff for the tip when they wake up the next day with a useful record of favorites. Wineries love it too – it means potential customers will remember their products. Festivals that facilitate note-taking often find vendors are more eager to participate again, since their ROI (in terms of follow-up sales or contacts) is higher.

Train staff to share information and stories. Note-taking goes hand-in-hand with learning, and learning happens best when there’s something interesting to write down. This is where the educational role of your staff (especially winery reps or anyone pouring) really shines. The idea is to have meaningful little conversations at each tasting station, not just “Here you go, enjoy” [next!]. Even at a large-scale event, a brief but engaging nugget of info can stick with a taster. For example, instruct winery staff or volunteers to mention one unique thing about each wine when they pour: “This Sauvignon Blanc is from a single vineyard at 600m altitude, which gives it that crisp acidity,” or “This Malbec spent 18 months in French oak barrels – see if you catch a hint of vanilla on the finish.” These aren’t hard to learn if you provide cheat sheets, and they give the guest something to contemplate and possibly note down (“Liked Malbec – vanilla from oak”).

By doing this, you transform the dynamic from a mere transaction to an educational exchange. Encourage your team to invite questions as well. A great line: “Let me know if you’re curious about anything – I love talking about the wines.” Most people sampling will not be wine experts, but many have an enthusiasm to learn, if given an inviting opportunity. As one Australian festival expert observed, winery staff love to talk about their story and their wines, and questions from guests make the day more enjoyable for everyone (travellingcorkscrew.com.au). In other words, by prompting questions, your staff create moments of connection. Guests who might have been too shy to ask on their own will feel more comfortable when the server explicitly encourages it. This also helps break any perceived snootiness – it shows that no genuine question is too basic.

Leverage structured educational elements. Depending on your festival’s scale and budget, you might incorporate formal mini-seminars, workshops, or guided tastings within the event. For example, the Melbourne Food & Wine Festival often has “Wine Tasting 101” sessions led by sommeliers as part of their programme, even amidst the general tasting hall. If your festival offers things like this, instruct staff to mention them: “By the way, at 3 PM we have a 15-minute crash course on How to Taste Wine like a Pro over at the Education Tent – you might enjoy it!” This cross-promotion ensures those who are keen to learn don’t miss out. Plus, it underscores that your event values wine education, not just consumption.

Even on a smaller scale, you could implement something like a “Ask a Sommelier” booth or roving expert. Some festivals in the UK and Singapore have done this, where a certified wine educator is available to answer any attendee questions or suggest tasting orders. It’s a great way to add value for your audience. Make sure your team is aware of this resource so they can point curious guests to it.

Celebrate note-takers and learners. Finally, as part of setting the festival’s tone, consider publicly reinforcing the positive behavior. Maybe in your closing announcement or an email post-event, give a nod to the “wine scholars” who diligently took notes and asked questions. You could even gamify it: for instance, encourage attendees to share a photo of their tasting notes or favorite new wine they discovered on social media (with your festival hashtag), awarding a couple of random participants a prize (like a bottle of wine or tickets to next year). This not only promotes engagement but also signals that your festival prizes knowledge and discovery.

Training Your Team for Success

Having the right scripts and policies is wonderful, but they only work if your staff is well-prepared to execute them. As a veteran festival organiser, you know that advance training and role-playing are worth their weight in gold. Here are some practical steps to get your team up to speed in using etiquette and education to elevate the event:

