Code of Conduct for Wineries & Staff at Wine Festivals

A wine festival is more than just an event – it’s a celebration of culture, community, and of course, great wine. But behind the scenes of every successful wine festival lies a strong Code of Conduct for participating wineries and their staff. This code sets clear expectations for responsible service, respectful communication, and proper content rights usage. By defining these standards upfront, festival producers create a safe and enjoyable environment that protects guests and preserves the festival’s brand reputation – even when the pressure is on.

Why a Code of Conduct Matters

When wineries join a festival, they aren’t just representing their own brand – they become ambassadors of the entire event. A well-crafted code of conduct helps align everyone’s behavior with the festival’s values. It ensures that no matter if the festival is a small local wine fair in Italy or a massive international wine expo in Singapore, every staff member from every winery knows how to act professionally. This consistency is crucial to:

• Safety: Prevent accidents and health risks by promoting responsible alcohol service and safe practices.
• Guest Experience: Keep the atmosphere friendly, inclusive, and respectful so all attendees feel welcome.
• Legal Compliance: Make sure local laws (like liquor licensing regulations) are followed to the letter, protecting the festival from fines or shutdowns.
• Brand Reputation: Avoid scandals or bad press by handling challenges gracefully and maintaining a high standard of conduct, even under pressure.

A strong code of conduct becomes the backbone of the festival’s culture. It empowers wineries and their staff to make good decisions in the moment, because they know the festival’s expectations and have guidance on tricky situations. Here are the key areas a comprehensive code of conduct should cover:

Responsible Alcohol Service

Responsible wine service is the cornerstone of any wine festival code of conduct. Wine festivals can be just as prone to overindulgence as beer or music festivals, so everyone pouring wine needs to commit to keeping guests safe. Festival organizers around the world take this seriously – from California’s Napa Valley to Australia’s Barossa region, events insist on responsible service. Key guidelines include:

• Check IDs and Adhere to Age Laws: No exceptions. Wineries must verify every guest’s age if there’s any doubt. Remember, legal drinking ages vary (18+ in many countries, 21+ in the U.S.), and festivals must enforce the law strictly. It’s not just about legality – it shows due diligence in protecting minors.
• Portion Control and Pour Sizes: Festivals should define standard tasting pour sizes (e.g., 1–2 oz/30–60 ml per sample). Serving small tasting portions is part of wine festival tradition, letting attendees savor many wines responsibly. Staff should avoid “overpouring” even if a guest begs for a full glass; generous pours might win a moment of praise but could lead to someone becoming heavily intoxicated.
• No Overserving: If a guest shows signs of intoxication, winery staff must refuse to serve them further alcohol. This can be challenging – saying “no” to an enthusiastic wine lover isn’t easy – but it’s absolutely critical. A good code of conduct empowers staff to make that call and promises that festival management will back them up. In fact, many regions require servers to do this by law, and ignoring it can lead to liability for both the vendor and the festival.
• Stay Sober on Duty: Wineries should ensure their pourers and staff stay professional and not drink to impairment while working. Tasting the wines for education is one thing; getting drunk behind the booth is another. The code can state that staff are expected to remain clear-headed so they can monitor guests properly and handle any issues.
• Provide Water and Food Pairings: Great wine festivals often include plenty of water stations and food vendors. Wineries can help by encouraging guests to hydrate and enjoy bites between tastings. Some festivals hand out water bottles or have “hydration stations.” This not only slows alcohol absorption but also elevates the tasting experience. Encourage wineries to remind guests to sip water – it shows care, not weakness.
• Use a Token or Ticket System: Consider implementing a token system for tastings (many festivals do this). For example, guests might get a set number of tasting tokens with their ticket. Each pour “costs” a token or two, limiting how much any one person can drink. It also nudges guests to be selective and savor the wines. Wineries should understand the token rules and stick to them – no sneaking extra pours for friends. The fairness maintains trust and keeps overall consumption in check.
• Cut-off Times and Last Call: The code should clarify when pouring must stop (often 15-30 minutes before the festival ends). A “last call” allows attendees to finish drinks and start sobering up before heading out. Festival producers should communicate this clearly to all wineries, so that even if some guests plead for one more taste at closing, every booth is consistent in politely declining.

