Event Format
Event Format
The Drink Show operates as a wine-led cellar door tasting event, designed to create a controlled, high-quality environment for both exhibitors and guests. Boutique wineries form the core of the showcase, supported by a select number of craft distilleries.
The format supports responsible sampling, meaningful interaction and real commercial outcomes - rather than high-volume, festival-style consumption.
Controlled Cellar Door Tasting Environment
The event is designed to allow guests to taste, learn and buy directly in a relaxed and considered setting.
To maintain this environment, the show operates with:
✔ Limited exhibitor numbers
✔ Controlled attendance
✔ Small sample pours only
✔ RSA-compliant service
✔ No full-serve drinks
✔ Optional voucher use for premium products
This ensures guests can engage properly with wineries and producers, without the congestion and pace of a large festival.
Sample Pour Guidelines
All tastings must be served in small sample quantities in accordance with RSA guidelines, venue licence conditions and organiser requirements.
Recommended maximum sample sizes:
✔ Wine - approx. 30 ml
✔ Spirits / liqueurs - approx. 10–15 ml
✔ RTD / cocktails - approx. 30–50 ml
✔ Non-alcoholic - small tasting samples at exhibitor discretion
Full-serve drinks are not permitted.
Exhibitors are responsible for ensuring service remains compliant at all times.
Voucher / Token System (Optional)
There is no compulsory token system.
Most wineries will provide complimentary tastings. Selected premium wines or limited craft spirit pours may be offered via the optional event voucher system.
Typical use includes:
✔ Premium wines
✔ Limited releases
✔ Special tastings
✔ High-value small-batch spirits
Voucher use must be approved by the organiser.
Direct-to-Consumer Sales Permitted
Exhibitors may sell sealed bottles and packaged products in accordance with licence conditions.
Exhibitors may also:
✔ Take orders for later fulfilment
✔ Capture customer data and grow mailing lists
✔ Promote cellar door visits and wine club membership
✔ Offer event-only specials or mixed packs
✔ Discuss wholesale supply opportunities
✔ Provide trade pricing where applicable
✔ Take enquiries for venue listings and distribution
✔ Build brand awareness with new customers
No commission is taken on exhibitor sales.
Trade Preview + Consumer Session
Each event includes a dedicated Trade Preview followed by the public tasting session.
Trade access may include:
✔ Venue operators
✔ On-premise buyers (restaurants, bars, hotels)
✔ Retail buyers and bottle shops
✔ Distributors and wholesalers
✔ Hospitality professionals
✔ Sommeliers and wine buyers
✔ Independent retailers
✔ Event and beverage managers
✔ Wine educators and industry professionals
✔ Accredited media and trade publications
This allows wineries to engage with trade in a focused environment prior to the public session.
Limited Exhibitor Numbers
Exhibitor numbers are capped to maintain:
✔ Strong engagement with each winery
✔ Clear visibility for every producer
✔ Comfortable tasting conditions for guests
✔ Responsible service standards
✔ Balanced regional representation
✔ More time for meaningful conversations
✔ Better-quality audience interaction
✔ Reduced competition between exhibitors
✔ Greater opportunity for direct-to-consumer sales
Approximate total exhibitors: up to 50 cellar door producers
Final category balance is determined by the organiser to ensure a wine-led, curated showcase.
Suitable Exhibitors
The format is designed primarily for boutique wineries and cellar doors, supported by a small number of craft distillers:
✔ Boutique wineries & cellar doors
✔ Select craft distilleries
✔ Innovative beverage producers (limited)
Why This Format Works
By limiting exhibitor numbers and focusing on a wine-led cellar door experience, the event creates a structured environment designed to support meaningful engagement and tangible outcomes for participating wineries.
The format prioritises considered tasting, direct interaction and discovery - allowing producers to present their wines in a setting that more closely reflects the cellar door experience, rather than a high-volume festival environment.
This approach delivers:
✔ Stronger brand visibility through a curated, limited exhibitor line-up
✔ More meaningful conversations between winemakers, buyers and consumers
✔ Better-quality audience engagement in a relaxed tasting environment
✔ Direct-to-consumer sales opportunities with a purchase-ready audience
✔ Mailing list growth and new customer acquisition
✔ Exposure to hospitality professionals, retailers and distributors
✔ Opportunity to showcase regional wines to a broader audience
✔ Greater time for storytelling, education and guided tastings
✔ Balanced category representation with wine as the core focus
✔ Genuine commercial outcomes beyond simple sampling
The result is a structured, wine-led tasting environment designed to support brand discovery, meaningful engagement and genuine commercial outcomes, while maintaining a premium cellar door-style experience.