• Organize a Pre-Festival Training Session: A few days before the event (or the morning of, if schedules are tight), gather all staff and volunteers for a briefing. Cover the basics of wine tasting etiquette – explain why pacing, spitting, and note-taking matter. You might even do a quick demo: have a seasoned team member or sommelier show how to swirl, sip, spit, and take notes. When staff personally understand the reasons behind these practices, they’ll convey them more convincingly to attendees. Reinforce that they should never talk down to attendees; the tone is always helpful and inclusive, like a friendly guide, never a wine snob.
• Provide a Script Cheat-Sheet: Print a one-pager with key phrases (like many of those we’ve listed earlier) and tips for common situations. For example, phrases for greeting guests, explaining a wine, encouraging use of spittoon, suggesting a water break, etc. Also include any festival-specific info (like if you have a tasting app, or special sessions). This cheat-sheet can be kept at booths or with team lanyards. It serves as a quick confidence booster if someone forgets what to say.
• Role-Play Scenarios: It might feel silly, but doing a few quick role-plays can highlight how to handle tricky interactions. Pair up staff and simulate scenes like: a guest who asks for a full pour, one who tries to go back for too many samples of the same wine, or one who seems very intoxicated. Have the team members practice using polite but firm language to address it. Then, swap and give feedback. Your younger or less experienced volunteers especially gain from seeing that yes, they are allowed to politely say no in certain cases, and learning how to phrase it. This builds confidence, so when faced with a real unruly attendee, they won’t panic or simply acquiesce against policy.
• Instill Pride and Purpose: Motivate your staff by sharing how these efforts make a difference. Remind them that they are the face of the festival – their interactions can turn a first-time attendee into a lifelong wine lover or, conversely, a misstep can sour someone’s experience. Share success stories if you have them: e.g., “Last year, our volunteers’ guidance was mentioned in several positive reviews. People loved that we took the time to teach them something new.” When staff take pride in the festival’s educational mission, it shows in their tone and attitude. They become not just servers or ticket-takers, but true ambassadors of your festival’s brand.

Understanding Different Audience Needs

Every festival crowd is unique, and savvy organisers tailor their approach to the audience’s demographics and cultural expectations. When it comes to tasting etiquette, consider the following variations and adjust your staff scripting accordingly:

• Novices vs. Aficionados: If your event attracts a lot of beginners (say, a “Wine 101” festival for young professionals), you’ll want to lean heavily into simple, jargon-free explanations. Staff should be ready to answer very basic questions and might even proactively explain how to taste: “We recommend swirling the wine first to release aroma – here, give it a try!” Newcomers might also be more shy about spitting, so extra encouragement and reassurance helps. On the other hand, if your crowd is full of collectors or serious wine club members, your tone can be more sophisticated. These attendees likely already know to spit and take notes – they’ll appreciate if your team can offer deeper insights or geeky details. Train staff to read the room; they might ask, “Are you a Cabernet fan?”* to gauge a guest’s knowledge, and then adjust the depth of info they provide.
• Cultural Norms: Wine etiquette isn’t universal. In some cultures or countries, spitting might be almost unheard of outside professional circles – it could even be seen as rude to spit out a gift someone poured. In China or India, for example, wine festival organisers have noted a learning curve in getting local attendees comfortable with spittoons, since the concept is relatively new. If you run a festival in a place with emerging wine appreciation, be patient and extra explanatory. Maybe frame spitting as a Western tradition that’s catching on for practical reasons. Conversely, in countries like France, Italy, or Spain with long wine traditions, people may think they already know how to taste. Here, your focus might be on refining their habits gently (perhaps some old-timers love to over-pour themselves or skip water). Know your audience, and tailor the scripts: the core messages remain, but the style can shift from teacherly in one context to more peer-to-peer in another.
• Event Type – Casual vs. Premium: A casual outdoor wine & music festival (perhaps with a younger crowd and a party vibe) requires a different touch than a high-end connoisseur gala. In the casual setting, you might integrate games or interactive elements – e.g., a “scavenger hunt” in the tasting booklet that encourages note-taking by asking questions about specific wines. Staff here should keep things light: “Any favorites so far? Make sure to mark ’em – there’s a contest later for whoever remembers the most wines!” In a premium event, the tone is more formal; staff might address attendees as “Sir/Madam” or at least use more polished language. They could say, “May I suggest you take a moment to write down your impressions? It’s what our winemakers love to see – that their wines made an impact.” Both styles convey the importance of etiquette, but in very different flavors.

No matter the audience, the common thread is respect – respect for the attendee’s enjoyment, for the wine itself, and for the people behind the wines. If your staff’s guidance stems from that principle, it will invariably elevate the tone of your festival.