Responsible service is not about dampening the fun – it’s about protecting guests from harm and protecting the festival from tragedy or legal trouble. Consider the cautionary tale of a wine festival in South Australia’s McLaren Vale, where lax oversight led to droves of extremely intoxicated attendees and multiple medical incidents. The local community was outraged, with one promoter warning “someone will die” if changes weren’t made. That festival’s reputation took a serious hit in the press. The lesson? Overserving helps no one. By contrast, festivals that enforce responsible pouring – such as Robertson’s Wacky Wine Weekend in South Africa – earn praise for keeping the event classy and safe. At Wacky Wine, organizers provide training so staff know how to refuse service tactfully and even arrange “buddy buses” and designated drivers for guests. The result is a festival where people have a blast but rarely cross the line into dangerous intoxication.

To support wineries in following these rules, festival producers should offer guidance and resources. This might mean briefing all vendors on local alcohol laws, sharing Responsible Beverage Service best practices (like the TIPS or ServeWise training programs used in the U.S., or the RSA certification in Australia), and making sure security or medical staff are on hand to help if a situation escalates. When everyone understands that safety comes first, it creates a culture where “responsibility” is just part of the wine celebration.

Respectful Communication and Professionalism

Wine festivals are social events by nature. Booth staff aren’t just pouring wine – they’re interacting with attendees constantly, answering questions, sharing stories about the vineyard, and being the face of both their winery and the festival. That’s why respectful communication is a pillar of the code of conduct. Every guest should be treated with courtesy and every colleague with professionalism. Key aspects to cover:

• Warm, Inclusive Hospitality: Wineries and staff should greet attendees with a smile and a welcoming attitude. Whether the guest is a seasoned sommelier or a complete novice who’s never been to a tasting, staff must be patient and approachable. There’s no room for snobbery or impatience – a festival is an opportunity to win new fans, and a friendly touch goes a long way. For example, at international wine events (from France’s Bordeaux Fête le Vin to New Zealand’s Marlborough Wine Festival), hospitality is paramount: visitors often remember the people as much as the wine.
• Clear and Courteous Communication: Set expectations that staff should communicate clearly and politely at all times. If a guest has had too much to drink and needs to be cut off, or if they ask a tough question, staff must handle it calmly and respectfully. A good practice is to have some polite phrases ready: e.g., “I’m sorry, I think it’s best we switch to water for now,” or “Let me find a festival organizer to assist with your request.” Tone matters; even under stress, maintaining a calm, helpful demeanor can defuse potential conflicts. Festival producers should brief wineries on how to navigate common tricky scenarios (like turning away intoxicated guests or dealing with long lines) without losing their cool.
• Zero Tolerance for Harassment or Discrimination: The code of conduct must make it clear that harassment, bigotry, and bullying are not tolerated – not from anyone. This applies to winery staff, festival staff, and attendees alike. All staff should refrain from any offensive comments or behavior related to race, gender, sexuality, religion, or any personal characteristic. Likewise, if a guest harasses a staff member (sadly, it can happen when alcohol is involved), the staff should know to alert security or management immediately rather than retaliate. Many festivals around the world, from the U.S. to Europe, now publicly post anti-harassment policies to foster an inclusive atmosphere. Your code can mirror this: everyone has the right to enjoy the festival without feeling uncomfortable or threatened.
• Professionalism Under Pressure: Festivals can get hectic – huge crowds, noise, occasional spills or mishaps. It’s under these high-pressure moments that professionalism is truly tested. The code should remind winery teams to keep their composure even if lines are long or if a guest is irate about something (like a sold-out vintage or a mistaken charge). An example of grace under pressure was seen at a major wine and food festival in Mexico: when a sudden downpour drenched part of the venue, vendors calmly helped usher guests to shelter and handed out towels, turning a potential fiasco into a memorable show of hospitality. Training staff to handle surprises – whether it’s a power outage, a rowdy guest, or a logistical snag – ensures that the festival’s image stays positive. Attendees will remember how kindly and efficiently the staff dealt with an issue more than the issue itself.
• Teamwork and Coordination: Emphasize that wineries are part of a bigger team. They should cooperate with festival officials and fellow vendors. This means following festival schedules (like starting and stopping service on time), respecting noise level rules (maybe the code says no loudspeaker or music at booths without permission), and being considerate neighbors in the booth lineup. If every vendor helps maintain a pleasant environment – say, keeping their area tidy and not encroaching on walkways – the whole festival benefits. Festival staff, for their part, should treat vendors with respect as well, providing clear instructions and support. When festival organizers and winery teams view each other as partners, it creates a harmonious environment that attendees can sense and appreciate.

