Sommeliers have the unique opportunity to shape unforgettable experiences for their guests through wine. One of the most dynamic ways to do this is by curating expertly crafted wine flights. A wine flight is not only about tasting multiple wines—it's about crafting a journey, telling a story, and providing an interactive experience that engages the senses and educates. Whether you’re hosting an event or creating a flight for a regular service, it's important to consider each element of the experience. Sommelier Business dives deeper into the art of wine flight curation, offering insights and expert tips to help you elevate your wine offerings and create memorable, engaging experiences for your guests.

Creating an Engaging Theme

A central part of a well-curated wine flight is establishing a clear, cohesive theme. Larissa C. Dubose, the Senior Director of Paradies Lagardère’s Vino Volo, explains the importance of curating experiences that are both intriguing and educational: “We also offer features that entice intrigue and curiosity. By highlighting the stories of underrepresented producers and regions, our guests know there will always be something new to discover.” This approach not only diversifies the offerings but also educates guests about different winemaking traditions and regions.

Her insight into elevating the experience even in unique environments, like airports, highlights that even a contained setting can provide a rich tasting experience. "Just because we have a contained guest doesn't mean that we shouldn't curate experiences to elevate the beginning or ending of their trip." This is an important reminder to ensure that the context of the flight remains immersive and enriching, regardless of the setting.

Image: Uwinebar Wine Flight Wine Selection

Interactive Tastings to Foster Connection

One of the best ways to engage guests with a wine flight is by making the tasting interactive. Certified Sommelier Darshit Bhatia from Princess Cruises underscores the power of this approach: “Organize small tasting events or flights that allow guests to sample and compare different wines. This interactive approach can create a memorable experience and encourage discussion among guests.” This idea creates a dynamic atmosphere where guests can talk about the wines, compare their notes, and share their thoughts—enhancing the social aspect of the experience. Creating an environment for conversation not only makes the tasting more enjoyable, but it also makes wine education feel less formal and more accessible. This is especially important for sommeliers who want to engage guests who may not be familiar with wine.

Using Wine Flights to Build Relationships

For sommeliers, building trust with guests is crucial. Master Sommelier Peter Granoff offers a valuable perspective on how to establish this relationship through casual, yet thoughtful, curated experiences: "Flight Nights, where we have a guest producer or importer. We pour a set of the guest's wines and they wander the room and chat with participants. Those who order the flight usually get 15% off the retail purchase of the featured wines that evening.”

This informal yet intimate approach fosters an environment where guests feel comfortable asking questions and exploring new wines without the pressure of a formal tasting. The opportunity to chat with producers or importers allows guests to gain deeper insights into the wines and the people behind them, making the experience both informative and relaxed.

Also read: Another Pour: Upselling and Growing Your Average Wine Per Bottle Revenue

Emphasizing Quality and Selection

A wine flight isn't just about offering a variety of wines; it’s about offering a selection that speaks to the quality and story of each bottle. Peter Granoff MS emphasizes the importance of curating the wine list personally: "We work on building trust with us as merchants SELECTING the wines that go on our shelves and wine bars." By selecting wines yourself, you ensure that each bottle has a purpose in the flight and that every guest can trust the integrity of your choices. The focus on personal curation ensures that every wine has been chosen for its quality, uniqueness, and story, allowing guests to explore a range of options that reflect the integrity of the selection process.

Image: Boat O'Craigo Wines' Wine and Cheese Pairing Wine Flight Event

Highlighting Diversity and Representation

A wine flight can also serve as a powerful tool for diversity and inclusion in the wine industry. Larissa C. Dubose highlights how her team uses wine flights to shine a spotlight on underrepresented groups: “Our Behind the Vines wine flights highlight BIPOC- and/or women-owned, grown, made, and led producers.” This approach not only diversifies the selection of wines but also provides guests with the opportunity to discover new and unique voices in the wine world. For sommeliers looking to elevate their wine programs, highlighting BIPOC- and women-led producers through wine flights is a great way to bring inclusivity to the forefront.

The Role of Education in Wine Flights

Wine flights are an opportunity to educate guests, whether through storytelling, winemaking details, or pairing suggestions. Providing context and knowledge about the wines can enhance the experience and deepen guests' understanding. A well-curated flight can provide an opportunity to learn about various winemaking traditions, regions, and even the influence of climate on a wine's profile. As sommeliers, it’s essential to embrace the role of educator, guiding guests through the tasting while offering insight into the unique qualities of each wine. This can include talking about the history of the region, the specifics of the vineyard, or the winemaking process. 

Also read: Retaining Wine-Knowledge: Sommeliers and Wine Waiters in a Challenging Time

[[relatedPurchasesItems-61]]

Ultimately, the goal of a wine flight is to leave a lasting impression. By thoughtfully curating wines that reflect your theme, providing an interactive experience, and educating your guests along the way, you create an experience that resonates far beyond the tasting. Wine flights give sommeliers the opportunity to not only showcase the diversity and richness of the wine world but also to shape how guests perceive and enjoy wine. By keeping your flights engaging, informative, and thoughtfully designed, you can ensure that your guests leave with a deeper appreciation for the wines they’ve tasted and a stronger connection to the world of wine.

Header image sourced from Pairings Wine Bar

Related Links
How Top Sommeliers Boost Beverage Sales And Enhance Guest Experiences
The 10 Most Important 2025 Wine Trends for Sommeliers