Community Engagement and Legacy

A truly great festival doesn’t operate in a vacuum; it engages with the community and leaves a legacy of knowledge. As a veteran producer, consider how your approach to etiquette and education can extend beyond the festival gates:

• Volunteer Training Programs: Some festivals partner with local wine schools, culinary institutes, or community colleges to train volunteers in wine basics. For example, the Hawke’s Bay Wine Celebration in New Zealand worked with a local sommelier association to host a crash course for festival volunteers, covering not just logistics but wine tasting fundamentals. Volunteers loved it – they gained skills and confidence, and many have gone on to pursue further wine education. The festival benefited by having more knowledgeable helpers. Think about implementing something similar: by equipping community members with wine knowledge, you’re uplifting the local wine culture as a whole.
• Outreach to Attendees: Don’t let the education stop when the festival ends. A great idea is to send a follow-up email or blog post to attendees with key wine tips recapped (“In case you missed it, here are 5 tasting tricks we love – courtesy of our sommeliers”). Include suggestions on books to read or local wineries to visit. One festival in Australia tried this and noticed higher engagement on their social media after the event, as people appreciated the ongoing learning. It shows that your festival’s mission isn’t just to throw a party, but to genuinely enrich the audience’s appreciation for wine.
• Community Wine Events: Some festivals give back or stay present in the community by hosting smaller workshops or charity tastings throughout the year. If your brand builds a reputation for wine education, people will look to you beyond the main annual festival. Engaging the community with free classes on tasting etiquette (perhaps at a local library or community centre) can be a wonderful way to solidify goodwill. And of course, it subtly markets your big festival by positioning it as the event put on by true wine-savvy folks.

By treating education and etiquette not as a one-off concern but as part of your festival’s identity, you create a legacy. Over years, you’ll find your attendee base becoming more educated – which, in turn, means each festival you can introduce more interesting wines, more nuanced experiences, and have an audience that’s ready to appreciate them. That virtuous cycle is something many great festivals aim for. Mexico’s Valle de Guadalupe Wine Festival, for instance, started small with a mainly local crowd unfamiliar with wine etiquette; over a decade, they’ve cultivated a savvy audience that now attracts wineries from all over Mexico to pour for them.

Key Takeaways

In the excitement of organising a wine festival, never underestimate the power of staff-led etiquette and education. Equipping your team with the right language and approach transforms your event from a simple tasting into a memorable, classy experience. Here are the key points to remember:

1. Prioritize Pacing: Use small pours and friendly reminders to pace your attendees. Encourage water and food breaks, and train staff to politely intervene if someone needs to slow down. This keeps guests safe and happy, and prevents negative incidents.
2. Normalize Spitting: Make spittoons ubiquitous and encourage their use. Have staff proactively mention that spitting or pouring out is totally fine – even expected – so guests can try many wines without getting intoxicated (www.irishtimes.com) (townhallbrands.com). Lead by example and remove any stigma from this professional practice.
3. Promote Note-Taking: Provide tools (booklets, apps, or advice) for guests to take notes or photos of wines they love (www.irishtimes.com). Instruct staff to nudge attendees towards jotting down favourites and to share a tidbit about each wine that’s worth remembering. This adds educational value and helps wineries make a lasting impression.
4. Train and Empower Staff: Develop clear scripts and hold training sessions so every team member knows how to communicate these tips warmly and confidently. Encourage questions and interactions – staff should act as ambassadors and educators, not just pourers.
5. Adapt to Your Audience: Tailor your approach to the crowd’s experience level and cultural context. Whether it’s newbies who need extra guidance or seasoned oenophiles seeking detailed info, adjust the tone of your “etiquette script” accordingly for maximum impact.
6. Elevate the Atmosphere: By focusing on etiquette and education, you set a refined tone that differentiates your festival. Guests will appreciate the richer experience, and your event will earn a reputation for class and quality. A well-informed attendee is an engaged attendee – and they’re more likely to come back and spread the word.
7. Safety and Enjoyment Go Hand in Hand: Ultimately, these practices aren’t about being stuffy – they’re about ensuring everyone enjoys the festival responsibly. When attendees pace themselves, spit, and stay curious, they have a more enjoyable and memorable time, and you as the festival organiser can breathe easier knowing things are under control.

By implementing these strategies, you’ll equip the next wave of festival producers (and your own team) with the wisdom to run wine festivals that are both educational and unforgettable. Your festival will not only celebrate wine, but also foster a community of more enlightened wine lovers. Cheers to that – and to the successful, classy wine festivals to come!