By ingraining respectful communication into the festival’s culture, festival producers not only prevent negative incidents – they actively craft a welcoming vibe that can set the event apart. Guests who feel respected and valued will rave about their experience and come back year after year. Wineries, too, will appreciate an environment where they are treated with respect and can shine.

Content Rights, Media, and Branding Guidelines

In the digital age, content is everywhere at festivals — from professional photographers snapping pictures for press releases to attendees posting Instagram stories. That’s why a comprehensive code of conduct for wineries and staff should address content rights and media guidelines. These rules protect both the festival’s brand and the rights and privacy of everyone involved. Consider including points like:

• Photography & Social Media Policy: Make sure wineries and their staff know the festival’s stance on photography. Typically, your attendee ticket terms will state that the organizers (and accredited media) have the right to photograph or film the event and use those images for promotional purposes. Vendors should be made aware that they and their booths might appear in official photos or videos – and by participating, they’re consenting to that. Conversely, wineries should also practice discretion in their own social media posts. Encourage them to share the excitement (it’s great marketing for both the winery and the festival!), but to do so respectfully: no embarrassing photos of guests, and no posts that could reflect poorly on the event or violate someone’s privacy. If a funny scene occurs, staff should think twice before broadcasting it online. The rule of thumb is to share the good, but never at someone else’s expense.
• Brand Usage and Representation: Clarify how wineries can use the festival’s name and branding in their own content. Most festivals are happy for vendors to promote that they’ll be at the event – it’s mutually beneficial – but there may be guidelines. For example, provide the correct event name, hashtags, and any logos if the festival allows their use. The code can state that any promotional materials or signage a winery displays on-site should be appropriate and pre-approved if they go beyond their booth space. This prevents any rogue or offensive content from popping up at a stall that could blindside the festival organizers. It also stops “ambush marketing” – where a brand that isn’t a sponsor tries to piggyback on the event. In short, wineries should stick to promoting their own wine and not hand out materials for outside businesses or causes without permission.
• Intellectual Property & Music: Often overlooked, but important – if wineries plan to play background music or videos at their booth, ensure they have the rights to do so. Unlicensed music or media can put the festival in legal hot water. The code might include a note that any music or media played at a stand must be royalty-free or properly licensed (or simply encourage quiet background music provided by the festival). Similarly, any content the winery displays (like a looping slideshow about their vineyard) should be their own or used with permission. This attention to IP rights keeps the festival professional and law-abiding.
• Content Under Pressure: In a crisis or sensitive situation, strict content discipline is vital. The code of conduct should instruct staff not to speak to the press or post on social media about any incidents (like an accident, illness, or controversy at the festival) without festival organizer approval. Festivals usually have PR professionals to handle official communications. One ill-timed tweet from a vendor about “chaos at the festival” can blow an incident out of proportion and damage the brand before the facts are even clear. Instead, staff should be directed to focus on helping on-site and let the festival organizers manage the public messaging. This keeps rumor and misinformation at bay and shows a unified, professional front to the public.

Clearly laying out these content and media guidelines protects both guests and the festival brand. Guests’ rights are respected (no one wants to find their photo used without permission in a questionable way), and the festival’s image is curated and consistent. In a world where every smartphone holder is a potential broadcaster, having vendors onboard with responsible content practices is just as important as serving the wine correctly.

Enforcing the Code and Leading by Example

Having a beautifully written code of conduct won’t mean much if it’s not enforced. Festival producers need to ensure that wineries and their staff understand the code and the consequences for violating it. Here are some practical steps to make your code of conduct more than just words on paper:

• Communicate Early and Clearly: Include the code of conduct in the vendor onboarding process. When a winery signs up to pour at the festival, organizers should send them the guidelines well in advance. Highlight any local law requirements (for example, if all servers must be certified or if last-call is legally mandated). This gives vendors time to train their team and ask questions. Closer to the event, perhaps at the vendor check-in or a pre-festival meeting, reiterate the key points. Don’t assume everyone read the document closely – a quick refresher on the morning of Day 1 can ensure it’s fresh in their minds.
• Model the Behavior: Festival organizers and staff should hold themselves to the same standards. If festival leadership emphasizes respectful communication, the staff should mirror that tone with vendors. If safety is paramount, your operations crew should be visibly prioritizing it (e.g., enforcing crowd limits in tasting tents, making sure water is stocked). When vendors see organizers leading by example, they’re more likely to follow suit. It creates a culture of mutual respect. Even small actions by leadership – like calmly resolving a scheduling mix-up instead of yelling – set the tone for everyone else.
• Support and Empower Vendors: Make it easy for wineries to do the right thing. If a staff member cuts off a guest for drinking too much, have roaming festival staff or security they can quickly call to back them up in case the guest becomes belligerent. If a vendor reports harassment or a problem attendee, respond immediately and appreciatively. When vendors know the festival “has their back” on tough calls, they’ll be more confident in enforcing the rules as intended. Consider providing a vendor hotline or point-person during the event for any code of conduct issues that arise.
• Enforce Fairly but Firmly: The code of conduct should spell out what happens if it’s breached. Minor issues (like an accidental oversized pour) might warrant a friendly reminder, whereas serious violations (serving minors, a staff member using hate speech, etc.) could mean ejecting that vendor from the festival and possibly barring them from future events. Consistency is key – organizers can’t bend the rules for a popular winery while coming down hard on a smaller one, or word will spread. Conduct enforcement discreetly but decisively. For instance, if a particular booth staff is intoxicated (yes, it happens), quietly have the winery manager replace them or shut down the booth temporarily rather than making a scene – but do address it. Post-event, it’s wise to review vendor behavior and perhaps have a debrief with any who had issues, turning mistakes into learning opportunities for next time.
• Iterate and Improve: After each festival, gather feedback and observe what went well or what problems occurred. Did any aspect of the code of conduct get ignored or prove unclear? Use that information to refine the guidelines for next year. If many vendors didn’t adhere to a particular policy (say, the music volume rule), organizers can emphasize it more next time or adjust the rule to be clearer. Or perhaps a new scenario emerged (like issues with drones or live streaming at booths) – that might warrant adding a new content policy. A code of conduct is a living document. As festivals evolve – with larger crowds, new technology, or changing social expectations – updating the code keeps it relevant and effective.

Finally, consider sharing the code of conduct publicly (on your website or event program). This transparency shows attendees and sponsors that the festival is committed to a high-standard, safe event. It can even inspire confidence – guests will recognize the organizers’ commitment to their well-being, and quality wineries will appreciate that the festival values professionalism. Over time, a strong code of conduct, well-enforced, becomes part of your brand identity. People will associate your wine festival with not only great wine and fun times, but also with excellence in organization and care. And that is the kind of reputation that keeps a festival thriving for years, if not decades.

Key Takeaways

• Set Clear Expectations: Establish a written code of conduct for all wineries and staff, covering responsible alcohol service, respectful behavior, and content guidelines. Share it early and ensure everyone understands it.
• Safety First: Emphasize responsible serving practices – check IDs, limit pours, cut off intoxicated guests – to protect attendees and avoid legal issues. Support staff with training and backup so they can enforce these rules confidently.
• Foster a Respectful Environment: Require professional, courteous communication at all times. Adopt a zero-tolerance policy for harassment or discrimination. A positive, inclusive atmosphere enhances the experience for guests and participants alike.
• Protect Your Brand & Guests’ Rights: Include rules on media and content usage. Vendors should respect photo policies, use festival branding appropriately, and avoid sharing any content that could harm attendees’ privacy or the event’s reputation.
• Lead and Enforce by Example: Ensure festival organizers also follow the code of conduct. Communicate rules clearly, enforce them fairly across all vendors, and be ready to handle incidents. Consistent enforcement and periodic updates to the code will keep your wine festival safe, successful, and well-regarded.